And advertisers feel that since “consumers are in the mood to spend” during festivals, the recovery will be faster in the last quarter of the year. “Since the small-screen world depends solely on advertising, it’s imperative that a sense of normalcy comes in at the earliest. Once the businesses are back in motion, it will lead to more ad revenues. That way, everything is interlinked with the emotion of normalcy and people’s positive outlook,” says exhibitor-distributor Akshaye Rathi. Industry estimates also suggest that the official broadcaster of IPL is set to earn 15-20% more from TV advertising compared to last year.

Source: Hindustan Times September 28, 2020 08:48 UTC