{"id":1029411,"date":"2026-08-18T07:28:00","date_gmt":"2026-08-18T01:58:00","guid":{"rendered":"https:\/\/telecomlive.in\/web\/?p=1029411"},"modified":"2026-08-18T07:32:22","modified_gmt":"2026-08-18T02:02:22","slug":"tv-ad-cap-removal-to-boost-inventory-not-demand-revenue-benefit-seen-at-1-3-elara","status":"publish","type":"post","link":"https:\/\/telecomlive.in\/web\/2026\/08\/18\/tv-ad-cap-removal-to-boost-inventory-not-demand-revenue-benefit-seen-at-1-3-elara\/","title":{"rendered":"TV ad cap removal to boost inventory, not demand; revenue benefit seen at 1\u20133%: Elara"},"content":{"rendered":"<p>The removal of the 12-minute-per-hour television advertising cap is positive for broadcasters but is unlikely to materially change the industry\u2019s growth trajectory, according to Elara Securities analyst Karan Taurani. The brokerage estimates that the policy change could increase overall television advertising revenue by only 1\u20133%, as much of the industry already operates at or above the erstwhile limit. <\/p>\n<p>The incremental inventory opportunity is expected to be concentrated in select regional general entertainment channels (GECs) and free-to-air (FTA) channels, which together account for around 25\u201330% of TV advertising expenditure (AdEx). News channels, representing around 7\u20138% of TV AdEx,<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The removal of the 12-minute-per-hour television advertising cap is positive for broadcasters but is unlikely to materially change the industry\u2019s growth trajectory, according to Elara Securities analyst Karan Taurani. The brokerage estimates that the policy change could increase overall television advertising revenue by only 1\u20133%, as much of the industry already operates at or above the erstwhile limit. The incremental inventory opportunity is expected to be concentrated in select regional general entertainment channels (GECs) and free-to-air (FTA) channels, which together account for around 25\u201330% of TV advertising expenditure (AdEx). News channels, representing around 7\u20138% of TV AdEx,<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[58,4,10],"tags":[],"class_list":["post-1029411","post","type-post","status-publish","format-standard","hentry","category-broadcasting-the-economic-times","category-newspapers","category-the-economic-times"],"acf":[],"_links":{"self":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts\/1029411","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/comments?post=1029411"}],"version-history":[{"count":1,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts\/1029411\/revisions"}],"predecessor-version":[{"id":1029430,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts\/1029411\/revisions\/1029430"}],"wp:attachment":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/media?parent=1029411"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/categories?post=1029411"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/tags?post=1029411"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}