Ashish Sehgal, Media conglomerate ZEEL chief growth officer ad sales, said that the TV broadcast community and ad fraternity must support each other. At the same time, he noted that it is difficult to say at what time the situation will return to normal or what the impact of COVID-19 will be in April.
Corona caused lockdown has forced advertisers to revisit their media plans. As a result, ad-supported media companies are staring at an ad de-growth. The advertising market, which was anyways facing headwinds, has only gotten worse with the spread of COVID-19.
Sehgal said: “We are sending an appeal to advertisers saying that categories who are doing business right now and who still continue to sell should continue to advertise. However, we will try and help those categories whose business has completely shut down. Advertisers need to help the broadcast industry at this time of need as 65% of the broadcast industry’s revenue comes from advertising.”
He added: “If they come we can help by giving subsidised rates at this time of the day. Eyeballs on TV will dramatically grow over the next two to three months. The best way to reach consumers is through TV. The situation right now is such that while my ratings are going up non-essential business activity is going down. In a normal situation both go up.”
If situation does not improve in April, the ad expenditure could see an impact of 20-30%. As of now, one cannot really say. When the CoronaVirus situation happened some cancellations came in for March.