With Bihar election, covid vaccine and farmer’s protest trending, news genre garnered highest share of overall TV ad volumes during August-November 2020 at 31%, displacing general entertainment channels (GEC) to second place compared to the same period last year, according to the data released by AdEx India, a division of TAM Media Research. Further, as per the data, news genre recorded 28% growth in advertising during Aug-Nov’20 followed by movies genre at 24%.
Cars category continued to dominate the advertising space on the news genre with 5% share of the genre advertising. Following this, Toilet Soaps, Tooth Pastes and Retail Jewellery emerged as the second, third and fourth most advertised category with 3% share of ad volumes, each. Ecom-Education claimed the fifth position with 2% ad share, from the 56th position it occupied last year. trailed behind at the fourth and the fifth place with 3% share, each. The top five categories accounted for 16% of the total ad volumes.
Reckitt Benckiser India emerged as the top spender in news genre with 5% ad volume share between August- November, 2020 followed by Hindustan Unilever with 5% share of ad volumes.Godrej Consumer Products claimed the third position with 3% ad volume share while GCMMF (Amul) and Colgate Palmolive India trailed behind with 2% ad volume share.
As for overall festive season adex, advertising volumes during Aug-Nov 2020 increased by 19% in year 2020 compared to year 2019. During the period, ad volumes/day saw continuous rise form Aug’20 and peaked in Nov’20. However, Number of categories, advertisers and brands were higher in Aug-Nov’19* compared to Aug-Nov’20.
Out of this, Personal Care/Personal Hygiene continued to reign over the ad space with 20% share of the overall advertising volume, followed by Food & Beverages (F&B) and service with 17% and 13% share, respectively. Interestingly, Top 3 sectors together added half of the ad volumes on TV during Aug-Nov’20 while top 5 sectors accounted for 65% share of ad volumes.
Hindustan Unilever and Reckitt Benckiser maintained their positions and emerged as the top two biggest spenders this festive season as well with 20% and 10% share of overall ad volume pie, respectively. Trailing behind at third, fourth and fifth positions were Godrej Consumer Products, Procter & Gamble and ITC with 2% share, each. The top five advertisers together added 37% share of ad volumes on TV during Aug-Nov’20.
Interestingly, average ad volumes/day on F&B sector rose by 22% in Aug-Nov’20 compared to Aug-Nov’19, with Sep’20, Oct’20 and Nov’20 recording 5%, 10% and 15% growth in ad volumes/day compared to Aug’20. Out of this, Milk Beverages led the advertising chart in category with 18% share of ad volumes, followed by chocolates with 10%. Biscuits, Edible Oil and Tea trailed behind at the third, fourth and fifth position with 6% share, each.
Meanwhile, Hindustan Unilever, Cadburys India and ITC maintained their positions with 26%, 10% and 7% ad volume share, respectively. The top five advertisers accounted for 52% share of sector ad volumes.
With festive seasons sale on, average ad volumes/day on E-com sector rose by 54% in Aug-Nov’20 compared to Aug-Nov’19, with Sep’20 and Oct’20 witnessing 12% and 9% rise in ad volumes/day when compared to Aug’20. Ecom-Media/Entertainment/Social Media topped the charts with 34% share of ad volumes followed by E-com Education with 16% share. . Ecom-Online Shopping dropped down to third position with 13% share of ad volumes followed by new entrant Ecom-Gaming. Ecom-Matrimonials maintained its fifth position with 6% share of the ad volume.
Among the top five advertisers, Amazon topped in both Aug-Nov’20* and Aug-Nov’19* with 12% share while Facebook Inc. moved up by 209 positions to emerge as the second biggest spender the category accounting for 7% ad volume share. Similarly, Whitehat Education Technology advertised for the first time and claimed fourth position with 4% share of ad volume.
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