Advertising on TV increased by more than 70% during May ’21. Ad Volumes per Day on TV rose in all weeks of May ’21 compared to respective weeks in May ’20, states TAM AdEx’s Ad strategy report for the period May ’21 vs May ’20.
Growth across AdEx in May’21 vs. May’20:
- Categories: +6%
- Advertisers: +14%
- Brands: +26%
Toilet Liquids and Rubs and Balms were the new entrants among the Top 10 Categories in May ’21. There were 190+ growing categories present in May ’21 compared to May ’20 on TV. Television witnessed 50+ new categories, 1.3 K+ new advertisers, and 2.3 K+ new brands advertised during May ’21 compared to May ’20.
The volume of ads on TV increased by more than 70% during May ’21 compared to May ’20. Ad Volumes per Day on TV rose in all weeks of May ’21 over respective weeks in May ’20, but the impact of covidcan be seen as subsequent weeks saw a consistent decline in ad volumes.
Tally of categories, advertisers, and brands grew by 6%, 14%, and 26%, respectively, during May ’21 compared to May ’20.
Toilet Soaps retained its 1st rank in May ’21 over May ’20, followed by Toilet/Floor Cleaners on 2nd position. Toilet Liquids and Rubs and Balms were the new entrants among the Top 10 categories in May ’21. Categories with ranks 2, 3, 4, 5, and 8 observed a positive rank shift. Rubs and Balms category among the Top 10 showed the highest improvement in rankings compared to May ’20. The top 10 categories added a 40% share of Ad Volumes in May ’21.
Toilet/Floor Cleaners category saw the highest surge in Ad Volumes with the growth of 3 Times followed by Shampoos with 2 Times growth during May ’21 compared to May ’20. There were 190+ growing categories present in May ’21 compared to May ’20 on TV.
Dettol Toilet Soaps was the top brand on TV during May ’21, followed by Lizol.
During May ’21, a total of 3.4 K+ brands were present on TV. The Top 10 brands had a 12% share of Ad Volumes, among which nine belonged to Reckitt Benckiser. Vanish Oxi Action among the Top 10 saw the highest improvement in rankings.
50+ new categories, 1.3 K+ new advertisers, and 2.3 K+ new brands advertised during May ’21 compared to May ’20. Cleansing Tissues topped among the new categories followed by Ecom-Auto Products & Services in May ’21 compared to May ’20. Whitehat Education Technology was the top new advertiser, followed by Pepsi Company India Holding. Dettol Liquid Soap topped among the new brands, followed by Harpic Power Plus 10x Max Clean.
