Personal Care ad volumes on Radio surge 68 times in August 2020: TAM AdEx

Personal Care/ Personal Hygiene products have seen tremendous growth during the COVID and lockdown period, becoming a part of consumers’ essential commodities basket. With this, advertising Personal Care/ Personal Hygiene products have also seen an upswing. TAM AdEx, in its overview of advertising by the Personal Care/ Personal Hygiene sector, takes a look at various media – TV, Print, Radio and Digital. For TV & Print, the period covered is April–September 19, 2020; while for Radio & Digital, the period covered is April–September 16, 2020.

As per the report, ad volumes for this sector on Radio surged by 23 times, approx 30 times and 68 times in June 2020, July 2020 and August 2020, respectively, compared to April 2020. On the other hand, 4 times growth in Sector advertising in Print was seen during August 2020, compared to April 2020.

Also read: TV ad volumes reach 63,000+ hours in June-July’20: TAM AdEx

Top 3 channel genres together added 84 per cent share of sector ad volumes during April-August 2020 on TV. Prime Time was the preferred time-band for sector brands, covering 32 per cent of ad volumes on TV.

Among the advertisers, Hindustan Unilever was common across TV, Print, Radio and Digital. Hindustan Unilever, Colgate Palmolive, ITC and Vicco Laboratories were common across TV and Print.

Toilet Soaps and Tooth Pastes were common categories under Personal Care/ Hygiene Sector across TV, Print, Radio and Digital. Count of New Brands in TV stood at 100+, for Print the number stood at 225+, and 35+ new brands on Radio for the period July-September 2020, compared to April-June 2020.

According to the TAM AdEx report, Programmatic transaction method captured 82 per cent share of sector ad insertions on Digital.

North Zone topped with 44 per cent share of sector advertising in Print. Madhya Pradesh captured 19 per cent share of sector ad volumes during April-August 2020.

When it comes to celebrity endorsement, Kareena Kapoor was spotted at top position, followed by Kiara Advani. Looking by celebrity Profession, ads endorsed by Film Actresses had 76 per cent share of ad volumes, followed by Film Actors with 18 per cent share. Sportsperson was a distant third with 4 per cent.

Ad Volumes for Personal Care/Hygiene Sector on TV

• Ad Volumes for sector on Television grew by 83% in Jun’20 and by 107% in Jul’20 compared to Apr’20.
• 2 times ad volume growth of Personal Care/ Hygiene Sector on TV during Sep’20 over Apr’20.
• Top 2 program genres, that is, Feature Films and News Bulletin, together added more than 50% share of ad volumes on TV.
• Prime Time, Afternoon & Morning time bands together added 71% share of ad volumes.
• 20-40 seconds and <20 seconds ads covered 63% and 33% share, respectively during Apr-Sep’20.