Personal Healthcare Print ad volumes up 95% during Jan-May’21: TAM AdEx

Personal Healthcare ad volumes on traditional media – Television, Print and Radio – saw a huge rise in Jan-May’21, compared to Jan-May’20, as per TAM AdEx data. Sector ad space in Print rose the highest at 95% during Jan-May’21, followed by Radio at 93% and Television at 86%. In comparison, Personal Healthcare ad insertions on Digital grew by 50% during this period.

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Television

Ad volumes of Personal Healthcare sector on Television grew by 86% during Jan-May’21, compared to same period in previous year.

Rubs and Balms (21% share) and Antiseptic Creams/ Liquids (15% share) together had more than 1/3rd of the sector ad volumes. The Top 10 categories covered 93% of the ad volumes. Reckitt Benckiser topped among the advertisers with 30% share of the sector ad volumes, followed by Smithkline Beecham at a distant second place with 8% share. The Top 10 advertisers had 69% share of ad volumes.

Over 240 new brands were present during Jan-May’21 over Jan-May’20. Evion Capsules, Otrivin Breathe Clean and Livogen Tonic among the Top 10 new brands were from OTC Products category.

Top 2 channel genres News (34% share) and GEC (24% share) added 58% of the sector ad volumes in Jan-May’21. The Top 5 channels genres covered 98% share. With a share of 28%, Feature Films were the most preferred to promote Personal Healthcare’s brands on Television. The Top 2 program genres – Feature Films (28% share) and News Bulletin (24% share) – together added more than half of the sector ad volumes.

Prime Time was the most preferred time-band on TV, followed by Afternoon time-band. Prime Time, Afternoon and Morning time bands together accounted for more than 70% share of the ad volumes.

Advertisers of Personal Healthcare sector preferred 20-40 seconds ad size on TV. 20-40 seconds and <20 seconds ads together covered 97% share of ad volumes during Jan-May’21.

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Print

Personal Healthcare ad space in Print grew by 95% during Jan-May’21, compared to Jan-May’20. Range of OTC Products leads the list of Top 10 categories with 21% share of the sector ad space. SBS Biotech was the top advertiser with 46% share during Jan-May’21. The Top 10 categories and advertisers added 94% and 75% of ad space, respectively.

In Print medium, 640+ new brands seen during Jan-May’21 over Jan-May’20. Itchku Range of Products was the top new brand, followed by Zandu Nityam Range of Products.

Hindi publication language was on top with 63% share of the ad space. The Top 5 Publication languages added 91% share. General Interest publication genre contributed almost 100% share of sector’s ad space.

Among the 4 zones, North Zone topped with 42% share of the sector ad space in Print during Jan-May’21. Mumbai and Nagpur were the Top 2 cities in overall India as well as in West Zone for the sector advertising in Print.

In Personal Healthcare sector, Sales Promotion had 28% share of ad space in Print medium. Among Sales Promotions, Volume Promotion occupied 76% share of ad space, followed by Add on Promotion with 17% share during Jan-May’21. Among the Sales Promotion’s advertisers, SBS Biotech topped with 82% share of the ad space, followed by Emami with 4% share during Jan-May’21.

Radio

Ad volumes of the Personal Healthcare sector on Radio grew by 93% during Jan-May’21, compared to same period in the previous year. On Radio, Corporate-Pharma/ Healthcare category topped with 51% share of the ad volumes in the sector. The Top 10 categories had 97% of ad volumes. The Top 10 Advertisers added 78% share of the ad volumes during Jan-May’21, among which Pfizer was leading the list with 33% share.

There were 110+ new brands during Jan-May’21 over Jan-May’20. Pfizer was the top new brand on Radio medium.

The Top 3 states – Gujarat, Maharashtra, and Tamil Nadu – occupied 44% of the ad pie for the Personal Healthcare sector. With a share of 17%, Gujarat topped in the sector advertising on Radio, closely followed by Maharashtra with a share of 16% in Jan-May’21.

Advertising in Personal Healthcare sector was preferred during Evening and Morning time-bands on Radio, combining 76% share of the ad volumes during Jan-May’21.

Digital

50% growth observed in ad insertions of the Personal Healthcare sector on Digital medium during Jan-May’21, compared to Jan-May’20. On the Digital medium, Vitamins/ Tonics/ Health Supplements category was on top with 24% of the sector’s ad insertions, closely followed by Range of OTC Products with a share of 23%. The Top 10 categories had 96% of the sector ad insertions. The Top 10 advertisers accounted for 57% share of the ad insertions during Jan-May’21, with Thermo Fisher Scientific India at top of the list with a share of 8%.

During Jan-May’21, Programmatic transaction method topped with 45% share of the sector’s ad insertions on Digital, followed by Ad Network method in the 2nd place with 34% share.