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  • Top five advertisers contributed 32 per cent of ICC World Cup ’23 ad volumes: TAM Sports

    Top five advertisers contributed 32 per cent of ICC World Cup ’23 ad volumes: TAM Sports

    Mumbai: TAM Sports has released an advertising report based on the first 39 matches of ICC CW’23 and for all the channels on which matches are telecasted.

    ICC World Cup’23 witnessed indexed growth of 19 per cent from the first 39 matches in terms of average ad volumes per match compared to ICC World Cup’19.

    The count of categories & brands grew by 32 per cent and 30 per cent respectively in ICC World Cup’23 compared to ICC World Cup’19 during the first 39 matches from both the World Cups.

    In ICC World Cup’23, perfumes/deodorant was the leading category with eight per cent share of ad volumes. Perfumes/deodorant, pan masala & ecom-wallets were the only common categories among the top five of ICC World Cup’23 and ICC World Cup’19 in the first 39 matches.

    Also, the top five categories together covered 32 per cent share of ad volumes during the first 39 matches of ICC World Cup’23.

    Among the top five advertisers, Vini Product was the only common advertiser between ICC World Cup’23 and ICC World Cup’19. The top five advertisers collectively added 32 per cent share of ad volumes during ICC World Cup’23.

    Over 50 new categories and over 195 new brands were advertised in 39 matches of ICC World Cup’23 compared to the same number of matches in ICC World Cup’19.

    Among the 195 plus new brands, ‘Bharat Petroleum MAK’ was the leading brand followed by ‘Indusind Bank Indie App’.

  • Vini Product – sole common advertiser in ICC World Cup ’19 and ’23: TAM Sports

    Vini Product – sole common advertiser in ICC World Cup ’19 and ’23: TAM Sports

    Mumbai: TAM Sports has released an advertising report based on the first 31 matches of ICC Men’s Cricket World Cup’23 and for all the channels on which matches are telecasted.

    ICC World Cup’23 witnessed indexed growth of 22 per cent from the first 31 matches in terms of average ad volumes per match compared to ICC World Cup’19.

    Count of categories, advertisers & brands grew by 31 per cent, one per cent and 26 per cent respectively in ICC World Cup’23 compared to ICC World Cup’19 during the first 31 matches from both World Cups.

    In ICC World Cup’23, perfumes/deodorant was the leading category with eight per cent share of ad volumes. Perfumes/deodorant & ecom-wallets were the only common categories between ICC World Cup’23 and ICC World Cup’19 in the first 31 matches. Also, the top five categories together covered 32 per cent share of ad volumes during the first 31 matches of ICC World Cup’23. Among the top five advertisers, Vini Product was the only common advertiser between ICC World Cup’23 and ICC World Cup’19. The top five advertisers collectively added 31 per cent share of ad volumes during ICC World Cup’23.

    Over 50 new categories and over 175 new brands advertised in 31 matches of ICC World Cup’23 compared to the same number of matches in ICC World Cup’19. Among the 175 plus new brands, ‘Bharat Petroleum MAK’ was the leading brand followed by ‘Vi Cellular Phone Service’.

  • TAM Sports: Over 165 new brands were advertised in 23 matches of ICC World Cup’23

    TAM Sports: Over 165 new brands were advertised in 23 matches of ICC World Cup’23

    Mumbai: TAM Sports has released an advertising report based on the first 23 matches of ICC Men’s Cricket World Cup’23 and for all the channels on which matches are telecasted.

    ICC World Cup’23 witnessed indexed growth of 24 per cent from the first 23 matches in terms of average ad volumes per match compared to ICC World Cup’19.

    The count of categories, advertisers & brands grew by 29 per cent, two per cent and 24 per cent respectively in ICC World Cup’23 compared to ICC World Cup’19 during the first 23 matches from both World Cups.

    In ICC World Cup’23, Perfumes/deodorant was the leading category with nine per cent share of ad volumes. Perfumes/deodorant & ecom-wallets were the only common categories between ICC World Cup’23 and ICC World Cup’19 in the first 23 matches. Also, the top five categories together covered 33 per cent share of ad volumes during the first 23 matches of ICC World Cup’23. Among the top five advertisers, Vini Product & FX Mart were the only common advertisers between ICC World Cup’23 and ICC World Cup’19. The top five advertisers collectively added 32 per cent share of ad volumes during ICC World Cup’23.

    Over 45 new categories and over 165 new brands were advertised in 23 matches of ICC World Cup’23 compared to the same number of matches in ICC World Cup’19. Among the 165 plus new brands, ‘Bharat Petroleum MAK’ was the leading brand followed by ‘Mahindra XUV 700’.

