TV ad volumes grew 19% during festive season in 2020: TAM AdEx

Festive season advertising (Aug-Nov - Till 21st Nov) increased by 19% in year 2020, compared to year 2019, whereas Non-Festive season’s advertising (Feb-Jul) decreased by 14% in year 2020, compared to year 2019, as per TAM AdEx report on ‘Television Advertising During Festive Season’ in 2020. The report further revealed that Average Ad Volumes/Day during the festive period had higher share compared to non festive period for both the years. During the period Aug’20 to Nov’20, Ad Volumes/Day saw continuous rise from Aug’20 and peaked in Nov’20.

HUL and RB were Top 2 advertisers on TV during Aug-Nov’20 as well as Aug-Nov’19. Top 5 advertisers together added 37% share of Ad Volumes on TV during Aug-Nov’20.

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Number of categories, advertisers and brands were higher in Aug-Nov’19, compared to Aug-Nov’20. Personal Care/Personal Hygiene & Toilet Soaps were the top sector & category, respectively, during Aug-Nov’20. The Top 3 sectors together added half of the ad volumes on TV during Aug-Nov’20. Ecom-Media/ Entertainment/ Social Media was the new entrant in the Top 5 categories’ list in Aug-Nov’20, compared to Aug-Nov’19. Top 5 sectors and categories added 65% and 22% share of Ad Volumes, respectively, during Aug-Nov’20.

F&B sector

Average Ad Volumes/Day on F&B sector rose by 22% in Aug-Nov’20, compared to Aug-Nov’19. Sep’20, Oct’20 and Nov’20* recorded 5%, 10% and 15% growth in Ad Volumes/Day compared to Aug’20.

Milk Beverages category topped with 18% share of F&B advertising and retained its rank in Aug-Nov’20, compared to Aug-Nov’19. Hindustan Unilever topped in both Aug-Nov’20 and Aug-Nov’19. Top 5 categories and advertisers added 45% and 52% share of sector Ad Volumes, respectively, in Aug-Nov’20.

200+ new advertisers and 500+ new brands advertised in the sector during Aug-Nov’20, compared to Aug-Nov’19. Sona Biscuits and Kissan Mixed Fruit Jam were the top new advertiser and brand, respectively, during Aug-Nov’20.

GEC Genre topped during Aug-Nov’19 and Aug-Nov’20 with 34% and 33% share of sector Ad Volumes, respectively. Top 5 channel genres added 98% share of sector Ad Volumes during both the periods; Aug-Nov’19 and Aug-Nov’20. During Aug-Nov’20, highest growth in advertising was recorded in News genre (38%) followed by Movies genre (32%) compared to Aug-Nov’19.

E-com sector

Average Ad Volumes/Day on E-com sector rose by 54% in Aug-Nov’20, compared to Aug-Nov’19. Sep’20 and Oct’20 witnessed 12% and 9% rise in Ad Volumes/Day, compared to Aug’20.

Ecom-Media/ Entertainment/ Social Media category topped with 34% share of E-com advertising; maintaining its rank in Aug-Nov’20* over Aug-Nov’19. Among the Top 5 advertisers, Amazon topped in both Aug-Nov’20 and Aug-Nov’19 and Facebook Inc. moved up by 209 positions to achieve 2nd Rank Top 5 categories and advertisers added 76% and 32% share of sector Ad Volumes, respectively, in Aug-Nov’20.

200+ new advertisers and 250+ new brands advertised in the sector during Aug-Nov’20, compared to Aug-Nov’19. WhiteHat Education Technology and its brand WhiteHat Jr were the top new advertiser and brand during Aug-Nov’20, compared to Aug-Nov’19.

News Genre topped during Aug-Nov’19 and Aug-Nov’20, with 28% and 31% share of sector Ad Volumes, respectively. Top 5 channel genres added 90% and 85% share of sector Ad Volumes during Aug-Nov’19 and Aug-Nov’20, respectively. During Aug-Nov’20, highest growth in Advertising was recorded in the News genre (74%), followed by Music genre (37%), compared to Aug-Nov’19*.

Auto sector

Average Ad Volumes/Day on Auto sector grew by 3% in Aug-Nov’20, compared to Aug-Nov’19. Oct’20 recorded highest Ad Volumes/Day in the sector with 85% growth, compared to Aug’20.

Cars category topped with 59% share of Auto advertising in Aug-Nov’20, displacing Two Wheelers which was on top during Aug-Nov’19. Among the Top 5 advertisers, Maruti Suzuki saw highest rank shift, that is, 3rd Rank in Aug-Nov’20, compared to 11th Rank in Aug-Nov’19. Top 5 categories and advertisers added 99% and 47% share of sector Ad Volumes, respectively, in Aug-Nov’20.

50+ new advertisers and 100+ new brands advertised in the sector during Aug-Nov’20, compared to Aug-Nov’19. Sonalika International Tractors and Kia Sonet were the top new advertiser and brand during Aug-Nov’20, compared to Aug-Nov’19.

News Genre topped during Aug-Nov’19 and Aug-Nov’20* with 46% and 54% share of sector Ad Volumes, respectively. Top 5 channel genres added 92% share of sector Ad Volumes during both the periods – Aug-Nov’19 and Aug-Nov’20. Sector advertising in News and Infotainment genres rose by 21% and 22%, respectively, during Aug-Nov’20, compared to Aug-Nov’19.

Retail sector

Average Ad Volumes/Day on Retail sector declined by 17% in Aug-Nov’20, compared to Aug-Nov’19. During the Period Aug-Nov’20, Nov’20 recorded highest Ad Volumes/Day in the Retail sector with 2 times growth, compared to Aug’20.

Jewellers category topped in both Aug-Nov’20 and Aug-Nov’19 with 56% share of Retail advertising. Among the Top 5 advertisers, Lalitha Jewellery moved up by 3 positions to achieve 1st Rank in Aug-Nov’20, compared to Aug-Nov’19. Top 5 categories and advertisers added 96% and 40% share of sector Ad Volumes, respectively, in Aug-Nov’20.

320+ new advertisers and 330+ new brands advertised in the sector during Aug-Nov’20, compared to Aug-Nov’19. Metro Cash & Carry India and its brand Metro Cash & Carry were the top new advertiser and brand during Aug-Nov’20, compared to Aug-Nov’19.

News Genre topped during Aug-Nov’19 and Aug-Nov’20 with 49% and 58% share of sector Ad Volumes, respectively. Top 5 channel genres added 99% and 97% share of sector Ad Volumes during the periods Aug-Nov’20 and Aug-Nov’19, respectively. Advertising in all Genres dropped during Aug-Nov’20, compared to Aug-Nov’19.