Recently TAM shared the report on Television Advertising during the Festive Season Trend in Regional Genres. The report was divided into three parts which were Tamil, Bengali, and Telugu. The report also highlighted several points like Average Ad Volumes/Day on Regional Language channels, Ad Volumes/Day for Tamil Genres, Average Ad Volumes/Day for Bengali genres, and many more.
In the Advertising Trend for Regional Language Channel Genres, Average Ad Volumes/Day on Regional Language channels grew by 21% in Aug-Dec’20* compared to Aug-Dec’19. Also, the Ad Volumes/Day for Regional channels saw maximum rise i.e., 20% during Oct’20* compared to Aug’20. Regional Language channels had 59% of Ad Volumes’ share in Overall Television advertising during both Aug-Dec’20* and Aug-Dec’19 whereas the 2nd place was taken by the Hindi language with 29% in 2020.
Among Regional Language channels, Tamil channels topped in both Aug-Dec’20* and Aug-Dec’19* with 17% & 18% share of Ad Volumes respectively.
Focusing on the Tamil genre the Average Ad Volumes/Day on Tamil Genres grew by 12% in Aug-Dec’20* compared to Aug-Dec’19. And Ad Volumes/Day for Tamil Genres saw maximum rise i.e., 33% during Dec’20* compared to Aug’20.
Tamil GEC topped with a 42% share of Ad Volumes during Aug-Dec’20* as well as Aug-Dec’19. Tamil News moved to 2nd during Aug-Dec’20* displacing Tamil Music compared to Aug-Dec’19. Also, the top 2 genres covered more than 60% share of Ad Volumes during both periods.
During Aug-Dec’20*, the Tamil News genre saw the highest growth of 31% in Ad Volumes followed by Tamil Movies with a 25% rise compared to Aug-Dec’19. Whereas 3 of the Top 5 Tamil genres saw growth in Ad Volumes during Aug-Dec’20* compared to Aug-Dec’19. The number of advertisers and brands grew by 5% and 4% respectively during Aug-Dec’20* compared to Aug-Dec’19*
Compared to Aug-Dec’19*, a 2-fold rise during Aug-Dec’20* helped Retail Outlets-Jewellers to enter in Top 5. With 29% growth in Ad Volumes during Aug-Dec’20*, Godrej Consumer Products was a new entrant among the Top 5 advertisers. Also, the top 5 categories & advertisers added 25% and 40% share of Ad Volumes respectively.
630+ new advertisers and 1,270+ new brands were present during Aug-Dec’20* compared to Aug-Dec’19. And Castrol India and Dettol Laundry Sanitizer were top new advertisers and brands respectively.
Focusing on Bengali genre Average Ad Volumes/Day on Bengali genres grew by 8% in Aug-Dec’20* compared to Aug-Dec’19*. whereas Ad Volumes/Day saw the maximum rise of 14% during Oct’20 compared to Aug’20. Bengali News topped with a 38% share of Bengali genres’ Ad Volumes in Aug-Dec’20* displacing Bengali GEC compared to Aug-Dec’19. Top 2 Bengali channel genres added 79% and 72% share during Aug-Dec’19* and Aug-Dec’20* respectively.
Among the Top 3, the Bengali Movies genre saw the highest advertising growth of 42% during Aug-Dec’20. Whereas 2 of Top 3 Bengali genres witnessed growth in Ad Volumes during Aug-Dec’20* compared to Aug-Dec’19.
Antiseptic Creams/Liquids category moved up by 20 positions to achieve a 3 rd rank in Aug-Dec’20. Among the Top 5 advertisers, Godrej Consumer Products & Colgate Palmolive India observed a positive rank shift. Top 5 categories & advertisers added 25% and 50% share of Ad Volumes respectively.
300+ new advertisers and 800+ new brands present in Bengali genre during Aug-Dec’20* compared to Aug-Dec’19. where Tuuple Technocraft and Lizol Cement Surface Cleaner were top new advertiser and brand respectively.
Focusing on the Telugu genre Average Ad Volumes/Day on Telugu genres grew by 3% in Aug-Dec’20* compared to Aug-Dec’19. Also, Ad Volumes/Day saw the maximum rise of 22% during Oct’20 compared to Aug’20. A number of advertisers and brands rose by 3% each in Telugu genres during Aug-Dec’20* compared to Aug-Dec’19*.
Telugu News topped with 35% share of Ad Volumes during Aug-Dec’20* displacing Telugu GEC Top 5. Where Telugu channel genres added more than 95% share during Aug-Dec’19* and Aug-Dec’20. Among the Top 5, the Telugu News genre saw growth of 24% during Aug-Dec’20* compared to Aug-Dec’19.
We also saw 41% rise in Ad Volumes helped Retail Outlets-Jewellers to enter in Top 5 categories. Top 5 advertisers retained their ranks; Hindustan Unilever was on top with a 19% share. The top 5 categories & advertisers added 21% and 34% share of Ad Volumes respectively in the Telugu genre.
590+ new advertisers and 1180+ new brands present in Telugu genre during Aug-Dec’20* compared to Aug-Dec’19. Image Hospitals was on top among new advertisers as well as new brands.
