The TAM AdEx-Television Advertising Report 14 for period Jul-Aug’20, it comprises of 2 sections that is Advertising Overview on Regional Language Channels: Jul-Sep’20* and Advertising trends on Top 5 Regional Language Genres: Jul-Sep’20*. For the regional language genre we highlight Tamil, Telugu, Kannada and Malayalam genre:
Advertising Overview on Regional Language Channels
Advertising on Regional Language Channels including comparison with Overall TV Ad Volumes: Jul – Sep’20*
Regional Language channels had 60% Ad Volumes’ share in Overall Television advertising during Jul – Sep’20*, among regional channels, Tamil channels topped with 15% share.
Advertising on Regional Language Channels
Avg. Ad Volumes/Day on Regional Language Channels soared consistently in Aug’20 & Sep’20* compared to Jul’20, highest growth of 20% observed in Regional Language Channels during Week 37 compared to Week 27 on TV.
Advertising Trends on Top 5 Regional Language Genres
Tamil Genre
Ad Volumes on Tamil channels grew by 13% in Sep’20* compared to Jul’20, Ad Volumes on Tamil channels grew by 13% in Sep’20* compared to Jul’20. During week 37, Ad Volumes increased by 28% on Tamil channels which is highest so far compared to week 27.
Tamil Channels: Monthly tally of New* Categories, Advertisers & Brands (Jul-Sep ’20^)(*based on previous month)
On TV, Aug’20 registers highest No. of new* categories, advertisers and brands on Tamil Channels between Jul’20 – Sep’20^
Ad Volume’s Trend for Tamil Channel Genres (Jul-Sep’20*)
Among Tamil channels, GEC, News & Movies genres together had more than 3/4th of Ad Volumes’ share during Jul-Sep’20* GECs topped among Tamil Genres with 40% share of Ad Volumes; also witnessed 24% rise Ad Volumes/Day during Sep’20* compared to Jul’20.
Leading Categories and Advertisers on Tamil Channels during Jul-Sep ’20*
List of the Top 10 categories on TV was dominated by FMCG (except Retail Outlets-Jewellers and Multiple Courses). Toilet Soaps and Hindustan Unilever were leading category and advertisers respectively on Tamil channels and Top 10 categories and advertisers added 38% and 49% share of Tamil Channels’ Ad Volumes respectively in Jul-Sep’20*.
New^ Categories and Advertisers on Tamil Channels: Jul-Sep’20* compared to May-Jun’20
Total 30+ New Categories & 330+ New Advertisers seen on Tamil channels during Jul-Sep’20* compared to May-Jun’20. 4 out of Top 10 New Categories were from Food & Beverages sector and Pothys was the top new advertiser followed by Perfetti Van Melle in Jul-Sep’20* compared to May-Jun’20.
Telugu Genre
Ad Volumes on Telugu channels rose by 4% in Sep’20* compared to Jul’20, Ad Volumes on Telugu channels rose by 4% in Sep’20* compared to Jul’20. During week 37, Ad Volumes grew by 11% on Telugu channels which is highest so far compared to week 27.
Telugu Channels: Monthly tally of New* Categories, Advertisers & Brands (Jul-Sep ’20^) (*based on previous month)
On TV, Aug’20 registers highest No. of new* categories, advertisers and brands on Telugu Channels between Jul’20 –Sep’20^.
Ad Volume’s Trend for Telugu Channel Genres (Jul-Sep’20*)
Among Telugu channels, News, GEC and Movies genres together had 82% Ad Volumes’ share during Jul-Sep’20* while Telugu Kids and News channels observed a growth in Ad Volumes/Day (30% and 20%) in Sep’20* compared to Jul’20.
