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TAM AdEx-Mirroring Y 2020 for Television Advertising

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TAM AdEx-Mirroring Y 2020 for Television Advertising includes data around advertising trends during Lockdown vs Unlockdown, COVID-19 prevention categories, celebrity endorsements and social advertising by the government.

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TAM AdEx-Mirroring Y 2020 for Television Advertising

  1. 1. Mirroring Y 2020 for Television Advertising Source: AdEx India, A Division of TAM Media Research
  2. 2. Advertising Overview on Television Co-Branding Ads associated with Movies Celebrity Ad Endorsement on TV Trends: Lockdown vs. Unlockdown 01 02 03 04 Covid Prevention Categories (Health & Hygiene) 05 Contents Social Advertisements by Government06
  3. 3. Highlights 06 07 08 09 01 02 03 04 1005 Ad Volumes on Television grew by 26% during Y 2020* compared to Y 2016. Compared to Y 2019, Ad Volumes saw marginal rise. Avg. Ad Volumes/Day rose by 39% in 4th quarter of Y 2020* compared to average Ad Volumes of first 3 quarters. Personal Care/Personal Hygiene sector had 20% share of Ad Volumes followed by F&B with 18% share. 4 out of Top 10 brands were from HUL and 3 brands from Reckitt Benckiser during Y 2020* M S Dhoni & Virat Kohli together accounted for overall 66% share of endorsement and 74% share among Male Sports personalities. 90% growth in average Ad Volumes/Day witnessed during Post Lockdown period compared to Lockdown period. In Jul’20, Hand Sanitizer advertising per day grew by more than 100 times compared to Jan’20. In Y 2020*, Television was the most preferred medium for Social Ads by Govt. with 62% share followed by Radio with 31% share. FMCG players ruled the list of Top 10 advertisers with HUL leading the list. Akshay Kumar topped among the Film Actors and Kareena Kapoor topped Among Film Actresses with 16% and 10% share.
  4. 4. A Television advertisement (also called a television commercial, commercial, ad TV advert or simply an advert) is a span of television programming produced and paid for by an organization. It conveys a message, aimed to market a product or service. TAM AdEx monitors more than 600+ TV Channels This section mainly focuses on understanding the advertising trends in comparison to the past 5 years, Monthly Trends, Top Spenders (Categories , Advertisers & Brands), Co-Branding Ads associated with Movies & Celebrity Endorsement on TV. 1. Advertising Overview on Television Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads 600+ TV Channels
  5. 5. Television Ad Volumes sustained despite Covid Crisis Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2016-20* (*Jan-19th Dec) 100 113 130 125 126 Y 2016 Y 2017 Y 2018 Y 2019 Y 2020 Indexed Growth in Ad Volumes Index: Y-2016=100 1,032 752 1,165 1,364 Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20* Avg.AdVolumes/Day(InHours)  Y 2018 registered highest growth of 30% in Ad Volumes followed by Y 2020 with 26% rise compared to Y 2016.  Avg. Ad Volumes/Day rose by 39% in 4th quarter compared to average Ad Volumes of 1st, 2nd and 3rd quarters.  Due to Covid-19, lowest Avg. Ad Volumes observed in 2nd quarter which includes the lockdown period. Quarterly Trends : Y 2020* Data till 19th Dec for all 5 years Count of Channels 540+ 630+ 670+ 640+ 635+
  6. 6. Monthly Trend of Avg. Ad Volumes/Day: Y 2020* Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads 7.5 % 8.3 % 8.2 % 4.7 % 5.2 % 7.6 % 8.4 % 8.9 % 9.7 % 10.9 % 10.4 % 10.2 % Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20* Period : *Jan-19th Dec’20 Lockdown Period Monthly Share of Ad Volumes  Television Ad Volumes recovered to Pre-Lockdown level just within 3 months of post Lockdown period.  During festive period, Ad Volumes on Television witnessed double digit growth.
