OTC Products ad volumes on Television up 82% in Jan-May’21: TAM AdEx
OTC Products advertising is back with a bang, as ad volumes on Television grew by 82% in Jan-May’21 over same period in year 2019, as per TAM AdEx data. Digital ad insertions of this sector significantly grew by 2.5x over Jan-May’19, while ad space for OTC Products in Print rose by 37% during Jan-May’21, compared to Jan-May’20. Radio ad volumes, too, witnessed surge of more than 2x during Jan-May’21.
As per TAM AdEx data, ad volumes of OTC Products category on Television rose by 3% and 82% during Jan-May’20 and Jan-May’21, respectively, compared to the same period in Y 2019.
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The Top 10 advertisers accounted for more than 80% share of the category ad volumes during Jan-May’21, with SBS Biotech leading the list with a share od 23%. SBS Biotech’s Sachi Saheli Ayurvedic Syrup brand topped among the brands during Jan-May’21 with 20% share of the ad volumes. The Top 10 brands had more than 60% share of the ad volumes.
Evion Capsules was the top new brand, followed by Otrivin Breathe Clean during Jan-May’21, compared to Jan-May’20. More than 50 new brands appeared for OTC Products category during Jan-May’21.
The News genre alone had nearly 50% of the category’s ad volumes, followed by GEC in the 2nd position with a share of 23%. The Top 3 channel genres – News, GECs and Movies – grabbed 90% of the ad volumes for OTC Products category during Jan-May’21. With a share of 37%, News Bulletin was the most preferred program genre to promote OTC Products on Television. The Top 2 program genres – News Bulletin (37% share) and Feature Films (22% share) – together added more than 55% of the category ad volumes.
On TV, Prime Time was the most preferred time-band, followed by the Afternoon time band. Together, the Prime Time, Afternoon, and Morning time bands combined for more than 70% of the ad volumes. Advertisers of OTC Products category preferred <20 seconds ad size on TV. <20 seconds and 20-40 seconds ads together added 86% share of the category ad volumes during Jan-May’21.
On the Digital medium, ad insertions increased significantly by 2.5x and 33% during Jan-May’21 and Jan-May’20, respectively, compared to the same period in the year 2019.
Organic India and Prorganiq were the top advertisers of OTC Products category with almost same share of ad insertions (14%) during Jan-May’21. Pure Nutrition Range of Products was the top brand with 13% share of ad insertions during Jan-May’21. The Top 10 brands had more than 70% share of ad insertions in the category.
Ad Network transaction method topped with 61% share of OTC Products’ ad insertions on Digital during Jan-May’21, followed by Programmatic with 23% share.
Print ad space for OTC Products during Jan-May’21 grew by 19%, compared to Jan-May’19, and rose by 37% when compared to Jan-May’20.
SBS Biotech among the advertisers topped the OTC Products, followed by Chaturbhuj Pharmaceuticals together contributing almost 50% of the category ad space in Jan-May’21. Chaturbhuj Range of Products was the top brand with 18% share, closely followed by Sachi Saheli Ayurvedic Range of Products with nearly equal share of ad space. The Top 10 advertisers and brands added 74% and 62% shares, respectively. More than 220 new brands were seen during Jan-May’21, compared to Jan-May’20. LC Immuno Gold was the top new brand, followed by Dabur Tulsi Drops.
During Jan-May’21, Hindi language topped with 61% share of OTC Products’ ad space, followed by Marathi with 17% share. The Top 5 Publication languages together added 91% share of the category ad space. General Interest publication genre ruled with 99% share of ad space.
North Zone topped in OTC Products with 39% share of the ad space during Jan-May’21, closely followed by West Zone with a share of 31%. Mumbai and Nagpur were the Top 2 cities in overall India for advertising in Print.
Sales Promotion had 12% of the OTC Products’ ad space in Print during Jan-May’21. Among Sales Promotions, Volume Promotion occupied 57% share of the ad space, followed by Combination Promotion with 27% share. Among the Sales Promotion’s advertisers, SBS Biotech topped with 44% share of ad space, followed by Jolly Pharma (India) during Jan-May’21.