When the commercials from both the Paralympics and the Olympics were combined, the Paralympics accounted for only 17% of the total ad volume share per channel. Among the top 5 categories ‘Life Insurance’, ‘Corporate-Financial Institute’ and ‘Aerated Soft Drink’ were common during both Paralympics and Olympics, as per TAM advertising report on Tokyo Paralympic 2020 on TV medium.
During Paralympics-2020, the Top 5 categories collectively contributed more than 95% of overall ad volumes. During the Paralympics-2020, the top five advertisers had 94% of the ad volume share. Among the top 5, ‘AMFI (Association of Mutual Funds In India)’ was the only common advertiser during both the Paralympics and Olympics.
The Top 2 brands of ‘LIC of India’ i.e. ‘LIC-Corporate’ and ‘LIC New Jeevan Anand’ accounted for 30% ad volume share each. The Top 5 brands contributed 96% and 41% share of ad volumes during Paralympics-2020 and Olympics-2020 respectively. ‘20-40 seconds’ ads were utilized the most during commercial breaks.