HUL & Reckitt garner 40% share of FMCG Ad Volumes on TV in H1’21: TAM AdEx

Digital Ad Insertions for the FMCG sector registered a sharp rise of more than 2 times in Jan-Jun’21 (H1). A sharp rise of 60% was also seen in the sector’s ad volumes on Radio. Meanwhile, FMCG print advertising grew sharply by 57%, while Ad Volumes on Television registered a rise of 53%.

Television

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While Television Ad Volumes of the FMCG sector decreased by 10% in Jan-Jun’20, compared to Jan-Jun’19, it increased by 38% in Jan-Jun’21, compared to Jan-Jun’19. Ad Volumes for the FMCG sector rebounded in H1’21 over H1’20 with a notable growth of 53%. Mar’21 and Apr’21 recorded almost similar share of FMCG sector’s on Television Ad Volumes. Jan-Jun’19 and Jan-Jun’21 had almost same trend for FMCG sectors’ Ad Volumes share. Apr-May’20 registered a drop in Ad Volumes for FMCG sector on Television mainly due to the COVID-19 pandemic.

During Jan-Jun’21, Toilet Soaps was the top FMCG category with 8% share of Ad Volumes, followed by Toilet/Floor Cleaners with 7% share on Television. Top 2 advertisers HUL and Reckitt together accounted for 40% share of FMCG Ad Volumes during H1 of 2021 on Television. Top 10 FMCG brands accounted for 12% share of Ad Volumes on Television during Jan-Jun’21. Six out of Top 10 brands on TV were from Reckitt Benckiser, with 9% share of FMCG Ad Volumes in Jan-Jun’21.

There were 110+ Growing Categories during Jan-Jun’21 over Jan-Jun’20. Toilet/ Floor Cleaners among categories saw highest increase in Ad Volumes with a growth of 2x, followed by Milk Beverages with 69% growth during Jan-Jun’21, compared to Jan-Jun’20. In terms of growth %, Household Cleaners category witnessed highest growth % among the Top 10, that is, 5x in Jan-Jun’21.

In Jan-Jun’21, the maximum Ad volumes of FMCG were in the GEC genre at 33% share, followed by Movies with 26% share. All the Top 5 genres registered a growth in Ad Volumes during Jan-Jun’21 over Jan-Jun’20, with the Music genre seeing the highest growth of 2 folds for FMCG sector advertising. Feature Films was the most preferred program genre to promote FMCG brands on Television during Jan-Jun’21. The top 3 program genres – that is, Feature Films, News Bulletin and Film Songs – together covered 57% share of the total Ad Volumes for FMCG sector on TV.

On TV, Prime Time was the most preferred time-band for FMCG advertisers, followed by Afternoon and Morning time. Together, the Prime Time, Afternoon and Morning time bands contributed to more than 70% of the Ad Volumes.

FMCG advertisers preferred 20-40 second Ad Size on TV. 20-40 seconds and <20 seconds ads together covered 97% share of Ad Volumes during Jan-Jun’21.

Print

In the Print medium, Jan-Jun’21 observed a sharp growth in Ad Space over Jan-Jun’20 for the FMCG sector, that is, 57%, whereas compared to Jan-Jun’19 a growth of 8% was observed. During H1 of 2021, Mar’21 recorded the highest share of Print Ad Space for the FMCG sector, while Jun’21 registered a rise of 10% for FMCG Ad Space over May’21. During H1’20, the Ad Space for FMCG sector was least during Apr and May mainly due to the lockdown due to COVID-19.

Range of OTC Products was the top FMCG category in Print medium during Jan-Jun’21. The Top 10 categories and advertisers under the FMCG sector contributed 48% and 51% share of the Ad Space in Print medium during Jan-Jun’21, respectively. Among advertisers, SBS Biotech had the highest share of print ads at 24%; Emami was a distant second with a share of 7%. Eight out of the Top 10 brands in Print were from SBS Biotech, with 18% share of the FMCG Ad Space in Jan-Jun’21. The top 10 brands under the FMCG sector together added 21% share of Ad Space in Print during Jan-Jun’21.

Rubs And Balms was the top category showing highest increase in Ad Space of 2.3x, followed by Digestives with 2.9x growth in Ad Space during Jan-Jun’21, compared to Jan-Jun’20. In terms of growth %, Shampoos witnessed the highest growth % among the Top 10, that is, 23x in the Jan-Jun’21.

