TAM AdEx: Ad volumes on Music genre grew 2.8 times in Q4’20; HUL, Reckitt Benckiser top advertisers 

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TAM AdEx India, A Division of TAM Media Research launched a report on a flashback to 2020 where the report titled Mirroring Y 2020 for Advertising in Music Genre. As per the report Q4’20 (Oct-Dec) witnessed 2.8 times rise in average ad volumes/day compared to Q2’20  (Apr-Jun) in the Music genre. Hindi Music & Tamil Music were top 2  subgenres of Music during both Y 2019-20.

The count of advertisers and brands dropped by 51% in Q2’20 which recovered by more than 2 times respectively in Q4’20 over Q2’20.

HUL topped among the Music genre advertisers followed by Reckitt Benckiser on 2nd position during Y 2020. 6 out of top 10 brands in Music genre were from Reckitt Benckiser, viz Dettol (2 brands), Lizol, Vanish, Harpic and Veet.

Advertising Trends in Music Genre

There was a 7% drop seen in average Ad Volumes/Day of Music genre in Y 2020 compared to Y 2016, Although Ad Volumes/Day increased to 14% when compared to Y 2019.

Highest growth in Ad Volumes was observed in Y 2018 compared to Y 2016. There was a resurgence in Ad Volumes seen on Music during 3rd and 4th quarter i.e. Unlockdown period after drop in 2nd quarter due to Lockdown. Q4’20 (Oct-Dec) witnessed 2.8 Times increase in average Ad Volumes/Day compared to Q2’20 (Apr-Jun).

Monthly Trend of Avg. Ad Volumes/Day: Y 2020

Average Ad Volumes on Music genre reached the pre-Lockdown level just within 4 months of post lockdown period. During  the festive period (Oct-Dec’20) the average Ad Volumes/Day on Music genre had double digit share.

Share of Music Genre in overall TV Advertising: Y 2016-20

Y 2016 saw highest share of Ad Volumes with 14% in Music genre followed by Y 2017 & Y 2018 with 13% share.

Top 5 Subgenres of Music

Hindi Music & Tamil Music were the top 2 subgenres during both Y 2019-20. Overall among the top 5 subgenres, Punjabi Music observed positive rank shift in Y 2020.

The top 5 channels genres accounted for more than 80% share of Ad Volumes during both the periods.

Tally of Categories, Advertisers and Brands in Music genre

The count of Advertisers and Brands dropped by 51% in Q2’20 which later recovered by more than 2 Times respectively in Q4’20 over Q2’20. Tally of categories, advertisers and brands started increasing during unlock period (Jun-Dec’20).

Leading Sectors in Music genre: BFSI sector entered in Top 10 with substantial rise

Personal Care/Personal Hygiene sector topped with 25% share of Ad Volumes followed by F&B with 22% share. The top 3 sectors together added 57% share of Ad Volumes in Y 2020 which were also on top during Y 2019.

Among the Top 10, Banking/Finance/Investment sector was the new entrant and Laundry observed positive rank shift. Top 10 sectors added more than 90% share of Ad Volumes in the Music genre.

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Leading Categories in Music genre

Toilet Soaps category led the Music genre with 10% share of Ad Volumes in Y 2020. It was also 1st in Y 2019. 3 out of Top 10 categories belonged to Personal Care/Personal Hygiene sector.

Antiseptic Creams/Liquids, Milk Beverages & Hair Removers were the new entrants in the Top 10 categories’ list. Toilet/Floor Cleaners, Ecom- Media/ Entertainment/ Social Media & Chocolates observed Positive rank shift.

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Top Growing Categories : 

105+ Categories registered Positive Growth, Ecom-Media/Entertainment/Social Media saw highest increase in Ad secondages, followed by Antiseptic Creams/Liquids during Y 2020 compared to Y 2019 in Music Genre. In terms of growth percentage , Ecom-Gaming category witnessed highest growth % of 6.4 times followed by Detergent Cakes/Bars with 4.5 Times growth.

Leading Advertisers: FMCG Players reign the Top 10 list

HUL topped among the Music genre advertisers followed by Reckitt Benckiser on 2nd position during Y 2020. Both were also Top 2 in Y 2019. Facebook & Amazon were the new entrants in Top 10 advertisers’ list. Facebook moved up by 268 positions to enter the Top 10 list.

Exclusive Advertisers in the Music Genre: Y 2020

70+ advertisers advertised exclusively in Music genre during Y 2020; Hoichoi Technologies being the top among them followed by Sri Ram Tutorial College.

Leading Brands in Y 2020*: Top 3 Brands from Reckitt Benckiser

Dettol Antiseptic Liquid was the top brand in Music genre during Y 2020 followed by Dettol Toilet Soaps. Overall the op 10 brands together added 15% share of Ad Volumes during Y 2020. 6 out of Top 10 brands were from Reckitt Benckiser, viz Dettol (2 brands), Lizol, Vanish, Harpic and Veet.

Leading Exclusive Advertiser and Brands of Y 2020 compared to Y 2019

350+ advertisers & 980+ brands advertised exclusively in Music genre during Y 2020 compared to Y 2019. Reliance Industries and Dettol & Moms Soap were the top exclusive^ advertiser and brand respectively during Y 2020.

Advertising on National & Regional Channels of Music genre

Regional and National Music Channels had Ad Volume share with ratio of 63:37.

National & Regional Channels in Music genre

Regional and National channels had 63% and 37% share of Ad Volumes during Y 2020. HUL & Reckitt Benckiser were among the Top 2 advertisers on both Regional and National channels during Y 2020.

Total share of Ad Volumes on Regional Music channels marginally increased by 1% in Y 2020.

There were 130+ Exclusive Advertisers on National and 530+ on Regional Music channels in Y 2020. Among those Ferrero and The Chennai Silks Group were the top exclusive advertisers in National and Regional Music channels respectively during Y 2020.

Advertising Snapshot during Unlockdown Period compared to Lockdown

Advertising Trends – 93% growth during Unlockdown period

There was a 2.8 times growth in average Ad Volumes/Day was seen during Unlockdown period compared to Lockdown period. Tally of Categories grew by 86% whereas that for Advertisers and Brands rose by more than 3 Times during Unlockdown period.

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Advertising share by Time Bands in Music Genre

Prime Time was the most preferred time-band on Music genre followed by Afternoon and Morning time-bands. Prime Time, Afternoon & Morning time bands together added 73% share of ad volumes.

Ad Size in Music Genre : Y 2020 and Y 2019

Ad lengths in Music genre seen similar share of Ad Volumes in both the years (Y 2019-20). Ad Commercials with 20-40 sec were most preferred for advertising on Music channels during both the years.

Promotion vs. Commercial Ads in Music Genre

Commercial advertising added 83% share of Ad Volumes whereas Promos had 17% share in Y 2020.

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