  7. 7.  Personal Care/Personal Hygiene sector had 20% share of Ad Volumes followed by F&B with 18% share.  Top 3 sectors together added 52% share of Ad Volumes which were also on top during Y 2019.  Education sector was the new entrant in Top 10 sectors’ list. Leading Sectors: Education sector enrolled in Top 10 with considerable upsurge Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-19th Dec’20 Rank Top Sectors 1 Personal Care/Personal Hygiene 20% 2 Food & Beverages 18% 3 Services 14% 4 Personal Healthcare 7% 5 Household Products 6% 6 Hair Care 6% 7 Laundry 5% 8 Auto 3% 9 Education 3% 10 Building, Industrial & Land Materials/Equipments 3% 1 2 3 6 4 5 8 7 12 9 Others 13% Rank in Y 2019*
  8. 8.  Toilet Soaps category maintained its 1st position during Y 2020 with 7% share of Ad Volumes.  Ecom-Media/Entertainment/Social Media moved up by 5 positions to achieve 2nd rank replacing Toilet/Floor Cleaners.  Rubs and Balms category was the only new entrant in Top 10 categories’ list.  2 Out of Top 10 categories were from Personal Care/Personal Hygiene and F&B sectors each. Leading Categories : No major rank shift in the Top 10 Categories Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-19th Dec’20
  9. 9.  HUL topped the list followed by Reckitt. Top 10 advertisers together added 45% share of Ad Volumes during Y 2020.  Colgate Palmolive India, Cadburys India and Amazon Online India were in the list of Top 10 advertisers with positive rank shift compared to Y 2019.  GCMMF (Amul) was the new entrant in Top 10 advertisers’ list. Leading Advertisers: FMCG Players Ruled among Top 10 Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-19th Dec’20 Top 10 Advertisers (Jan-Dec’20*): [9,000+] Rank (Jan-Dec’19*) 1. Hindustan Unilever 1 2. Reckitt Benckiser India 2 3. Procter & Gamble 3 4. ITC 4 5. Colgate Palmolive India 7 6. Godrej Consumer Products 6 7. Cadburys India 8 8. Wipro 5 9. Amazon Online India 10 10. GCMMF (Amul) 23 - Next 40 Advertisers -
  10. 10.  Top 2 brands were from Reckitt Benckiser which had almost same share of Ad Volumes during Y 2020.  During Y 2020, there were total 13.5K+ brands present.  4 out of Top 10 brands were from HUL and 3 were from Reckitt Benckiser. Leading Brands in Y 2020* Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-19th Dec’20 Rank Top 10 Brands (Jan-Dec’20*): [13,500+] 1 Dettol Toilet Soaps 2 Dettol Antiseptic Liquid 3 Colgate Dental Cream 4 Lizol 5 Santoor Sandal And Turmeric 6 Lux Toilet Soap 7 Clinic Plus Shampoo 8 Surf Excel Easy Wash 9 Horlicks 10 Amazon.In Top 10 Brands contributed 9% share of Television Ad Volumes
  11. 11.  Ecom-Media/Entertainment/Social Media among categories saw highest increase in Ad secondages with growth of 70% followed by Ecom-Education with 3.4 Times growth during Y 2020* compared to Y 2019*.  In terms of growth %, Hand Sanitizers category witnessed highest growth % among the Top 10 i.e. 19 Times in the Y 2020*. Rank Top 10 Growing Categories (Jan-Dec’20*) (based on highest increase in Ad Volumes) Growth 1 Ecom-Media/Entertainment/Social Media 70% 2 Ecom-Education 3.4 Times 3 Tooth Pastes 29% 4 Antiseptic Creams/Liquids 2.2 Times 5 Hand Sanitizers 19 Times 6 Milk Beverages 25% 7 Shampoos 20% 8 Washing Powders/Liquids 17% 9 Household Cleaners 3.6 Times 10 Range of Toiletries 11 Times Top Growing Categories : 180+ Categories registered Positive Growth Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-19th Dec’20
