AdEx India, A Division of TAM Media Research launched a report on a flashback to 2020 where the report talked about Advertising Overview on Television, Trends. As per the report Ad Volumes on Television grew by 26% during Y 2020 compared to Y 2016, Also compared to Y 2019, Ad Volumes saw a marginal rise.
With the fear of the pandemic still on the personal care/personal hygiene, the sector had a 20% share of Ad Volumes followed by F&B with an 18% share. Out of the top 10brands, 4 were from HUL and 3 brands from Reckitt Benckiser during Y 2020.
Overall FMCG players ruled the list of Top 10 advertisers with HUL leading the list. Akshay Kumar topped among the Film Actors and Kareena Kapoor topped Among Film Actresses with 16% and 10% share, whereas M S Dhoni & Virat Kohli together accounted for an overall 66% share of endorsement and 74% share among Male Sports personalities.
90% growth in average Ad Volumes/Day was witnessed during the Post-Lockdown period compared to the Lockdown period. In Jul’20, Hand Sanitizer advertising per day grew by more than 100 times compared to Jan’20. In Y 2020, Television was the most preferred medium for Social Ads by Govt. with 62% share followed by Radio with a 31% share.
Advertising Overview on Television
Y 2018 registered the highest growth of 30% in Ad Volumes followed by Y 2020 with a 26% rise compared to Y 2016. on ana avg. Ad Volumes/Day rose by 39% in the 4th quarter compared to average Ad Volumes of 1st, 2nd and 3rd quarters.
Television Ad Volumes recovered to Pre-Lockdown level just within 3 months of post Lockdown period. During the festive period, Ad Volumes on Television witnessed double digit growth.
The personal Care/Personal Hygiene sector had a 20% share of Ad Volumes followed by F&B with an 18% share. The top 3 sectors together added a 52% share of Ad Volumes which were also on top during Y 2019. Among these Education sectors was the new entrant in the Top 10 sectors’ list.
Toilet Soaps category maintained its 1st position during Y 2020 with a 7% share of Ad Volumes. Ecom-Media/Entertainment/Social Media moved up by 5 positions to achieve 2nd rank replacing Toilet/Floor Cleaners. Rubs and Balms category was the only new entrant in the Top 10 categories’ list.
HUL topped the list followed by Reckitt. Top 10 advertisers together added 45% share of Ad Volumes during Y 2020. Colgate Palmolive India, Cadburys India, and Amazon Online India were in the list of Top 10 advertisers with a positive rank shift compared to Y 2019.
Leading Brands in Y 2020
The top 2 brands were from Reckitt Benckiser which had the almost same share of Ad Volumes during Y 2020. During Y 2020, there was a total of 13.5K+ brands present. 4 out of the Top 10 brands were from HUL, and 3 were from Reckitt Benckiser.
Top Growing Categories :
180+ Categories registered Positive Growth
|4||Antiseptic Creams/Liquids||2.2 Times|
|5||Hand Sanitizers||19 Times|
|9||Household Cleaners||3.6 Times|
|10||Range of Toiletries||11 Times|
The Leading exclusive Advertiser and Brands belonged to Hand Sanitizer category:
|1||Piccadily Agro Industries|
|2||International Cricket Council|
|3||Whitehat Education Technology|
|4||Airtel Payments Bank|
|5||International Advertising Association|
|9||Dell Computer Corporation|
Top 5 Channel Genres:
News and GEC covered 58% of Ad Volumes. During Y 2020, the Top 5 channel genres retained their positions compared to Y 2019; the News genre topped on TV during both the periods. The top 5 channel genres accounted for more than 90% share of Ad Volumes during both periods.
National and Regional Channels:
Regional channels saw a 2% rise in Ad Volumes, the Regional and National channels had 63% and 37% share of Ad Volumes respectively during Y 2020. There was a 1% increase in the share of Regional channels’ advertising on TV during Y 2020* over Y 2019. Ad Volumes on Regional channels witnessed a rise of 2% during Y 2020* compared to Y 2019. Also, there was a 1% increase in the share of Regional channels’ advertising on TV during Y 2020* over Y 2019.
Advertising Snapshot during Unlockdown Period compared to Lockdown
Unlockdown Period saw 1200+ Hours of Average Ad Volumes/Day. The world has changed due to the pandemic. The advertising industry also witnessed a slow down during the Lockdown Period. Since the Unlock, Businesses are also trying their best to catch up with a changed market scenario. During the Unlockdown period, Advertising on TV also saw significant improvement.
