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Tag: TAM AdEX

  • TAM AdEx Report: HUL was the top FMCG advertiser in terms of ad volumes in H1’23

    TAM AdEx Report: HUL was the top FMCG advertiser in terms of ad volumes in H1’23

    Mumbai: The recently released TAM AdEx Report throws light on the advertising taken up by the FMCG sector for the period Jan-Jun’23, in the four mediums – television, print, radio and digital.

    Television

    In Jan-Jun’23, FMCG ad volumes on television witnessed a growth of 6 per cent over Jan-Jun’22.

    As per the monthly ad volume trend of FMCG sector on TV for the period Jan-Jun’23, May’23 had the highest share of ad volumes i.e. 17.5 per cent followed by Apr’23 with 17.1 per cent. On the opposite, Feb’23 observed the lowest share of ad volumes of 15.6 per cent.

    Amongst the top categories on TV, four out of the top 10 categories were of food & beverages. Toilet soaps (nine per cent) moved to the first rank in H1’23 over 2nd rank in H1’22. The top 10 categories together added 45 per cent share of ad volumes during Jan-Jun’23.

    In terms of the top advertisers, Hindustan Unilever was first with 23 per cent share of ad volumes among the FMCG advertisers. The top 10 advertisers accounted for 68 per cent share of ad volumes in Jan-Jun’23.

    Among the top 10 FMCG brands, six belonged to Reckitt Benckiser (India). Harpic Power Plus 10x Max Clean retained its first position in Jan-Jun’23 compared to Jan-Jun’22. Close Up Ever Fresh, Colgate Dental Cream, Colin & Santoor Sandal and Turmeric were the new entrants in the top 10 list in H1’23 compared to H1’22. The top 10 brands accounted for 15 per cent share of ad volumes in Jan-Jun’23.

    As per the report, the GEC genre was most preferred by FMGC players on TV in H1’23. The top two channel genres i.e. GEC and movies together accounted 62 per cent of the ad volumes’ share for FMCG sector during H1’23.

    When it comes to the time band analysis for FMCG advertising on TV, prime time garnered highest advertising on TV followed by afternoon and morning time-bands. Prime time, afternoon and morning time bands together accounted for 72 per cent share of ad volumes.

    Print

    When it comes to ad space for the FMCG sector in print, Jan-Jun’23 witnessed a decline of 25 per cent in FMCG ad space compared to Jan-Jun’22.

    As per the monthly ad space trend of FMCG sector in print, Jun’23 observed the highest share of FMCG ad space i.e. 18.9 per cent, followed by Mar’23 with 18.8% share in H1’23. Whereas, Feb’23 had the lowest share of ad space of 13.2 per cent in H1’23.

    Amongst the top 10 categories of FMCG for print, digestives moved up by three positions to achieve the first rank in H1’23 over H1’22. The top 10 categories together added 44 per cent share of FMCG ad space in print during Jan-Jun’23.

    From the top 10 advertisers, SBS Biotech retained its first position in H1’23 compared to H1’22. Sheth Brothers, Godrej Consumer Products, Rohit Surfactants and K P Pan Foods were the new entrants in the top 10 list of advertisers in H1’23 over H1’22. The top 10 advertisers together added 37 per cent share of ad space during H1’23.

    The report brings out that amongst the top 10 brands from FMCG sector in print, Dr Ortho Oil retained its 1st position in H1’23 compared to H1’22. The top 10 brands together added 14 per cent share of ad space in print during Jan-Jun’23. Among the top 10, Kayam Churna Advance Granules & Torque Orthomac Gel were exclusive to H1’23 brands’ list. Brands on rank four (Roop Mantra Ayur Face Cream), six (Ghadi Maha Shaktishali Detergent Powder) and 10 (Dilbagh Signature Finest Silver Elaichi) were the new entrants in the top 10 list during H1’23 compared to H1’22.

    As per zone-wise advertising share of FMCG sector in print, the North Zone was the leading territory in terms of advertising for FMCG sector with a 39 per cent share of ad space during H1’23. Mumbai & New Delhi were the top two cities in pan India during H1’23.