  12. 12.  5K+ exclusive^ advertisers & 7.5K+ exclusive^ brands advertised during Y 2020 compared to Y 2019.  Piccadily Agro Industries and True Shield Hand Sanitizer were the top exclusive^ advertiser and brand respectively during Y 2020 compared to Y 2019.  HUL advertiser had its 3 and Reckitt Benckiser had 2 exclusive brands in the Top 10 list of Y 2020 compared to Y 2019. Rank Top 10 New Advertisers (Jan-Dec’20*): [5000+] 1 Piccadily Agro Industries 2 International Cricket Council 3 Whitehat Education Technology 4 Airtel Payments Bank 5 International Advertising Association 6 Prem Henna 7 Wildcraft India 8 Addatimes Media 9 Dell Computer Corporation 10 Tuuple Technocraft Rank Top 10 New Brands (Jan-Dec’20*): [7,500+] 1 True Shield Hand Sanitizer 2 International Cricket Council 3 Glow & Lovely Advanced Multivitamin 4 Dettol & Moms Soap 5 Facebook.Com 6 Lifebuoy Range 7 Kissan Mixed Fruit Jam 8 Whitehat Jr 9 Voot Select 10 Dettol Disinfectant Spray Leading exclusive^ Advertiser and Brands belonged to Hand Sanitizer category Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-19th Dec’20 ^ Present in Y 2020* and not in Y 2019*
  13. 13.  During Y 2020*, Top 5 channel genres retained their positions compared to Y 2019*; News genre topped on TV during both the periods.  Top 5 channels genres accounted for more than 90% share of Ad Volumes during both the periods. Top 5 Channel Genres: News and GEC covered 58% of Ad Volumes Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-Dec’20* (* Till 19th Dec) 31% 27% 23% 10% 3% 6% News GEC Movies Music Kids Others (7) 30% 28% 21% 12% 4% 6% News GEC Movies Music Kids Others (7) Channel Genres Y 2019* Channel Genres Y 2020*
  14. 14.  Regional and National channels had 63% and 37% share of Ad Volumes respectively during Y 2020*  1% increase in share of Regional channels’ advertising on TV during Y 2020* over Y 2019*  Ad Volumes on Regional channels witnessed rise of 2% during Y 2020* compared to Y 2019* National and Regional Channels : Regional channels saw 2% rise Ad Volumes Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-Dec’20* (* Till 19th Dec) Regional Channels National Channels 62% 38% Regional Channels National Channels 63% 37%
  15. 15.  Webart Softech and Attica Gold Company were leading Exclusive advertisers on National and Regional channels respectively during Y 2020* 900+ Exclusive Advertisers on National and 6900+ on Regional Channels in Y 2020* Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-Dec’20* (* Till 19th Dec) Rank Exclusive Advertisers (National Channels) 1 Webart Softech 2 Curefit Healthcare 3 Toppr Technologies 4 In Style Way 5 Herbal Canada 6 National Geographic Society 7 Fastway Transmission 8 Shree Shakti Enterprice 9 Audi 10 Fastway Rank Exclusive Advertisers (Regional Channels) 1 Attica Gold Company 2 Rahul Foundation 3 The Chennai Silks Group 4 Dr Alco Free 5 Ganapati Herbal Care 6 Kaleesuwari Refinery 7 Sdj Gold Company 8 Akshaya Gold Company 9 Pankajakasthuri Herbals 10 Star Cement
