BARC ratings blackout puts festive TV ad budgets under pressure
Parle Products and Dabur India signal tougher TV-rate negotiations as BARC’s ratings suspension clouds campaign measurement. FMCG brands may shift more festive spending to CTV, OTT and quick commerce amid a broader linear-TV advertising decline.
BARC’s ratings suspension could disrupt festive TV ad buying by Indian FMCG brands, forcing tougher CPRP negotiations and lower reality-show rates. Parle and Dabur executives flag a shift of budgets toward CTV, OTT and quick commerce amid already declining linear-TV advertising.
Why this matters
The move follows Parle’s signal of demand recovery from easing input costs and comes alongside reports it is weighing a $1bn IPO at a $10.5bn valuation. Festive inventory stockpiling adds planning pressure.
Retail-brand signals are accelerating, up 337900% QoQ.