TAM shared the Television Advertising Report-23 which was divided into two sections. The first section talked about advertising scenarios in the Festive Period and the second section talked about Advertising snapshots in GEC and Movies Genres during the Festive Season.
In the share of top 5 channel genre News Genre topped with 30% share of overall TV Ad Volumes during Aug-Dec’20* displacing GEC compared to Aug-Dec’19. Whereas Top 5 channel genres added 95% and 93% share during Aug-Dec’19 and Aug-Dec’20* respectively.
The Index Growth of Top 5 Channel Genres, News genre saw the highest growth of 29% followed by Movies genre with a 24% rise compared to Aug-Dec’19. All Top 5 genres which included News, GEC, movies, music, and kids witnessed growth in Ad Volumes during Aug-Dec’20.
Among the Top 5 categories, Toilet Soaps and Tooth Pastes belonged to Personal Care/Personal Hygiene sector. Whereas we saw a 45% rise in Tooth Pastes category during Aug-Dec’20* resulted in positive rank shift displacing Washing Powders/Liquids.
HUL and Reckitt were the Top 2 consistent Advertisers across the Top 5 change genres. There was 28% rise in Godrej Consumer Products Ad Volumes during Aug-Dec’20* led to a positive rank shift compared to Aug-Dec’19* displacing ITC.
During the festive period of 2020, average Ad Volumes/Day for the GEC genre had a higher share i.e., 58% compared to the non-festive period whereas the Festive period of the year 2019 also had a slightly higher share i.e., 52% of Ad Volumes/Day compared to non-festive period.
Kannada GEC genre was a new entrant among the Top 5 during Aug-Dec’20* compared to Aug-Dec’19. Top 5 sub-genres Hindi GEC, Tamil GEC, Bengali GEC, Kannada GEC, Malayalam GEC, added 69% and 67% share of GEC’s Ad Volumes during Aug-Dec’19* and Aug-Dec’20* respectively.
Among the Top 5 categories and advertisers, Toilet Soaps & HUL retained their top position. Godrej Consumer Products was a new entrant among the Top 5 advertisers of the GEC genre during Aug-Dec’20. The top 5 categories & advertisers added 28% and 50% share of Ad Volumes respectively. Also, the Antiseptic Creams/Liquids category saw 2.4 Times growth in the GEC genre during Aug-Dec’20* compared to Aug-Dec’19.
Focusing on the movie genre During the festive period of Y 2020, average Ad Volumes/Day for Movies Genre had a higher share i.e., 58% compared to non-festive period whereas the Festive period of 2019 also had a slightly higher share i.e., 52% of Ad Volumes/Day compared to non-festive period.
Bhojpuri and Kannada Movies genres were new entrants among the Top 5 during Aug-Dec’20* compared to Aug-Dec’19. Top 5 sub-genres of Hindi Movies, Bhojpuri Movies, Bengali Movies, Kannada Movies, Telugu Movies, added 77% and 76% share of Movies genre’s Ad Volumes during Aug-Dec’19* and Aug-Dec’20* respectively.
Toilet Soaps among the categories and HUL among the advertisers retained their 1st position. The top 5 categories had a 28% share of Ad Volumes during Aug-Dec’20 among which Shampoos & Milk Beverages observed a positive rank shift. Top 5 advertisers added a 52% share of Ad Volumes during Aug-Dec’20 among which ITC observed a positive rank shift. Also, Ecom-Media/Entertainment/Social Media saw 91% growth in the Movies genre during Aug-Dec’20* compared to Aug-Dec’19.
