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TAM AdEx Television Advertising Report-23

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TAM AdEx Television Advertising Report-23 highlights the television advertising trends during the festive season in GEC and Movies Genre.

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TAM AdEx Television Advertising Report-23

  1. 1. Television Advertising during Festive Season Trends in GEC and Movies Genre * till 5th Dec Festive spirit dazzled Movie genre ad volumes by 24% in Aug-Dec’20*
  2. 2. 1 During festive period of Y 2020, average Ad Volumes/Day for GEC genre had higher share i.e. 58% compared to non festive period which had 42% share Source: AdEx India (A Division of TAM Media Research) * Till 5th Dec 2 During Nov’20, average Ad Volumes saw maximum rise i.e. 18% compared to Aug’20 3 Among the Top 5 categories and advertisers, Toilet Soaps & HUL retained their top position during Aug-Dec’20* compared to Aug-Dec’19* 4 5 During festive period of Y 2020, average Ad Volumes/Day for Movies Genre had higher share i.e. 58% compared to non festive period which had 42% share6 Average Ad Volumes/Day on Movies Genre grew by 24% in Aug-Dec’20* compared to Aug-Dec’19*7 Top 5 advertisers added 52% share of Ad Volumes during Aug-Dec’20* among which ITC observed positive rank shift Highlights 8 News Genre topped with 30% share of overall TV Ad Volumes during Aug-Dec’20* displacing GEC compared to Aug-Dec’19* All Top 5 genres (News, GEC, Movies, Music and Kids) witnessed growth in Ad Volumes during Aug-Dec’20* compared to Aug- Dec’19*
  3. 3. Advertising Overview on TV during Festive Season Period: Aug-Dec’20* Including comparison with festive period of Y 2019 i.e. Aug-Dec’19* *Till 5th Dec Section 1:
  4. 4. 30% 26% 23% 11% 3% News GEC Movies Music Kids Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Aug-Dec’20* and Aug-Dec’19* (* Till 5th Dec) Share of Top 5 Channel Genres: Aug-Dec’20* and Aug-Dec’19* News Genre topped with 30% share of overall TV Ad Volumes during Aug-Dec’20* displacing GEC compared to Aug-Dec’19* Top 5 channel genres added 95% and 93% share during Aug-Dec’19* and Aug-Dec’20* respectively 29% 28% 22% 12% 4% GEC News Movies Music Kids Channel Genres Aug-Dec’19* Channel Genres Aug-Dec’20*
  5. 5. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Aug-Dec’20* compared to Aug-Dec’19* (* Till 5th Dec) Index Growth of Top 5 Channel Genres in Aug-Dec’20*over Aug-Dec’19* During Aug-Dec’20*, News genre saw highest growth of 29% followed by Movies genre with 24% rise compared to Aug-Dec’19* All Top 5 genres witnessed growth in Ad Volumes during Aug-Dec’20*. 100 129 107 124 104 110 Aug-Nov'19* News GEC Movies Music Kids *Index for all Genres during Aug-Dec’19* = 100 Period: Aug-Dec’20* Index Growth in Top 5 Channel Genres of Aug-Dec’20*
  6. 6. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Aug-Dec’20* compared to Aug-Dec’19* (* Till 5th Dec) Consistent Categories across Top 5 Channel Genres : Aug-Dec*, 2019-20 Among the Top 5 categories, Toilet Soaps and Tooth Pastes belonged to Personal Care/Personal Hygiene sector 45% rise in Tooth Pastes category during Aug-Dec’20* resulted in positive rank shift displacing Washing Powders/Liquids Toilet Soaps Shampoos Washing Powders/Liquids Tooth Pastes Toilet/Floor Cleaners Top 5 Consistent Categories Period : Aug-Dec’19* Total Count: 120+ Toilet Soaps Shampoos Tooth Pastes Washing Powders/Liquids Toilet/Floor Cleaners Top 5 Consistent Categories Period : Aug-Dec’20* Total Count: 110+ Base: Top 5 Genres – 1. Aug-Dec’20*: News, GEC, Movies, Music and Kids 2. Aug-Dec’19*: GEC, News, Movies, Music and Kids