    The report points out that when it comes to advertising promotions of FMCG sector in print, sales promotion for ‘FMCG’ sector accounted for 21 per cent share of ad space in the print medium. Among sales promotions, volume promotion occupied a 36 per cent share of the pie followed by discount promotion with a 24 per cent share in H1’23.

    Radio

    The ad volumes for FMCG Sector on radio increased by seven per cent during H1’23 over H1’22.

    As per the monthly ad volume trend of FMCG sector on radio, May’23 observed the highest share of FMCG ad volumes on radio i.e. 20 per cent followed by Mar’23 with a 19 per cent share. Whereas, Jan’23 & Feb’23 had the lowest share of ad volumes of 14 per cent in H1’23.

    Amongst the top 10 categories of FMCG for radio, pan masala (18 per cent) ascended to the first position during H1’23 compared to 4th in H1’22. Range of OTC Products, and Ice Cream/Frozen Desserts were the new entrants in the top 10 list of categories during H1’23 over to H1’22. The top 10 categories collectively added 65 per cent share of ad volumes in H1’23.

    In the list of top 10 advertisers, Vishnu Packaging moved to the first position with a 12 per cent share of FMCG ad volumes in H1’23 compared to seventh in H1’22. The top 10 advertisers together added a 45 per cent share of FMCG ad volumes in H1’23.

    Talking about the top 10 brands of FMCG sector on radio, Vimal Pan Masala ascended to the first position with 12 per cent share of ad volumes in H1’23 over H1’22 where it was on the seventh position. Himalaya Ashvagandha, Pfizer & Himalaya Gasex Fizz were exclusive brands present in H1’23 compared to H1’22. The top 10 brands together accounted for 34 per cent share of FMCG ad volumes in Jan-Jun’23.

    As per the state-wise share of FMCG advertising on radio, the top three states occupied 56 per cent share of ad volumes for the FMCG sector. Gujarat retained its first position and Uttar Pradesh moved up by one position to achieve the second rank during H1’23 over H1’22.

    The report discusses about the time band analysis for FMCG advertising on radio – advertising for FMCG was preferred in the evening followed by the morning time band on radio. 68 per cent share of the FMCG ad volumes were in the evening and morning time bands during H1’23.

    Digital

    The ad Impressions of the FMCG sector in the digital medium witnessed a drop of 28 per cent in H1’23 over H1’22.

    As per the monthly ad impression trend of FMCG sector on digital in H1’23, Apr’23 and Jun’23 both had the highest monthly ad impressions of 20 per cent, whereas Feb’23 had the lowest share of ad impressions i.e. 12 per cent.

    From the top 10 categories of FMCG for digital, aerated soft drink (nine per cent) was first in H1’23 compared to its 10th position in H1’22. The top 10 categories together accounted for 45 per cent share of ad impressions in H1’23.

    Amongst the top 10 advertisers on the digital medium, Coca Cola topped among FMCG advertisers with a seven per cent share of ad impressions in H1’23 compared to seventh position in H1’22. The top 10 advertisers together added 44 per cent share of ad impressions in H1’23. Hell-Energy was an exclusive advertiser among the top 10 during H1’23.

    In the list of the top 10 brands of FMCG sector on digital, Hear.Com retained its first position with a three per cent share of ad impressions in H1’23 over H1’22. The top 10 brands together added 21 per cent of ad impressions’ share during Jan-Jun’23. Hell Energy Drinks & Hell Energy Coffee were exclusive brands present among the top 10 during H1’23 over H1’22.

    The reports mentions that amongst the transaction methods of digital advertising in the FMCG sector, programmatic (81 per cent) was the top transaction method for digital FMCG advertising based on impressions during H1’23. Programmatic and ad network transaction methods together captured 91 per cent share of FMCG ad impressions on digital.

  • TAM AdEx Report: Hindi movies had highest share of ad volumes of 43 per cent

    TAM AdEx Report: Hindi movies had highest share of ad volumes of 43 per cent

    Mumbai: TAM AdEx has released its half-yearly report for advertising in the movie genre for the period Jan-Jun’ 23. As per the ad volume trends of the news genre, there was a four per cent rise in Jan-Jun’23 compared to Jan-Jun’22. In Jan-Jun’23, ad volumes on movie genre increased by five per cent compared to Jan-Jun’21. May’23 observed the highest share of ad volume of 18 per cent for the period of Jan-Jun’23.

