Festive season sans Covid curbs to spur ad growth at the movies and on TV

Broadcasters, multiplex operators counting on September-December period that is marked by regional and national fests

For the first time in two years, the festive season, which will begin end-August with Onam and Ganesh Chathurthi, will be without Covid restrictions.

This is set to spur advertising growth for multiplex operators and broadcasters, who are counting on a festive boost after a dull April-June quarter (Q1).

While advertising recovery rates for cinema chains, such as PVR and Inox, was around 62-65 per cent in Q1, the July-August period — which is part of Q2 — has remained largely challenging. This is because of weak occupancy levels due to high-profile movie flops.

On the other hand, broadcasters, such