Television ad volumes continued to showcase steady growth with 156 million-seconds in November 2021, three percent higher than November 2020 and 31 percent higher than November 2019, according to ‘BARC India THINK Report- Ad Volumes Nov. ’21.

Said Aaditya Pathak, Head, Client Partnership & Revenue Function, BARC India, “2021 has been an interesting year from an advertising point of view given the momentum of events we have witnessed since the beginning of the year. Despite economic challenges that were accelerated with the second wave of COVID-19, legacy advertisers continued to increase spends on TV, and new brands placed faith in the medium to ensure that they were able to stay connected with their TG.

“The double-digit growth in ad volumes that regional language channels like Telugu, Malayalam and Bhojpuri have recorded indicates that marketers continue to explore regional content strongly.”

The Broadcast Audience Research Council (BARC) India report said the month of November-21 witnessed 14 percent more advertisers and 13 percent more brands as compared to November 2019.

19 percent of the advertisers and brands were new in the month. Advertisers beyond Top 50 registered the highest growth of 44 percent over November 2019; the Top 50 registered a 24 percent growth.

BFSI category bounced back with a 62 percent growth over the previous two years, month on month, with 3.8 million seconds of ad volumes.

E-Commerce registered an impressive 37 percent growth with 15.5 million seconds of ad volumes in November 2021 over November 2020.

Ad Volumes for Auto, Textiles, Retail, and Personal Accessories category grew by 2x over November 2019.

Ad volumes for regional languages have shown a growth. Telugu grew by 17 percent, Malayalam by 13 percent, Bhojpuri and Hindi by 10 percent each, and Punjabi by 9 percent, as compared to November 2020.

While the ad volumes for Bhojpuri has doubled as compared to November 2019, Marathi as well as Punjabi languages ad volume has grown by 60 percent.

Ad volumes for Tamil, Telugu, Hindi witnessed a growth of 30 percent over November 2019, showcasing steady performance.

Ad volumes for Bhojpuri language channels grew by 103 percent in November 2021 over November 2019.

BARC India is a statistical and measurement science company, which is ‘Of the Industry, By the Industry and For the Industry’.

The company is registered with the Ministry of Information & Broadcasting (MIB) as a self-regulated, not-for-profit Joint Industry Body (JIB) that provides the most authentic audience estimates of