    Jan-Jun’21 and Jan-Jun’23 both had a 21 per cent share of ad volumes for the movie genre, whereas, Jan-Jun’22 had the highest share of other genres of 80 per cent.

    Amongst the top five subgenres of the movie genre, Hindi movies had the highest share of ad volumes in Jan-Jun’23 of 43 per cent. The top five subgenres retained their respective positions during Jan-Jun’23 compared to Jan-Jun’22. The top five subgenres accounted for more than 75 per cent share of ad volumes during both periods.

    As per the tally of categories, advertisers and brands in the news genre (H1’21-22-23), the count of categories in the movie genre witnessed a growth of one per cent in H1’23 over H1’22. The count of advertisers in the movie genre increased by one per cent in H1’23 over H1’21.

    The top three sectors retained their respective positions during Jan-Jun’23 compared to Jan-Jun’22. Banking/Finance/Investment was the only new entrant in the Top 10 Sectors during Jan-Jun’23 compared to Jan-Jun’22. The top 10 sectors together added 92 per cent share of ad volumes during Jan-Jun’23.

    In terms of leading categories, toilet soaps secured first position with eight per cent share of ad volumes in Jan-Jun’23. Biscuits was the new entrant in the top 10 categories with three per cent share of ad volumes in Jan-Jun’23. Four out of the top 10 categories belonged to food & beverages (F&B) sector during Jan-Jun’23. The top 10 categories in Jan-Jun’23 together added 38 per cent share of ad volumes.

    Amongst the top-growing categories, 125+ categories registered positive growth. Toilet soaps observed the highest increase in ad secondages, followed by ecom-gaming during Jan-Jun’23 compared to Jan-Jun’22 in the movie genre. In terms of growth % among the top 10 categories, home insecticides witnessed the highest growth of 8 Times followed by two-wheelers with two times growth.

    When it comes to the leading advertisers in Jan-Jun’23, Hindustan Lever was the leading advertiser with a 15 per cent share of ad volumes, followed by Reckitt Benckiser (India) with an 11 per cent share. Godrej Consumer Products ascended to the third position in Jan-Jun’23 compared to Jan-Jun’22. Pepsi Co and Procter & Gamble Home Products were the new entrants during Jan-Jun’23 compared to Jan-Jun’22.

    As per the exclusive advertisers in the movie genre, 20+ advertisers were present exclusively in the movie genre during Jan-Jun’23. Bosna Digital Entertainment was the top exclusive advertiser in the movie genre followed by My Vishwa Technologies.

    When it comes to the leading Brands in Jan-Jun’23, Glow & Lovely Advanced Multivitamin ascended to the top position. Close Up Ever Fresh, Santoor Sandal and Turmeric, Colgate Dental Cream & Maaza were the new entrants during Jan-Jun’23 compared to Jan-Jun’22. Dettol Toilet Soaps descended to the third position during Jan-Jun’23, after leading the list of the top 10 brands in Jan-Jun’22. Harpic Power Plus 10x Max Clean retained its second position during Jan-Jun’23 compared to Jan-Jun’22.

    As per the report, prime time was the most preferred time-band in the movie genre, followed by afternoon and morning time bands. Prime time, afternoon, and morning time bands together added 64 per cent share of ad volumes.

    When it comes to the ad size in the movie genre in Jan-Jun’22-23, 20-40 sec ad size in this genre witnessed one per cent growth in ad volumes compared to Jan-Jun’22. Ad commercials of 20-40 seconds were most preferred for advertising on movie channels during both periods.

  • 28 per cent share of the ads’ telecast on TV was endorsed by celebrities: TAM AdEx Report

    28 per cent share of the ads’ telecast on TV was endorsed by celebrities: TAM AdEx Report

    Mumbai: TAM AdEx has released its half-yearly report on Celebrity Endorsement from January – June’ 23. According to the report, in Jan-Jun’23, 28 per cent share of the ads’ telecast on TV was endorsed by celebrities. Film stars contributed more than 80 per cent of advertising during Jan-Jun’23, followed by sports personalities and television. Stars, who contribute 11 per cent and 6 per cent, respectively.

