The TAM AdEx-Television Advertising Report-IV for period Jan-Jun’20*, the main focus of the fourth report in the series of Television Advertising Report is on ‘Regional Language Channels’.
Advertising on Regional Language Channels
Regional language channels had 57% ad volumes share in overall television advertising, among regional channels Tamil channels topped with 16% share.
Monthly and weekly advertising Trend: Regional Language Channels
Average ad volumes/day grew by 74% in June 20* as compared to April 20*. Twofold rise in ad volumes in week 26 compared to week 15.
Tamil Language Channels
82% growth of average ad volumes/ day for Tamil channels and a sharp rise in ad volumes from week 23 onwards. Comparing week 26 to week 25, a 13% rise in ad volumes.
Number of categories- Advertisers & Brands
Tally of categories and brands remained stable during May – June 20*, number f advertisers saw decrease in June 20* after a peak in May 20*.
Genres: Tamil Channels
GEC genre topped with 36% share followed by News genre with 31% share among Tamil channels, Music and Kids genre observed highest growth in June 20* over April 20*.
Top Tamil Channels
The top 10 channels accounted 43% share ad volumes, 6 out of Top 10 channels were from News genre and together had 27% share with Sun News leading the chart with highest share of 6% followed by Thanthi TV.
Top Categories
7 of the top 10 categories from FMCG sector, we see HUL leading the advertising category with 1/4th of the ad volumes, the top 10 advertisers contribute more than 50% share.
260+ advertisers and 400+ brands were exclusively active in April – June* 20, Surgical goods/equipment and Hand Sanitizers topped among exclusive categories of April – June 20*
Telugu Language Channels
Monthly and weekly advertising Trend
Average ad volumes/day grew by 71% in June 20* compared to April 20*, ad volumes increased twofold in week 26 compared to week 15.
Categories
Tally of categories, advertisers, brands peaked during June 20*, 10% and 39% rise in count of advertisers and brands respectively during June 20* compared to April 20*.
Genres
Among Telugu channels, GEC, News and Movies genres together had 83% ad volumes share. Telugu GEC channels observed highest growth in ad volumes in June 20* compared to April’ 20.
Top Telugu Channels
Top 10 channels accounted 48% share of ad volumes, 5 out of top 10 channels were from Movie genre and together had 24% share. With V6 News leading the chart with highest share followed by Star Maa Movies.
Top Categories & Advertisers
FMCG categories dominated the list of top 10, HUL and Reckitt the top 2 players had nearly 30% of advertising share on Telugu channels.
Exclusive categories, advertisers and brands in April – June 20
180+ advertisers and 300+ brands advertised exclusively during April – June 20 in last 6 months with hand sanitizers topped among exclusive categories of April – June 20*.
