Regional language channels report 57% ad volumes share in Apr-Jun 2020: TAM AdEx

Continuing with its analysis of television advertising during the lockdown period, TAM AdEx has released the fourth part of the report which presents a picture of advertising on regional language channels. The figures are based on secondages for TV, commercial ads only, excluding promos and social ads and the cover the period between April 2020 and 27 June, 2020.

According to the report, regional language channels reported 57 per cent ad volumes share in overall television advertising among regional channels, followed by Hindi, which had 31 per cent ad volumes share. Tamil channels topped the list with a share of 16 per cent, followed by Telugu, Kannada and Bengali at 13 per cent each.

Taking a look at the monthly and weekly advertising trends, the report states that the average ad volumes/day grew by 74 per cent till June 27, 2020, compared to April 2020, amounting to 565 hours. A two-fold rise was seen in ad volumes in Week 26 at 4,567 hours, compared to Week 15 (5th Apr – 27th Jun’20), where the ad volumes stood at 2,253 hours.

Tamil Channels

Tamil channels recorded an 82 per cent growth in average ad volumes/day at 91 hours. A sharp rise was seen in ad volumes from Week 23 onwards. Comparing Week 26 to Week 25, there was a 13 per cent rise in ad volumes.

The tally of categories and brands on Tamil channels remained stable during May-Jun’20, however, the number of advertisers saw a decrease in Jun’20 after a peak in May’20.

With a share of 36 per cent, the GEC genre topped on Tamil channels, followed by News genre with a 31 per cent share. Among Tamil channels, Music and Kids genre observed highest growth in Jun’20 over Apr’20, with average ad volumes/day of 233 each.

Top 10 Tamil channels accounted for 43 per cent share of ad volumes. Six out of the Top 10 channels were from the News genre and together had 27 per cent share. Sun News topped with a 6 per cent share.

Seven of the top 10 categories on Tamil channels were from the FMCG sector. HUL led the advertising with more than 1/4th of the ad volumes and a 26 per cent share, with the Top 10 advertisers contributing more than 50 per cent share. Among the exclusive categories, advertisers and brands in Apr-Jun’20 on Tamil Channels, 260+ advertisers and 400+ brands were exclusively active during this period. ‘Surgical Goods/Equipment’ and ‘Hand Sanitizers’ topped among exclusive categories of Apr-Jun’20.

Telugu Channels

Telugu channels saw a 71 per cent growth in average Ad Volumes/Day in Jun’20, compared to Apr’20, while ad volumes increased two-fold in Week 26 compared to Week 15.

Tally of categories, advertisers and brands peaked during Jun’20. There was a 10 per cent and 39 per cent rise in the count of advertisers and brands, respectively, during Jun’20, compared to Apr’20.

Among Telugu channels, GEC, News and Movies genres together had an 83 per cent share of the ad volumes share. Telugu GEC channels observed the highest growth in ad volumes in Jun’20, compared to Apr’20. Top 10 Telugu channels accounted for 48 per cent share of ad volumes, 5 out of the Top 10 channels being from the Movies genre which together had 24 per cent share.

FMCG categories dominated the list of Top 10 advertisers. HUL and Reckitt Benckiser were the Top 2 players, garnering almost 30 per cent share of advertising on Telugu channels. 180+ advertisers and 300+ brands were advertised exclusively during Apr-Jun’20 in the last 6 months. ‘Hand Sanitizers’ topped among exclusive categories of Apr-Jun’20.

Kannada Channels

Average ad volumes/day for Kannada channels doubled in Jun’20, compared to Apr’20. There has been a steady rise in ad volumes from Week 23 onwards. Ad volumes grew by 2.4 times in Week 26, compared to Week 15.

Tally of categories and advertisers stabilised in May’20 and Jun’20. The number of brands grew steadily between Apr’20 and Jun’20. There were 44 per cent more brands in Jun’20, compared to Apr’20.

Among Kannada channels, GEC and News genres shared same share of ad volumes at 33 per cent, followed by Kannada Movies at 22 per cent. Kannada Music channels registered highest ad volume growth in Jun’20, compared to Apr’20. Top 10 channels accounted for more than half of the ad volume share. The Top 10 channels were from News, Movies and GEC genres.

FMCG categories dominated the list of Top 10 advertisers. HUL alone had more than 1/4th of the share of ad volumes. 140+ advertisers and 300+ brands advertised exclusively during Apr-Jun’20 in the last 6 months.