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TV Ad Volumes grew by 26% during 2020: TAM AdEx

Ad Volumes on Television grew by 26% during 2020 (Jan-Dec 19), as compared to 2016. However, compared to 2019, TV Ad Volumes saw a marginal rise, as per TAM AdEx report on television advertising during the year 2020. The year 2018 registered the highest growth of 30% in Ad Volumes, followed by 2020 with a 26% rise.

Avg. Ad Volumes/Day rose by 39% in the 4th quarter on 2020, compared to average Ad Volumes of the 1st, 2nd and 3rd quarters. Due to COVID-19, lowest Avg. Ad Volumes was observed in the 2nd quarter, which includes the lockdown period.

Television Ad Volumes recovered to Pre-Lockdown level just within 3 months of post Lockdown period. 90% growth in average Ad Volumes/Day was witnessed during Post Lockdown period compared to the Lockdown period. During the festive period, Ad Volumes on Television witnessed double digit growth.

Personal Care/Personal Hygiene sector had a 20% share of Ad Volumes, followed by F&B with 18% share. The Top 3 sectors together added 52% share of Ad Volumes, which were also on top during Y 2019. Education sector was the new entrant in Top 10 sectors’ list.

Toilet Soaps category maintained its 1st position during 2020 with 7% share of Ad Volumes. E-commerce-Media/ Entertainment/ Social Media moved up by 5 positions to achieve 2nd rank replacing Toilet/Floor Cleaners. Rubs and Balms category was the only new entrant in Top 10 categories’ list. Two out of Top 10 categories were from Personal Care/ Personal Hygiene and F&B sectors each. In July 2020, Hand Sanitizer advertising per day grew by more than 100 times compared to January 2020. In terms of growth percentage, Hand Sanitizers category witnessed the highest growth percentage among the Top 10, that is, 19 times in 2020.

FMCG players ruled the list of Top 10 advertisers with HUL leading the list. Reckitt Benckiser India followed in the second spot. Four out of Top 10 brands were from HUL, while 3 brands were from Reckitt Benckiser during 2020. Top 10 advertisers together added 45% share of Ad Volumes during 2020. Colgate Palmolive India, Cadburys India and Amazon Online India were in the list of Top 10 advertisers with positive rank shift compared to Y 2019. GCMMF (Amul) was the new entrant in Top 10 advertisers’ list.

Top 10 brands contributed 9% share of Television Ad Volumes. Top 2 brands – Dettol Toilet Soap and Dettol Antiseptic Liquid – were from Reckitt Benckiser, which had almost same share of Ad Volumes during 2020. During the year, there were total 13.5K+ brands present.

The year saw 180+ Categories registering positive growth. E-commerce Media/ Entertainment/ Social Media were among the categories that saw highest increase in Ad secondages with growth of 70%, followed by E-commerce-Education with 3.4 times growth during 2020, compared to 2019.

5K+ exclusive^ advertisers and 7.5K+ exclusive^ brands advertised during 2020 compared to 2019. Piccadily Agro Industries and True Shield Hand Sanitizer were the top exclusive^ advertiser and brand, respectively during 2020 compared to 2019. HUL advertiser had 3 and Reckitt Benckiser had 2 exclusive brands in the Top 10 list of 2020, compared to 2019.

In 2020, Television was the most preferred medium for Social Ads by the Government, with 62% share followed by Radio with 31% share.

Channels share in Advertising

News and General Entertainment Channels covered 58% of TV Ad Volumes. During 2020, Top 5 channel genres retained their positions compared to 2019. News genre topped on TV during both the periods. Top 5 channels genres accounted for more than 90% share of Ad Volumes during both the periods.

Regional channels saw 2% rise Ad Volumes. Regional and National channels had 63% and 37% share of Ad Volumes, respectively, during 2020. There was 1% increase in share of Regional channels’ advertising on TV during 2020 over 2019. Ad Volumes on Regional channels witnessed rise of 2% during 2020, compared to 2019.

There were 900+ Exclusive Advertisers on National and 6,900+ on Regional Channels in 2020. Webart Softech and Attica Gold Company were leading Exclusive advertisers on National and Regional channels, respectively, during 2020.

Among brand endorsers, MS Dhoni and Virat Kohli together accounted for overall 66% share of endorsement and 74% share among Male Sports personalities.

Akshay Kumar topped among the Film Actors and Kareena Kapoor topped among Film Actresses with 16% and 10% share, respectively.


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