TV advertising reached near normalcy levels in June 2020: TAM AdEx TV

TV advertising reached near normalcy levels in June 2020: TAM AdEx TV
TV advertising reached near normalcy levels in June 2020: TAM AdEx TV

TV advertising has reached near normalcy levels in June 2020, with ad volumes on television back on track, as per TAM AdEx report. The report reveals that comparing the data for 2019 and 2020, the ad volume difference has become minimum in June 2020. Ad duration in June 2019 stood at 31,000 hours vis-a-vis 29,000 hours in June 2020.

Share of News, GEC and Movies genres grew in June 2020, compared to June 2019, while Music and Kids genre saw a decrease in Ad Volume share in June 2020, compared to June 2019.

A total of 29 categories were exclusive in June 2020, compared to June 2019. Ecom-Payment Banks, Gripe Water, Mutual Funds, Dispensers/ Vending Machines, Cleansing Tissues, Contraceptives, Retail Outlets-industrial/ B2B, Loyalty Programs/ Prepaid Cards, Other Banking Services, Cupboards/ Safes/ Lockers were the Top 10 new categories that were not present in June 2019.

Last 4 month trends in TV advertising

Comparing month-on-month average Ad Volumes/Day, the TAM AdEx report reveals that June 2020 observed 46 per cent more ad volumes, compared to May 2020. In June 2020, Week 26 registered 38 per cent more ad volumes compared to Week 23. June 2020 also registered a rise in the number of Categories and Brands, compared to the April-May 2020 period.

The FMCG sector continued to dominate, with 8 out of the Top 10 categories belonging to this sector. The Top 50 categories had 3/4th of the Ad Volume share, with HUL (26 per cent share) leading the advertising with more than 1/4th of the Ad Volumes. The Top 50 advertisers contributed nearly 75 per cent share. Toilet Soaps had the highest share with 8 per cent share.

Total 24 categories and 550+ advertisers exclusively advertised in June 2020, compared to April-May 2020. Vini Product, Reliance Retail, Suzuki Motorcycle India, Myntra Designs were among the Top 10 exclusive advertisers in June 2020.

In the News genre, Hindi (National + Regional) news had 34 per cent share of Ad Volumes, followed by Bengali and Tamil News with equal share. In the GEC genre, Hindi GEC channels had 22 per cent share Tamil and Malayalam, followed with 14 per cent and 10 per cent share, respectively. Among Movie channels, Hindi Movies had a whopping 47 per cent share, followed by Telugu and Bhojpuri Movies with 8 per cent share each.

Advertising on Digital Medium

According to the report, the drop in ad insertions on Digital was seen narrowing in June 2020 (11,133,000), compared to June 2019 (14,526,000). The March-May 2020 period witnessed on an average 48 per cent ad insertion drop compared to March-May 2019. A resurgence in ad insertions/day was observed during June 2020 on Digital medium post facing a drop in April-May 2020.

June 2020 surpassed the count of advertisers and brands compared to average count of January-March 2020. The tally of categories in June 2020 and average of January-March 2020 were almost similar.

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