THE JURY IS UNANIMOUS ON THE FACT THAT THE DIP IN AD SPENDS IS SHORT TERM, MAYBE FOR A COUPLE OF QUARTERS Television channels, such as Star Plus or Zee, are allowed to air 12 minutes of advertising per hour. However, in the past one month, ever since the currency demonetisation was announced, advertisements have witnessed a 15-20 per cent dip. Advertisers spend over 45 per cent of their advertising and marketing spends on TV and around 30 per cent on print.
A drop of 15-35 per cent in consumption, following the withdrawal of the 500 and 1,000 currency notes, has led to many big-ticket advertisers cutting almost half of their ad spends, while regional brands have virtually stopped advertising. “There has been a dip in advertising,” admits Punit Goenka,…