Ad Volumes on TV up by 56% in Jul-Sept; News Genre leads with 31%: TAM AdEx

Continuing with its quarterly advertising trends on television, TAM AdEx has reported that during Q3 of 2020 (July-September’20), Ad Volumes on TV rose by 56 per cent, compared to Q2’20 (April-June’20). According to the report, Ad Volumes increased by more than 2 times in September 2020, compared to April 2020, which is highest between April-September, 2020.

The number of categories, advertisers and brands also rose by 1%, 19% and 21%, respectively, in Q3’20 over Q2’20. Personal Care/ Personal Hygiene sector topped with 21% share of TV advertising in Q3’20, followed by F&B (18%). Four of the Top 5 Categories belonged to the FMCG sector during Q3’20; Shampoos moved from 6th Rank in Q2 to 3rd Rank in Q3. Top 5 sectors and categories added 68% and 23% share of Ad Volumes, respectively, in Q3’20.

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Out of the Top 5 growing categories, highest growth of 5 times was observed in Cars category during Q3’20, compared to Q2’20.

Leading Advertisers in Q3, including rank shift compared to Q2

HUL and Reckitt were the Top 2 advertisers in Q3’20 with 21% and 11% share of Ad Volumes, respectively. During Q3’20, the Top 5 advertisers added 39% share of TV Ad Volumes, while Top 3 advertisers maintained their positions in Q3’20 compared to Q2’20.

Total 35+ new categories, 2,000+ new advertisers and 3,000+ new Brands emerged in Q3’20, compared to Q2’20. Shaving System/ Razor, Facebook Inc. and Whatsapp were the top new category, advertiser and brand, during Q3’20.

Total 20+ Exclusive Categories and 2,100+ Exclusive Advertisers were seen in Q3’20 on TV compared to Print and Radio. Other Face Creams and L’Oreal India were the top exclusive category and advertiser on TV during Q3’20.

Among the Top 5 growing advertisers, Cadburys India saw highest surge in Ad Volumes during Q3’20, compared to Q2’20.

In Q3’20, News Genre topped with 31% of the Ad Volumes, followed by GEC (26%) and Movies Genre (24%). Advertising in News and GEC Genres rose by 42% and 63%, respectively, during Q3’20, compared to Q2’20.

There were total 2,000+ Exclusive Advertisers present in News genre and 300+ Advertisers in GEC genre during Q3’20. Rahul Foundation and My Vishwa Technologies were top exclusive advertisers on News & GEC genres, respectively, in Q3’20.