Advertising on TV up 14% during July’21, compared to July’20: TAM AdEx

Advertising on TV increased by 14% during July’21, as compared to July’20, according to TAM AdEx’s comparative analysis of TV ad volumes in July 2021 vis-a-vis July 2020. Without the Sports genre, the increase in July’21 over July’20 was 13%. Ad Volumes on Television increased in all weeks of July’21, compared to the same weeks in July’20, with the highest growth (16%) occurring in Week 1 of July’21.

SCREENXX Awards 2021 Early Bird Discount for nomination of Digital Video Content and OTT Platform.. - Tuesday, August 31, 2021 - ENTRIES OPEN

Tally of categories, advertisers and brands grew by 4%, 8% and 11%, respectively, during July’21, compared to July’20. The Top 10 categories added 33% share of Ad Volumes in July’21. Toilet Soaps retained its 1st rank in July’21 over July’20, followed by Milk Beverages in the 2nd position. Corporate/ Brand Image, Ecom-Education and Tea were the new entrants among the Top 10 categories in July’21.

There were 170+ growing categories present in July’21, compared to July’20 on TV. Corporate/ Brand Image category saw the highest surge in Ad Volumes with growth of 3.5x, followed by Ecom-Education with 2.8x growth during July’21 compared to July’20. Placed in the 3rd position, Government Universities/ Colleges saw growth of 99x, followed by Pan Masala with 9.4x growth. Ecom-Clothing/ Textile/ Fashion recorded the highest growth of 644x.

Top 10 advertisers added 42% share of TV Ad Volumes. Among the advertisers, Hindustan Unilever, Reckitt Benckiser India and Brooke Bond Lipton India were the top three advertisers with 15%, 11% and 2% share of Ad Volumes, respectively. These three advertisers’ position remained unchanged from July’20. Amazon Online India, Cadburys India and Colgate Palmolive India saw positive rank shifts. Pepsi Company and Procter & Gamble were the new entrants in the Top 10 advertisers’ list.

The Top 10 brands had 11% share of the TV Ad Volumes, among which 4 belonged to Reckitt Benckiser. Dettol was the top brand during July’21, followed by Delhi Skill & Entrepreneurship University. Vimal Elaichi Pan Masala among the Top 10 saw highest improvement in rankings. During July’21, total 3.4K+ brands were present on TV.

Over 40 new categories, 1.2K+ new advertisers and 2.1K+ new brands advertised during July’21, compared to July’20. Sugar Confectionaries topped among the new categories, followed by AV Auxiliaries in July’21, compared to July’20. Delhi Skill & Entrepreneurship University was the top new advertiser, followed by Perfetti Van Melle India. Dettol topped among the new brands, followed by Delhi Skill & Entrepreneurship University.