Mumbai: The 5th report of TAM AdEx, Television & Digital Advertising Report focuses on 4 sections that are Television Advertising, Channel Genre, Celebrity Endorsement on TV and Sports Genre including EPL. Here in the 6th report of TAM, we focus on Television Advertising and Channel Genre:
Week on Week TV Ad Volumes
TV Ad Volumes stabilized in Jun-Jul’20, week 26 observed highest Ad Volumes among weeks ranging from 23 to 28. Comparing week 28 to week 23, there was a growth of 31% in Television Ad Volumes.
Average Ad Volumes/Day: Jun-Jul’20*
Avg. Ad Volumes/Day for the months of Jun’20 and Jul’20 remained almost equal.
No of Categories, Advertisers and Brands
A stable trend in tally of categories, advertisers and brands during last 6 weeks, 7% rise in avg. number of advertisers and brands during week 26-28 compared to week 23-25. Week 27 saw maximum number of advertisers and brands.
New* Advertisers and Brands each week
Unlock week 1 (i.e. Week 23) saw rise in tally of new advertisers & brands compared to week 22, Week 26 saw a peak in count of new advertisers and brands in Jun’20.
Top Sectors and Categories
Sector ‘Personal Care/Personal Hygiene’ topped with 22% share followed by F&B sector, the list of top 10 categories dominated by FMCG sector and Top 50 categories holds 75% share of TV Ad Volumes.
During week 23-28, the Top 10 advertisers together contributes 50% share of TV Ad Volumes. ‘HUL’ alone had more than 1/4th of the Ad Volume share followed by ‘Reckitt’ with 6% share and 680+ advertisers have consistently advertised during week 23-28 on Television.
Exclusive Advertisers on TV compared to Print and Radio
During week 23-28, 1400+ advertisers exclusively advertised on Television compared to Print and Radio medium, 40+ categories advertise only on Television compared to Print and Radio.
Channel Genre: GEC
Among GEC genres, Hindi GEC topped with 22% share of Ad Volumes followed by Tamil GEC. Malayalam, Bengali and Kannada had almost equal share of Ad Volumes and weekly Ad Volumes for Hindi, Regional* and English GEC saw a similar trend.
Channel Genre: News
Hindi News (National+Regional) had 33% share of Ad Volumes followed by Bengali News. 3 Southern language genres except Malayalam were among top 10 list of genres, Ad Volumes of Regional* and National News channels saw a growth with a minor drop in week 27.
Channel Genre: Movies
Hindi Movies had a huge 47% share of Ad Volumes followed by Bhojpuri and Telugu with equal share, a continuous rise in Ad Volumes of Movie genre was noticed with a minor drop in week 27 and Ad Volumes of Hindi and Regional Movies were almost equal during week 24-26.