The ad industry expects the losses will be back in the festive season


The earnings of India’s television, print, and digital advertising are manifesting the hints of recovery after reducing by almost 20% in 2020. As per the new report by Dentsu International, ad spend is anticipated to expand by 10.8% in 2021 to come to the point of $9 billion.

The CEO of Dentsu India, Anand Bhadkamkar, pointed out that, The ICC Men’s T20 World Cup, part 2 of IPL 2021, and other impactful things on television will pull out the advertising spending from brands. And they are anticipating the ad consumption during the festive season this year is to surely break the 2020 levels. The Industry executives are confident that they will fabricate for the effect of the second wave of Covid-19 pandemic in the forthcoming festive season.

During the April-June quarter, the industry tolerated a difficulty. According to the data of the total addressable market (TAM), ad volume on television plunged in May and June by 13% and 17%, separately and in contrast to December 2020. About 40% of annual ad consumption happens during the festive season. In the initial two weeks of July, ad capacity has enlarged over the preceding two months and was 9% less than the levels in December 2020. Despite the headwinds, the first half of 2021 has recorded a growth in ad volumes over 2019. The Broadcast Audience Research Council (BARC) India has identified that the capacity of advertising in H1 2021 is 12% higher than that in H1 2019. And the Volume of ads by Fast Moving Consumer Goods (FMCG) brands in the first half of the year is 40% which is more than that of H1 2019. 

The chief revenue officer in ad sales of Sony Pictures Networks India, Rohit Gupta, noticed that just like the festive season of 2020 recovered the ad spend in this year and the period of August to October is likely to conduct strength back to the industry. And the pandemic has played the role of an accelerator for the adoption of digital and resulting in the universe of utilisers enlarging in the period of the last 16 months. Jehiel Thakkar, partner, Deloitte India, pointed out that the area of use of digital services has enlarged amid the subsisting users and recent users have also started using the medium. And the addition of regional language feeds in social media and OTT (over-the-top) platforms committed to non-Hindi and non-English content have helped for the growth of the medium.

E-commerce is amongst one of the important operators of ad spend on digital. And numerous direct-to-consumer brands have happened and some traditional brands have taken away D2C too. The Co-founder and CEO of Tonic Worldwide Chetan Asher, supposed that because of this, the companies not only need to make brands through innovative advertising with the help of social media but also operate the sales through show marketing online.

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