  16. 16. 2. Advertising Snapshot during Unlockdown Period compared to Lockdown Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads The world has changed due to the pandemic. Advertising industry also witnessed slow down during the Lockdown Period. Since the Unlock , Businesses are also trying their best to catch up with changed market scenario. During the Unlockdown period, Advertising on TV also saw significant improvement. In this section, we have showcased the advertising scenario in Unlockdown compared to Lockdown period on TV medium. Unlockdown Period saw 1200+ Hours of Average Ad Volumes/Day 90% more compared to Lockdown Period Post Lockdown : Jun-Dec’20* (* Till 19th Dec) Lockdown : Apr-May’20
  17. 17.  90% growth in average Ad Volumes/Day was seen during Unlockdown period compared to Lockdown period.  Tally of Categories grew by 24% whereas that for Advertisers and Brands rose by more than 2 Times during Unlockdown period. Advertising Trends – 90% growth during Unlockdown period Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Post Lockdown : Jun-Dec’20* (* Till 19th Dec) L.D. L.D. +90% -38% Y2020 Y2020 Y2020 Pre 360+ 450+ LD ULD 2500+ 6100+ LD ULD 3700+ 9300+ LD ULD Count of Categories Count of Advertisers Count of Brands Growth in Average Ad Volumes/Day Tally of Categories, Advertisers and Brands - Lockdown & Unlockdown Pre Lockdown : Jan-Mar’20 Lockdown : Apr-May’20 1,000+ Hrs. U.L.D. L.D.: Lockdown U.L.D: Unlockdown
  18. 18.  In the Unlockdown period, Shampoos among categories and Hindustan Unilever among advertisers saw highest increase in Ad secondages with growth of 2.5 Times and 94% respectively compared to Lockdown period.  In terms of growth %, Cars category and Cadburys India advertiser witnessed highest growth % among the Top 10 i.e. 15 Times and 16.5 Times respectively in the Unlockdown period. Rank Top 10 Categories: Unlockdown (based on highest increase in Ad Volumes) Growth 1 Shampoos 2.5 Times 2 Toilet Soaps 43% 3 Cars 15 Times 4 Chocolates 6 Times 5 Washing Powders/Liquids 66% 6 Rubs and Balms 7 Times 7 Milk Beverages 53% 8 Moisturising Lotion/Creams 7.5 Times 9 Biscuits 6 Times 10 Antiseptic Creams/Liquids 3 Times Top Growing Categories and Advertisers during Unlockdown Period Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Post Lockdown : Jun-Dec’20* (* Till 19th Dec) Rank Top 10 Advertisers: Unlockdown (based on highest increase in Ad Volumes) Growth 1 Hindustan Unilever 94% 2 Reckitt Benckiser India 2 Times 3 Godrej Consumer Products 3.5 Times 4 Cadburys India 16.5 Times 5 Ponds India 5 Times 6 ITC 93% 7 Procter & Gamble 3.5 Times 8 Amazon Online India 2 Times 9 Lakme Lever 13 Times 10 Facebook Inc. New Lockdown : Apr-May’20
  19. 19. 3. Advertising snapshot of Covid Prevention Categories (Health & Hygiene) Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-Dec’20* (* Till 19th Dec) In Jul’20, Hand Sanitizer advertising per day grew by more than 100 times compared to Jan’20 COVID-19 posed several unique challenges. Prevention of Covid-19 was top priority. From the government to doctors and wellness experts, everyone stressed on the various traditional and new ways of building immunity and maintaining hygiene protocols. This section gives a top line of TV advertising trends in Categories like Sanitizers, Chyawanprash, etc.
