TAM AdEx has released its ‘The Television Advertising Report 2020’ with an overview of Advertising snapshot during Sep-Oct’20, and with a focus on top 5 Advertisers during this period.
As per the TAM AdEx India report during Sep-Oct’20, saw a 16% growth in average Ad Volumes/Day when compared to Jul-Aug’20. Weekly Ad Volumes on TV saw an increasing trend from Week 36 to Week 43. Out of a total of 27 sectors and 387 categories, Personal Care /Personal Hygiene sector topped with 21% share of Ad Volumes followed by the F&B sector with 17% share Top 5 categories together added 21% share of Ad Volumes on TV during Sep-Oct ’20.
| Top 5 Sectors: Total 27 | Top 5 Categories: Total 387 | ||
| Personal Care/Personal Hygiene | 21% | Toilet Soaps | 7% |
| Food & Beverages | 17% | Ecom-Media/Entertainment/Social Media | 4% |
| Services | 14% | Shampoos | 4% |
| Personal Healthcare | 7% | Tooth Pastes | 3% |
| Household Products | 7% | Washing Powders/Liquids | 3% |
| Others (22) | 34% | Next 45 Categories | 52% |
As per the report, the Leading Advertisers on TV during Sep-Oct (till Oct 24, 2020) were Hindustan Unilever (20%), Reckitt Benckiser (10%), Godrej Consumer Products (3%), ITC, and Procte
Key Highlights:
Shampoos category topped with 16% share of HUL advertising in Sep-Oct’20.
49% & 54% rise in Ad Volumes of Reckitt Benckiser was recorded during Aug’20 & Sep’20 over Jul’20.
News genre topped in GCP advertising with 32% share of Ad Volumes in Sep-Oct’20.
3 of the Top 5 categories of ITC belonged to Food & Beverages sector.
Top 5 categories & brands of P&G added 83% & 52% share Ad Volumes in Sep-Oct’20.
Hindustan Unilever (HUL)
Shampoos category topped with a 16% share of HUL advertising in Sep-Oct’20 followed by Toilet Soaps (12%). The top 5 categories and brands added 55% and 20% share of Ad Volumes respectively in Sep-Oct’20. Among the consistent brands of HUL, Surf Excel Easy Wash was on top followed by Lux Toilet Soap during Jul-Oct ’20.
| Top 5 Categories – Total 37 | Top 5 Brands – Total 123 | ||
| Shampoos | 16% | Glow & Lovely Advanced Multivitamin | 5% |
| Toilet Soaps | 12% | Lux Toilet Soap | 4% |
| Milk Beverages | 12% | Surf Excel Easy Wash | 4% |
| Washing Powders/Liquids | 11% | Clinic Plus Shampoo | 4% |
| Fairness Creams | 5% | Boost | 3% |
HUL’s 44% share of Ad Volumes for was from the GEC genre followed by Movies genre with 34% share place during Sep-Oct ’20.
The top 3 channel genres covered 90% share of HUL’s Ad Volumes during Sep-Oct ’20.
Reckitt Benckiser (RB)
During the period Jul-Oct’20, Aug’20 & Sep’20 RB witnessed higher Advertising Volumes/Day for with 49% and 54% rise in Ad Volumes during Aug’20 & Sep’20 compared to Jul’20.
Toilet/Floor Cleaners category topped with 23% share of RB advertising in Sep-Oct’20, followed by Toilet Soaps (20%) out of RB’s Top 5 categories, 3 were from Personal Care/Personal Hygiene sector, among its most consistent brands were Dettol Toilet Soaps, Lizol Dettol Liquid Soap, and Dettol & Moms Soap. The top 5 categories and brands of RB added 75% and 53% share of Ad Volumes respectively in Sep-Oct ’20.
| Top 5 Categories – Total 15 | Top 5 Brands – Total 27 | ||
| Toilet/Floor Cleaners | 23% | Dettol Antiseptic Liquid | 17% |
| Toilet Soaps | 20% | Dettol Toilet Soaps | 15% |
| Antiseptic Creams/Liquids | 17% | Lizol | 9% |
| Hair Removers | 8% | Dettol Liquid Soap | 7% |
| Toilet Liquids | 7% | Vanish Oxi Action | 6% |
25% share of Ad Volumes for RB was from the Movies genre closely followed by Music genre with 24% share on 2nd place during Sep-Oct ’20.
