TAM AdEx: An analysis of ad volumes of HUL, RB, P&G, Godrej, ITC in June-July

The Top 10 advertisers together contributed 50 per cent share of TV Ad Volumes during June-July’20 (till July 18, 2020), as per the latest TAM AdEx report. Of these Top 10, Hindustan Unilever alone had more than 1/4th of the ad volume share at 28 per cent, followed by Reckitt Benckiser India with a 7 per cent share. Along with these two, also in this list are Procter & Gamble, Godrej Consumer Products, ITC, Wipro, Cadburys India, Colgate Palmolive India, Amazon Online India, and GCMMF (Amul).

TAM AdEx has provided an indepth analysis of the ad volumes of the Top 5 advertisers during the June-July’20 period, which include Hindustan Unilever, Reckitt Benckiser India, Procter & Gamble, Godrej Consumer Products, and ITC.

Also read: 900+ new advertisers & 1,400+ new brands seen in Jun-Jul’20: TAM AdEx

Hindustan Unilever

As per the report, HUL witnessed a sharp rise in ad volumes from Week 25 (1,745 hours) onwards, with a peak in Week 27 (2,237 hours). Comparing Week 29 (1,892 hours) with Week 23 (1,550 hours), ad volumes increased by 22 per cent.

73 per cent of HUL’s ad volumes in June-July’20 constituted by Top 10 categories, with shampoos (15%), soaps (14%) and milk beverages (12%) topping the list. HUL advertised for 100+ brands during June-July’20 period, with the Top 10 brands of HUL accounting for 34 per cent share of Ad Volumes. Clinic Plus Shampoo, Horlicks, Lux toilet soap, Surf Excel Easy Wash and Sunsilk Black Shine shampoo topped the list with 4 per cent share each.

Reckitt Benckiser

Reckitt Benckiser (RB) saw a sharp rise in ad volumes from Week 24 onwards, with highest Ad Volumes in Week 29. Ad Volumes increased by 4.5 times in Week 29 compared to Week 23.

90 per cent of RB’s Ad Volumes in June-July’20 came from the Top 7 categories, with the top three categories being Toilet/ Floor cleaners (27%), Toilet soaps (21%), and Antiseptic creams/ liquids (15%).

RB advertised for 30+ brands, with Top 10 of its brands accounting for 82 per cent share of the Ad Volumes. The top brands included Dettol Antiseptic Liquid (15%), Dettol Toilet Soaps (12%) and Harpic Bathroom Cleaner (11%).

Comparing with April-May’20 period, 11 of the 32 brands reported an increase in Ad Volumes during June-July’20.

Procter & Gamble

Procter & Gamble (P&G) saw a sharp rise from Week 24 onwards, with highest Ad Volumes in Week 29. Ad Volumes increased by more than 6 times in Week 29 compared to Week 23.

Nearly 90 per cent of P&G’s Ad Volumes in June-July’20 were constituted by Top 6 categories, with Washing Powders/Liquids (35%) leading the list, followed by Shampoos (20%) and Rubs & Balms (11%).

P&G advertised for 20+ brands. Top 10 brands of P&G accounted for 80 per cent share of Ad Volumes, the top brands being Head & Shoulders Dandruff and Ariel (14% each), followed by Tide Ultra (12%).

Comparing with April-May’20, 14 of the 25 brands reported an increase in Ad Volumes during June-July’20.

Godrej Consumer Products

Ad Volumes for Godrej Consumer Products (GCP) grew steadily each week, with sharp rise in Week 26. Ad Volumes increased by 2.7 times in Week 29, compared to Week 23. More than 80 per cent of GCP’s Ad Volumes in June-July’20 were constituted by Top 3 categories – Mosquito Repellents (30%), Hair Dyes (27%) and Toilet soaps (27%).

GCP advertised for 21 brands during June-July’20. Top 10 brands of GCP accounted for 92 share of Ad Volumes, with the top 3 brands being – Godrej Expert Rich Creme Hair Colour (14%), Goodknight Gold Flash (14%), and Godrej No.1 Soap (13%).

Eight of the 19 brands reported an increase in Ad Volumes during June-July’20, compared to April-May’20.

ITC

For ITC, Ad Volumes grew steadily each week, with sharp rise in Week 26. Ad Volumes increased by 80 per cent in Week 29 compared to Week 23.

More than 80 per cent of ITC’s Ad Volumes in June-July’20 were constituted by the Top 10 categories, with the top three categories being – Toilet Soaps (15%), Wafer/Chips (13%), and Biscuits (12%).

ITC advertised for 48 brands. Top 10 brands of ITC accounted for 69 per cent share of the Ad Volumes, with the top 3 brands being – Bingo Potato Chips (13%), Sunfeast Yippee Noodles (10%), and Savlon Range Of Products (10%).

Seven of the 30 brands reported an increase in Ad Volumes during June-July’20, compared to April-May’20.

23 out of total 48 brands advertised only during June-July’20.