According to TAM AdEx Overview of Personal Healthcare, Ad volumes of the Personal Healthcare sector on Television grew by 86% during Jan-May’21 compared to the same period in the previous year.
Rubs and Balms and Antiseptic Creams/Liquids together had more than 1/3rd of sector ad volumes. The top 10 categories covered 93% of the ad volumes. Reckitt Benckiser topped among the advertisers with a 30% share of sector ad volumes followed by Smithkline Beecham with an 8% share. Top 10 advertisers had a 69% share of ad volumes.
240+ new brands present during Jan-May’21 over Jan-May’20. Evion Capsules, Otrivin Breathe Clean, and Livogen Tonic among the Top 10 new brands were from the OTC Products category.
The Top 2 channel genres News and GEC added 58% of the sector ad volumes in Jan-May’21. The top 5 channel genres covered 98% share.
Feature Films most preferred to promote Personal Healthcare’s brands on Television.
The top 2 program genres Feature Films and News Bulletin together added more than half of sector ad volumes.
Prime Time was the most preferred time band on TV followed by the Afternoon time band. Prime Time, Afternoon & Morning time bands together accounted for more than 70% share of volumes.
Advertisers of the Personal Healthcare sector preferred 20 – 40 seconds ad size on TV.
20-40 seconds and <20 seconds ads together covered 97% share of ad volumes during Jan-May’21.
Personal Healthcare’s ad space in Print grew by 95% during Jan-May’21 compared to Jan-May’20.
Range of OTC Products leads the list of Top 10 categories with a 21% share of sector ad space. SBS Biotech was the top advertiser with a 46% share during Jan-May’21. The top 10 categories and advertisers added 94% and 75% of ad space respectively.
In a Print medium, 640+ new brands seen during Jan-May’21 over Jan-May’20. Itchku Range of Products was the top new brand followed by ZanduNityam Range of Products.
Hindi publication language was on top with a 63% share of ad space. Top 5 Publication languages added 91% share. The General Interest publication genre contributed almost 100% share of the sector’s ad space.
Among 4 zones, North Zone topped with 42% share of sector ad space in Print during Jan-May’21. Mumbai & Nagpur were Top 2 cities in overall India as well as in West Zone for the sector advertising in Print.
In the Personal Healthcare sector, Sales Promotion had a 28% share of ad space in print media.
Among Sales Promotions, Volume Promotion occupied 76% share of ad space followed by Add on Promotion with 17% share during Jan-May’21.
Among the Sales Promotion’s advertisers, SBS Biotech topped with 82% share of ad space followed by Emami with 4% share during Jan-May’21.
Radio
Ad volumes of the Personal Healthcare sector on Radio grew by 93% during Jan-May’21 compared to the same period in the previous year.
On Radio, Corporate-Pharma/Healthcare category topped with a 51% share of ad volumes in the sector. The top 10 categories had 97% of ad volumes. Top 10 Advertisers added 78% share of ad volumes during Jan-May’21 among which Pfizer was leading the list with 33% share.
There were 110+ new brands during Jan-May’21 over Jan-May’20. Pfizer was the top new brand on Radio medium.
The Top 3 states occupied 44% of the ad pie for the Personal Healthcare sector. Gujarat topped in the sector advertising on Radio closely followed by Maharashtra in Jan-May’21.
Advertising in the Personal Healthcare sector was preferred during the Evening and Morning time-band on Radio combining 76% share of ad volumes during Jan-May’21.
Digital
50% growth observed in ad insertions of Personal Healthcare sector on Digital medium during Jan- May’21 compared to Jan-May’20.
On Digital medium, the Vitamins/Tonics/Health Supplements category was on top with 24% of the sector’s ad insertions. The top 10 categories had 96% of sector ad insertions. Top 10 advertisers accounted for 57% share of ad insertions during Jan-May’21 with Thermo Fisher Scientific India at top of the list.
During Jan-May’21, the Programmatic transaction method topped with 45% share of sector’s ad insertions on Digital followed by the Ad Network method in 2nd place with 34% share.
