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According to sector analysts, the increase in the number of viewers has definitely resulted in an increase in advertising volume, but advertising prices are still not satisfactory. Viacom18, claims that local television is showing all signals positively and that ad prices for broadcasters are rising according to markets and audience numbers.
"The region will definitely push ahead with our expansion. Giving choices would make them choose to see high-value contents in their language," he says. "It' really great to have BARC because it can help attract the interest of the advertiser. However, monetarisation is a lawn war between advertising companies, channels and agents, and this struggle will never end.
Yes, advertising prices are therefore rising year-on-year, dependent on the markets and the increase in the number of viewers," Kumar added. ZEEL, believes that as channels fulfill their promise to audiences and marketers, the ad prices for them will rise," says Cluster Head - Regional Hindi Speaking Markets (RHSM) ZEEL member Anmit Shah.
"Local areas are encouraging. There are already seven canals in the Hindi-speaking region and they are doing well. Every trend is going in the right directions, and I believe that if a station delivers on its promises to the audience and thus to the advertiser, prices will also rise.
Spatial Access CEO Vineet Sodhani says that while ad volume has increased by 20-40 percent, ad prices have only increased by 10-12 percent. "There is a great deal of attraction not only in the local GAECs, but also in the local films, tunes and messages, and the advertising volume has increased.
However, advertising prices do not move in a similar way. Sodhani says, "I can say that ad volume in all categories has increased by 20-40 percent, but ad prices have only increased by 10-12 percent. This 10 percent increase in ad prices is not for everyone, says an experienced advertising consultant.
There are only a few upper canals which are able to give commands such as hikes. "Rate increases in the local market aren't really going up. A number of single suppliers may have accepted the rise. Prices may have risen by 5-10 percent, but they are only the top players," said the designer.
A number of determinants determine the display speed a particular canal would control. Decisions are not taken just by agents or advertising companies or broadcasting companies. Advertising prices vary depending on certain metrics such as CPRPs (cost per rated points), ERPs (effective interest rates) or competitive conditions in the markets. Sujata Dwibedy, Executive Vice President, Carat India, Dentsu Aegis Network, explains the dynamics: "As each store has more than one sales outlet, prices are not determined by the agency or advertiser, but by the benchmark - CPRPs (Cost per Ratings Points) or ERPs (Effective Rates), competitive in one store, and the overall Indian store value of a given store.
However, it may not be entirely possible for a new TV to achieve above-average advertising prices. Neel Kamal Sharma, COO-Buying, Madison World, said that if programs from a new TV station become the top shows in this industry, it is likely that the station will achieve better averages.
"If a new TV station is started in any given geographic area, both broadcasters and advertiser alike anticipate that it will draw new audiences through differential contents, which could potentially result in an overall audience growth in that geographic area. When the new TV addition will add significant new audiences to the overall audience basis of this segment and some of its programs will become top shows in this segment, it is likely that the TV can achieve better ad prices than other current channels," says Sharma.
"If you had the option, you would choose to see high-quality contents in your language," stressed Ravish Kumar. Those factors have attracted the interest of TV stations and advertising companies in the local arena and probably explained the recent boom in the creation of several new stations such as Sony Marathi, Zee Malyalam and Colors Kannada.
In 2017, the start of new TV stations and a surge of fashionable realism shows tailored to local audience sizes resulted in a 32 percent rise in the number of voice viewers. Star TV started its channel televised channel range in June 2017 under the Star Maa roof with renewed brand-name and shows.
Rising demands for local news were further confirmed when Star decided to broadcast IPL's local newsfeed in 2018. This resulted in a 22 percent rise in the number of IPL viewers in the region's 2018 market. BARC India reports that the number of viewers in the local dialect has increased massively over the last two years.
The Bhojpuri region recorded 134 percent growth, followed by 125 percent for Assamese, 89 percent for Oriya, 81 percent for Gujarati, 68 percent for Marathi, 55 percent for Bengal, 52 percent for Kannada, 34 percent for Punjabi, 23 percent for Hindi, 18 percent for Telugu and 17 percent for Tamil.
This year, the number of advertisements on local voice platforms also rose over the previous year. Bhojpuri channel advertisements rose 54 per cent four per capita, followed by Bangla with 39 per capita and Tamil with 22 per capita. Viacom 18 with Colors Tamil penetrated the Tamil GEC in February 2018.
As of the start, the canal was available in 11 million homes in Tamil Nadu and had 22 hour week long footage. Later on, the association also heralded the introduction of a film channels for the Kannada grocery store. The GJ'18 continues to be dominated by GECs in Hindi and local regions in advertising spending.
Nevertheless, the Hindi GECs' adoption of adEx fell by 9 per cent in the year under review, down from 5 per cent. 18 per cent. 7 per cent. 4% in local advertising on local TV and illustrates the overall expansion of the local Indian population. Kerala Vision consultants Krishna Kumar adds: "Various determinants such as the contents of the canal, the position of the canal in the markets and the position in the networks determine the prices.
Advertising prices also differ from store to store. A lot of local canals, especially in the southern hemisphere, are built on a mixture of perceptions and relationships as numbers. However, for the same channel, revenues from the domestic channel tend to be generated from figures such as GRP vs. CSRP, coverage, programme power, etc.
"Increasing the display speed is possible with better channel/program power and perceptual capability," he added.