    As per the index growth of celebrity-endorsed ads for the last three years, in comparison to the period of Jan-Jun’21, celebrity endorsements witnessed a 21 per cent growth in share during Jan-Jun’22, and an 11 per cent growth in share during the same period in 2023. However, when comparing the celebrity endorsement figures from Jan-Jun’23 with those of Jan-Jun’22, there is a decrease of 10 per cent.

    When it comes to celebrity-endorsed ads by sector, more than 50 per cent of the ads endorsed by celebrities fall under the top three sectors and more than three-fourth of the ads fall under the top seven sectors. The food & beverages sector was on top during Jan-Jun’22-23.

    With gender dominance split in the top two sectors, during Jan-Jun’23, the top two sectors, namely Food & Beverage and Personal Care/Personal Hygiene were dominated by commercials backed by male celebrities (65 per cent) and female celebrities (71 per cent), respectively.

    Talking about the category of ads endorsed by celebrities, four out of the top 10 categories were from Food & Beverages sector. The top 10 categories accounted 39 per cent share of celebrity ad volumes whereas Toilet/Floor Cleaners was the top category with eight per cent share of celebrity ad volumes in Jan-Jun’23. Ecom-Gaming (33 celebrities) was the top category for which maximum celebrities from different professions endorsed brands under it followed by the Spices category (27 celebrities).

    Amongst the list of the top 10 most visible endorsers of Jan-Jun’23, Akshay Kumar was the most visible star, with an average visibility of 31 hours per day across all channels, followed by Amitabh Bachchan with 21 hours per day through TV sponsorships. There were equal no. of male and female celebrities in the top 10 list.

    As per the top 10 celebrities endorsing quantum of brands in Jan-Jun’22 vs. Jan-Jun’23, in Jan-Jun’23, seven of the top 10 celebrities, including Amitabh Bachchan, Alia Bhatt, Virat Kohli, Kareena Kapoor, Sourav Ganguly, Ajay Devgan, and Kiara Advani sponsored more firms than in Jan-Jun’22. Three out of the top 10 celebrities were from the sports profession.

    Amongst the top 10 celebrity couples endorsing in Jan-Jun’23, more than 40 per cent ads were endorsed by the top three celebrity couples – Akshay Kumar/Twinkle Khanna (29 brands), Amitabh Bachchan/Jaya Bachchan (40 brands) and Anushka Sharma/Virat Kohli (33 brands).

  • 28 per cent share of the ads’ telecast on TV was endorsed by celebrities: TAM AdEx Report

    28 per cent share of the ads’ telecast on TV was endorsed by celebrities: TAM AdEx Report

    Mumbai: TAM AdEx has released its half-yearly report on Celebrity Endorsement from January – June’ 23. According to the report, in Jan-Jun’23, 28 per cent share of the ads’ telecast on TV was endorsed by celebrities. Film stars contributed more than 80 per cent of advertising during Jan-Jun’23, followed by sports personalities and television. Stars, who contribute 11 per cent and 6 per cent, respectively.

    As per the index growth of celebrity-endorsed ads for the last three years, in comparison to the period of Jan-Jun’21, celebrity endorsements witnessed a 21 per cent growth in share during Jan-Jun’22, and an 11 per cent growth in share during the same period in 2023. However, when comparing the celebrity endorsement figures from Jan-Jun’23 with those of Jan-Jun’22, there is a decrease of 10 per cent.

    When it comes to celebrity-endorsed ads by sector, more than 50 per cent of the ads endorsed by celebrities fall under the top three sectors and more than three-fourth of the ads fall under the top seven sectors. The food & beverages sector was on top during Jan-Jun’22-23.

    With gender dominance split in the top two sectors, during Jan-Jun’23, the top two sectors, namely Food & Beverage and Personal Care/Personal Hygiene were dominated by commercials backed by male celebrities (65 per cent) and female celebrities (71 per cent), respectively.

