Television Ad Volumes grew by 47% in Jan-Jun’22 over Jan-Jun’20: TAM AdEx

Television Ad Volumes grew by 47% in Jan-Jun’22 over Jan-Jun’20, however compared to Jan-Jun’21, the growth was 3%. This was revealed in TAM AdEx’s half-yearly (Jan-Jun’22) report on television advertising.

In Jan-Jun’22, ‘Food & Beverage’ was the leading sector with 22% share of the ad volumes, followed by ‘Services’ sector in the 2nd position with 16% share. ‘Personal Accessories’ is the only new entered sector in top 10 list in Jan-Jun’22. Four out of the Top 10 sectors remained on same position in both the period of Y 2022-21, that is, ranks 1, 6, 7 and 8.

In Jan-Jun’22, ‘Toilet/ Floor Cleaners’ displaced ‘Toilet Soaps’ as the top category. The Top 10 categories together added 27% share of the TV ad volumes in Jan-Jun’22. In Jan-Jun of this year, half of the category showed a positive rank shift compared to previous year of the same period. Four out of the Top 10 categories were from the F&B sectors.

FMCG players ruled among the Top 10. ‘HUL’, ‘Reckitt’ and ‘Brooke Bond’ remained the top 3 advertisers for Jan-Jun’21 and Jan-Jun’22. The Top 10 advertisers together added 37% share of the Ad Volumes during Jan-Jun’22. ‘Cadburys India’, ‘Coca Cola India’ and ‘Godrej Consumer Products’ were in the list of Top 10 advertisers with positive rank shift compared to Jan-Jun’21.

‘Harpic Power Plus 10x Max Clean’ was the top brand on TV during Jan-Jun’22. The Top 10 Brands contributed 8% share of the Television Ad Volumes. During Jan-Jun’22, total 9K+ brands were present on Television. Five out of Top 10 brands were from ‘Reckitt Benckiser’ and 3 were from ‘HUL’.

Over 230 Categories registered Positive Growth. ‘Aerated Soft Drink’ category saw highest increase in Ad secondages with growth of 45%, followed by ‘Corporate/ Brand Image’ with 2.3x growth during Jan-Jun’22, compared to Jan-Jun’21. ‘Ecom-Wallets’ category witnessed the highest growth % among the Top 10, that is, 2.8x in the Jan-Jun’22 over Jan-Jun’21.

Among the Top 5 Channel Genres in Jan-Jun’22, News and GEC had 55% of the Ad Volumes. ‘News’ and ‘GEC’ were the most preferred channels genres on television with almost equal share of advertising. The Top 5 channels genres accounted for more than 90% share of Ad Volumes during both Jan-Jun’22 and Jan-Jun’21.