  7. 7. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Aug-Dec’20* compared to Aug-Dec’19* (* Till 5th Dec) Consistent Advertisers Across Top 5 Channel Genres : Aug-Dec*, 2019-20 HUL and Reckitt were Top 2 consistent Advertisers across Top 5 change genres. 28% rise in Godrej Consumer Products Ad Volumes during Aug-Dec’20* led to positive rank shift compared to Aug-Dec’19* displacing ITC Tally of consistent advertisers in Top 5 genres grew by over 14% in Aug-Dec’20 compared to Aug-Dec’19 Hindustan Unilever Reckitt Benckiser India ITC Godrej Consumer Products Brooke Bond Lipton India Top 5 Consistent Advertisers Period : Aug-Dec’19* Total Count: 90+ Hindustan Unilever Reckitt Benckiser India Godrej Consumer Products ITC Colgate Palmolive India Top 5 Consistent Advertisers Period : Aug-Dec’20* Total Count: 100+ Base: Top 5 Genres – 1. Aug-Dec’20*: News, GEC, Movies, Music and Kids 2. Aug-Dec’19*: GEC, News, Movies, Music and Kids
  8. 8. Focus on GEC Genre Festive Period : Aug-Dec’20* (* Till 5th Dec) Advertising Overview on TV during Festive Season Section 2:
  9. 9. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Festive Season:- Aug to Dec*, 2019-20 (*Till 5th Dec) and Non-Festive Season:- Feb to Jul, 2019-20 GEC Genre: Average Ad Volumes/Day during Festive Vs. Non-Festive Season During festive period of Y 2020, average Ad Volumes/Day for GEC genre had higher share i.e. 58% compared to non festive period Festive period in Y 2019 also had slightly higher share i.e. 52% of Ad Volumes/Day compared to non festive period 48% 58% 42% 52% Aug-Dec’20* Feb-Jul’19 Feb-Jul’20 Aug-Dec’19* Y 2020 Y 2019
  10. 10. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Aug-Dec’20* compared to Aug-Dec’19* (* Till 5th Dec) 303 324 358 359 352 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20* AverageAdDurationperDay(inHrs.) 314 336 Aug-Dec'19* Aug-Dec'20* AverageAdDurationperDay(inHrs.) GEC Genre: Average Ad Volumes/Day : Aug-Dec*, 2019-20 Average Ad Volumes/Day on GEC genre grew by 7% in Aug-Dec’20* compared to Aug-Dec’19* Ad Volumes/Day saw maximum rise of 18% during Nov’20 compared to Aug’20 Monthly Ad Volumes: Aug-Dec’20*
  11. 11. 21% 16% 11% 10% 10% Hindi GEC Tamil GEC Bengali GEC Kannada GEC Malayalam GEC Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Aug-Dec’20* and Aug-Dec’19* (* Till 5th Dec) Share of Top 5 sub genres of GEC Genre: Aug-Dec’20* and Aug-Dec’19* Kannada GEC genre was new entrant among the Top 5 during Aug-Dec’20* compared to Aug-Dec’19* Top 5 sub genres added 69% and 67% share of GEC’s Ad Volumes during Aug-Dec’19* and Aug-Dec’20* respectively 20% 15%12% 11% 10% Hindi GEC Tamil GEC Bengali GEC Malayalam GEC Telugu GEC GEC Genres Aug-Dec’19* GEC Genres Aug-Dec’20*
  12. 12. GEC Genre: Tally of Categories, Advertisers and Brands during Aug-Dec*, 2019-20 Number of categories, advertisers and brands dropped during Aug-Dec’20* compared to Aug-Dec’19* 370+ 340+ Aug-Dec'19* Aug-Dec'20* No. of Categories 1,960+ 1,750+ Aug-Dec'19* Aug-Dec'20* No. of Advertisers 3,750+ 3,390+ Aug-Dec'19* Aug-Dec'20* No. of Brands Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Aug-Dec’20* and Aug-Dec’19* (* Till 5th Dec)
