Festive spirit buoys Movie genre TV ad volumes by 24% in Aug-Dec’20: TAM AdEx

The News Genre topped with 30% share of overall TV Ad Volumes during Aug-Dec’20 (till December 5), displacing the GEC Genre, compared to Aug-Dec’19. Top 5 channel genres added 95% and 93% share during Aug-Dec’19 and Aug-Dec’20, respectively.

During Aug-Dec’20, the News Genre saw highest growth of 29%, followed by the Movies Genre with 24% rise compared to Aug-Dec’19. All Top 5 genres witnessed growth in Ad Volumes during Aug-Dec’20.

Among the Top 5 categories, Toilet Soaps and Tooth Pastes, belonging to the Personal Care/Personal Hygiene sector topped the list. A 45% rise in Tooth Pastes category during Aug-Dec’20 resulted in positive rank shift, displacing Washing Powders/Liquids.

HUL and Reckitt Benckiser India were the Top 2 consistent advertisers across Top 5 channel genres. Godrej Consumer Products saw a 28% rise in Ad Volumes during Aug-Dec’20 which led to a positive rank shift compared to Aug-Dec’19, displacing ITC. Tally of consistent advertisers in Top 5 genres grew by over 14% in Aug-Dec’20 compared to Aug-Dec’19.

Advertising Overview on TV during Festive Season

GEC Genre

During the festive period of 2020, average Ad Volumes/Day for the GEC Genre had a higher share, that is, 58%, compared to the non-festive period. The festive period in 2019 also had slightly higher share, that is, 52% of Ad Volumes/Day, compared to the non-festive period.

Average Ad Volumes/Day on the GEC Genre grew by 7% in Aug-Dec’20, compared to Aug-Dec’19. Ad Volumes/Day saw a maximum rise of 18% during Nov’20 compared to Aug’20.

Kannada GEC genre was the new entrant among the Top 5 during Aug-Dec’20, compared to Aug-Dec’19.

The Top 5 sub genres added 69% and 67% share of GEC’s Ad Volumes during Aug-Dec’19 and Aug-Dec’20, respectively.

Number of categories, advertisers and brands dropped during Aug-Dec’20, compared to Aug-Dec’19. Among the Top 5 categories and advertisers, Toilet Soaps and HUL retained their respective top positions. Godrej Consumer Products was the new entrant among the Top 5 advertisers of GEC Genre during Aug-Dec’20. Top 5 categories and advertisers added 28% and 50% share of Ad Volumes, respectively.

Antiseptic Creams/Liquids category saw 2.4 times growth on the GEC Genre during Aug-Dec’20, compared to Aug-Dec’19. Milk Beverages topped the list, garnering 57% growth, while Ecom-Media/Entertainment/Social Media category saw a growth of 36%.

Timelesstoday LLC and My Vishwa Technologies appeared among the Top 5 Exclusive advertisers during Aug-Dec’19 as well as Aug-Dec’20.

Movies Genre

During the festive period of 2020, average Ad Volumes/Day for the Movies Genre had a higher share, that is, 58%, compared to the non-festive period. Festive period in 2019 also had slightly higher share, that is, 52% of Ad Volumes/Day, compared to the non-festive period.

Average Ad Volumes/Day on the Movies Genre grew by 24% in Aug-Dec’20, compared to Aug-Dec’19. Ad Volumes/Day saw maximum rise of 11% during Oct’20 compared to Aug’20.

Bhojpuri and Kannada Movies genres were new entrants among the Top 5 during Aug-Dec’20, compared to Aug-Dec’19.

The Top 5 sub genres added 77% and 76% share of Movies genre’s Ad Volumes during Aug-Dec’19 and Aug-Dec’20, respectively.

Number of categories, advertisers and brands saw marginal decline during Aug-Dec’20, compared to Aug-Dec’19. Toilet Soaps among the categories and HUL among the advertisers retained their respective 1st positions. Top 5 categories had 28% share of Ad Volumes during Aug-Dec’20, among which Shampoos & Milk Beverages observed positive rank shift. Top 5 advertisers added 52% share of Ad Volumes during Aug-Dec’20 among which ITC observed a positive rank shift.

Ecom-Media/Entertainment/Social Media saw 91% growth on the Movies Genre during Aug-Dec’20, compared to Aug-Dec’19.

Ganesh Industrial Corporation appeared among the Top 5 Exclusive advertisers during Aug-Dec’19 as well as Aug-Dec’20.

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