TV Ad Volumes register 30% growth in January-March 2021: TAM AdEx

Television advertising put up a strong show in the first quarter of 2021 (calendar year | January-March 2021), with TV Ad Volumes registering a growth of 30%, compared to Jan- Mar'20 and 3% drop when compared to Oct-Dec’20, as per TAM AdEx report.

In the span of the last six months, Television Ad Volumes peaked during March 2021, followed by October 2020. March 2021 had 2% more Ad Volumes compared to October 2020.

However, tally of Categories, Advertisers and Brands witnessed marginal drop during Jan-Mar’21, compared to Jan-Mar’20. Food & Beverages topped with 20% share of Ad Volumes during Jan-Mar’21, displacing Personal Care/ Personal Hygiene, which was top during Jan-Mar’20. The Top 3 sectors together added 51% share of Ad Volumes, which were also among the Top 3 during Jan-Mar’20.

Toilet Soaps category maintained its 1st position during Jan-Mar’21 with 5% share of Ad Volumes. Toilet Floor/ Cleaners moved to the 2nd place during Jan-Mar’21 from 3rd place in Jan-Mar’20, replacing Washing Powders/ Liquids. Two out of the Top 10 categories were from Personal Care/ Personal Hygiene and F&B sectors each. Biscuits and Paints categories were the new entrants in Top 10 categories’ list.

Toilet/Floor Cleaners among categories saw the highest increase in Ad secondages with growth of 79%, followed by Milk Beverages with 86% growth during Jan-Mar’21, compared to Jan-Mar’20. In terms of growth percentage, Household Cleaners category witnessed highest growth percentage among the Top 10, that is, 3.5x in Jan-Mar’21.

HUL topped the advertisers’ list, followed by Reckitt. The Top 10 advertisers together added 41% share of Ad Volumes during Jan-Mar’21.

During Jan-Mar’21, there were total 6.2K+ brands present on Television. Six out of the Top 10 brands were from Reckitt Benckiser. The Top 10 brands together added 9% share of Ad Volumes.

Whitehat Education Technology and Glow & Lovely Advanced Multivitamin were the top exclusive advertiser and brand respectively during Jan-Mar’21 compared to Jan-Mar’20.

During Jan-Mar’21, News genre topped on TV with 28% share of Ad Volumes closely followed by GEC with 27% share.

Regional & National TV channels had 65% & 35% share of Ad Volumes respectively.

There were 2.3K+ exclusive advertisers and 3.8K+ exclusive brands that advertised during Jan-Mar’21, compared to Jan-Mar’20. Whitehat Education Technology and Glow & Lovely Advanced Multivitamin were the top exclusive advertiser and brand, respectively, during Jan-Mar’21, compared to Jan-Mar’20. Two exclusive brands of HUL and three exclusive brands of Reckitt Benckiser were present among the Top 10 in Jan-Mar’21, compared to Jan-Mar’20.

During Jan-Mar’21, News genre topped on TV with 28% share of Ad Volumes, closely followed by the GEC genre with 27% share. The Top 5 channels genres – News, GEC, Movies, Music and Kids – accounted for more than 90% share of Ad Volumes during Jan-Mar’21.

Regional and National TV channels had 65% and 35% share of Ad Volumes, respectively. JHS Svendgaard Laboratories and Aachi Masala Foods were leading Exclusive advertisers on National and Regional channels, respectively, during Jan-Mar’21.

Prime Time was the most preferred time-band on TV, followed by Afternoon time-band. Prime Time, Afternoon and Morning time bands together accounted for 71% share of ad volumes.