In a quick chat with Media Samosa, Havas Media Group’s Mohit Joshi talks about the recent TRP controversy, festive AdSpends and the road ahead for television advertising.
2020 has been a tricky year for the A&M industry with businesses reeling under the consequences of the pandemic as well as the TRP controversy news television has been got entangled in recently. Would it impact AdSpends in the near future though, one may wonder? Mohit Joshi, CEO – India, Havas Media Group shares with us his thoughts on how things might play out.
Please share your views on the TRP controversy that broke recently.
We, as an industry, are guided by the BARC numbers, and they have strong quality control parameters in place. The TRP controversy is under investigation, so let’s wait for the findings. Meanwhile, the ratings of the news channels have already been stopped temporarily.
The larger discussion has to be around the content of the news channels and a lot of clients and partners have raised concerns over the nature of the content on news channels more so in recent months.
How has this impacted advertising on news channels & television overall? Have we seen a dip in AdSpends or have the brand sentiments been impacted?
News channel viewership has increased over time and they are an important part of a plan. Yes, some serious discussions have started between clients and agencies (more around the quality of content in the news channels). I don’t see any significant shift in budgets from news channels to other domains in the immediate future.
What do news channels need to do in order to win back brand trust & create a transparent process?
As l said, the nature of content requires self-regulation. I am hopeful that all news channels are internally strategizing in that direction (during this no-rating period) and there will be a change in future.
AdSpends trends you foresee for television this festive season? Who, in your opinion, are going to be the biggest spenders?
l am very bullish on the festive season spends. The current investments on IPL are a testimony that the advertising spending is back and brands are seriously looking at acquiring consumers and building their businesses.
I expect auto, white goods and e-commerce market-places to be leading the spending pie during this festive period.