  20. 20.  In Jul’20, Hand Sanitizer advertising per day grew by more than 100 times compared to Jan’20.  Piccadily Agro Industries was the top advertiser of Hand Sanitizers which added 60% share of Ad Volumes followed by HUL with 16% share during Y 2020*. Hand Sanitizer: Ad Volumes soared from April onwards Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-19th Dec’20 7 6 1 400 631 781 850 629 549 636 536 373 Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20* Avg.AdVolumes/Day(InMinutes) Rank Top 10 Advertisers (Jan-Dec’20*) % Share 1 Piccadily Agro Industries 60% 2 Hindustan Unilever 16% 3 ITC 4% 4 Asian Paints India 3% 5 Cipla 3% 6 Wipro 3% 7 Ganapati Herbal Care 2% 8 Vanesa Inc 2% 9 Lupin 1% 10 The Himalaya Drug 1%
  21. 21. Rank Top Advertisers (Jan-Dec’20*) % Share 1 Reckitt Benckiser India 92% 2 G D Pharma 4% 3 Cavin Kare 2% 4 Emami 1% 5 Dabur India 1% 6 M U Amreliya 0.2% 7 Assam Chem & Pharma 0.1% 8 Ultimact Antiseptic Liquid 0.04% 9 ITC 0.04% 10 Alleviate Therapeutics 0.01%  In Sep’20*, average Ad Volumes/Day for Antiseptic Creams/Liquids grew by 3.5 times compared to Jan’20.  Among the 11 advertisers of Antiseptic Creams/Liquids, Reckitt Benckiser solely had 92% share of advertising with its one brand Dettol Antiseptic Liquid. Antiseptic Creams/Liquids: Month of Sep’20 witnessed highest Ad Volumes Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-19th Dec’20 7 6 4 7 5 9 18 19 26 19 22 14 Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20* Avg.AdVolumes/Day(InHours)
  22. 22.  In Dec’20*, Chyavanprash advertising grew by more than 6 times compared to Jan’20.  Among the 8 advertisers of Chyavanprash, Dabur India had 37% share of advertising followed by Emami with 23% share. Chyawanprash: Dec’20 saw an upsurge in Ad Volumes Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-19th Dec’20 37 4 3 12 7 21 18 16 49 77 138 237 Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20* Avg.AdVolumes/Day(InMinutes) Rank Top Advertisers (Jan-Dec’20*) % Share 1 Dabur India 37% 2 Emami 23% 3 Patanjali Ayurved 16% 4 Shree Dhootapapeshwar 14% 5 Shree Baidyanath Ayur Bhawan 9% 6 Vedanjali Wellness Services 0.1% 7 Kandam Kulathi Vaidhya Shala 0.1% 8 Tanvi Clinic 0.01%
  23. 23. 4. Celebrity Ad Endorsement on TV Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-Nov’20 Celebrity endorsements in India has managed to help a brand’s image and consumer recall. This is based on a pretty simple logic. India is a country where people are star-struck by Movie Stars, Sports Personality, TV Actor & Actress. Celebrities are idolized and when associated with a brand, the promotion grabs eyeballs. There has been a rise of celebrity endorsed brands in India. Base: Celebrities (Actor/Actress) from Hindi – Movies & TV Industry and Sports personalities are considered. South Stars (Movies & TV Industry) are excluded from the analysis. During Y 2020*, 81K + Hours of Celebrity Ad Volumes seen with 23% share of Overall TV Advertising
  24. 24.  Akshay Kumar topped among the Film Actors with 16% share of celebrity Ad Volumes followed by Amitabh Bachchan with 10% share.  Among Film Actresses, Kareena Kapoor and Kiara Advani attained 1st and 2nd position respectively with 10% and 9% share of Ad Volumes.  Top 5 Film Actors and Actresses added 46% and 38% share during Y 2020*. Rank Top 5 Film Actors 1 Akshay Kumar 2 Amitabh Bachchan 3 Ranveer Singh 4 Shahrukh Khan 5 Varun Dhawan Top Film Celebrities Endorsing Brands : Y 2020* Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-Nov’20 Rank Top 5 Film Actresses 1 Kareena Kapoor 2 Kiara Advani 3 Alia Bhatt 4 Anushka Sharma 5 Shraddha Kapoor
