Digital ad insertions of Household Products up 105% during Jan-Mar’21

The Digital medium witnessed 105% growth in ad insertions of the Household Products sector during Jan-Mar’21, compared to Jan-Mar’20, as per TAM AdEx’s overview of advertising by the Household Products sector across TV, Digital, Print and radio during January-March 2021.

Television

Ad Volumes of Household Products sector on Television grew by 68% during Jan-Mar’21 compared to same period in previous year. The Top 10 advertisers accounted for more than 95% share of the ad volumes during Jan-Mar’21, with Reckitt Benckiser topping the list with a share of 69%. Toilet/Floor Cleaners (58% share) and Household Cleaners (13% share) together accounted for more than 70% of the ad volume share of the Household Products sector.

There were more than 130 new brands observed during Jan-Mar’21 over Jan-Mar’20. The top 2 new brands were from Toilet/floor Cleaners category – Harpic Power Plus/Bathroom Cleaner and Harpic Power Plus 10x Max Clean.

The GEC genre topped the list of Household Products sector’s channel genres during Jan-Mar’21. Top 2 channel genres on TV together – GEC and Music – accounted for more than 50% of the ad volumes share for Household Products sector during Jan-Mar’21. Feature Films was the most preferred program genre to promote Household Products’ brands on Television. The Top 2 program genres – that is, Feature Films and Film Songs – together added more than 45% of the total ad volume share of Household Products sector on TV.

Prime Time was the most preferred time-band on TV with a 33% share, followed by the Afternoon time-band with a share of 23%. Prime Time, Afternoon & Morning time bands together accounted for more than 70% share of the ad volumes. Advertisers of the Household Products sector preferred the 20-40 second ad size on TV. 20-40 seconds and <20 seconds ads together covered 99% share of Ad Volumes during Jan-Mar’21.

Digital

105% growth or more than two-fold rise was observed in ad insertions of the Household Products sector on Digital medium during Jan-Mar’21, compared to Jan-Mar’20.

On the Digital medium, Furniture Related Items category was on top with 26% of the sector’s advertising share. The Top 10 Advertisers accounted for 77% share of ad insertions during Jan-Mar’21, with Godrej Consumer Products leading the list with a share of 21%. MR Decor was a distant second with a share of 13%.

Ad Network topped with 45% share of Household Products sector’s ad insertions for Digital advertising during Jan-Mar’21, followed by Programmatic method on the second place with a share of 23%.

Print

Indexed growth in ad space for the Household Products sector in Print grew by 26% during Jan-Mar’21, compared to same period in previous year. The Top 10 advertisers accounted for more than 65% share of the ad space share in Print. Reckitt Benckiser (India) was the top advertiser with 10% share of the overall sector’s ad space during Jan-Mar’21, closely followed by Mysoredeep Perfumery House. With a share of 27%, the Agarbatti category led the list of Top 10 categories of the Household Products sector.

In the Print medium, more than 220 new brands seen during Jan-Mar’21. Emami Emasol Range was the top new brand, followed by Zed Black Manthan Mogra Dhoop.

Hindi language was on top with 54% share of the ad space, followed by English (19% share), Marathi (8% share), Tamil (5% share) and Kannada (4% share). The Top 5 Publication languages together added 90% share of the sector’s ad space. The General Interest publication genre added more than 99% share of the sector’s ad space.

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