TV ad volumes soared 2 fold in May’22 compared to May’20: TAM AdEx

Overall, Ad Volumes on TV grew by 73% and 2x during May'21 and May’22, respectively, compared to May'20, as per TAM AdEx report. All weeks in May’22 witnessed ad volume growth, compared to the average of the same week in May’21. The 4th Week in May’22 witnessed highest ad volume growth compared to the average of 4 weeks of May’21.

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The tally of categories, advertisers and brands saw continuous rise in May’21 and May’22, compared to May’20. Toilet Soaps and Toilet/ Floor Cleaners maintained the top 2 positions during May’22. In January 2022, three new categories entered the Top 10 list: Aerated Soft Drink, Tea and Retail Outlets -  Jewellers.

Retail Outlets - Jewellers category saw the highest surge in terms of Ad Volumes with growth of 12x, followed by Paints with 7.4x growth during May’22 compared to May’21. Over 190+ categories saw growth in Ad Volumes during May’22, compared to May’21 on TV.

Among the advertisers, Reckitt Benckiser, HUL and Brooke Bond Lipton were the Top 3 advertisers during both May’22 and May’21. Four out of 10 categories saw positive rank shift in May’22 over May’21. The Top 10 advertisers had 35% share of Ad Volumes during May’22. Lizol All-In-1 was the top brand during May’22, followed by Dettol Intense Cool Soap. During May’22, total 3.8K+ brands appeared on TV. The Top 10 brands had 10% share of the Ad Volumes, among which 7 belonged to Reckitt Benckiser each.