As per the BARC report on ad volumes on television for 2020, digital native advertisers turned to television to capitalise on TV’s reach and viewership In a challenging year for India and the world, it was reassuring to see an increase in ad volumes on TV in the second half of 2020. Hindustan Unilever was the biggest advertiser in 2020 with a 30% growth in ad over 2019, followed by the Reckitt Benckiser Group, with their ad volumes growing by 37% in 2020 over 2019. “Television continues to be the screen of the household and the most important medium for all the major advertisers to reach their audience pre-pandemic and post lockdown too. Return of originals along with the festive season and live sporting events boosted the ad volumes, taking the overall growth in ad volumes to 34% as compared to H1, 2020 and eventually minimising the reduction in volumes to a marginal -3% for the overall year, as compared to 2019,” said Aaditya Pathak, Head – Client Partnership & Revenue Function, BARC India. The movie genre saw significant growth in ad volumes in 2020 as compared to 2019. Hindi GEC witnessed the highest growth in ad volumes with 10% as compared to 2019. Other Regional GECs saw a growth of 8% over 2019. News genre in 2020 too had the highest volume, while ad volumes dropped by 1%.