  25. 25.  Ram Kapoor and Raju Shrivastav were the Top 2 TV Actors with 36% and 28% share of celebrity advertising respectively in Y2020*.  Shakshi Tanwar (Parvati) topped among TV Actresses with 27% share of Ad Volumes followed by Divyanka Tripathi with 23% share in Y2020*.  Top 5 TV Actors and Actresses had 84% and 80% share respectively in Y 2020*. Top Television Celebrities Endorsing Brands : Y 2020* Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-Nov’20 Rank Top 5 TV Actors 1 Ram Kapoor 2 Raju Shrivastav 3 Manav Gohil 4 Mohan Kapoor 5 Parikshit Sahni Rank Top 5 TV Actresses 1 Shakshi Tanwar (Parvati) 2 Divyanka Tripathi 3 Manasi Parekh 4 Shweta Tiwari (Prerna) 5 Supriya Pilgaonkar
  26. 26.  M S Dhoni & Virat Kohli together accounted for overall 66% share of endorsement and 74% share among Male Sports personalities.  P.V. Sindhu was the Top Female Sports personality with 42% share of Ad Volumes in Y2020* followed by Saina Nehwal with 26% share Top 5 Sports Person (Overall) Top 5 Sports Person (Male) Top 5 Sports Person (Female) Virat Kohli Virat Kohli P.V Sindhu M S Dhoni M S Dhoni Saina Nehwal Sachin Tendulkar Sachin Tendulkar Sania Mirza P.V Sindhu Sourav Ganguly Mithali Raj Sourav Ganguly Rohit Sharma Hima Das Top Sports Personalities Endorsing Brands : Y 2020* Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-Nov’20
  27. 27. 5. Co-Branding Ads with Movies – Y 2020* Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-Dec’20* (* Till 19th Dec) Co-branded advertising is an interesting in program platform that has gained popularity. A brand and movie both form an alliance to work together, creating marketing synergy. On television, there have been various co-branding efforts, which have created fantastic symbiotic relationship between the brands and movies. TAM AdEx monitors co-branding ads in association with movies on television. In this section, we have showcased the co-branding advertising scenario on the TV channels. During Y 2020*, 320+ Hours of Co-Branding Ad Volumes with movies recorded on TV
  28. 28.  Dr Juneja Accumass topped among the brands associated with movies with 14% share of Co-Branding Ad Volumes.  All Top 10 brands were associated with One movie each; The top brand Dr Juneja Accumass partnered with Tanhaji The Unsung Warrior.  Top 10 brands added 61% share of Co-Branding Ad Volumes during Y 2020*. Rank Top 10 Brands Associated with Movies % Share 1 Dr Juneja Accumass 14% 2 Medlife.com 12% 3 Center Fresh 3 Layers Gum 8% 4 Huggies Wonder Pants 5% 5 Nestle Kk Dessert Delight 5% 6 Emami Double Bull Cement 5% 7 Yardley Compact Perfumes 3% 8 Shree Jung Rodhak Cement 3% 9 Gillette Guard 3% 10 Macho Hint 3% Leading Brands among Co-Branded Ads: Total 50+ Brands Associated with Movies Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-Dec’20* (* Till 19th Dec)
  29. 29. Rank Top 10 Movies in Co-Branding Count of Brands 1 Tanhaji The Unsung Warrior 10 2 Love Aaj Kal (2020) 5 3 Chhapaak 3 4 Good Newwz 3 5 Baaghi 3 3 6 Mirzapur 2 (Web Series) 2 7 Shakuntala Devi 2 8 Darbar 3 9 Panga 4 10 Dabangg 3 1 Leading Movies among Co-Branded Ads : Total 20+ Movies Associated with Brands Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-Dec’20* (* Till 19th Dec)  Tanhaji The Unsung Warrior topped among the movies associated with brands and was associated with 10 brands.  Top 10 movies added 89% share of Co-Branding Ad Volumes during Y 2020*.
  30. 30. 6. Social Advertisements by Government Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; Social ads by Government only Period : Jan-Dec’20* (* Till 19th Dec) . During Y 2020*, 43% of Ad Volumes of Social Ads by Govt. were for awareness and prevention against Covid-19 pandemic In this section, we have analyzed trends of Social Ads by Govt. on Television during Y 2020. The Category covers ads by Central and State government bodies to spread awareness around various social Schemes. In Y 2020 there was a surge in Social ads to help inform and educated the public on various measures during Covid-19 pandemic.
