TAM shared its Television Advertising Report Jan-Mar’21, the report highlighted Index Growth in Television Ad Volumes, Tally of Categories, Advertisers and Brands, Leading exclusive^ Advertiser and Brands in Jan-Mar’21 over Jan-Mar’20, Advertising share by Time Bands, and many more.
We witnessed, Jan-Mar’21 registered a growth of 30% on TV Ad Volumes compared to Jan – Mar’20 and a 3% drop when compared to Oct-Dec’20 (Festive Period). In the span of the last 6 Months, Television Ad Volumes peaked during Mar’21 followed by Oct’20.
Tally of Categories, Advertisers, and Brands witnessed marginal drop during Jan-Mar’21 compared to Jan-Mar’20.
In the leading sector of TV, Food & Beverages topped with 20% share of Ad Volumes during Jan-Mar’21 displacing Personal Care/Personal Hygiene which was top during Jan-Mar’20. The top 3 sectors together added 51% share of Ad Volumes which were also among the Top 3 during Jan-Mar’20.
In Leading Categories on Television, Toilet Soaps category maintained its 1st position during Jan-Mar’21 with 5% share of Ad Volumes. Toilet Floor/Cleaners moved to 2nd place during Jan-Mar’21 from 3rd in Jan-Mar’20 replacing Washing Powders/Liquids. Biscuits and Paints categories were new entrants in the Top 10 categories’ list. Whereas, 2 Out of the Top 10 categories were from Personal Care/Personal Hygiene and F&B sectors each.
In the Top Growing Categories, there were 210+ Categories registered Positive Growth. Toilet/Floor Cleaners among categories saw the highest increase in Ad seconds with the growth of 79% followed by Milk Beverages with 86% growth during Jan-Mar’21 compared to Jan-Mar’20. In terms of growth %, Household Cleaners category witnessed the highest growth among the Top 10 i.e., 3.5 Times in Jan-Mar’21.
In the Leading Brands – 6 out of the Top 10 brands were from Reckitt Benckiser. During Jan-Mar’21, there was a total of 6.2K+ brands present. And the Top 10 brands together added a 9% share of Ad Volumes.
2.3K+ exclusive advertisers & 3.8K+ exclusive brands advertised during Jan-Mar’21 compared to Jan-Mar’20. Whitehat Education Technology and Glow & Lovely Advanced Multivitamin were the top exclusive advertiser and brand respectively during Jan-Mar’21 compared to Jan-Mar’20. Whereas, HUL’s 2 and Reckitt Benckiser’s 3 exclusive brands present among the Top 10 in Jan-Mar’21 compared to Jan-Mar’20.
During Jan-Mar’21, the News genre topped on TV with a 28% share of Ad Volumes closely followed by GEC with 27% share. Top 5 channel genres accounted for more than 90% share of Ad Volumes during Jan-Mar’21.
Regional and National channels had a 65% and 35% share of Ad Volumes respectively during Jan-Mar’21. JHS Svendgaard Laboratories and Aachi Masala Foods were leading Exclusive advertisers on National and Regional channels respectively during Jan-Mar’21.
Prime Time was the most preferred time-band on TV followed by the Afternoon time band. Prime Time, Afternoon & Morning time bands together accounted for 71% share of ad volumes.