TV ad volumes see strong rebound in H1 2021, posts 43% YoY growth: TAM AdEx

Television ad volumes witnessed a strong rebound in Jan-Jun’21 with a 43% upsurge over Jan-Jun’20 and a growth of 21% over Jan-Jun’19, according to TAM AdEx data. Ad Volumes on TV saw a drop of 15% during Jan-Jun’20 over Jan-Jun’19 due to the COVID-19 pandemic.

In a month-on-month comparison, TV Ad Volumes recorded highest share in March 2020, just before the country was put under strict lockdown due to COVID-19, as well as in March 2021, just ahead of the second wave of COVID-19 surge across the country. In H1’20, TV Ad Volumes recovered with a sharp rise of 41% in Jun’20 over May’20. However, Jun’21 saw a drop of 8% in TV Ad Volumes over May’21.

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Despite the sharp increase in TV Ad Volumes during Jan-Jun’21, the number of advertisers and brands remained lower than the H1’19 period. There were 5,400+ advertisers in H1’21, compared to 6,700+ advertisers in H1’19 and 5,900+ advertisers in H1’20. Meanwhile, the number of brands stood at 8,400+ in H1’21, as against 10,300+ in H1’19 and 8,800+ in H1’20.

During Jan-Jun’21, the Food & Beverages sector topped with 21% share of the TV Ad Volumes, followed by Personal Care/ Personal Hygiene with a 20% share, which was top category in Jan-Jun’20. The Top 3 sectors together – Food & Beverages, Personal Care/ Personal Hygiene, and Services – added 52% share of the TV Ad Volumes, which were also among the Top 3 during Jan-Jun’20.

Top Growing categories in Jan-Jun’21

With a significant jump of 15 positions, ‘Ecom-Education' enters the Top 10 categories with a 2% share of the TV ad volumes. Aerated Soft Drink is the second new entrant in the Top 10 categories’ list. The Toilet Soaps category maintained its 1st position during Jan-Jun’21 with a 5% share of the Ad Volumes. Toilet/ Floor Cleaners moved up by 4 ranks to achieve 2nd rank, replacing Ecom-Media/ Ent./ Social Media.

There were 250+ growing categories during Jan-Jun’21 over Jan-Jun’20. Toilet/ Floor Cleaners among Categories saw the highest increase in TV Ad Volumes with a growth of 2x, followed by Milk Beverages with 69% growth during Jan-Jun’21, compared to Jan-Jun’20. In terms of growth percentage, Household Cleaners category witnessed the highest growth among the Top 10, that is, 5x in Jan-Jun’21.

The top advertisers

The Top 50 advertisers on television accounted for nearly 65% share of the Ad Volumes in H1 2021. HUL (15% share) topped the list during Jan-Jun’21, followed by Reckitt Benckiser India (13% share). The Top 10 advertisers together added 43% share of the Ad Volumes.

Seven out of the Top 10 brands were from Reckitt Benckiser, while 2 were from HUL. The Top 6 brands were from Reckitt Benckiser, contributing 6% share of the TV Ad Volumes together during Jan-Jun’21.

Exclusive Advertisers and Brands in Jan-Jun’21

Over 3,000 exclusive advertisers and 5,000+ exclusive brands advertised during Jan-Jun’21, compared to Jan-Jun’20. Whitehat Education Technology and Harpic Power Plus 10x Max Clean were the top exclusive advertiser and brand, respectively, during Jan-Jun’21.

Leading Channel Genres during Jan-Jun’21

In Jan-Jun’21, the News Genre topped with 28% of the Ad Volumes, closely followed by GEC genre with almost the same share. All the Top 5 genres registered a growth in Ad Volumes during Jan-Jun’21 over Jan-Jun’20, with the Music genre seeing the highest growth of 82%.

Regional channels had a 56% share of the Ad Volumes, while National channels had a 44% share during Jan-Jun’21. Toppr Technologies and Aachi Masala Foods were the leading exclusive advertisers on National and Regional channels, respectively, during Jan-Jun’21.

With a share of 26%, Feature Films was the most preferred program genre in Jan-Jun’21 to promote brands on Television. This was followed by News Bulletin with a 20% share. The Top 3 program genres – Feature Films, News Bulletin and Film Songs – together covered 57% of the TV ad volumes in Jan-Jun’21.

On TV, Prime Time was the most preferred time-band, followed by Afternoon and Morning. Together, the Prime Time, Afternoon and Morning time-bands combined for more than 70% of the ad volumes.

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