India under lockdown: Broadcasters stare at drop in ad revenues


Mumbai: Broadcasters are staring at a drop in promoting revenues regardless of Indians spending extra time at house watching TV through the ongoing lockdown after high spending corporations put many deliberate campaigns on maintain and even cancelled them.

Top broadcasters, media patrons and advertisers ET spoke with, really feel that if the scenario doesn’t enhance by finish of April, the TV trade will find yourself with a 30-40% drop in ad revenues in April and May.

Experts say that whereas March is often a slower month for promoting, many high spending classes — like auto, shopper durables, retail, and cellphones— spend closely throughout these two moths on IPL and the summer season season.

With IPL getting suspended and a nationwide lockdown in drive, advertisers aren’t eager on spending advertising and marketing monies and broadcasters really feel that the persevering with uncertainty would possibly deliver extra ache.

“The media industry, which depends heavily on advertising revenues, is going to take a massive hit because of economic disruption. It’s tough to estimate the scale and size of impact and it will depend on how long and deep is the disruption,” acknowledges Uday Shankar, president, The Walt Disney APAC and chairman, Disney & Star India. “There is a massive impact on TV advertising in the Month of April.”

For broadcasters, 60-65% of their top-line comes from advertisements.

MK Anand, MD and CEO of Times Network mentioned that whereas there’s a particular drop in ad gross sales, there are rising indicators from sure sectors together with digital, banking and insurance coverage and healthcare. “We are absolutely sure that engagement and reach of TV as a medium has seen a rise, and it’s going to jump further. As a marketer, I see this as an opportunity to outshine by doing strategic brand messaging in a highly engaging context.”

Times Network, for example, is operating three campaigns. First is ‘Fighting Fear with Facts’ that seeks to counter the quick concern psychosis gripping the viewers and proposes that Times Network information channels are the perfect antidote as a result of their superior reality based mostly reporting – a message that builds model salience past the present context. Second Movies Now, which is positioned as ‘Home to Superheroes’ has used the event to Salute ‘India’s actual Superheroes’ – Doctors, Police, Reporters and so forth., who’re on the market ensuring the important companies preserve operating whilst all of us keep house. Besides these, the community can be operating ‘India Cares’, an umbrella marketing campaign, which is a name to donate for PM Cares.

Broadcasters agree that a whole lot of companies are under stress as all the provide chain has been disrupted. And advertisers don’t see a purpose to promote if it doesn’t translate into gross sales as individuals are not venturing out to buy items and companies.

Ashish Sehgal, chief progress officer – ad gross sales, ZEE mentioned, “We understand that these are tough times. Yes, there have been some cancellation requests. Some businesses have suspended operations and we are actively helping those categories. But we are also appealing to those categories, where business is operational, to continue supporting us.”


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