Programmatic top transaction method for FMCG ads on Digital in 2020: TAM AdEx

As per TAM AdEx’s overview of the FMCG sector advertising in TV, Print, Radio and Digital during 2020, the ad volume growth for the sector on Television stood at 9% over 2018. Compared to Q1 of 2020, Q3 and Q4 witnessed 21% and 38% ad volume growth, respectively.

Due to COVID-19, lowest Ad Volumes were observed in Q2, which includes the lockdown period. However, Television Ad Volumes for the FMCG sector recovered to Pre-Lockdown level within just 3 months of the post-Lockdown period. During the festive period, Ad Volumes on Television witnessed double digit growth.

Five out of the Top 10 categories were from Personal Healthcare and Personal Hygiene. Top 10 Advertisers accounted more than 65% share of ad volumes in 2020, with HUL topping the list. Among the Top 10 FMCG brands, Top 3 belonged to Reckitt Benckiser India. Top 10 Brands accounted more than 12% share of ad volumes in 2020, with HUL topping the list.

GEC Channel Genre topped the preference list of FMGC players during 2020. The Top 2 channel genres on TV – GEC and Movies – together accounted for almost 60% of ad volumes share for FMCG sector during 2020. Feature Films genre was the most preferred for promoting FMCG brands on Television. The Top 2 program genres, that is, Feature Films and News Bulletin, together added around 50% share of ad volumes on TV. Prime Time was the most preferred time-band on TV, followed by Afternoon and Morning time-bands. Prime time, Afternoon & Morning time-bands together accounted more than 70% share of ad volumes.

Advertisers of FMCG sector preferred 20-40 seconds ad size on TV. The 20-40 seconds and <20 seconds ads together covered more than 95% shares in 2020.

Digital

Top 10 advertisers accounted for nearly 50% share of ad insertions on Digital in 2020, with HUL leading the list. Programmatic was the top transaction method for Digital advertising of FMCG sector in 2020.

Print

In Print, compared to Q1 of 2020, FMCG sector witnessed 13% and 32% ad space growth in Q3 and Q4, respectively. Ad Space in Print witnessed double digit growth from August 2020 onwards.

56% of the FMCG Ads in Print were in Hindi language publications. Sales Promotion for ‘FMCG’ sector accounted more than 70% share of ad space in Print.

Radio

Meanwhile, on Radio, compared to Q1 of 2020, Q3 and Q4 witnessed 12% and 42% ad volume growth, respectively, for the FMCG sector. Eight out of Top 10 list of categories belonged to the F&B sector in 2020 on Radio.

Gujarat topped the states with more than one-fourth share of the FMCG sector’s ad volumes in 2020. Advertising for FMCG was preferred in the Afternoon and Evening time-bands on Radio.