Mumbai: TAM Media Research released their ‘TAM AdEx-Television Advertising Report-II’ for period March – June’20, the part two of the report focuses primarily on advertising trends of overall channel genre and its top 3 genres viz. GEC, News and Movies and it also deep dives into sub-genres of top three channel genres.
Ad volumes on GEC channels grew steadily from week 19 with a minor drop in week 23 followed by week 24 that witnessed the highest Ad volumes. 26% growth of ad volumes in week 24 over week 23.
The count of categories, advertisers and brands are seem to be growing steadily from week 20 onwards, in week 24 we can see that in three of the tables mentioned below a higher growth is achieved as in for categories grew to 218 followed by advertisers to 452 and lastly for brands grew to 859.
Week 24 recorded the highest ad volumes in last 11 weeks for Hindi GEC genre compared to week 14, ad volumes on Hindi GEC channels grew by 45% in week 24.
GEC (Excluding Hindi)
Week 24 recorded the highest ad volumes compared to previous 10 weeks, a comparison of week 24 to week 14 we get to witness 40% growth in Ad volumes.
Top Categories: April – June 2020, we see that total 9 categories were common across 3 sub- genres, with Toilet Soaps being the top category in GEC, Hindi GEC and GEC (Excluding Hindi). E-com Media/Entertainment/Social Media with 9% share in GEC and 12% in Hindi GEC leading the 2nd spot, while for the GEC (Excluding Hindi) category 2nd spot we see Milk beverages leading the 2nd spot with 9% share.
Top Advertisers: April – June 2020, we see Hindustan Unilever Limited, Reckitt Benkiser India and Brooke Bond Lipton being the top 3 advertisers across GEC, Hindi GEC and GEC (Excluding Hindi).