Sept 2021 saw over 3,950 brands, 2,550+ advertisers on TV: TAM AdEx

Overall Ad Volumes on TV increased by 11% during September 2021, compared to September 2020. Without the Sports genre, the increase was 10%, as per TAM AdEx’s report, comparing the TV ad volumes of September 2021 and September 2020. According to the report, Ad Volumes on Television grew in every week of Sep’21 over the same weeks in Sep’20; with the highest growth (14%) seen in Week 1 of Sep’21.

Tally of categories, advertisers and brands grew by 8%, 18% and 15%, respectively, during Sep’21 compared to Sep’20. The count of categories stood at 370+ in Sep’21, as against 340+ categories in Sep’20. There were over 2,550 advertisers in Sep’21 (2,150+ in Sep’20) and over 3,950+ brands in Sep’21 (3,450+ in Sep’20).

The Top 10 categories added 31% share of the Ad Volumes in Sep’21. Among the Top 10 categories on TV, Milk Beverages reached the 1st position during Sep’21, up from the 7th position in Sep’20, followed by Ecom-Media/ Ent./ Social Media in the 2nd position. Ecom-Online Shopping, Chocolates and Tea were the new entrants among the Top 10 categories in Sep’21.

Over 190 growing categories were present on TV in Sep’21, compared to Sep’20. The Milk Beverages category saw the highest surge in Ad Volumes with a growth of 74%, followed by Ecom-Online Shopping with 2.5x growth during Sep’21, compared to Sep’20.

The Top 10 advertisers had 39% share of Ad Volumes during Sep’21. Among the Top 10 advertisers on TV, Hindustan Unilever and Reckitt Benckiser India were the Top 2 advertisers during both Sep’21 and Sep’20. Brooke Bond Lipton India, Cadburys India and Amazon Online India saw positive shifts in ranks. Procter & Gamble and Ponds India were the new entrants in the Top 10 advertisers’ list.

During Sep’21, total 3.9K+ brands appeared on TV. The Top 10 brands had 10% share of the Ad Volumes, among which 6 belonged to Reckitt Benckiser. Horlicks was the top brand during Sep’21, followed by Amazon.in.

In Sep’21, there were 50+ exclusive categories, 1.5K+ exclusive advertisers and 2.5K+ exclusive brands. Eyewear-Lenses topped among the exclusive categories, followed by Adhesives in Sep’21, compared to Sep’20. Lux Industries was the top exclusive advertiser, followed by Google. Dettol topped among the exclusive brands, followed by Airtel Black.

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