    Talking about the category of ads endorsed by celebrities, four out of the top 10 categories were from Food & Beverages sector. The top 10 categories accounted 39 per cent share of celebrity ad volumes whereas Toilet/Floor Cleaners was the top category with eight per cent share of celebrity ad volumes in Jan-Jun’23. Ecom-Gaming (33 celebrities) was the top category for which maximum celebrities from different professions endorsed brands under it followed by the Spices category (27 celebrities).

    Amongst the list of the top 10 most visible endorsers of Jan-Jun’23, Akshay Kumar was the most visible star, with an average visibility of 31 hours per day across all channels, followed by Amitabh Bachchan with 21 hours per day through TV sponsorships. There were equal no. of male and female celebrities in the top 10 list.

    As per the top 10 celebrities endorsing quantum of brands in Jan-Jun’22 vs. Jan-Jun’23, in Jan-Jun’23, seven of the top 10 celebrities, including Amitabh Bachchan, Alia Bhatt, Virat Kohli, Kareena Kapoor, Sourav Ganguly, Ajay Devgan, and Kiara Advani sponsored more firms than in Jan-Jun’22. Three out of the top 10 celebrities were from the sports profession.

    Amongst the top 10 celebrity couples endorsing in Jan-Jun’23, more than 40 per cent ads were endorsed by the top three celebrity couples – Akshay Kumar/Twinkle Khanna (29 brands), Amitabh Bachchan/Jaya Bachchan (40 brands) and Anushka Sharma/Virat Kohli (33 brands).

  • TV ad volumes of personal healthcare sector rose by 2% in Jan-Sep’22: TAM AdEx report

    TV ad volumes of personal healthcare sector rose by 2% in Jan-Sep’22: TAM AdEx report

    Mumbai: In comparison to January-September 2021, the personal healthcare sector’s ad volume trend witnessed a two per cent rise in television during the same period in 2022. In a report released by AdEx India, a division of TAM Media Research, rubs and balms topped the list of personal healthcare categories on TV with an ad volume share of 20 per cent.

    Antiseptic creams and liquids (17 per cent), digestives (12 per cent), medicated skin treatments (11 per cent), a variety of OTC products (11 per cent), vitamins, tonics, and health supplements (nine per cent), cough lozenges (six per cent), antacids (three per cent), condoms (two per cent), and analgesics and cold tablets (two per cent) were the top ten categories that accounted for 93 per cent of total ad volumes between January and September 22.

    Reckitt Benckiser India topped the list of the top 10 advertisers in the personal healthcare sector with more than a third of sector ad volumes in Jan-Sep’22, followed by Procter & Gamble and Smithkline Beecham with a 10 per cent and seven per cent share, respectively.

    Additionally, the report found that over 500 brands had advertised on television between Jan-Sep ’22, of which 42 per cent share of the ad volumes were accounted for by the top 10 brands. Moreover, the report stated that over 200 exclusive brands had advertised within the personal healthcare sector during the same period.

    The top two channel genres, general entertainment channels (GECs) and news, had an equal share of 29 per cent of the sector’s ad volumes. Movies (23 per cent), music (12 per cent), and kids (three per cent) are the other three channel genres that account for 95 per cent of the sector’s contribution to TV ad volumes.

    Furthermore, the report obscured the fact that feature films were the top programme genre, accounting for a 26 per cent share of the sector and its volumes, and that the top three programme genres combined for 58 per cent of the sector’s ad volume.

    On TV, prime time was the most preferred time-band for the sector ads. The combined share of all three time bands, prime time, afternoon, and morning, stood at more than 70 per cent of ad volumes.

    According to the report, advertisers in the personal healthcare sector preferred ad lengths of less than 40 seconds on television. While 20-40 second and less than 20 second ads combined for more than 98 per cent of total ad volumes between January and September’22,

    Ad Insertions in the personal healthcare sector on digital mediums increased 2.6-fold between January and September’22 of this year compared to the same period in 2021.

    The top 10 categories of the sector had a 95 per cent share of ad insertions during Jan-Sep’22 with hearing aids topping the list with a 30 per cent share, followed by vitamins/tonics/health supplements (24 per cent) and range of OTC products (11 per cent) and corporate-pharma/healthcare (11 per cent).

