Advertisers and TV stations in India are getting used to the “Prime Time” branding and the Prime TV advertising campaign is now a staple in prime time.
According to the latest figures released by the Advertising Standards Council of India (ASCI), Prime Time ads on prime channel TV stations and mobile apps in the country increased by 17.3% between May and June this year.
“Prime time” is a term that refers to a commercial day that usually begins around 10:00pm, with a total of six hours of prime time programming for a total commercial day.
This ad spending is typically the largest in prime.
It is the advertising spending that reaches the viewer on an overall basis, and not just for TV ads.
Advertisers spend money on advertising on prime TV channels because Prime Time is the most profitable segment for them, according to the ASCI.
Prime Time advertisers also spend more money on other TV channels, including online channels.
The average advertising spend on Prime Time for advertisers in India grew by 17% to Rs. 5,700 crore in the fiscal year 2017-18.
As per the latest data, the average TV viewership for Prime Time was 15.3 million, while it was 15 million for Prime Day, the last prime time commercial day, according the ASCEI.
The average number of viewers per episode of Prime Time also increased by 15% to 8.7 million during the fiscal years 2017-2018.
Prime Time advertisers are also getting used at the peak of the season.
“The advertiser is seeing prime time in the run up to the season,” says A.K. Ramakrishnan, partner, TV advertising at ICICI Securities, an industry research firm.
While Prime Time advertising is usually the biggest spenders in the TV ad market, the advertisers are not as active as they used to be.
This is because advertisers have been focusing on their other TV ad channels like mobile apps and online.
The increase in Prime Time spending is also not as big as they were when the campaign was first launched.
“Now we are getting a big bump in our Prime Time expenditure,” Ramakishnan says.
“We have to keep our eyes on it, as we are not able to be active on other channels like online and offline,” he adds.
What are the main reasons for the rise in Prime time spending?
The main reason behind the increase in advertising spending on Prime time is because Prime time has been becoming a more important time for advertisers to reach the consumer, says Anupam Kothari, partner and head of advertising research at ICICS.
Prime time commercials are now seen more often on digital platforms like YouTube, Instagram and Snapchat.
Primetime advertisers have also seen their ad spend increase by about 30% in the last six months, which is why they have increased their advertising spending by an average of 30% to reach a higher level of spend.
The main reason for the increase is that Prime Time TV advertising has become more relevant as it is viewed more frequently on social media platforms like Facebook, Twitter and WhatsApp.
Another reason for Prime time advertising increase is the rise of the digital advertising space.
This space is growing rapidly in India.
“Our ad spend is increasing by 30% on Facebook, 30% of Instagram and 30% by Snapchat in the past six months.
The digital ad space is also growing rapidly,” says Kothar.
When did prime time become a trend in the Indian TV ad industry?
Prime time advertising has been growing rapidly since Prime Time started to be used in the advertising market in the mid-1990s.
Prime Times started to appear in advertisements on various channels, especially on TV channels like Channel 7, TV18, HDFC TV and Sun TV.
In 2001, the first Prime Time ad was launched on TV18.
PrimeTime ad spending in the ads on TV has increased by an astounding 50% over the last decade.
“Advertiser spend on prime ad has been increasing exponentially over the past five years,” says Ramakshnan.
The trend of Prime Times being seen in advertisements has seen a lot of companies, such as Aditya Birla, Adityanath Ambani, Sun Pharma, Aircel and Spicejet start to use Prime Time in their advertisements.
How do I get more Prime Time commercials?
For advertisers, Prime Time has been a trend for some time now.
“Prime time has become a huge time for us, as advertisers have started to focus more on other platforms.
So, we have had to increase our ad spend,” says the CFO of the major TV ad group, Bharti Airtel.
What are some other reasons for Prime ads increasing in India?
Prime ads have become a big part of TV advertising in India as they reach more people.
Advertising on Prime TV has been gaining traction since the late 1990s, and has grown by leaps and bounds since the beginning