Ad volumes on TV grew by 21% during Y 2021 compared to Y 2020: TAM AdEx

Ad volumes on Television grew by 21% during Y 2021 compared to Y 2020, as per TAM AdEx data. Ad volumes increased by 37% in Y 2021, followed by a 15% increase in Y 2018, both compared to Y 2017. The lowest average ad volumes were observed in the 2nd quarter due to the Covid second wave. Average ad volumes/ day rose by 12% in the 4th quarter compared to the 2nd quarter. Lowest ad volume percentage (7%) was seen in Jun’21 before it started recovering from Jul’21 onwards. Television ad volumes peaked at 9.6% in Oct’21 owing to the festive period.

Food & Beverages sector climbed one spot to take the lead in Y 2021 with 21% share of the ad volumes compared to Y 2020, followed by Personal Care & Hygiene, which had an 18% share. The Services sector was placed third with a share of 13%. The Top 3 sectors together added 52% share of the ad volumes in Y 2021, which were also among the Top 3 during Y 2020.

Milk Beverages among the categories saw the highest increase in Ad secondages with a growth of 45% and was ranked third. Toilet Soaps category maintained its 1st position during Y 2021 over Y 2020 with a 4% share of ad volumes. Toilet/ Floor Cleaners moved up by 4 positions to achieve 2nd rank in Y 2021, displacing Ecom-Media/ Ent./ Social Media. ‘Ecom-Education’ entered the Top 10 list and was ranked 9th with a share of 1.8%. Two out of the Top 10 categories were from Personal Care/ Personal Hygiene and F&B sectors each.

Among the advertisers, FMCG players ruled the list of Top 10 advertisers, with HUL leading the list, followed by Reckitt Benckiser. Brooke Bond Lipton India, Cadburys India, Ponds India and Procter & Gamble were in the list of Top 10 advertisers with positive rank shift compared to Y 2020. Amazon Online India was the new entrant in the Top 10 advertisers’ list at No. 10.

Lizol topped the list of leading brands in Y 2021, followed by Dettol Toilet Soaps. Six out of the Top 10 brands were from Reckitt Benckiser, including the top two – Lizol and Dettol. Two brands from HUL were also among the Top 10 during Y 2021. The Top 10 brands contributed 8% share of the Television Ad Volumes. During Y 2021, total 13.7 K+ brands were present.

Over 300 categories registered positive growth in Y 2021. Milk Beverages among the categories saw the highest increase in Ad secondages with growth of 45%, followed by Toilet/ Floor Cleaners with 37% growth and Aerated Soft Drink with 2.2x growth during Y 2021 compared to Y 2020. In terms of growth percentage, Aerated Soft Drink category witnessed the highest growth % among the Top 10, that is, 2.2x in Y 2021.

4.9 K+ exclusive advertisers and 7.7 K+ exclusive brands advertised during Y 2021 compared to Y 2020. Epx Uptech and Dettol were the top exclusive advertiser and brand, respectively, during Y 2021 compared to Y 2020. Reckitt Benckiser and Ponds India had 2 brands each in the Top 10 list of exclusive brands during Y 2021.

During Y 2021, GEC overtook News as the most popular channel genre in terms of advertising. GEC and News together accounted for 56% of the ad volumes. The Top 5 channels genres accounted for more than 90% share of the ad volumes during both Y 2020-21.

Ad volumes on regional channels witnessed a rise of 25% during Y 2021 compared to Y 2020 (2% rise in terms of % share). Regional and National channels had 65% and 35% share of the ad volumes, respectively, during Y 2021 compared to 63% and 37%, respectively, in Y 2020.

Over 750 exclusive advertisers were present on National and 6,900+ advertisers were present on regional channels in Y 2021. Toppr Technologies and Aachi Masala Foods were the leading Exclusive advertisers on National and Regional channels, respectively, during Y 2021.

Co-branding ads with movies in Y 2021

Co-branded advertising has garnered a lot of traction in the past few years. A brand and movie both form an alliance to work together, creating marketing synergy. On television, there have been various co-branding efforts, which have created fantastic symbiotic relationship between the brands and movies.

During Y 2021, 250+ hours of co-branding ad volumes with movies were recorded on TV. Total 20+ brands associated with movies. Dish TV HD topped among the brands associated with movies with 17% share of co-branding ad volumes, followed by Bosch Home Appliances and Goeld Frozen Food Range, with both with a share of 10%. The Top 10 brands added 72% share of co-branding ad volumes during Y 2021.

The top brand Dish TV HD partnered with ‘83’ movie, which was associated with 10 co-brandings. Y 2021’s top Hindi film grosser, ‘Sooryavanshi’, was associated with 5 co-brandings. Top 10 movies added 93% share of co-branding ad volumes during Y 2021.