    The top 10 advertisers in the sector on digital were led by Sundries Hearing Solutions with a 30 per cent share of ad insertions, followed by Sun Pharmaceutical and Johnson & Johnson at four per cent each.

    Display ads were found to account for more than half of sector ad insertions between January and September 22 under the banner of creative types and digital platforms. Among the digital platforms, desktop video topped with a 31 per cent share, which was followed by desktop digital at 23 per cent and mobile display at 17 per cent, the report claimed.

    In the print advertising medium, the personal healthcare sector discovered a three per cent fall in ad space during Jan-Sep ’22 in comparison to the same period in 2021.

    The report further pointed out that in the list of the top 10 categories, vitamins/tonics/health supplements lead the chart with a 23 per cent share of ad volumes.

    According to the findings in the report, the top 10 categories accounted for 93 per cent of the total share. SBS Biotech was the top promoter during the period with a 35 per cent share of the total ad space. Furthermore, it is observed that the top 10 advertisers garnered a 65 per cent share of the sector’s ad space.

    1,400 brands were present during the Jan-Sep’22 period, where the top 10 brands had a 41 per cent share of the sector’s ad space. In addition, from January to September’21, the report discovered over 700 exclusive brands in the personal healthcare sector.

    Hindi accounted for 51 per cent of the sector ad space for languages, followed by Marathi at 17 per cent and English at eight per cent.

    The genre of general interest publications has captured 98.7 per cent of the sector’s ad space. According to the report, 24 per cent of ad space in the personal healthcare sector was with various promotional offers, and volume promotion had a 74 per cent share of ad space among sales promotions.

  • TV ad volumes grew 2% in in July-Sept’22 vs Jan-Mar’22: TAM AdEx report

    TV ad volumes grew 2% in in July-Sept’22 vs Jan-Mar’22: TAM AdEx report

    Mumbai: On Wednesday, TAM AdEx released a television advertising quarterly report from July to September 2022. According to the report, the TV ad volume increased by two per cent for the same period over January to March 2022 and by four per cent over April to June 2022.

    The top three industries of advertising on television maintained their ranks during the period as compared to April to June’ 22.

    According to the report, food & beverage (F&B) topped with 21 per cent, while auto registered the highest positive shift in ranking, i.e., from 13th to ninth. Household products and education were among the other industries with positive rank shifts. Personal healthcare was the only sector among the top 10 to move down in rank, the report added.

    From July to September 22, the top ten categories added a 29 percent share of ad volumes.

    Mosquito repellents and ecommerce (online shopping) were the new entrants in the top 10 list. Shampoo moved down from third place in April to June’22 to ninth place in July to September ’22.

    FMCG players ruled the list of the top 10 advertisers, with Reckitt leading the list. HUL, Reckitt, and Brooke Bond remained the top three advertisers, with Reckitt replacing HUL in the top position from July to September’22.

    For the current period, the top 10 advertisers together contributed 40 per cent of ad volumes. Six out of the top 10 brands were from Reckitt Benckiser.

    The top 10 brands added 11 per cent to the total TV ad volumes from July to September ’22.

    Procter & Gamble home products and Colgate Palmolive India were the new entrants in the top 10 list.

    Adding to this, July to September ’22 had the highest number of brands compared to the previous two quarters.

    In terms of categories, toilet soaps topped the list with the highest growth in ad secondages in July to September ’22 vs. April to June’22 i.e. 1.5 times, while mosquito repellents witnessed the highest growth per cent, i.e. 2.2 times, in comparison to April to June’22.

    News and GEC (general entertainment channels) were the most popular genres on television, with more than 55 per cent of ad volumes. When compared to the previous two quarters, the volume share of news ads decreased from July to September 22.

    The top five genres contributed 90 per cent to the total TV advertising volumes in the first three quarters of 2022.

  • Ecom-gaming’s TV ad volume doubled in January to August’ 22: TAM AdEx report

    Ecom-gaming’s TV ad volume doubled in January to August’ 22: TAM AdEx report

    Mumbai: TAM AdEx has released an e-commerce-gaming cross-media report for January to August 2022, highlighting the advertising volumes of all mediums (television, print, radio, and digital) by the category.

    According to the report, ecom-gaming ad volumes on television increased two-fold between January and August 2022 compared to the corresponding period in 2021.

