Advertisement on television rose 9% in week 38: TAM AdEx

By: |
Updated: Oct 05, 2020 9:25 AM

Top 5 advertisers accounted for 37% share of total advertising as HUL maintained its position as the biggest spender

The top 50 advertisers accounted for nearly 68% share of TV ad volumes.The top 50 advertisers accounted for nearly 68% share of TV ad volumes.

Television ad volumes grew 9% in week 38 (September 13-19, 2020) when compared to week 32 (August 2- 8, 2020), according to the data released by AdEx India, a division of TAM Media Research. Similarly, the average ad volumes per day registered a 4% rise during August-September, 2020.Unsurprisingly, Personal Care/Personal Hygiene sector emerged as the most advertised sector with 20% share of TV advertising in Aug-Sep’20 followed by F&B sector with 18%. Interestingly, four out of top five categories advertising on TV are from the FMCG sector.

Top five sectors and categories accounted for 67% and 23% share, respectively of ad volumes in Aug-Sep’20. Out of this, toilet soap category led the charts with 7% advertising share followed by Ecom-Media/Entertainment/Social Media at 5%. Toothpastes and Shampoos stood at the third, fourth and the fifth position with 4% share while Washing Powders/Liquids trailed behind at the fifth position with 3% share. The next 45 categories accounted for 52% share of TV ad volumes

During week 32-38, the top five advertisers together accounted for 37% share of TV ad volumes. Leading the charts was Hindustan Unilever with 19% share of total ad volume followed by Reckitt Benckiser with 12% share. Procter & Gamble stood at the third position with 3% share of the ad volumes while ITC and Colgate Palmolive India trailed behind at the fourth and the fifth position respectively with 2% share each. Together, the top 50 advertisers amount to 68% share of the total ad volumes.

With Indian Premier League and festive seasons around the corner, August 2020 witnessed a 16% rise in ad volumes of celebrity endorsed ads as opposed to June 2020. During Jul-Aug’20, celebrity endorsed ads accounted for 20% share of ad volumes on TV. Out of this, film actresses led in endorsing brands with 47% share of ad volumes followed by film actors at 31%. Sports personalities accounted for 15% to celebrity endorsed ads. Meanwhile, TV actresses and actors accounted for 4% and 2% share, respectively. Interestingly, cricketer Virat Kohli topped the list of most visible celebrities on TV with an average visibility of 15 hrs./day across all channels, followed by MS Dhoni and Amitabh Bachchan at 13 and 12 hours/day, respectively.

In the run up to the start of the Indian Premier League, the sports genre witnessed 52% rise in Sports Programming Duration/Day in September as opposed to July 2020. However. Jul-Sep’20 witnessed a notable decline in share of Live Programming Duration compared to Jul-Sep’19.

Despite increase in sports programming, the sports genre registered a 3% drop in July-September, 2020 in average ad volumes/day when compared to July 2020. Retaking its position as the most watched Indian sport, cricket led the advertising charts with 66% share of ad volume followed by soccer with 14% share. Hero Motocorp emerged as the biggest spender with 4% share followed by Reliance Retail and Sporta Technologies. GCMMF (Amul) and Galactus Funware Technology trailed behind with 2% share, each. Top 10 advertisers contributed 26% share to the total Sports Ad Volumes in Jul-Sep’20.

Read Also: Brandwagon Conclave 2020: How beneficial is the personalisation of ads in OTT

Follow us on Twitter, Instagram, LinkedIn, Facebook 

Get live Stock Prices from BSE, NSE, US Market and latest NAV, portfolio of Mutual Funds, calculate your tax by Income Tax Calculator, know market’s Top Gainers, Top Losers & Best Equity Funds. Like us on Facebook and follow us on Twitter.

BrandWagon is now on Telegram. Click here to join our channel and stay updated with the latest brand news and updates.

Next Stories
1CSK emerges as the force behind IPL 2020’s social media buzz: Wavemaker IPL Mesh report
2Healthcare startup Wellversed ropes in Yuvraj Singh as brand ambassador
3Mohit Joshi elevated to CEO, Havas Media Group