Channel execs say advertisers are missing out on a golden chance to make their mark Under normal circumstances, it would not have taken rocket science to figure out that an unprecedented surge in television viewership and digital media consumption would have had advertisers paying top dollar to get a spot on those platforms.
Although the Broadcast Audience Research Council (BARC), which measures viewership on both TV and digital media (the latter with Nielsen), has been dutifully reporting a spike in total audiences and the time they spend on these, advertising has nosedived.
For the seven-day period starting 4 April, BARC reported a 38% jump in TV viewership over the pre-covid-19 period (January).