Personal Care & Hygiene clocks 38% growth in TV ad volumes in Q4 of 2020: TAM AdEx
The Personal Care/ Hygiene sector witnessed 38% growth in Television ad volumes in Q4 of 2020, compared to Q1, according to TAM AdEx overview of the Personal Care/ Hygiene sector across TV, Print, Radio and Digital in 2020. Compared to Q1 of 2020, Q4 witnessed 3x ad insertion growth on Digital, while Ad Space in Print witnessed double digit share from November 2020 onwards. Ad volumes for the Personal Care/ Hygiene sector grew by 4x on Radio in Q4 over Q2 of 2020.
Ad Volumes of the Personal Care/ Hygiene sector on Television increased by 7% in 2020 over 2019. Compared to Q1 of 2020, Q4 witnessed 38% growth in ad volumes of this sector. Due to COVID-19, lowest Ad Volumes were observed in Q2, which includes the lockdown period. A drop recorded in Personal Care/ Hygiene sector advertising was seen during April 2020 over March 2020 due to the lockdown. However, during September-December 2020, ad volumes on Television witnessed a double digit share.
Ad insertions of the Personal Care/ Hygiene sector on Digital decreased by 24% in 2020 over 2019. Compared to Q1 of 2020, Q3 and Q4 witnessed 2x and 3x growth in ad insertions, respectively. The highest share on Digital was observed during the Festive period, that is, October-December 2020, which had 40% share of total Digital ad insertions.
On the Digital medium, Tooth Pastes and Face Wash were the top Personal Care/ Hygiene categories, with 24% and 13% share, respectively. The Top 10 Advertisers accounted more than 75% share of ad insertions in 2020, with Glaxo Smithkline leading the list.
The Top 10 brands accounted for 47% share of ad insertions on Digital in 2020. Sensodyne Rapid Relief topped the list with 11% share of the total ad insertions for the Personal Care/ Hygiene sector.
Programmatic topped with 79% share of transaction method for Digital advertising of Personal Care/ Hygiene sector in 2020. Ad Network and Programmatic/ Ad Network transaction methods had 11% and 7% share, respectively, of Personal Care/ Hygiene ad insertions on Digital.