Ad Volumes on Television decreased by 10% in Jan-Jun’20 compared to Jan-Jun’19, whereas it increased by 38% in Jan-Jun’21 compared to Jan-Jun’19. The Ad Volumes for the FMCG sector rebounded in H1’21 over H1’20 with a notable growth of 53%, according to the TAM Half Yearly Advertising report on the FMCG sector.
During Jan-Jun’21, Toilet Soaps was the top FMCG category with 8% share of Ad Volumes followed by Toilet/Floor Cleaners with 7% share on TV. The Top 2 advertisers together added a 40% share of FMCG Ad Volumes during H1 of Y 2021.
In terms of growth percent, the Household Cleaners category witnessed the highest growth % among the Top 10, i.e. 5 Times in Jan-Jun ’21. In Jan-Jun’21, Ad volumes of FMCG maximum in GEC genre, i.e. 33% share followed by Movies with 26% share. All the Top 5 genres registered growth in Ad Volumes during Jan-Jun’21 over Jan-Jun’20, with the Music genre seeing the highest growth of 2 folds for FMCG sector advertising.
Feature Films was the most preferred program genre to promote FMCG’s brands on Television during Jan-Jun’21. The top 3 program genres, i.e. Feature Films, News Bulletin, and Film Songs, together covered a 57% share of total Ad Volumes for the FMCG sector on TV.
On TV, Prime Time was the most preferred time band for FMCG advertisers, followed by Afternoon and Morning time. Together, the Prime Time, Afternoon, and Morning time bands contributed more than 70% of Ad Volumes.
Advertisers of the FMCG sector preferred 20 – 40 secs Ad Size on TV. 20-40 seconds and <20 seconds ads together covered 97% share of Ad Volumes during Jan-Jun’21.
In a Print medium, Jan-Jun ’21 observed a sharp growth in Ad Space over Jan-Jun’20 for the FMCG sector, i.e. 57%, whereas compared to Jan-Jun’19, 8% was observed.
During the first half of Y 2021, the month of Mar’21 recorded the highest share of Print Ad Space for the FMCG sector. The Month of Jun ’21 registered a rise of 10% for FMCG’s Ad Space over May’21. During H1’20, Ad Space for the FMCG sector was lowest during Apr and May, mainly due to lockdown due to Covid-19.
Range of OTC Products was the top FMCG category in the Print medium during Jan-Jun’21. The Top 10 categories and advertisers under the FMCG sector contributed 48% & 51% share of Ad Space in the Print medium during Jan-Jun ’21, respectively. 8 out of the Top 10 brands in Print were from SBS Biotech with an 18% share of FMCG Ad Space in Jan-Jun’21. The top 10 brands under the FMCG sector together added 21% share of Ad Space in Print during Jan-Jun’21.
Rubs And Balms were the top categories showing the highest increase in Ad Space of 2.3 Times, followed by Digestives with 2.9 Times growth in Ad Space during Jan-Jun’21 compared to Jan-Jun’20. In terms of growth %, Shampoos witnessed the highest growth % among the Top 10, i.e. 23 Times in Jan- Jun’21.
Digital
After a 48% drop in Digital Ad Insertions during Jan-Jun’20 over Jan-Jun’19 for the FMCG sector, Jan-Jun ’21 saw a sharp rise of 2.2 times compared to Jan-Jun’20. Compared to Jan-Jun’19, Digital Ad Insertions for the FMCG sector grew by 17% in Jan-Jun’21.
The top 5 categories added more than 20% share of FMCG Ad Insertions on Digital medium during Jan- Jun’21, among which Range of Skin Care Products was on top.HUL was the top advertiser with an 8% share of the sector’s Ad Insertions, followed by L’Oreal India with a 7% share during Jan-Jun’21.
Kama Ayurveda Range of Products was on top with FMCG Ad Insertions during Jan-Jun’21. The top 10 brands together added more than 15% share of Ad Insertions on Digital medium.
Desktop Video topped with 38% of FMCG’s Digital Ad Insertions during Jan-Jun’21.
Category Range of Skin Care Products led the Mobile Display and Desktop Display ads platform. While on Video platforms, Category Chocolates topped on Desktop and Moisturizing Lotion/Creams on Mobile.
Video ads had the highest Ad Insertions on Digital with 61% share for the FMCG sector followed by BANNER ads with 20% share in Jan-Jun’21.
With a 58% share of FMCG Ad Insertions, transactions via Programmatic were the most utilized for advertising on Digital platforms during Jan-Jun ’21. Ad Network was the 2nd most preferred transaction method with 29% share of Digital Ad Insertions followed by Programmatic/Ad Network in 3rd position.
Radio
Compared to Jan-Jun’20, a sharp rise of 60% was registered in Jan-Jun’21 for the FMCG sector’s Ad Volumes on Radio. Ad Volumes on Radio for the FMCG sector in Jan-Jun ’21 reached almost the same level as in Jan-Jun’19.
In Mar’21, Radio Ad Volumes for the FMCG sector increased by 41% over Feb’21. May’21 registered the lowest share of Ad Volumes for the FMCG sector or Radio. In H1’20 advertising share for the FMCG sector on radio dipped during the month of Apr and May and recovered in June.
Pan Masala topped the list of categories with a 13% share of FMCG’s Ad Volumes during Jan-Jun’21 followed by Spices. Mother Dairy Fruit & Vegetables and GCMMF (Amul) were the Top 2 advertisers with almost the same share of the FMCG sector’s Ad Volumes during Jan-Jun’21.
3 out of the Top 10 brands were from the Pan Masala category during Jan-Jun’21. The top 10 brands together accounted for more than 1/4th of FMCG’s Ad Volume share during Jan-Jun’21.
Corporate-Pharma/Healthcare among the categories saw the highest increase in Ad Volumes with a growth of 5 Times followed by Spices with 2 Times growth during Jan-Jun ’21 over to Jan-Jun’20.
The top 3 states occupied 52% of the Ad Pie for the FMCG sector on Radio. Uttar Pradesh and Maharashtra have an almost similar share of Ad Volumes.
