Update

Which industry won and lost in the pandemic? A data defined overview.

Television viewership rose by an extent of 37% during the lockdown like never before. But alongside these remarkable records, the Broadcast Audience Research Council did not express about the ₹78,800 crore industry as it would do otherwise.

With industry CEOs stuck with the only option of video calls, inducing reduced costs, appraisal freeze, layoffs and pay reduction, the industry had to struggle with an unprecedented crisis that hampered its whole existence. 

Broadcasters relied on the re-run of past shows which created a steep decline in the advertising on GECs. 

Ad volumes on GECs revived during the period between June to December. Especially the months of October and November saw the highest share due to the festive season. 

Which industry won and lost in the pandemic? A data defined overview. 2

True Shield Hand Sanitiser topped the list of brands, for the month of April till June and August. Toilet soaps formed 9% of the total ad volume share, followed by washing liquids/powders and shampoos in the list of top 10 categories.

Which industry won and lost in the pandemic? A data defined overview. 3
Fresh cola drink with splashes of water and green lime on black background

4 out of 10 in this list were food and beverage brand products. Biscuits were the debutant in the list of top 10 in place of the usual hair oil brand products.

Which industry won and lost in the pandemic? A data defined overview. 4

The top advertiser title went to Hindustan Unilever, second came Reckitt Benckiser. Amongst the top 10, 6 belonged to HUL and 3 belonged to Reckitt Benckiser. In 2020, over 1300 advertisers and almost 2700 brands advertised on GECs, exclusively.

The regional channels formed 77 percent while the national channels comprised 23 percent of the total ad volume during the years of 2019 and 2020. 

Khushi

Khushi is an avid reader and loves analyzing companies in the digital space. Her interest is in online marketing, business, startups, and politics. She does everything perfectly by taking extra time.
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