image-TAM-AdEx-reports-33-growth-in-GEC-ad-volumes-during-2020-mediabrief-1.jpgAdEx India, A Division of TAM Media Research launched a report on a flashback to 2020 where the report talked about Advertising Overview on GEC Channel Genre, Advertising on National & Regional GEC Channels, Trends: Lockdown vs. Unlockdown.

As per the report GEC genre covered more than 1/4th of Ad  Volumes’ share during Y 2016-20. True Shield Hand Sanitizer was the top Brand  during Apr’20 to Jun’20 & Aug’20 in GEC  Genre. Toilet Soaps leads among the Top 10  categories of GEC Genre with 9% ad volume  share in Y 2020. Ecom-Media/Entertainment/Social Media  saw highest increase in Ad secondages during  Y 2020 compared to Y 2019 in GEC Genre.

In GEC genre, HUL topped among the GEC advertisers followed by Reckitt Benckiser on  2nd position during Y 2020. 6 out of Top 10 brands on GECs were from HUL and 3 were from Reckitt Benckiser. 1.3K+ advertisers & 2.7K+ brands exclusively  advertised during Y 2020 on GECs compared  to Y 2019.

Prime Time was the most preferred time-band on GEC genre followed by Afternoon and  Morning time-bands. 20-40 second Ad Commercials were most  preferred for advertising on GECs during both  Y 2019-20. Commercial advertising added 55% share of  Ad Volumes on GECs whereas Promos had  45% share in Y 2020.

Trends in GEC Ad Volumes:

33% growth observed in Y 2020 compared to Y 2016, with the highest growth in Ad Volumes observed in Y 2018 compared to Y 2016. Resurgence in Ad Volumes seen on GECs during 3rd and 4th quarter i.e. Unlockdown period after drop in 2nd quarter due to Lockdown.

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

Average Ad Volumes on GECs rejuvenated during unlockdown period (Jun-Dec’20) after deep in Apr-May’20 due to lockdown. Oct’20 & Nov’20 had highest share (i.e. 10% each) due to festive period. True Shield Hand Sanitizer was the top Brand during Apr’20, May’20, Jun’20, & Aug’20 in GEC Genre.

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

GEC genre covered more than 1/4th of Ad Volumes’ share during Y 2016-Y 2020. Y 2019 witnessed highest share of GEC Ad Volumes i.e. 28%.

Top 5 Subgenres of GEC

During Y 2020, Top 3 channel genres retained their positions compared to Y 2019; Hindi GEC genre topped during both the periods. Malayalam and Kannada GEC observed positive rank shift. Top 5 channels genres accounted for more than 65% share of Ad Volumes during both the periods.

Tally of Categories, Advertisers and Brands in GECs

Count of Advertisers and Brands dropped by 38% in Q2’20 which recovered by 48% and 58% respectively in Q4’20 over Q2’20. Tally of categories, advertisers and brands started increasing during unlockdown period (Jun-Dec’20) after deep in Apr- May’20 due to lockdown.

Leading Sectors: BFSI sector enrolled 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 which were also on top during Y 2019. Overall the top 4 sectors continues to dominate GEC genre in Y 2020.

Leading Categories:

No major rank shift in the Top 10 Categories, While Toilet Soaps leads among the Top 10 categories of GEC Genre with 9% Ad Volumes’ share in Y 2020. Toilet Soaps, Washing Powders/Liquids, Shampoos and Tea categories maintained their ranks.

4 out of Top 10 categories belonged to Food & Beverages sector. Biscuits category was the new entrant in Top 10 categories’ list replacing Hair Oils. Positive rank shift observed in Milk Beverages and Ecom-Media/Entertainment/Social Media categories.

Top Growing Categories:

130+ Categories registered Positive Growth, Ecom-Media/Entertainment/Social Media saw highest increase in Ad secondages, followed by Milk Beverages during Y 2020 compared to Y 2019 in GEC Genre.

In terms of growth %, Hand Sanitizers category witnessed highest growth of 10 times followed by Range of Toiletries with 6 Times growth. 3 out of 10 categories belonged to Personal Care/Personal Hygiene sector.

Leading Advertisers:

FMCG Players reign the Top 10 list, HUL topped among the GEC advertisers followed by Reckitt Benckiser on 2nd position during Y 2020. The top 4 advertisers maintained their positions. Marico was the only new entrant in Top 10 advertisers’ list. Overall the top 10 advertisers together added 58% share of Ad Volumes.

Exclusive Advertisers in the Genre: Y 2020

1 My Vishwa Technologies
2 Saraswati College Of Arts & Science
3 Docubay Media
4 RVK Productions
5 Royal Enterprises
6 Swastik Mix
7 Rupa Publication India
8 Eshan Industries (Jagraon)
9 National Council of Educational Research & Training
10 Yes Events

800+ advertisers advertised exclusively in GEC genre during Y 2020. My Vishwa Technologies was the top exclusive advertiser in GEC genre.

Leading Brands in Y 2020: 

Clinic Plus Shampoo was the top brand during Y 2020 followed by Lux Toilet Soap. The top 10 brands together added 10% share of Ad Volumes during Y 2020. 6 out of Top 10 brands were from HUL and 3 were from Reckitt Benckiser.

Leading exclusive Advertiser and Brands belonged to Services sector

Advertising on National & Regional Channels of GEC genre

National & Regional Channels: Regional Channels had thrice Ad Volumes compared to Nationals

Regional and National channels had 77% and 23% share of Ad Volumes respectively during both the years (2019-20). HUL & Reckitt Benckiser India were the Top 2 advertisers present in both Regional and National channels during Y 2020. In GEC genre, Regional Channels had 3 times more ad Volumes compared to National Channels.

There were 140+ Exclusive Advertisers on National and 2300+ on Regional GECs in Y 2020.

Exclusive Advertisers  (National Channels)

1 Docubay Media
2 Curefit Healthcare
3 Diamond Producers Association Esv
4 Raheja Developers
5 Audible Singapore

Exclusive Advertisers  (Regional Channels)

1 Attica Gold Company
2 Hatsun Agro Product
3 Aachi Masala Foods
4 Vasanth & Company
5 My Vishwa Technologies

Fresh content proved to be catalyst in accelerating advertising on GECs

Jul’20 onwards (Unlockdown Period) saw 330+ Hours of Avg. Ad Volumes/Day  74% more compared to Lockdown Period (Apr-Jun’20). One of the most affected genre on the television in terms of ads during the Covid-19 lockdown was the general entertainment channel (GEC) genre. The broadcasters were dependent on re-runs of famous and old shows as shooting and production stopped due to  the constraints. This lead to the steep decline in advertising on GECs. From Jul’20, when fresh  content arrived it propelled the advertising on GEC Genre.

Advertising Trends 

74% growth in average Ad Volumes/Day was seen during Unlockdown period compared to Lockdown period. Tally of Categories grew by 24% whereas Advertisers grew by 95% and Brands rose by more than 2 Times during Unlockdown period.

Advertising share by Time Bands in GEC Genre

Prime Time was the most preferred time-band on GEC genre followed by Afternoon and Morning time-bands. Prime Time, Afternoon & Morning time bands together added 72% share of ad volumes.

Ad Size in the GECs : Y 2020 and Y 2019

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

Commercial advertising added 55% share of Ad Volumes whereas Promos had 45% share in Y 2020.

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