Last year, regional channels received 13 per cent more advertising compared to national channels. As per the recently-released FICCI-EY report 2019, regional channels saw 615 hours of advertisement per year whereas national channels witnessed 542 hours of advertisement during the same period. The ad volumes on regional channels grew by four per cent while national channels saw six per cent fall.
The report added that consumption of regional content grew across all media. It comprised over 50 per cent of television viewership, 44 per cent of films released in theatres, 43 per cent of newspaper circulation and around 30 per cent of OTT consumption.
Also, ad volume share of regional GECs increased in most cases because of better content, formatted shows and new products that entered the market. In 2019, Bengali GECs' ad volume grew to four per cent from two per cent in 2018. The ad volume of Malayalam GEC also grew to three per cent in 2019 from two per cent in 2018.
As reported, the New Tariff Order (NTO) implemented in February 2019 increased end-customer prices for television content, reduced the reach of certain genres of channels and resulted in a 6 per cent reduction in time spent watching television during the second half of calendar 2019. But it was a big gain for the regional channels as it benefited regional languages like Urdu, Punjabi, Bhojpuri, Marathi and Gujarati whose consumption increased over 20 per cent.
DTH home channels (+16 per cent), Bhojpuri movies (+60 per cent), Kannada movies (+58 per cent), Punjabi music (+33 per cent) and sports (+26 per cent) were the top gainers.