Top Growing Categories and Advertisers during Unlockdown Period
|6||Rubs and Balms||7 Times|
|8||Moisturising Lotion/Creams||7.5 Times|
|10||Antiseptic Creams/Liquids||3 Times|
|2||Reckitt Benckiser India||2 Times|
|3||Godrej Consumer Products||3.5 Times|
|4||Cadburys India||16.5 Times|
|5||Ponds India||5 Times|
|7||Procter & Gamble||3.5 Times|
|8||Amazon Online India||2 Times|
|9||Lakme Lever||13 Times|
Advertising snapshot of Covid Prevention Categories (Health & Hygiene)
In Jul’20, Hand Sanitizer advertising per day grew by more than 100 times compared to Jan’20. COVID-19 posed several unique challenges. Prevention of Covid-19 was the top priority. From the government to doctors and wellness experts, everyone stressed the various traditional and new ways of building immunity and maintaining hygiene protocols.
Hand Sanitizer: Ad Volumes soared from April onwards
In Jul’20, Hand Sanitizer advertising per day grew by more than 100 times compared to Jan’20. Piccadily Agro Industries was the top advertiser of Hand Sanitizers which added 60% share of Ad Volumes followed by HUL with 16% share during Y 2020.
Month of Sep’20 witnessed highest Ad Volumes
|1||Reckitt Benckiser India||92%|
|2||G D Pharma||4%|
|6||M U Amreliya||0.2%|
|7||Assam Chem & Pharma||0.1%|
|8||Ultimact Antiseptic Liquid||0.04%|
In Sep’20, average Ad Volumes/Day for Antiseptic Creams/Liquids grew by 3.5 times compared to Jan’20. Among the 11 advertisers of Antiseptic Creams/Liquids, Reckitt Benckiser solely had 92% share of advertising with its one brand Dettol Antiseptic Liquid.
Dec’20 saw an upsurge in Ad Volumes
|5||Shree Baidyanath Ayur Bhawan||9%|
|6||Vedanjali Wellness Services||0.1%|
|7||Kandam Kulathi Vaidhya Shala||0.1%|
In Dec’20, Chyavanprash advertising grew by more than 6 times compared to Jan’20. Among the 8 advertisers of Chyavanprash, Dabur India had 37% share of advertising followed by Emami with 23% share.
Celebrity Ad Endorsement on TV
During Y 2020, 81K + Hours of Celebrity Ad Volumes seen with 23% share of Overall TV Advertising Celebrity endorsements in India has managed to help a brand’s image and consumer recall.
Akshay Kumar topped among the Film Actors with a 16% share of celebrity Ad Volumes followed by Amitabh Bachchan with a 10% share.
Among Film Actresses, Kareena Kapoor and Kiara Advani attained 1st and 2nd position respectively with 10% and 9% share of Ad Volumes. Top 5 Film Actors and Actresses added 46% and 38% share during Y 2020.
Ram Kapoor and Raju Shrivastav were the Top 2 TV Actors with 36% and 28% share of celebrity advertising respectively in Y2020. Shakshi Tanwar (Parvati) topped among TV Actresses with a 27% share of Ad Volumes followed by Divyanka Tripathi with a 23% share in Y2020.
Co-Branding Ads with Movies – Y 2020*
During Y 2020, 320+ Hours of Co-Branding Ad Volumes with movies recorded on TV. Co-branded advertising is interesting in the program platform that has gained popularity.
Leading Brands among Co-Branded Ads: Total 50+ Brands Associated with Movies
Dr. Juneja Accumass topped among the brands associated with movies with a 14% share of Co-Branding Ad Volumes. All Top 10 brands were associated with One movie each; The top brand Dr. Juneja Accumass partnered with Tanhaji The Unsung Warrior. Top 10 brands added a 61% share of Co-Branding Ad Volumes during Y 2020. Moreover, Tanhaji The Unsung Warrior topped among the movies associated with brands and was associated with 10 brands.
The top 10 movies added 89% share of Co-Branding Ad Volumes during Y 2020*.
Social Advertisements by Government
During Y 2020, 43% of Ad Volumes of Social Ads by Govt. were for awareness and prevention against Covid-19 pandemic. In this section, we have analyzed trends of Social Ads by Govt. on Television during Y 2020.
Share of Social Ads by Govt. on TV compared to other Traditional Mediums
During Y 2020, Television was the most preferred medium for Social Ads by Govt. with 62% share followed by Radio with 31% share. Among the Traditional mediums, share of Social Ads by Govt. on Television was increased by 6% during Y 2020* compared to Y 2019. Rise of 16% during Y 2020 over Y 2019 in Social Ads by Govt.
Ad Volumes during Mar’20, Apr’20 and May’20 due to Covid – 19 related Social Ads by Govt, During Y 2020, 43% of Ad Volumes of Social Ads by Govt. were for awareness and prevention against Covid-19 pandemic. In Apr’20, Television registered highest share of messages around Covid-19 pandemic i.e. 80%.
Ministry of Health & Family Welfare and Govt. of Delhi topped among the Central and State govt. advertisers respectively. Top 10 advertisers of Central and State govt. added 91% and 64% share of social advertising by Govt. respectively.