    The top 10 advertisers accounted for more than 90 per cent of ad volumes during the same period, and 35 plus brands advertised on television from January to August 2022, of which the top 10 shared 91 per cent of ad volumes.

    Advertisers in the e-commerce-gaming category preferred TV ad sizes ranging from 20 to 40 seconds. Between January and August 2022, 20 to 40-second and less than 20-second ads combined for a 99 per cent share of category ad volumes. Adding to this, more than 20 exclusive brands were advertised under the ecom-gaming category from January to August 2022.

    The news genre alone accounted for 44 per cent of the category’s ad volume, while sports came in second place. Top three channel genres grabbed 79 per cent of ad volumes’ share.

    The news bulletin is the most popular programme genre among the brands on television. News bulletins and feature films together added 47 per cent of the category’s ad volume.

    On TV, prime time was the most preferred time band, followed by the afternoon. More than 70 per cent of total ad volume was accounted for by the prime, afternoon, and morning time bands.

    The report, comparing January to August 2022 with the previous year of the same period, mentioned that the ad space in the ecom-gaming category dropped by 27 per cent in print media.

    Galactus Funware Technology stood as the top advertiser with a 40 per cent share of ad space during the current period.

    Moreover, the top 10 advertisers accounted for more than 90 per cent of the ad space.

    The Hindi language was on top with a 41 per cent share of ad space. The top five publication languages together added 93 percent of the category’s ad space.

    From January to August 2022, the general interest publication genre accounted for nearly 100 percent of the category’s ad space.

    Speaking about the digital space, the report stated that the sector’s ad insertions saw a growth of 27 per cent in January to August 2022 compared to the previous year.

    The top 10 advertisers shared 59 per cent of the ad insertions during the current period.

    From January to August 2022, display ads accounted for more than 60 per cent of all category ad insertions. Desktop video had a 30 per cent share of the digital platforms, followed by desktop display, which had a 28 per cent share.

    During the period from January to August 2022, the top ten advertisers had a 59 per cent share of ad insertions, with Head Digital Works topping the list with a 12 per cent share.

  • TV ad volumes in May’22 grew two-fold growth vs May’20: TAM AdEx

    TV ad volumes in May’22 grew two-fold growth vs May’20: TAM AdEx

    Mumbai: The total advertising volumes on television grew two-fold in May 2022 compared to the same period in 2020(May 2020), according to the latest report by TAM AdEx.

    The report showed that ad volumes grew by 73 per cent in May’21 compared to May’20 and 100 per cent in May’22 compared to May’20.

    More than 3800 categories, 2415 advertisers and 370 categories advertised in May 2022.

    Reckitt, Hindustan Unilever, Brooke Bond Lipton were the top three advertisers in May 2022. Godrej Consumer Products, Ponds India, Cadburys India, ITC, Coca Cola India, Pepsi Co and Amazon Online India were also among the top ten advertisers. The top ten advertisers contributed to 35 per cent share of ad volumes in May.

    The top advertising categories on TV were toilet soaps and toilet/floor cleaners with Lizol All In 1 being the top brand followed by Dettol Intense Cool Soap.

    Three new categories including aerated soft drinks, tea and retail outlets – jewellers emerged in the top ten category advertisers. Retail outlets – jewellers saw the highest surge in ad volumes with 12x growth followed by paints which saw 7.4x growth in May 2022 as compared to May 2021. 

  • TV, radio, digital record surge in ad volumes; print lags behind: TAM report

    TV, radio, digital record surge in ad volumes; print lags behind: TAM report

    Mumbai: TV, radio and digital witnessed recorded massive growth in ad volumes, however, print media lagged behind in the race, according to TAM AdEx Report that gives an overview of advertising sector for the year 2021.

    The report further provided notable details for retail players across mediums.

    Some of the key findings of TAM Adex 2021 report are as follows:

    TV

    In the television sector, Q4 witnessed 26 per cent ad volume growth compared to Q1 of 2021.

    Ad volumes of the retail sector on television slightly dropped by nine per cent in 2021 as compared to 2019.

    Retail outlets of jewellers alone contributed 54 per cent to the ad volume share of the retail sector. News channel genre topped preference list of retail players during 2021.

