TAM shared its report on Advertising by the sector: Personal Care/Hygiene. The report highlighted, Ad Volumes for Personal Care/Hygiene sector on TV, Print, Radio and digital, Time band analysis for Personal Care/Hygiene advertising on TV, Top 10 Categories and Advertisers of Personal Care/Hygiene sector in Print, State-wise share of Personal Care/Hygiene advertising on Radio, Transaction Methods of Digital Advertising in Personal Care/Hygiene sector and many more.
Ad Volumes of Personal Care/Hygiene sector on Television increased by 7% in Y 2020 over Y 2019. Compared to the 1st quarter of Y 2020, Q4 witnessed 38% growth in ad volumes of the Personal Care/Hygiene sector. Due to Covid-19, the lowest Ad Volumes observed in the 2nd quarter which includes the lockdown period.
In the Top 10 Categories and Advertisers of Personal Care/Hygiene on TV, the Top 3 categories contributed more than 55% to the ad volume of the Personal Care/Hygiene sector on Television. Whereas, Top 10 Advertisers accounted for more than 80% share of ad volumes in Y 2020 with Hindustan Unilever topping the list.
Among the Top 10 brands, 5 belonged to the Toilet Soaps category. Top 10 Brands accounted for more than 30% share of ad volumes in Y 2020 with Dettol Toilet Soaps topping the list. And Top 2 channel genres on TV together accounted for more than 60% of ad volumes share for the Personal Care/Hygiene sector during Y 2020.
Prime Time was the most preferred time-band on TV followed by Afternoon and Morning time-bands. Primetime, Afternoon & Morning time bands together accounted for more than 70% share of ad volumes.
Ad Space of Personal Care/Hygiene sector in Print decreased by 19% in Y 2020 over Y 2019. Compare to the 1st quarter of Y 2020, Q4 witnessed 45% ad space growth. Due to Covid-19, the lowest Ad Volumes registered in the 2nd quarter which includes the lockdown period. Print Ad Space recovered to Pre-Lockdown level within 4 months of post Lockdown period.
Fairness Creams leads the list of Top 10 categories under the Personal Care/Hygiene sector. Top 10 Advertisers accounted for more than 65% share of ad space in Y 2020 with Hindustan Unilever leading the list.
In Newspaper: Publication Language and Genre for Personal Care/Hygiene sector in Print, Top 5 Publication Languages accounted 87% share of sector’s ad space. The General Interest publication genre added almost 100% share of the Personal Care/Hygiene sector’s ad Space.
Sales Promotion for Personal Care/Hygiene sector accounted for 17% of Ad Space in the Print medium. Among Sales Promotions, Discount Promotion occupied 42% share of the pie followed by Volume Promotion with 22% share in Y 2020.
Ad Volume for Personal Care/Hygiene sector on Radio dropped by 11% in Y 2020 over Y 2019. 3rd quarter of Y 2020 registered the highest advertising of Personal Care/Hygiene on Radio. Due to Covid-19, the lowest ad volumes observed in the 2nd quarter which includes the lockdown period.
On Radio, ads for Tooth Pastes and Toilet Soaps ruled with more than 45% share of the total ad volumes. Top 10 Advertisers accounted for 74% share of ad volume in Y 2020 with Vicco Laboratories leading the list.
The Top 3 states Maharashtra, Gujarat, Uttar Pradesh occupied a 46% share of Ad Volumes for the Personal Care/Hygiene sector. Maharashtra state was on top with a 16% share of Ad Volumes followed by Gujarat and UP with equal share i.e., 15%.
Ad insertions of Personal Care/Hygiene sector on Digital decreased by 24% in Y 2020 over Y 2019. Compared to the 1st quarter of Y 2020, Q3 and Q4 witnessed 2- and 3-Times growth in ad insertions respectively.
On Digital medium, Tooth Pastes and Face Wash were top Personal Care/Hygiene categories with 24% & 13% share respectively. Top 10 Advertisers accounted for more than 75% share of ad insertions in Y 2020 with Glaxo Smith Kline leading the list.
Programmatic topped with 79% share of transaction methods for Digital advertising of Personal Care/Hygiene sector in Y 2020. Ad Network and Programmatic/Ad Network transaction methods had 11% and 7% share of Personal Care/Hygiene ad insertions on Digital.
