Ad Volumes on Television soared 21% in the year 2021 compared to2020. Ad Volumes increased by 37% in the year 2021, followed by a 15% increase in the year 2018, both compared to the year 2017.
The lowest Average of Ad Volumes was observed in the 2nd quarter due to CovidWave II. Average Ad Volumes/Day rose by 12% in the 4th quarter compared to the 2nd quarter.
Ad Volume percentage dropped from Apr-Jun’21 mainly due to Covid Wave II. Jun’21 recorded the Lowest Ad Volume percentage (7%). Television Ad Volumesstarted recovering from Jul’21 onwards and saw a peak at 9.6% in Oct’21 owing to the festive period.
Food & Beverages was the Leading Sector with a 21% share of Ad Volumes. It climbed one spot to take the lead in the year 2021 compared to 2020. Personal Care/Personal Hygiene claimed the 2nd position with an 18% share. The top 3 sectors together added 52% share of Ad Volumes in 2021 which were also among the Top 3 during the year 2020.
In the Top Leading Categories for the year 2021, Toilet Soaps retained its 1st position over the year 2020 with a 4% share of Ad Volumes.Toilet/Floor Cleaners jumped 4 positions up to claim the 2nd spot displacing Ecom-Media/Ent./Social Media.‘Ecom-Education’ entered in the Top 10 list this year. 2 out of the Top 10 categories were from Personal Care/Personal Hygiene and F&B sectors each.
In the Leading Advertisers category, FMCG Players reigned among the Top 10. Hindustan Unilever topped the list followed by Reckitt Benckiser India, both retaining their spots. The top 10 advertisers together added a 40% share of Ad Volumes during the year 2021. Brooke Bond Lipton India, Cadburys India, Ponds India, and Procter & Gamble were in the list of Top 10 advertisers with
a positive rank shift compared to the year 2020. Amazon Online India was the new entrant in the Top 10 list.
The Leading Brands category in the year 2021 showed Lizol on the top followed by Dettol Toilet Soaps, both from Reckitt Benckiser India in the year 2021. Total 13.7 K+ brands were present in 2021.
6 out of the Top 10 brands were from Reckitt Benckiser and 2 were from HUL. Top 10 Brands contributed 8%share of Television Ad Volumes.
300+ Categories registered Positive Growth in the Top Growing Categories.
Milk Beverages saw the highest increase in Ad second ages with the growth of 45% followed by toilet/Floor Cleaners with 37% growth during 2021 compared to 2020. In terms of growth %, the Aerated Soft Drink category witnessed the highest growth % among the Top 10 i.e. 2.2 times in the year 2021.
4.9K+ Exclusive Advertisers & 7.7K+ Exclusive Brands advertised in 2021 compared to 2020.
EpxUptech and Dettol were the top exclusive advertiser and brands respectively during 2021 compared to 2020. Reckitt Benckiser and Ponds India had their 2 brands in the Top 10 list of exclusive brands in 2021.
GEC and News had 56% of Ad Volumes in the Top 5 Channel Genres in 2021. GEC overtook News as the most popular channel genre in terms of advertising. The top 5 channels genres accounted for more than 90% share of Ad Volumes during both the years 2021 and 2020.
Regional and National channels had 65% and 35% share of Ad Volumes in 2021 compared to 63% and 37% in 2020 respectively. Regional channels saw 25% rise in Ad Volumes during 2021 (2% rise in terms of % share)
750+ Exclusive Advertisers were present on National and 6900+ on Regional Channels 2021.
Toppr Technologies and Aachi Masala Foods were leading Exclusive advertisers on National and Regional channels respectively this year.
During the year 2021, 250+ Hours of Co-Branding Ad Volumes with movies were recorded on TV. Co-branded advertising has garnered a lot of traction in past few years. A brand and movie both form an alliance to work together, creating marketing synergy. On television, there have been various co-branding efforts, which have created a fantastic symbiotic relationship between the brands and movies.
TAM AdEx monitors co-branding ads in association with movies on television.
Total 20+ Brands Associated with Movies. Dish TV HD topped among the brands associated with movies with a 17% share of Co-Branding Ad Volumes.
The top brand Dish TV HD partnered with Movie ‘83’.Top 10 brands added 72% share of Co-Branding Ad Volumes in 2021.
Total 20+ Movies Partnered with Brands. Movie ‘83’ had 10 Co-Brandings. Top 10 movies added 93% share of Co-Branding Ad Volumes in 2021.