Advertising Volumes on TV increased by 17% during Aug’21: TAM ADEX

Overall Advertising Volumes on TV increased by 17% during Aug’21, compared to Aug’20. Without the Sports genre, the increase was 16%, as per TAM AdEx’s report. Ad Volumes on Television increased in all weeks of Aug’21, compared to the same weeks in Aug’20, with the highest growth (19%) occurring in Week 2 of Aug’21.

Growth in Tally during Aug’21 vs Aug’20:

• Categories: +4%
• Advertisers: +6%
• Brands: +9%

Among categories, Toilet Soaps retained its 1st rank in Aug’21 over Aug’20, followed by Milk Beverages in 2nd position. Corporate/ Brand Image and Tea were the new entrants among the Top 10 categories in Aug’21. The Top 10 categories added 31% share of the Ad Volumes in Aug’21. Corporate/ Brand Image category saw the highest surge in Ad Volumes with growth of 7.2x, followed by Paints with 6.3x growth during Aug’21, compared to Aug’20.

There were 225+ categories which saw growth in Ad Volumes on TV during Aug’21, compared to Aug’20.

Tally of Exclusive during Aug’21 vs Aug’20:

• Categories: 45+
• Advertisers: 1.6 K+
• Brands: 2.6 K+

Household UPS & Inverter Batteries topped among the new categories, followed by Mouth Wash in Aug’21, compared to Aug’20. Lux Industries was the top new advertiser, followed by Travelxp India. Dettol (Corporate) topped among the new brands, followed by Tata Sky Binge App.

Top 10 Advertisers on TV

Among the advertisers, Hindustan Unilever and Reckitt Benckiser India were the Top 2 advertisers with 14% and 11% share of the Ad Volumes, respectively. Brooke Bond Lipton India, Cadburys India and Godrej Consumer Products saw positive shifts in ranks. Asian Paints India and Procter & Gamble were the new entrants in the Top 10 advertisers’ list.

Top 10 Brands on TV

Dettol Toilet Soaps was the top brand during Aug’21, followed by Horlicks. During Aug’21, total 4.2K+ brands were present on TV. The Top 10 brands had 9% share of the Ad Volumes, among which 5 belonged to Reckitt Benckiser. Veet Hair Removal System among the Top 10 saw the highest improvement in rankings – from No. 57 in Aug’20 to No. 10 in Aug’21.