The Ad Volumes for the Health & Hygiene sector on Television grew by 36% in H1’21 compared to H1’19. Compared to H1’20, Ad Volumes for the sector increased sharply by 51% in H1’21, as per TAM Adex
During H1’20, Ad Volumes on Television plunged by 10% over H1’19. During H1’20, the lowest share of Ad Volumes registered during Apr-May’20 due to Covid -19 Pandemic. In Jun’20, the Ad Volumes grew sharply by 52% over May’20. During Mar-May ’21, Ad Volumes of the Healthcare & Hygiene sector remained stable. In Jun ’21, it went down by 14% compared to May’21.
Toilet Soaps led among the categories under the Healthcare & Hygiene sector with a 20% share of Ad Volumes followed by Tooth Pastes. Among the Advertisers, Reckitt Benckiser had nearly HUL. The top 10 brands under Healthcare & Hygiene sector contributed 1/4th of the total Ad Volumes. 6 out of the top 10 brands were from Reckitt Benckiser, and two were from HUL.
GEC was the most preferred channel genre by players of the Healthcare & Hygiene sector, followed by the Movies and News genre. The Top 3 genres had a nearly 80% share of Television Ad Volumes for the industry.
Among the Program genres on Television, Feature Films was the most preferred program genre with a 32% share of Ad Volumes in the Healthcare & Hygiene sector. The top 5 genres together had a 75% share of Ad Volumes from the Healthcare & Hygiene sector.
Prime Time was the most preferred Time band for promoting brands by Healthcare & Hygiene sector, followed by Afternoon. Together, the Prime Time, Afternoon, and Morning time bands combined for more than 70% of ad volume.
20-40 seconders were the most preferred by the advertisers of the Healthcare & Hygiene sector. 20-40 seconds and <20 seconds ads together added 98% share of sectors ad volumes during Jan-Jun’21.
Print Advertising
Print advertising volumes/publications for the Healthcare & Hygiene sector grew by 45% in Jan-Jun’21 compared to Jan-Jun’19. Compared to Jan-Jun’20, a sharp rise of 81% was registered for Jan-Jun’21 for the sector’s Ad Space in Print.
Monthly trends for H1’19 and H1’21 showed almost similar patterns for Print Ad Space share.
During H1’20, the lowest share of Ad Space registered during Apr-May’20 due to Covid -19 Pandemic. In Jun’20, Ad Space surged nearly 3times compared to May’20.
Range of OTC Products led among the categories under the Healthcare & Hygiene sector with a 15% share of Ad Space. The top 10 categories under the sector together had 3/4th of the Ad Volume share. SBS Biotech had a large 40% share of Ad Space among advertisers, with the top ten advertisers occupying 70% of Print Ad Space. The top 10 brands under Healthcare & Hygiene sector contributed 40% to the Print Ad Space for the sector. 8 out of the top 10 brands were from SBS Biotech.
The Hindi Language was on top with a 60% share of Ad Space. The Top 5 Publication languages together added a 90% share of the sector’s Ad Space.
General Interest publication genre had 99% share of sector’s ad space during Jan- Jun ’21.
Publications from North Zone had the highest share of Ad Space from the Healthcare & Hygiene sector. Publications from Mumbai and Nagpur led the list of cities at the All India level.
22% share of Print Ad Space for Jun’21.
Healthcare & Hygiene sector was with promotional offers during Jan- Among Sales Promotions, Volume Promotion occupied 68% share of Ad Space followed by Add On
Promotion with 17% share during Jan-Jun’21.
Among the advertisers using promotional offers, SBS Biotech topped with a 73% share of ad space, followed by Emami Limited during Jan-Jun ’21.
Radio Advertising
Advertising volumes for the Healthcare & Hygiene sector rose by 10% on Radio during Jan-Jun’21 compared to Jan-Jun’19. Compared to Jan-Jun ’20, a sharp rise of 44% was registered in Jan-Jun’21 for the sector’s Ad Volumes on Radio.
During H1’20, the lowest share of Ad Volumes registered during Apr-May’20 due to Covid -19 Pandemic. In Jun ’20, the Ad Volumes grew sharply by 2.5 Times over May’20. In Apr-May’21, sector Ad Volumes witnessed a drop over Mar’21. In Jun ’21, it went up by 77% compared to May’21.
On Radio, the Corporate-Pharma/Healthcare category topped with 40% of the total sector ad volumes. The top 10 categories added more than 90% share of ad volumes on Radio. Top 10 Advertisers added 70% share of ad volumes during Jan-Apr’21, among which Pfizer led the list. Pfizer was the top brand on Radio, followed by Cipla during Jan-Jun’21. The Top 10 brands under Healthcare & Hygiene sector contributed 61% of total Ad Volumes. 4 out of the top 10 brands were from SBS Biotech.
On Radio, The Top 2 states occupied 32% of the ad pie for the sector. Gujarat state was on top with a 17% share of Ad Volumes, followed by Maharashtra with 15% share on Jan-Jun ’21.
Advertising for Healthcare & Hygiene sector is preferred in the Evening and Morning time-band, combining 72% share of sector ad volumes on Radio.
Digital Advertising
The Ad Insertions for Healthcare & Hygiene sector grew by 53% in Jan-Jun’21 compared to Jan- Jun’19. Compared to Jan-Jun ’20, a 142% surge was recorded in Jan-Jun’21 for the sector’s Ad Insertions on Digital.
Range of Skin Care Products category topped on Digital with a 12% share of the sector’s advertising. The top 10 categories added a 75% share of sector ad insertions on Digital. Top 10 Advertisers had a 53% share of ad insertions during Jan-Jun’21, with L ‘Oreal India being on top of the list.
Programmatic transaction method topped with 60% share of sector’s ad insertions on Digital during Jan-Jun’21 followed by Ad Network with 29% share.
