TV ad volumes on regional language channels up 21% in Aug-Dec’20: TAM AdEx

Average Ad Volumes/Day on Regional Language channels grew by 21% in Aug-Dec’20 (till December 12), compared to Aug-Dec’19. Ad Volumes/Day for Regional Language saw maximum rise, that is, 20% during Oct’20, compared to Aug’20. Regional Language channels had 59% of Ad Volumes’ share in overall television advertising during both Aug-Dec’20 and Aug-Dec’19.

Ad Volumes/Day for Tamil Genres saw maximum rise, that is, 33% during Dec’20, compared to Aug’20. Tamil GECs topped with 42% share of Tamil genres’ Ad Volumes during Aug-Dec’20.

Also read: TV ad volumes on regional language channels up 21% in Aug-Dec’20: TAM AdEx

Average Ad Volumes/Day for Bengali genres saw maximum rise of 14% during Oct’20, compared to Aug’20. Among the Top 5 advertisers of Bengali genres, Godrej Consumer Products & Colgate Palmolive India observed positive rank shift.

The number of advertisers and brands rose by 3% each in Telugu genres during Aug-Dec’20, compared to Aug-Dec’19. 41% rise in Ad Volumes helped Retail Outlets-Jewellers to enter in the Top 5 Telugu genres’ categories during Aug-Dec’20.

Tamil Genre

Among Regional Language channels, Tamil channels topped in both Aug-Dec’20 and Aug-Dec’19 with 17% and 18% share of Ad Volumes, respectively. Average Ad Volumes/Day on Tamil Genres grew by 12% in Aug-Dec’20, compared to Aug-Dec’19. Ad Volumes/Day for Tamil Genres saw maximum rise, that is, 33% during Dec’20, compared to Aug’20.

Tamil GECs topped with 42% share of Ad Volumes during Aug-Dec’20 as well as Aug-Dec’19. Tamil News moved to the second place during Aug-Dec’20, displacing Tamil Music, compared to Aug-Dec’19. Top 2 genres covered more than 60% share of Ad Volumes during both periods.

During Aug-Dec’20, Tamil News genre saw highest growth of 31% in Ad Volumes, followed by Tamil Movies with 25% rise, compared to Aug-Dec’19. Three of the Top 5 Tamil genres saw growth in Ad Volumes during Aug-Dec’20, compared to Aug-Dec’19.

The number of advertisers and brands grew by 5% and 4%, respectively, during Aug-Dec’20, compared to Aug-Dec’19.

Compared to Aug-Dec’19, a two-fold rise during Aug-Dec’20 helped Jewellery Retail Outlets to enter the Top 5. With 29% growth in Ad Volumes during Aug-Dec’20, Godrej Consumer Products was a new entrant among the Top 5 advertisers. The Top 5 categories and advertisers added 25% and 40% share of Ad Volumes, respectively.

Over 630 new advertisers and 1,270+ new brands were present during Aug-Dec’20, compared to Aug-Dec’19. Castrol India and Dettol Laundry Sanitizer were the top new advertisers and brands, respectively.

Bengali Genre

Average Ad Volumes/Day on Bengali genres grew by 8% in Aug-Dec’20, compared to Aug-Dec’19. Ad Volumes/Day saw maximum rise of 14% during Oct’20 compared to Aug’20.

Bengali News topped with 38% share of Bengali genres’ Ad Volumes in Aug-Dec’20, displacing Bengali GEC compared to Aug-Dec’19. Top 2 Bengali channel genres added 79% and 72% share during Aug-Dec’19 and Aug-Dec’20, respectively.

Among the Top 3, Bengali Movies genre saw the highest advertising growth of 42% during Aug-Dec’20. Two of the Top 3 Bengali genres witnessed growth in Ad Volumes during Aug-Dec’20, compared to Aug-Dec’19.

The number of categories, advertisers and brands dropped in Bengali genres during Aug-Dec’20, compared to Aug-Dec’19.

Antiseptic Creams/ Liquids category moved up by 20 positions to achieve 3rd rank in Aug-Dec’20. Among the Top 5 advertisers, Godrej Consumer Products & Colgate Palmolive India observed positive rank shift. Top 5 categories and advertisers added 25% and 50% share of Ad Volumes, respectively.

Over 300 new advertisers and 800+ new brands were present in Bengali genre during Aug-Dec’20, compared to Aug-Dec’19. Tuuple Technocraft and Lizol Cement Surface Cleaner were the top new advertiser and brand, respectively.

Telugu Genre

Average Ad Volumes/Day on Telugu genres grew by 3% in Aug-Dec’20, compared to Aug-Dec’19. Ad Volumes/Day saw maximum rise of 22% during Oct’20, compared to Aug’20.

The number of advertisers and brands rose by 3% each in Telugu genres during Aug-Dec’20, compared to Aug-Dec’19.

Telugu News topped with 35% share of Ad Volumes during Aug-Dec’20, displacing Telugu GEC. The Top 5 Telugu channel genres added more than 95% share during Aug-Dec’19 and Aug-Dec’20.

Among the Top 5, Telugu News genre saw growth of 24% during Aug-Dec’20, compared to Aug-Dec’19. Ad Volumes for Telugu Movies genre remained almost same in both periods.

A 41% rise in Ad Volumes helped Jewellery Retail Outlets to enter in Top 5 categories. Top 5 advertisers retained their ranks; Hindustan Unilever was on top with 19% share. Top 5 categories and advertisers added 21% and 34% share of Ad Volumes, respectively, in the Telugu genre.

Over 590 new advertisers and 1,180+ new brands were present in the Telugu genre during Aug-Dec’20, compared to Aug-Dec’19. Image Hospitals was on the top among new advertisers as well as new brands.