As per TAM Ad volumes on TV rebounded in Jul-Sep’21, with a ‘V’ shape recovery, and an 11% upsurge over Apr-Jun’21. With an increase in TV ad volumes from Jul- Sep’21, the number of categories, advertisers, and brands climbed by 6%, 12%, and 12%, respectively, over Jul-Sep’20.
Food & Beverages among the sectors and Milk Beverages among the categories topped in Jul-Sep’21. 210 + growing categories were seen in Jul-Sep’21 over Jul-Sep’20. The top 3 sectors together accounted for more than 50% share of Ad Volumes which were also among 22% of the Top 3 during Jan-Jun ’20.
Tea category moved up by 5 ranks to enter in the top 10 list during Jul-Sep’21 with 2% share of Ad Volumes. As the fear of third-wave diminishes, the category Toilet Soaps slides down to 2nd rank. Categories Ecom-Education, Chocolates, and Tea were the new entrants in the Top 10 list of Jul-Sep’21.
Milk Beverages among Categories saw the highest increase in Ad Volumes with a growth of 44% followed by Paints with 3.4 Times growth during Jul-Sep’21 compared to Jul-Sep’20.
In terms of growth percentage, the Software category witnessed the highest growth percentage among the Top 10 i.e. almost 30 Times in the Jul-Sep’21. 5 out of the Top 10 brands were from Reckitt Benckiser and 4 were from HUL among the Top 10 list of Brands on TV in Jul-Sep’21.
HUL topped the list of advertisers with 14% of ad volume share during Jul-Sep’21 followed by Reckitt. The top 10 advertisers and brands together added 40% and 10% share of Ad Volumes.
Top 10 advertisers 2.5K+ exclusive advertisers & nearly 4K+ exclusive brands advertised during Jul-Sep’21 over Jul-Sep’20. The News Genre topped with 28% of Ad Volumes. Among all the Top 5 genres during Jan-Jun ’21, the Music genre saw the highest advertising growth of 44%.
Prime Time was the most preferred time band, followed by Afternoon & Morning. Together, the Prime Time, Afternoon, and Morning time bands combined for more than 70% of ad volumes.