Leading Categories and Advertisers on Telugu Channels during Jul-Sep ’20*
Top 10 categories on Telugu Channels were dominated by FMCG (except Retail Outlets-Jewellers and Ecom-Education) and Toilet Soaps and Hindustan Unilever were leading category and advertisers respectively on Telugu channels. Top 10 categories and advertisers added 33% and 48% share of Telugu Channels’ Ad Volumes respectively in Jul-Sep’20*
New^ Categories and Advertisers on Telugu Channels: Jul-Sep’20* compared to May-Jun’20
Total 50+ New Categories & 370+ New Advertisers seen on Telugu channels during Jul-Sep’20* compared to May-Jun’20 with 2 new categories Chewing Gum/Bubble Gum and Sugar Confectionaries belonged to Food & Beverages sector. Coca Cola was the top new advertiser followed by FMC on 2nd place in Jul-Sep’20* compared to May-Jun’20.
Kannada Genre
Kannada News channels witnessed a 22% rise in Ad Volumes during Sep’20* compared to Jul’20, Ad Volumes on Kannada channels rose by 5% in Aug’20 and 1% in Sep’20* compared to Jul’20 and Ad Volumes grew by 6% on Kannada Channels during week 37 compared to week 27 and peaked in week 35.
Kannada Channels: Monthly tally of New* Categories, Advertisers & Brands (Jul-Sep ’20^) (*based on previous month)
On TV, Aug’20 registers highest No. of new* categories, advertisers and brands on Kannada Channels between Jul’20 – Sep’20^
Ad Volume’s Trend for Kannada Channel Genres (Jul-Sep’20*)
Among Kannada channels, GEC, News and Movies genres together added 86% share of Ad Volumes during Jul-Sep’20* and Kannada News channels witnessed a rise in Ad Volumes/Day (22%) during Sep’20* compared to Jul’20.
Leading Categories and Advertisers on Kannada Channels during Jul-Sep ’20*
8 out of Top 10 categories on Kannada Channels were dominated by FMCG sector in Jul-Sep’20*, Toilet Soaps and Hindustan Unilever were leading category and advertisers respectively on Kannada channels and Top 10 categories & advertisers added 39% and 54% share of Ad Volumes on Kannada Channels respectively.
New^ Categories and Advertisers on Kannada Channels: Jul-Sep’20* compared to May-Jun’20
Total 60+ New Categories & 300+ New Advertisers seen on Kannada channels during Jul-Sep’20* compared to May-Jun’20 and Top 3 new categories on Kannada Channels belonged to Food & Beverages sector. Facebook Inc. was the top new advertiser on Kannada Channels followed by TVS Motor on 2nd place.
Malayalam Genre
40+ New Categories & 340+ New Advertisers seen on Malayalam channels during Jul -Sep’20* compared to May -Jun’20, Ad Volumes on Malayalam channels rose by 7% in both Aug’20 and Sep’20* compared to Jul’20 and Ad Volumes grew by 22% on Malayalam Channels during week 37 compared to week 27 and peaked in week 35.
Malayalam Channels: Monthly tally of New* Categories, Advertisers & Brands (Jul-Sep ’20^) (*based on previous month)
On TV, Aug’20 registers highest No. of new* categories, advertisers and brands on Malayalam Channels between Jul’20 – Sep’20^.
Ad Volume’s Trend for Malayalam Channel Genres (Jul-Sep’20*)
Among Malayalam Channels, GECs solely had 52% share of Ad Volumes followed by News with 25% share in Jul-Sep’20*, there was a 41% growth in Malayalam News channels during Sep’20* compared to Jul’20.
Leading Categories and Advertisers on Malayalam Channels during Jul-Sep ’20*
7 out of Top 10 categories on Kannada Channels were dominated by FMCG sector in Jul-Sep’20*, Toilet Soaps and Hindustan Unilever were leading category and advertiser respectively on Malayalam Channels and Top 10 categories & advertisers had 37% and 48% share of Malayalam Channels’ Ad Volumes respectively in Jul-Sep’20*.
New^ Categories and Advertisers on Malayalam Channels: Jul-Sep’20* compared to May-Jun’20
40+ New Categories & 340+ New Advertisers seen on Malayalam Channels during Jul-Sep’20* compared to May-Jun’20, 4 out of top 10 new categories on Malayalam Channels belonged to Durables sector and Kalyan Jewellers was the top new advertiser on Malayalam Channels followed by Ultratech Cement on 2nd place.
