Oct ’20 records highest ad volumes on TV; average ad volumes/day on Hindi GEC grew by 8% per TAM AdEx report

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TAM AdEx has released its ‘The Television Advertising Report -21’ with an overview of Advertising snapshot during Nov’19-Oct’20, as per the report Oct’20 recorded the highest ad volumes on TV, and week 44 of 2020 (01 Nov – 07 Nov) registered the highest ad volumes. The extensive report focuses on the Top five, categories, segments, GEC channels that contributed to this surplus ad volumes.

As per the report During Nov’20, a 9% growth in average Ad Volumes/Day was observed compared to Sep’20, while an approximate total of 400+ categories and 3,500+ advertisers were present on TV during Sep-Nov’20.

During this period the average ad volumes per day on Hindi GEC grew by 8% in Oct’20 and 5% in Nov’20 compared to Sep’20,  followed by Malayalam GEC that grew by 7% in Oct’20 and 4% in Nov’20. Ad Volumes for the Kannada GEC witnessed continuous rise from week 36 to week 45

Average Ad Volumes/Day (Sep-Nov’20) / Weekly Ad Volumes (Wk 36–Wk 45’20) on TV

Average Ad Volumes/Day on Television grew by 13% in Oct’20 and 9% in Nov’20, during this period Oct’20 records highest Ad Volumes on TV. Ad Volumes observed continuous rise during week 36 to 44; Also week 44 had highest Ad Volumes during week 27 to 45.

Out of a total 400+ categories and 3,500+ advertisers on TV during Sep-Nov’20, HUL topped with 20% share of Ad Volumes followed by Reckitt with 10% share.

Top 5 categories and advertisers together added 21% and 37% share of Ad Volumes respectively on TV during Sep-Nov’20

Top 5 Categories: Total 403 Top 5 Advertisers: Tota l 3,523
Toilet Soaps 7% Hindustan Unilever 20%
Shampoos 4% Reckitt Benckiser India 10%
Ecom-Media/Entertainment/Social Media 4% Godrej Consumer Products 3%
Tooth Pastes 3% ITC 2%
Washing Powders/Liquids 3% Procter & Gamble 2%
Next 45 Categories 52% Next 45 Advertisers 29%

Leading Channel Genres on TV : Sep Nov’20

News genre added 31% share of Ad Volumes followed by GEC genre on 2nd place with 26% share during Sep-Nov’20. The top 5 Channel genres covered more than 90% share of Ad Volumes during Sep-Nov’20

Top 5 Channel Genres of GEC

TV: Advertising share on GEC genres (Sep Nov’20) and Weekly Trend

Average Ad Volumes/Day on Hindi GEC grew by 8% in Oct’20 and 5% in Nov’20. During week 36 to 45, Ad Volumes started increasing from week 37 and peaked on week 44 on  comparison of week 45 to week 36, ad Volumes grew by 9% on Hindi GEC channels and GEC genre registered 20% rise in Ad Volumes.

  • Hindi GEC: Average Ad Volumes/Day (Sep-Nov’20) & Weekly Ad Volumes (Wk 36–Wk 45’20)

Average Ad Volumes/Day on Hindi GEC grew by 8% in Oct’20 and 5% in Nov’20 compared to Sep’20, during week 36 to 45, Ad Volumes started increasing from week 37 and peaked on week 44  Comparing week 45 to week 36, Ad Volumes grew by 9% on Hindi GEC channels. The number of categories and advertisers grew by 22% and 32% respectively in Oct’20 compared to Sep’20.

Hindi GEC: Top 5 Categories and Advertisers during Sep-Nov’20.

On Hindi GEC channels, 40+ Categories & 110+ Advertisers advertised exclusively in Sep-Nov’20. Televisions and Vodafone Idea were the top exclusive categories and advertisers during Sep-Nov’20* compared to Jul-  Aug’20

  • Tamil GEC: Average Ad Volumes/Day (Sep-Nov’20*) & Weekly Ad Volumes (Wk 36–Wk 45’20)

Average Ad Volumes/Day on Tamil GEC grew by 15% in Oct’20 and 28% in Nov’20, compared to Sep’20, during week 36 to 45, Ad Volumes started increasing from week 37 an peaked on week 45. Comparing week 45 to week 36, Ad Volumes grew by 46% on Tamil GEC channels.