  31. 31.  During Y 2020*, Television was the most preferred medium for Social Ads by Govt. with 62% share followed by Radio with 31% share.  Among the Traditional mediums, share of Social Ads by Govt. on Television was increased by 6% during Y 2020* compared to Y 2019*. Share of Social Ads by Govt. on TV compared to other Traditional Mediums Source: TAM AdEx Note: Figures are based on Ad Insertions; Social ads by Government only Period : Jan-Dec’20* (* Till 19th Dec) 62%TV 31%Radio 7%Print Y2020*
  32. 32.  Rise of 16% during Y 2020* over Y 2019* in Social Ads by Govt.  Ad Volumes surged during Mar’20, Apr’20 and May’20 due to Covid – 19 related Social Ads by Govt. Trend of Social Advertising by Govt.: Mar-May saw a surge in Ads Source: TAM AdEx Note: Figures are based on Secondages for TV; Social ads by Government only Period : Jan-Dec’20* (* Till 19th Dec) 1,430 1,292 3,127 3,695 2,907 2,434 2,173 1,609 1,480 1,737 2,263 1,015 Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20^AdVolumes(InHrs) 100 116 Y 2019* Y 2020* Growth in Social Govt. Ads Y 2020* over Y 2019* Index: Y 2019*=100 Period: Y 2020* Higher Share of |------- Covid Related -------| Social Ads Monthly Trends of Social Govt. Advertising – Y 2020*
  33. 33.  During Y 2020*, 43% of Ad Volumes of Social Ads by Govt. were for awareness and prevention against Covid-19 pandemic  In Apr’20, Television registered highest share of messages around Covid-19 pandemic i.e. 80% Between Feb – Dec, 43% ad volumes was dedicated to Awareness around Covid Source: TAM AdEx Note: Figures are based on Secondages for TV; Social ads by Government only Period : Jan-Dec’20* (* Till 19th Dec) 1% 49% 80% 63% 51% 43% 33% 33% 34% 23% 16% 100% 99% 51% 20% 37% 49% 57% 67% 67% 66% 77% 84% Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20* Corona Related Others Covid Related Others 43% 57% Social Ads by Government
  34. 34.  Ministry of Health & Family Welfare and Govt. of Delhi topped among the Central and State govt. advertisers respectively.  Top 10 advertisers of Central and State govt. added 91% and 64% share of social advertising by Govt. respectively. During Y 2020*, 51% of Social ads by Govt. were from different Central Government bodies Source: TAM AdEx Note: Figures are based on Secondages for TV; Social ads by Government only Period : Jan-Dec’20* (* Till 19th Dec) Top 10 Advertisers (Central Govt.) % Share Ministry Of Health & Family Welfare 36% Doordarshan-Prasar Bharti 17% Govt Of India 12% National Informatics Centre 9% Ministry Of Drinking Water & Sanitation 5% Top 10 Advertisers (State Govt.) % Share Govt Of Delhi 14% Dept Of Info & Public Relations (Up) 9% Govt Of Madhya Pradesh 9% Govt Of Uttar Pradesh 7% Govt Of Chhattisgarh 5% Central State 51% 49% Y 2020*- Total 70+ Central Govt. Advertisers Y 2020*- Total 300+ State Govt. Advertisers
  35. 35. DISCLAIMER TAM has made every effort to ensure that the information in this report is appropriate/correct, however TAM does not assume and hereby expressly disclaim any and all liability to any party for any loss, damage, or disruption caused by errors or omissions, whether such errors or omissions result from negligence, accident, or any other cause. The content of the report is only for information and awareness purposes only and not intended to substitute any professional advice regarding its usages. Before any reference or use of this report in manner kindly connect with TAM Media Research Pvt. Ltd. All rights including copyright reserved with TAM Media Research Pvt. Ltd.
  36. 36. Vinita ShahFor any queries write to: [vinita.shah@tamindia.com]Website Link: www.tamindia.com

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