TV ad registers over 70% growth in Mayâ€™21; over 2,300 new brands seen: TAM AdEx

Advertising on Television increased by more than 70% during May’21, compared to May’20, as per TAM AdEx data. Daily Ad Volumes on TV rose in All weeks of May’21, compared to respective weeks in May’20, however, the impact of COVID-19 second wave can be seen as subsequent weeks saw consistent decline in ad volumes. Television witnessed 50+ new categories, 1.3K+ new advertisers and 2.3K+ new brands advertised during May’21, compared to May’20.

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Growth across AdEx in May’21 Vs May’20:

Categories: +6%
Advertisers: +14%
Brands: +26%

According to TAM AdEx data, the Top 10 categories added 40% share of the Ad Volumes in May’21. With a share of 7%, Toilet Soaps retained its 1st rank in May’21 over May’20, followed by Toilet/Floor Cleaners in the 2nd position garnering a share of 6%. Toilet Liquids (No. 9) and Rubs and Balms (No. 10) were the new entrants among the Top 10 categories in May’21. Rubs and Balms category among the Top 10 showed the highest improvement in rankings compared to May’20.

There were 190+ growing categories present in May’21, compared to May’20 on TV. Toilet/Floor Cleaners category saw the highest surge in Ad Volumes with growth of 3x, followed by Shampoos with 2x growth during May’21. Placed in the 9^th position, Household Cleaners category saw a 144x jump.

Among the advertisers, Reckitt Benckiser (India) and Hindustan Unilever were almost tied for the first place with 17% share of Ad Volumes each. Reckitt Benckiser (India) and Brooke Bond Lipton India saw positive rank shifts in May’21 over May’20. PepsiCo, Procter & Gamble, Cadburys India and Amazon Online India were the new entrants in the Top 10 advertisers’ list. The Top 10 advertisers added 49% share of the Ad Volumes.

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The Top 10 brands had 12% share of the Ad Volumes on TV, among which 9 belonged to Reckitt Benckiser. Dettol Toilet Soaps was the top brand on TV during May’21, followed by Lizol. During May’21, total 3.4K+ brands were present on TV. Vanish Oxi Action among the Top 10 brands saw the highest improvement in rankings.

Cleansing Tissues topped among the new categories, followed by Ecom-Auto Products & Services in May’21. Whitehat Education Technology was the top new advertiser, followed by PepsiCo India Holding. Dettol Liquid Soap topped among the new brands, followed by Harpic Power Plus 10x Max Clean.