Sales Promotion had 21% share of the FMCG sector’s Ad Space during Jan-Jun’21. Among Sales Promotions, Volume Promotion occupied nearly half of the share of FMCG sector’s Ad Space. Among the advertisers using Sales Promotion’s, SBS Biotech topped with 45% share of the Ad Space, followed by Emami with 12% share during Jan-Jun’21.

During Jan-Jun’21, 57% of the FMCG sector’s ad space was in Hindi Publication language.

North Zone topped in FMCG advertising with 40% share of Ad Space during Jan-Jun’21, followed by West Zone. Mumbai and Kolkata were the Top 2 cities in overall India for FMCG advertising in Print. Uttar Pradesh was the top state with 18% share of the sector’s Ad Space, followed by Maharashtra with 16% share. The Top 3 states – Uttar Pradesh, Maharashtra and Rajasthan – occupied 41% of the Ad Pie in Print during Jan-Jun’21.

Radio

Compared to Jan-Jun’20, a sharp rise of 60% was registered in Jan-Jun’21 for FMCG sector’s Ad Volumes on Radio. Ad Volumes on Radio for FMCG sector in Jan-Jun’21 reached to almost same level as in Jan-Jun’19. In Mar’21, the Radio Ad Volumes increased by 41% over Feb’21, while May’21 registered the lowest share of Ad Volumes for FMCG sector or Radio. In H1’20, FMCG sector’s share of the radio advertising pie dipped during the months of April and May, but recovered in June.

Pan Masala topped the list of categories with 13% share of FMCG’s Ad Volumes during Jan-Jun’21, followed by Spices. Mother Dairy Fruit & Vegetables and GCMMF (Amul) were the Top 2 advertisers with almost same share of FMCG sector’s Ad Volumes during Jan-Jun’21. Three out of the Top 10 brands were from the Pan Masala category during Jan-Jun’21. The Top 10 brands together accounted for more than 1/4th of FMCG’s Ad Volume share during Jan-Jun’21. Corporate-Pharma/ Healthcare among the categories saw the highest increase in Ad Volumes with a growth of 5x, followed by Spices with 2x growth during Jan-Jun’21 over to Jan-Jun’20.

The top 3 states occupied 52% of the Ad Pie for the FMCG sector on Radio. Uttar Pradesh and Maharashtra has almost similar share of Ad Volumes. Advertising for the FMCG sector was preferred in the Evening and Afternoon time-band on Radio, which together added 67% share of sector’s Ad Volumes during Jan-Jun’21.

Digital

After 48% drop in Digital Ad Insertions during Jan-Jun’20 over Jan-Jun’19 for the FMCG sector, Jan-Jun’21 saw a sharp rise of 2.2x compared to Jan-Jun’20. Compared to Jan-Jun’19, Digital Ad Insertions for the FMCG sector grew by 17% in Jan-Jun’21. Monthly trend for H1’20 and H’21 for FMCG sector advertising were almost similar except for the months of May and June. Unlike traditional mediums, Digital Ad Insertions were not impacted due to COVID-19 pandemic during the months of April and May of H1’20 and H1’21.

The Top 5 categories together added more than 20% share of FMCG Ad Insertions on Digital medium during Jan-Jun’21, among which Range of Skin Care Products was on top, closely followed by Pan Masala. HUL was the top advertiser with 8% share of sector’s Ad Insertions, followed by L’Oreal India with 7% share during Jan-Jun’21. Kama Ayurveda Range of Products was on top with FMCG Ad Insertions during Jan-Jun’21. The Top 10 brands together added more than 15% share of Ad Insertions on Digital medium.

There were 95+ Growing Categories during Jan-Jun’21 over Jan-Jun’20. Pan Masala among categories saw the highest increase in Digital Ad Insertions with a growth of 102x, followed by Face Wash with 18x growth during Jan-Jun’21 over to Jan-Jun’20.

Desktop Video topped with 38% of FMCG’s Digital Ad Insertions during Jan-Jun’21, followed by Mobile Video and Desktop Display with a share of 23%. Category Range of Skin Care Products led the Mobile Display and Desktop Display ads platform, while On Video platforms, Category Chocolates topped on Desktop and Moisturizing Lotion/Creams on Mobile. Video ads had highest Ad Insertions on Digital with 61% share for the FMCG sector, followed by Banner ads with 20% share in Jan-Jun’21.

With 58% share of FMCG Ad Insertions, transactions via Programmatic were the most utilised for advertising on Digital platforms during Jan-Jun’21. Ad Network was the 2nd most preferred transaction method with 29% share of Digital Ad Insertions, followed by Programmatic/ Ad Network on the 3rd position.

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