    The top 10 advertisers accounted for more than 50 per cent shares of ad volumes in 2021 with Lalitha Jewellery Mart topping the list.

    Ad volumes of the retail sector on television plunged by 39 per cent in 2021 over 2020. Lowest ad volumes observed in May 2021 and June 2021 which was during the second wave of Covid-19 pandemic.

    Advertisers of retail sector preferred 20 to 40 seconds ad size on TV

    Print

    Ad space of the retail sector in print fell by 44 per cent and 29 per cent in 2020 and 2021 respectively over 2019.Retail outlets of electronics and durables led the list of top 10 categories of the retail sector.

    Top 10 advertisers accounted for more than 20 per cent share of ad space in 2021 with Reliance Retail leading the list.

    Top 10 brands accounted for 19 per cent share of ad space in 2021 with Big Bazaar leading the list.General Interest publication genre added 99 per cent share of sector’s ad space.

    Ad space in print witnessed double digit growth in January, August and October-November 2021.

    As compared to Q1 of 2021, Q4 witnessed 74 per cent ad space growth.Among four zones, South topped for retail advertising with 46 per cent share in print during 2021.

    Sales promotion for the retail sector accounted for more than 70 per cent share of ad space in print.

    Radio

    Ad volumes for the retail sector grew by 77 per cent in Q4 over Q1 of 2021.Ad volume for the retail sector on radio dropped by 37 per cent and 5 per cent in 2020 and 2021 over 2019 respectively whereas ad volumes rose by 40 per cent in 2021 compared to 2020.

    October 21 registered the highest share of ad volume for the retail sector followed by 11 per cent in August 2021.

    Top 10 advertisers accounted for 21 per cent share of ad volume in 2021 with Zota Healthcare leading the list.

    Among the top 10 retail brands, four brands belonged to retail outlets- jewellers category. Maharashtra was the top state with 18 per cent share of ad volumes followed by Gujarat with 17 per cent share.

    Advertising for retail was preferred in afternoon and evening time-bands on radio.

    Digital

    Ad insertions of the retail sector on digital plunged by 29 per cent in 2021 over 2019. Highest percent observed in December 2021 which had 15 per cent of total digital ad insertion shares. Compared to Q1 of 2021, Q4 witnessed more than two times ad insertion growth.

    After the second wave of Covid, December 2021 had the highest share of ad Insertions followed by September 2021.On digital medium, electronics and home stores were top retail categories with 26 per cent and 17 per cent respectively.

    Ad network topped with more than 70 per cent share of transaction method for retail sector in 2021. Top 10 advertisers accounted for more than 40 per cent share of ad insertions in 2021 with Infiniti retail leading.

    Top 10 brands accounted for 44 per cent share of ad insertion in 2021 with Croma leading the list.

  • Retail Jewellers ad volumes grew by 52 per cent in Jan-Aug

    Retail Jewellers ad volumes grew by 52 per cent in Jan-Aug

    Mumbai: TV advertising volumes for retail outlets – jewellers grew by 52 per cent in January-August 2021 over the same period in the previous year, according to data shared by TAM Media Research. More than 150 advertisers and 170 brands were visible on TV.

    The news genre with 63 per cent share of ad volumes was the most preferred genre by jewellers followed by GEC (16 per cent). The primetime, afternoon and morning time bands combined accounted for more than 70 per cent of category ad volumes.

    The top ten advertisers included Lalithaa Jewellery Mart, Kalyan Jewellers, Malabar Group of Companies, Thangamayil Jewellery, The Chennai Silks Group, G R Thanga Maligai Jewellery, SDJ Gold Company, Akshaya Gold Company, K D & Sons and Bhima Group. Altogether, they contributed to 75 per cent share of category ad volumes on TV. There were more than 80 new brands that advertised during this period over last year.

    The news bulletin programme genre was most preferred by jewellers to showcase their ads. Film songs and feature films were also popular programme genres with 11 per cent and 10 per cent share of category ad volumes, respectively. 20-40 seconder ads and <20-seconder ads were the most preferred lengths with 58 per cent and 30 per cent share of the category ad volumes, respectively.