Ad volumes on Hindi Movies channels rose by 19% in July’20: TAM AdEx

Ad Volumes for the month of July 2020 grew by 15% over June 2020. As per Part 10 of TAM AdEx’s TV Advertising Report, 2,500+ advertisers and 3,900+ brands were visible across 360+ categories in June-July’20. During this period, advertising volumes on Television reached 63,000+ hours.

Comparing week 32 to week 23, Television Ad Volumes grew by 37 per cent. Week 30 recorded highest Ad Volumes among weeks ranging from 23 to 32. Ad columes on TV for the last 5 weeks reached above the average of week 23-32.

The ‘Personal Care/Personal Hygiene’ sector topped with 22% share, followed by the F&B sector with an 18% share. The list of top 10 categories was dominated by the FMCG sector. Top 50 categories hold 73% share of the TV Ad Volumes.

During June-July’20, the Top 10 advertisers together contributed 50% share of the TV Ad Volumes. HUL alone had more than 1/4th of the Ad Volume share, followed by Reckitt Benckiser India with 7% share.

Tally of new Advertisers and Brands declined by 6% and 12%, respectively, in week 32 compared to week 31. Total 1,150+ new advertisers and 1,850+ new brands were seen in June-July’20 over April-May’20. Facebook topped the list of new advertisers and its brand Whatsapp led among new brands.

Among the Movies genres, Hindi Movies topped with 46% of ad volumes, followed by Bhojpuri Movies. Comparing week 32 to week 23, Movies genre registered 49% rise in ad volumes. However, a drop in ad volumes was observed in Week 31 and 32 compared to Week 30.

Ad volumes on Hindi Movies rose by 19% in July’20 compared to June’20. Ad volumes rejuvenated from week 28 after declining in week 27 and peaked in week 30. Comparing week 32 to week 23, ad volumes grew by 64% on Hindi Movies channels.

Tally of advertisers and brands on Hindi Movies channels saw rise of 17% and 6%, respectively, in July’20 compared to June’20. Nine out of top 10 categories were from the FMCG Sector, contributing 40% to the ad volumes. Hindustan Unilever solely had more than 1/3rd of ad volumes in the genre during June-July’20. Top 50 advertisers had 91% share of ad volumes on Hindi Movies channels.

Over 40 categories and 70+ advertisers advertised only during June-July’20 on Hindi Movies channels. Given the peak summer season, Prickly Heat Powders/Lotions topped the categories. Among advertisers, Vini Products led the list of exclusive advertisers, followed by Facebook, Bajaj Corp, Gillette India, PepsiCo at No. 2, No. 3, and No. 4, respectively.