Top 4 Channel genres covered nearly 90% share of RB’s Ad Volumes during Sep-Oct ’20.
Godrej Consumer Products (GCP)
Average Ad Volumes/Day for GCP rose by 32% during both Sep’20 and Oct’20* compared to Jul’20 on TV. Mosquito Repellents category topped with a 39% share of GCP advertising in Sep-Oct ’20.
All the Top 5 categories of GCP belonged to the FMCG sector; these top 5 categories and brands added 99% and 59% share of Ad Volumes respectively in Sep-Oct ’20. Godrej Expert Rich Creme Hair Colour was one of the most consistent brands of GCP from Jul’20 to Oct’20, followed by Goodknight Gold Flash.
| Top 5 Categories – Total 6 | Top 5 Brands – Total 21 | ||
| Mosquito Repellents | 39% | Godrej Expert Rich Creme Hair Colour | 17% |
| Hair Dyes | 26% | Goodknight Gold Flash | 13% |
| Toilet Soaps | 24% | Godrej No.1 Soap | 13% |
| Home Insecticides | 5% | Goodknight Naturals Neem Agarbatti | 9% |
| Toilet Liquids | 5% | Godrej Expert Easy Shampoo Hair Colour | 7% |
32% share of Ad Volumes for GCP was from News genre closely followed by GEC genre with a 30% share on 2nd place during Sep-Oct ’20.
The Top 4 Channel genres covered more than 90% share of GCP’s Ad Volumes during Sep-Oct ’20.
ITC
Average Ad Volumes/Day during Sep’20 and Oct’20 rose by 32% and 24% respectively compared to Jul’20, With Toilet Soaps category-leading with 20% share of ITC advertising in Sep-Oct’20, followed by Biscuits with 15% share. 3 of the Top 5 categories of ITC belonged to the Food & Beverages sector.
The top 5 categories and brands added 61% and 41% share of ITC’s Ad Volumes respectively in Sep-Oct ’20. Among the consistent brands of ITC during Jul’20 to Oct’20 were Savlon Hexa Advanced Soap and Aashirvaad Atta.
| Top 5 Categories – Total 25 | Top 5 Brands – Total 48 | ||
| Toilet Soaps | 20% | Savlon Hexa Advanced Soap | 13% |
| Biscuits | 15% | Bingo Tedhe Medhe | 10% |
| Namkin | 10% | Aashirvaad Atta | 7% |
| Household Cleaners | 8% | Sunfeast Bounce Choco Cream Biscuits | 5% |
| Wafer/Chips | 8% | Vivel Toilet Soaps | 5% |
35% share of Ad Volumes for ITC was from GEC genre followed by Movies genre with 30% share on 2nd place during Sep- Oct’20.
The top 4 Channel genres covered more than 90% share of ITC’s Ad Volumes during Sep-Oct’20.
Procter & Gamble
Compared to Jul’20, a resurgence in Average Ad Volumes/Day was observed during Sep-Oct’20 for P&G after the drop in Aug ’20. Average Ad Volumes/Day for P&G grew by 3% during Oct’20 compared to Jul’20. The Washing Powders/Liquids category took charge with a 31% share of P&G advertising in Sep-Oct’20.
All the Top 5 categories of P&G belonged to the FMCG sector, The leading 5 categories and brands added 83% and 52% share of P&G’s Ad Volumes respectively in Sep-Oct ’20. Head & Shoulders Anti Dandruff and Vicks Vaporub were among the consistent brands of P&G from Jul’20 to Oct’20.
| Top 5 Categories – Total 11 | Top 5 Brands – Total 26 | ||
| Washing Powders/Liquids | 31% | Head & Shoulders Anti Dandruff | 15% |
| Shampoos | 21% | Ariel | 11% |
| Rubs And Balms | 14% | Vicks Vaporub | 10% |
| Diapers | 9% | Pampers Baby Dry Pants | 9% |
| Sanitary Napkins | 8% | Tide Plus Extra Power | 6% |
38% share of Ad Volumes for P&G was from the GEC genre followed by Movies genre with 32% share on 2nd place during Sep- Oct ’20.
Top 4 Channel genres covered more than 90% share of P&G’s Ad Volumes during Sep-Oct ’20.
