Prediction of growth for AdEx on GECs by the TV industry

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Television witnessed a huge growth in the festive season compared to the last year’s festive season. During November 2020 according to the TAM Ad Ex data it shot up by 19 %, over the last year on the back of festive fervour, some great impactful properties launched by general entertainment channels such as KBC, Indian Idol, and Bigg Boss. The huge question that is playing on everyone’s mind is whether the GECs will continue to keep up the momentum in these coming months, with this festive season and excitement portrayed IPL.

The category has seen a lull in spending post the festive period in the past and this year won’t be any different. Industry experts are hoping that this December would be different compared to the previous year. The India-Australia serious having 15 sponsors will add weight to the overall growth. Chief Growth Officer of Advertisement Revenue of ZEEL, Ashish Sehgal also agrees that growth in this December would be relatively good compared to that the previous year and it is also estimated to be 5-7%. The content on GECs is in full swing which was added by Segal in post lockdown. GRPs on GECs are increasing with the launch of new shows. Both in viewership and revenue, regional markets are growing adding to the overall AdEx growth.

The industry was not sure how or when the AdEx will revive when the first national lockdown hit the nation seven months before due to the COVID-19 epidemic. Both the advertisers’ and the consumers’ sentiments have come back strongly with the gradual easing of the lockdown. Mahesh Shetty, Head-network sales of Viacom 18, commented that the festive season has been good across the board this year. Shetty pointed out that with impressive sales growth Q2 results of most large advertisers have been encouraging with impressive sales growths. For the coming quarters, the outlook is positive. He commented that December is likely to witness high single-digit growth this year. IPL 2020 having over Rs 2500 crore of advertising revenue for Star India indicates the marketer’s growing appetite to spend. The trend of new advertisements pouring in money on TV is expected to continue, even if it is IPL or not. For the majority of marketers, the year has been subdued and it is assumed that they too will start spending more in the coming months.     

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