TV viewing 37% increase due to lockdown, but many advertisers back out of fear of recession

People are in homes because of the lockdown and most people are spending their time watching TV. On March 24, Prime Minister Modi announced a 21-day lockdown across the country, which has recorded the highest increase in TV viewership since then. But for the TV advertising industry, the situation is proving to be quite challenging. On the one hand, there is a good chance to connect with the consumer due to the historic increase in viewership, on the other hand, the threat of a growth slowdown due to lockdown has forced companies to cut advertising spending.

According to the report, the advertising industry has lost 30 to 40 percent of the business this season. Many FMCG companies are withdrawing from advertising and are waiting for the situation to return to normal.

TV viewing time increased due to lockdown

• According to reports by television monitoring agency BARC (Broadcast Audience Research Council) and market research firm Nielsen, TV consumption time between March 21 and March 27 was at an all-time high of 1.2 trillium minutes. This is 37% higher than the pre-COVID period i.e. 11 to 31 January.
• As a result, the average daily FCT (free commercial time) of 21 to 27 March also increased by 6 lakh seconds i.e. a 15 percent increase. FCT grew the most in the food and beverages category, followed by personal care and hygiene products. (FCT means seconds purchased on the channel for advertisement)
• Chennai-based Ice Media director M Lawrence told that the reason for this increase in TV viewership is the lockdown. In such a situation, people are watching TV but without any interest. In such a situation, it will not prove much better for the advertising industry.
• Compared to last year, our business has decreased by 70-80%. We have also seen a fall in March and there is a possibility of further decline in April. We are advertising the food category, but have reduced the number of channels and are only focussing on the new channels.