As per Sony Pictures Network India (SPNI) president Rohit Gupta, “This year it is very positive. In the last two years, there were issues. In one year, we had de-monetisation and in another year there was GST. This year it has been a clean run and therefore things have been very positive.”
Gupta added that a 15-20% growth in ad spends on TV is expected. He noted that small clients will give a big boost to the market.
He said: “FMCG is big but during the festive season, a lot of the smaller guys will come in. This really helps broadcasters drive the revenues up. FMCGs advertise across the 12 months in a year but during the festive season, a lot of the smaller guys come in. There are companies who might do just two to three campaigns in the year and focus on doing that activity during this period. These are the guys who really drive the business up.”
Most of the categories will drive growth. Gupta hopes brands to use television to make a bigger push into rural India due to the return on investment (ROI).
He added: “There is no one single category. Television is supported by all the categories. Most of the brands are active on TV. During the festive period, there is a campaign for every brand.”
According to Zee Unimedia COO Ashish Sehgal, “It has gone pretty well. It is finishing on a high note. Almost every category is firing and coming up with a campaign. More monies will come in October. Last year we had two good months in September and October on account of GST which came into effect in June. So clients had postponed spends. The monies not spent was pushed to September. This year September has been low compared to last year in terms of ad campaigns. October is the start of the last quarter in the calendar year. Thankfully that has been a good month this year. In October we sold out our inventory completely.