The number of categories and advertisers also grew by 21% and 43% respectively in Oct’20 compared to Sep’20

Tamil GEC: Top 5 Categories and Advertisers during Sep-Nov’20

All Top 5 categories were from FMCG Sector contributing 32% to the Ad Volumes in Tamil GEC  Hindustan Unilever solely had more than 30% of Ad Volumes in the genre during Sep-Nov’20. Top 50 categories and advertisers both added 82% share of Ad Volumes each on Tamil GEC channels

Packaged Rice and Indya Interactive Services were the top exclusive categories and advertisers during Sep-Nov’20*  compared to Jul-Aug’20

Tamil GEC: Exclusive Categories and Advertisers present in Sep-Nov’20 but not in Jul-Aug’20

  • Bengali GEC: Average Ad Volumes/Day (Sep-Nov’20) & Weekly Ad Volumes (Wk 36–Wk 45’20)

Average Ad Volumes/Day on Bengali GEC grew by 1% in Oct’20 and dropped by 3% in Nov’20* compared to Sep’20  During week 36 to 45, Ad Volumes started increasing from week 37 and peaked on week 39. Comparing week 45 to week 36, Ad Volumes grew by 22% on Bengali GEC channels. Number of categories and advertisers grew by 14% and 11% respectively in Oct’20 compared to Sep’20.

Bengali GEC: Top 5 Categories and Advertisers during Sep-Nov’20

All Top 5 categories were from FMCG Sector contributing 23% to the Ad Volumes in Bengali GEC  Hindustan Unilever topped with more than 20% of Ad Volumes in the genre during Sep-Nov’20. The top 50 categories and advertisers had 84% and 87% share of Ad Volumes on Bengali GEC channels.

Paints and Vodafone Idea were the top exclusive^ categories and advertisers during Sep-Nov’20* compared to Jul-Aug’20.

  • Malayalam GEC: Average Ad Volumes/Day (Sep-Nov’20) & Weekly Ad Volumes (Wk 36–Wk 45’20)

Average Ad Volumes/Day on Malayalam GEC grew by 7% in Oct’20 and 4% in Nov’20* compared to Sep’20  A resurgence in Ad Volumes was observed from week 41 and it peaked at week 44. Comparing week 45 to week 36, Ad Volumes grew by 6% on Malayalam GEC channels. During Sep-Nov’20*, Number of categories and advertisers were highest in Sep’20

Malayalam GEC: Top 5 Categories and Advertisers during Sep-Nov’20

All Top 5 categories were from FMCG Sector contributing 31% to the Ad Volumes in Malayalam GEC  Hindustan Unilever solely had more than 1/4th of Ad Volumes in the genre during Sep-Nov’20. Top 50 categories and advertisers had 87% and 89% share of Ad Volumes on Malayalam GEC channels

On Malayalam GEC channels, 20+ Categories & 90+ Advertisers advertised exclusively in Sep-Nov’20, Namkin and Ferrero India were the top exclusive categories and advertisers during Sep-Nov’20 compared to Jul-Aug’20

  • Kannada GEC: Average Ad Volumes/Day (Sep-Nov’20) & Weekly Ad Volumes (Wk 36–Wk 45’20)

Average Ad Volumes/Day on Kannada GEC grew by 13% in Oct’20 and 19% in Nov’20* compared to Sep’20  Ad Volumes for the genre witnessed continuous rise during week 36-45. Comparing week 45 to week 36, Ad Volumes grew by 24% on Kannada GEC channels. Number of categories and advertisers grew by 12% and 10% respectively in Oct’20 compared to Sep’20

All Top 5 categories were from FMCG Sector contributing 28% to the Ad Volumes in Kannada GEC  Hindustan Unilever solely had more than 40% of Ad Volumes in the genre during Sep-Nov’20. Top 50 categories and advertisers had 82% and 85% share of Ad Volumes on Kannada GEC channels

On Kannada GEC channels, 50+ Categories & 140+ Advertisers advertised exclusively in Sep-Nov’20. Non Stick Cookwares & Ferrero India were the top exclusive^ categories & advertisers during Sep-Nov’20*

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