  13. 13. GEC Genre: Leading Categories & Advertisers: Aug-Dec’20* Among the Top 5 categories and advertisers, Toilet Soaps & HUL retained their top position. Godrej Consumer Products was new entrant among the Top 5 advertisers of GEC genre during Aug-Dec’20* Top 5 categories & advertisers added 28% and 50% share of Ad Volumes respectively Top 5 Categories (Aug-Dec’20*): Total 340+ % Share Rank (Aug-Dec’19*) 1. Toilet Soaps 8% 1 2. Shampoos 6% 3 3. Milk Beverages 5% 5 4. Washing Powders/Liquids 5% 2 5. Tooth Pastes 4% 4 Next 45 Categories 50% - Top 5 Advertisers (Aug-Dec’20*): Total 1,740+ % Share Rank (Aug-Dec’19*) 1. Hindustan Unilever 32% 1 2. Reckitt Benckiser India 9% 2 3. Procter & Gamble 3% 3 4. ITC 3% 5 5. Godrej Consumer Products 3% 6 Next 45 Advertisers 29% - Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Aug-Dec’20* compared to Aug-Dec’19* (* Till 5th Dec)
  14. 14. GEC Genre: Top Growing^ Categories : Aug-Dec’20* Antiseptic Creams/Liquids category saw 2.4 Times growth on GEC genre during Aug-Dec’20* compared to Aug-Dec’19* Period: Aug-Dec’20* compared to Aug-Dec’19* Top 5 Growing Categories in GEC Genre Growth^ Milk Beverages 57% Shampoos 27% Tooth Pastes 29% Antiseptic Creams/Liquids 2.4 Times Ecom-Media/Entertainment/Social Media 36% Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Aug-Dec’20* compared to Aug-Dec’19* (* Till 5th Dec) ^ Categories are sorted based on highest increase in Ad Volumes during Aug-Dec’20* compared to Aug-Dec’19*
  15. 15. Saraswati College of Arts & Science My Vishwa Technologies Virtual Bharat Timelesstoday LLC RVK Productions Exclusive Advertisers – Aug-Dec’20* GEC Genre : 445+ Exclusive^ Advertisers Timelesstoday LLC My Vishwa Technologies SRM Institute For Medical Science Kerala Kaumudi Docubay Media Exclusive Advertisers – Aug-Dec’19* GEC Genre: 590+ Exclusive^ Advertisers ^ Present only in GEC Genre (not in any other Genres) Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Aug-Dec’20* and Aug-Dec’19* (* Till 5th Dec) GEC Genre: Exclusive^ Advertisers in Aug-Dec*, 2019-20 Timelesstoday LLC and My Vishwa Technologies appeared among the Top 5 Exclusive advertisers during Aug-Dec’19* as well as Aug- Dec’20*
  16. 16. Focus on Movies Genre Festive Period : Aug-Dec’20* (* Till 5th Dec) Advertising Overview on TV during Festive Season Section 2:
  17. 17. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Festive Season:- Aug to Dec*, 2019-20 (*Till 5th Dec) and Non-Festive Season:- Feb to Jul, 2019-20 Movies Genre: Average Ad Volumes/Day during Festive Vs. Non-Festive Season During festive period of Y 2020, average Ad Volumes/Day for Movies Genre had higher share i.e. 58% compared to non festive period Festive period in Y 2019 also had slightly higher share i.e. 52% of Ad Volumes/Day compared to non festive period 48% 58% 42% 52% Aug-Dec’20* Feb-Jul’19 Feb-Jul’20 Aug-Dec’19* Y 2020 Y 2019
  18. 18. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Aug-Dec’20* compared to Aug-Dec’19* (* Till 5th Dec) 274 289 304 297 286 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20* AverageAdDurationperDay(inHrs.) 234 291 Aug-Dec'19* Aug-Dec'20* AverageAdDurationperDay(inHrs.) Movies Genre: Average Ad Volumes/Day : Aug-Dec*, 2019-20 Average Ad Volumes/Day on Movies Genre grew by 24% in Aug-Dec’20* compared to Aug-Dec’19* Ad Volumes/Day saw maximum rise of 11% during Oct’20 compared to Aug’20 Monthly Ad Volumes: Aug-Dec’20*
