TAM shared a report on Mirroring 2020 for Advertising in GEC Genre. The report talked about Advertising Overview on GEC Channel Genre, Advertising on National & Regional GEC Channels, Trends: Lockdown vs. Unlockdown.
Trends in GEC Ad Volumes had 33% rise in 2020 compared to 2016. The highest growth in Ad Volume was observed in 2018 compared to 2016. The resurgence in Ad Volumes seen on GECs during 3rd and 4th quarter i.e., Unlockdown period after a drop in the 2nd quarter due to Lockdown. The Average Ad Volumes on GECs rejuvenated during the unlock down period (Jun-Dec’20) after deep in Apr-May’20 due to lockdown. True Shield Hand Sanitizer was the top Brand during Apr’20, May’20, Jun’20, & Aug’20 in GEC Genre.
In the Share of the Genre in overall TV Advertising, the GEC genre covered more than 1/4th of Ad Volumes’ share during 2016 as compared to 2020. Whereas 2019 witnessed the highest share of GEC Ad Volumes i.e., 28%.
During 2020, Top 3 channel genres retained their positions compared to 2019 where the Hindi GEC genre topped during both periods. Malayalam and Kannada GEC observed a positive rank shift. Top 5 channels Hindi, Tamil, Bengali, Malayalam, Kannada genres accounted for more than 65% share of Ad Volumes during both the periods.
Among leading sectors, the BFSI sector enrolled in the Top 10 with a substantial rise. The personal Care/Personal Hygiene sector topped with a 25% share of Ad Volumes followed by F&B with a 22% share. Top 3 sectors together added 57% share of Ad Volumes which were also on top during 2019. The top 4 sectors continue to dominate the GEC genre in 2020.
In the leading category, Toilet Soaps leads among the Top 10 categories of GEC Genre with 9% Ad Volumes’ share in Y 2020. Toilet Soaps, Washing Powders/Liquids, Shampoos, and Tea categories maintained their ranks. 4 out of the Top 10 categories belonged to the Food & Beverages sector. Biscuits category was the new entrant in Top 10 categories’ list replacing Hair Oils. Positive rank shift observed in Milk Beverages and Ecom-Media/ Entertainment/ Social Media categories.
In top Growing Categories, 130+ Categories registered Positive Growth. Whereas Ecom Media/ Entertainment/ Social Media saw the highest increase in Ad second ages, followed by Milk Beverages during Y 2020 compared to Y 2019 in GEC Genre. In terms of growth %, the Hand Sanitizers category witnessed the highest growth of 10 times followed by the Range of Toiletries with a 6 Times growth. Leading Advertisers FMCG Players reign the Top 10 list. HUL topped among the GEC advertisers followed by Reckitt Benckiser on 2nd position during 2020. The top 4 advertisers maintained their positions. Marico was the only new entrant in the Top 10 advertisers’ list.
In Exclusive Advertisers in the GEC Genre 2020: 800+ advertisers advertised exclusively in GEC genre during 2020. My Vishwa Technologies was the top exclusive advertiser in GEC genre. Whereas in Leading Brands Clinic Plus Shampoo was the top brand during 2020 followed by Lux Toilet Soap. And top 10 brands together added 10% share of Ad Volumes during 2020.
National TV Advertisements means airing or telecasting of an advertisement on National television channel that is visible nationwide and is broadcast in national or international languages like Hindi or English. Regional and National channels had a 77% and 23% share of Ad Volumes respectively during both the years (2019-20). HUL & Reckitt Benckiser India were the Top 2 advertisers present in both Regional and National channels during Y 2020. In the GEC genre, Regional Channels had 3 times more ad Volumes compared to National Channels.
Jul’20 onwards (Unlockdown Period) saw 330+ Hours of Avg. Ad Volumes/Day 74% more compared to the Lockdown Period (Apr-Jun’20) we saw 74% growth in average Ad Volumes/Day was seen during the Unlockdown period compared to the Lockdown period. Tally of Categories grew by 24% whereas Advertisers grew by 95% and Brands rose by more than 2 Times during Unlockdown period.
In Advertising share by Time Bands in GEC Genre Prime Time was the most preferred time-band on GEC genre followed by Afternoon and Morning time-bands. Prime Time, Afternoon & Morning time bands together added 72% share of ad volumes. Commercial advertising added a 55% share of Ad Volumes whereas Promos had 45% share in Y 2020.