The TAM AdEx-Television Advertising Report-15 for period Jul-Sep’20*, the fifteenth report in the series -TAM AdEx-Television Advertising Report is in 3 parts that is Advertising Snapshot: Aug-Sep’20, Celebrity Endorsement during Jul-Aug’20 and Advertising Trends in Sports Genre: Jul-Sep’20*. We focus on the first 1st part of the report:
Overall Television Advertising: Aug-Sep’20 (till 19th Sep 2020)
Average Ad Volumes/Day for Aug-Sep’20* and Week on Week Ad Volumes on TV
During Sep’20* Avg. Ad Volumes/Day on TV rose by 4% compared to Aug’20, Ad Volumes increased by 9% in week 38 compared to week 32 and peaked during week 37 on TV.
Leading Sectors, Categories Aug-Sep’20*
Personal Care/Personal Hygiene sector topped with 20% share of TV advertising in Aug-Sep’20* followed by F&B (18%). While out of Top 5 categories, 4 were from FMCG sector on TV during Aug-Sep’20* and Top 5 sectors and categories added 67% and 23% share of Ad Volumes respectively in Aug-Sep’20*.
Leading Advertisers: Aug-Sep’20*
HUL & Reckitt were Top 2 advertisers in Aug-Sep’20* with 19% & 12% share of Ad Volumes respectively followed by Procter & Gamble, ITC and Colgate Palmolive India. During Aug-Sep’20*, the Top 5 advertisers added 37% share of TV Ad Volumes.
New^ Categories and Advertisers on TV: Aug-Sep’20* compared to Jun-Jul’20
Total 35+ New Categories & 1440+ New Advertisers emerged in Aug-Sep’20* compared to Jun-Jul’20, Laptops/Notebooks and Whitehat Education were top new Category and Advertiser during Aug-Sep’20*.
Top Growing^ Categories & Advertisers: Aug-Sep’20* compared to Jun-Jul’20
Out of Top 5 growing categories, highest growth observed in Household Cleaners category, viz; 2.2 times. Out of Top 5 growing advertisers, Perfetti Van Melle saw highest surge in Ad Volumes during Aug-Sep’20* compared to Jun-Jul’20.
Leading Channel Genres & Leading Advertisers for Top 2 Genres Aug-Sep’20*
News Genre topped with 32% of Ad Volumes followed by GEC (26%) and Movies Genre (24%) in Aug-Sep’20*. There were total 2400+ Advertisers present in News genre and 1000+ Advertisers in GECs during Aug-Sep’20* and HUL and Reckitt had higher advertising share in GECs compared to News channels.
Leading Program Genres & Leading Advertisers for Top 2 Genres: Aug-Sep’20*
Feature Films was the most preferred Program Genre on TV with 28% share of Ad Volumes followed by News Bulletin, while HUL and Reckitt were among the Top 5 on both Feature Films and New Bulletin Program Genres during Aug-Sep’20*.
Exclusive Categories & Advertisers on TV Compared to Print & Radio during Aug-Sep’20*
Total 30+ Exclusive Categories & 1800+ Exclusive Advertisers seen in Aug-Sep’20* on TV compared to Radio and Print, while Pre Post Wash Products and Perfetti Van Melle were top exclusive category and advertiser on TV during Aug-Sep’20*.