  19. 19. 45% 9% 8% 7% 7% Hindi Movies Bhojpuri Movies Bengali Movies Kannada Movies Telugu Movies Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Aug-Dec’20* and Aug-Dec’19* (* Till 5th Dec) Share of Top 5 sub genres of Movies Genre: Aug-Dec’20* and Aug-Dec’19* Bhojpuri and Kannada Movies genres were new entrants among the Top 5 during Aug-Dec’20* compared to Aug-Dec’19* Top 5 sub genres added 77% and 76% share of Movies genre’s Ad Volumes during Aug-Dec’19* and Aug-Dec’20* respectively 47% 9% 8% 7% 6% Hindi Movies English Movies Telugu Movies Bengali Movies Tamil Movies Movies Genres Aug-Dec’19* Movies Genres Aug-Dec’20*
  20. 20. Movies Genre: Tally of Categories, Advertisers and Brands during Aug-Dec*, 2019-20 Number of categories, advertisers and brands saw marginal decline during Aug-Dec’20* compared to Aug-Dec’19* 300+ 280+ Aug-Dec'19* Aug-Nov'20* No. of Categories 850+ 800+ Aug-Dec'19* Aug-Dec'20* No. of Advertisers 1,950+ 1,920+ Aug-Dec'19* Aug-Dec'20* No. of Brands Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Aug-Dec’20* compared to Aug-Dec’19* (* Till 5th Dec)
  21. 21. Movies Genre: Leading Categories & Advertisers: Aug-Dec’20* Toilet Soaps among the categories and HUL among the advertisers retained their 1st position Top 5 categories had 28% share of Ad Volumes during Aug-Dec’20* among which Shampoos & Milk Beverages observed positive rank shift Top 5 advertisers added 52% share of Ad Volumes during Aug-Dec’20* among which ITC observed positive rank shift Top 5 Categories (Aug-Dec’20*): Total 280+ % Share Rank (Aug-Dec’19*) 1. Toilet Soaps 9% 1 2. Shampoos 6% 3 3. Washing Powders/Liquids 5% 2 4. Milk Beverages 4% 5 5. Tooth Pastes 4% 4 Next 45 Categories 51% - Top 5 Advertisers (Aug-Dec’20*): Total 800+ % Share Rank (Aug-Dec’19*) 1. Hindustan Unilever 30% 1 2. Reckitt Benckiser India 12% 2 3. Procter & Gamble 4% 3 4. ITC 3% 5 5. Cadburys India 3% 4 Next 45 Advertisers 29% - Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Aug-Dec’20* compared to Aug-Dec’19* (* Till 5th Dec)
  22. 22. Movies Genre: Top Growing^ Categories : Aug-Dec’20* Ecom-Media/Entertainment/Social Media saw 91% growth on Movies genre during Aug-Dec’20* compared to Aug-Dec’19* Period: Aug-Dec’20* compared to Aug-Dec’19* Top 5 Growing Categories in Movies Genre Growth^ Toilet Soaps 36% Shampoos 56% Milk Beverages 67% Ecom-Media/Entertainment/Social Media 91% Tooth Pastes 49% Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Aug-Dec’20* compared to Aug-Dec’19* (* Till 5th Dec) ^ Categories are sorted based on highest increase in Ad Volumes during Aug-Dec’20* compared to Aug-Dec’19*
  23. 23. Mubi India Om Visa Naaptol.com Ganesh Industrial Corporation Punjab State Cooperative Milk Producers Exclusive Advertisers – Aug-Dec’20* Movies Genre : 30+ Exclusive^ Advertisers Ganesh Industrial Corporation VLCC Personal Care Sanjeevan Netralaya Shree Bhavai Mata Jyotishalay Ekdant Pratishthan Exclusive Advertisers – Aug-Dec’19* Movies Genre: 60+ Exclusive^ Advertisers ^ Present only in Movies Genre (not in any other Genres) Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Aug-Dec’20* and Aug-Dec’19* (* Till 5th Dec) Movies Genre: Exclusive^ Advertisers in Aug-Dec*, 2019-20 Ganesh Industrial Corporation appeared among the Top 5 Exclusive advertisers during Aug-Dec’19* as well as Aug-Dec’20*
  24. 24. Vinita ShahFor any queries write to: vinita.shah@tamindia.comWebsite Link: www.tamindia.com

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