SHRIPAD KULKARNI

Coming on the back of the India adspends degrowth in 2019 second half, the pandemic dealt a big blow to advertising. Undoubtedly, print bore the brunt of the C-19 impact, followed by Radio. Digital has had a field day, in terms of media consumption and ecommerce. Digital Spends too have got a good boost, but it will take some time to translate the digital consumption into a commensurate huge spike in paid media. On the other hand, at about 37% of Total Spends, Television is pretty much the mainstay. The massive rise in News viewership saw a commensurate thrust on the News Genre from Advertisers. In Aug-Oct, IPL led a bounce back to get the advertising on a much better wicket. Live Telecast of IPL, in many ways has helped in the kickstart of advertising during festive. So, decoding TV led bounce back helps us understand many facets of Indian Advertising. While we will look at the spends trend based on prevailing rates during the various pandemic phases, Ad Volumes help in a detailed..