HUL, Reckitt Benckiser, Godrej leading advertisers on TV during Sep-Oct: TAM AdEx

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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 Procter & Gamble both with 2% these leading five were followed by the next 45 advertisers whose total stood at 30%.

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%

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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.

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