News genre adds 31% share of TV Ad Volumes during Sep-Nov’20: TAM AdEx

Average Ad Volumes/Day on Television grew by 13% in October 2020 and 9% in November 2020 (till November 7), compared to September 2020. During the period Nov’19-Oct’20, October 2020 recorded highest Ad Volumes on TV. Ad Volumes observed continuous rise during Week 36 to 44; also, Week 44 had highest Ad Volumes in the period Week 27 to 45.

A total 400+ categories and 3,500+ advertisers were present on TV during Sep-Nov’20. As in the previous weeks, HUL continued to top among the advertisers with 20% share of Ad Volumes, followed by Reckitt Benckiser with 10% share. The Top 5 categories and advertisers together added 21% and 37% share of Ad Volumes, respectively, on TV during Sep-Nov’20.

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The News genre added 31% share of Ad Volumes, followed by the GEC genre in the second place with 26% share during Sep-Nov’20. The Top 5 Channel genres covered more than 90% share of Ad Volumes during Sep-Nov’20.

Among the GEC genres, Hindi GEC topped with 21% of Ad Volumes followed by Tamil GEC with 15% share. Ad Volumes on GEC genre observed continuous rise during Week 36 to Week 44; comparing Week 45 to Week 36, the GEC genre registered 20% rise in Ad Volumes.

On Hindi GEC channels, 40+ categories and 110+ advertisers advertised exclusively in Sep-Nov’20, compared to Jul-Aug’20. Average Ad Volumes/Day on Hindi GEC grew by 8% in October 2020 and 5% in November 2020, compared to September 2020. During Week 36 to 45, Ad Volumes started increasing from Week 37 and peaked in Week 44. Comparing Week 45 to Week 36, Ad Volumes grew by 9% on Hindi GEC channels.

The number of categories and advertisers grew by 22% and 32%, respectively, in October 2020, compared to September 2020. Four out of Top 5 categories were from the FMCG Sector, contributing 22% to the Ad Volumes in Hindi GEC. Hindustan Unilever solely had more than 30% of Ad Volumes in the genre during Sep-Nov’20. Top 50 categories and advertisers had 79% and 81% share of Ad Volumes, respectively, on Hindi GEC channels.

On Hindi GEC channels, 40+ Categories and 110+ Advertisers advertised exclusively in Sep-Nov’20. Televisions and Vodafone Idea were the top exclusive categories and advertisers during Sep-Nov’20, compared to Jul-Aug’20.