Ad volumes on TV witness 16% growth during Sep-Oct’20: TAM AdEx

Average Ad Volumes/Day on television saw a 16 per cent growth during Sep-Oct’20, compared to Jul-Aug’20, as per TAM AdEx’s Television Advertising Report. Weekly Ad Volumes on TV saw an increasing trend from Week 36 to Week 43.

According to the report, total 27 sectors, 387 categories and 2,989 advertisers were present on TV during Sep-Oct’20. Personal Care/ Personal Hygiene sector topped with 21% share of Ad Volumes, followed by F&B sector with 17% share. Top 5 categories together added 21% share of Ad Volumes on TV during Sep-Oct’20.

HUL and RB were the Top 2 advertisers with 20% and 10% share of Ad Volumes, respectively, during Sep-Oct’20. Top 5 advertisers together added 37% share of Ad Volumes on TV during Sep-Oct’20.

On TV, October 2020 registers more number of advertisers and brands compared to September 2020. Tally of advertisers and brands grew by 8% and 7%, respectively, during October 2020, compared to September 2020.

Hindustan Unilever

Continuing as India’s top advertisers, during the period Jul’20-Oct’20, average Ad Volumes/Day for HUL were highest in July 2020.

Shampoos category topped with 16% share of HUL advertising in Sep-Oct’20, followed by Toilet Soaps (12%). Among the consistent brands of HUL, Surf Excel Easy Wash was on top, followed by Lux Toilet Soap during Jul-Oct’20. Top 5 categories and brands added 55% and 20% share of Ad Volumes, respectively, in Sep-Oct’20.

Forty-four per cent share of Ad Volumes for HUL was from GEC genre, followed by Movies genre with 34% share place during Sep-Oct’20. Top 3 channel genres covered 90% share of HUL’s Ad Volumes during Sep-Oct’20.

Reckitt Benckiser

During the period Jul-Oct’20*, August 2020 and September 2020 witnessed higher Advertising Volumes/Day for Reckitt Benckiser (RB). There was 49% and 54% rise in Ad Volumes of RB during August 2020 and September 2020, compared to July 2020.

Not surprisingly, given the changed consumer behaviour due to the pandemic, Toilet/ Floor Cleaners category topped with 23% share of RB’s advertising in Sep-Oct’20, followed by Toilet Soaps (20%). Out of RB’s Top 5 categories, 3 were from Personal Care/ Personal Hygiene sector. Top 5 categories and brands of RB added 75% and 53% share of Ad Volumes, respectively, in Sep-Oct’20.

Dettol Antiseptic Liquid was the top consistent brand of RB, followed by Dettol Toilet Soaps during Jul-Oct’20.

Twenty-five per cent share of Ad Volumes for RB was from the Movies genre, closely followed by Music genre with 24% share on second place during Sep-Oct’20. Top 4 Channel genres covered nearly 90% share of RB’s Ad Volumes during Sep-Oct’20.

Godrej Consumer Products

Godrej Consumer Products (GCP) witnessed higher Advertising Volumes per Day during Sep-Oct’20, compared to Jul-Aug’20. Average Ad Volumes/Day for GCP rose by 32% during both September 2020 and October 2020, compared to July 2020 on TV.

Mosquito Repellents category topped with 39% share of GCP advertising in Sep-Oct’20. All the Top 5 categories of GCP belonged to the FMCG sector. Top 5 categories and brands added 99% and 59% share of Ad Volumes, respectively, in Sep-Oct’20.

Godrej Expert Rich Creme Hair Colour topped among the consistent brands of GCP during Jul-Oct’20, followed by Goodknight Gold Flash in 2nd position.

Thirty-two per cent share of Ad Volumes for GCP was from the News genre, closely followed by the GEC genre with 30% share in the 2nd place during Sep-Oct’20. Top 4 Channel genres covered more than 90% share of GCP’s Ad Volumes during Sep-Oct’20.

ITC

ITC recorded higher Advertising Volumes per Day during Sep-Oct’20, compared to Jul-Aug’20. Average Ad Volumes/Day during September 2020 and October 2020 rose by 32% and 24%, respectively, compared to July 2020.

Toilet Soaps category topped with 20% share of ITC advertising in Sep-Oct’20, followed by Biscuits with 15% share. Three of the Top 5 categories of ITC belonged to the Food & Beverages sector. Top 5 categories and brands added 61% and 41% share of ITC’s Ad Volumes, respectively, in Sep-Oct’20.

Among the consistent brands of ITC during July 2020 to October 2020, Savlon Hexa Advanced Soap topped, followed by Aashirvaad Atta in the 2nd position.

Thirty-five per cent share of Ad Volumes for ITC was from the GEC genre, followed by the Movies genre with 30% share i nthe 2nd place during Sep-Oct’20. Top 4 Channel genres covered more than 90% share of ITC’s Ad Volumes during Sep-Oct’20.

Procter & Gamble

Compared to July 2020, a resurgence in Average Ad Volumes/Day was observed during Sep-Oct’20 for Procter & Gamble (P&G) after the drop in August 2020. Average Ad Volumes/Day for P&G grew by 3% during October 2020, compared to July 2020.

Washing Powders/ Liquids category topped with 31% share of P&G’s advertising in Sep-Oct’20. All the Top 5 categories of P&G belonged to the FMCG sector. Top 5 categories and brands added 83% and 52% share of P&G’s Ad Volumes, respectively, in Sep-Oct’20.

Among the consistent brands of P&G during July 2020 to October 2020, Head & Shoulders Anti Dandruff shampoo topped, followed by Vicks Vaporub in the 2nd position.

Thirty-eight per cent share of Ad Volumes for P&G was from the GEC genre, followed by the Movies genre with 32 per cent share in the 2nd place during Sep-Oct’20. Top 4 Channel genres covered more than 90% share of P&G’s Ad Volumes during Sep-Oct’20.