  • TAM report: LIC was the leading brand during Jan-Jun’23

    TAM report: LIC was the leading brand during Jan-Jun’23

    Mumbai: TAM India has released a half-yearly report for advertising in Banking Finance Investments(BFSI).

    Ad volumes’ trend for BFSI on TV:

    The BFSI sector’s ad volumes on television increased by four per cent during Jan-Jun’23 compared to Jan-Jun’22.

    The top 10 categories together accounted for 85 per cent share of ad volumes in TV during Jan-Jun’23. Life insurance & mortgage loans retained their first & second positions in Jan-Jun’23 over Jan-Jun’22. Housing/construction loans, multiple loans & retail banking were the new entrants in the top ten list of categories in Jan-Jun’23

    compared to Jan-Jun’22. During Jan-Jun’23, the top ten advertisers accounted for 58 per cent of total ad volumes. LIC of India & Muthoot Financial Enterprises retained their first & second positions during H1’23 over H1’22. Piramal Capital & Housing Finance was an exclusive advertiser with five per cent share of ad volume in H1’23 over H1’22.

    Top 10 brands accounted for 42 per cent share of ad volumes in H1’23 over H1’22

    with Muthoot Finance Loan against gold leading the list. LIC New Pension Plus & Piramal Finance Home Loan were exclusive brands during Jan-Jun’23 over Jan-Jun’22.

    The top two TV channel genres accounted for 82 per cent of ad volumes share for BFSI sector during H1’23. The news channel genre was most preferred by BFSI players in Jan-Jun’23.

    News bulletin was the most preferred program genre to promote brands in the BFSI sector on television. The top two program genres i.e. news bulletin and feature films together added 61 per cent of the sector’s ad volumes.

    Prime time garnered the highest advertising on TV followed by afternoon and morning time bands. In terms of ad volumes, the prime time, afternoon, and morning time bands collectively accounted for 73 per cent share.

    Advertisers of the BFSI sector preferred 20 – 40 sec ad size on TV during H1’23. 20-40 seconds and less than 20 seconds ads together covered 92 per cent share.

    Ad space for BFSI sector in Print:

    Ad space of the BFSI sector witnessed a degrowth of seven per cent in Jan-Jun’23 compared to Jan-Jun’22.

    Public issues & life insurance retained their first and second positions in H1’23 over H1’22 with public issues leading the list. Fixed deposits & retail banking were the only new entrants in the top 10 list of categories during H1’23 over H1’22. During H1’23, the top 10 categories together added 88 per cent share of ad space. LIC of India retained its first position in Jan-Jun’23 with 19 per cent share of ad space. Adani Enterprises was an exclusive advertiser during Jan-Jun’23 with two per cent share of ad space. In print medium, the top 10 advertisers of the BFSI sector together added 38 per cent share of ad space in Jan-Jun’23.

    Out of the top 10 brands, five of them belonged to LIC of India in H1’23.

    The top 10 brands accounted for 25 per cent share of the total ad space in print.

    LIC Dhan Varsha, Adani Enterprise-IPO, HDFC Systematic Investment

    Plan & LIC New Pension Plus were exclusive brands present in Jan-Jun’23

    over Jan-Jun’22.

    The English language has the highest share of ad space, i.e., 51 per cent. The top five publication languages together added 88 per cent share of the sector’s ad space. General interest dominates ad space in general newspaper with 59 per cent.

    South zone was the leading territory with 34 per cent share of BFSI advertising in Print in Jan-Jun’23. Mumbai & New Delhi were the top cities in the West zone and North zone respectively. Also, they were the top two cities in PAN India during H1’23.

    Ad volumes’ trend for BFSI sector on radio:

    Index ad volume growth of BFSI sector witnessed surge of 32 per cent during Jan-Jun’23 compared to Jan-Jun’22.

    Life Insurance dominated the category list with 28 per cent of the total BFSI ad volumes. The top 10 categories added 91 per cent ad volume share of the sector on radio. The top four brands retained their respective positions in Jan-Jun’23 compared to Jan-Jun’22. The top 10 advertisers added 81 per cent share of ad volumes during H1’23, among which LIC of India was the leading advertiser. AMFI was an exclusive advertiser during Jan-Jun’23 compared to Jan-Jun’22.

    Top 10 brands accounted for 58 per cent share of ad volumes in Jan-Jun’23, in which LIC Housing Finance retained its first position. Five out of the top 10 brands belonged to LIC of India during H1’23. LIC Dhan Varsha, LIC Pension Plus & AMFI were exclusive brands present in the top 10 list in H1’23 over H1’22.

    The top three states occupied 47 per cent share of ad volumes for the BFSI sector. Maharashtra was the leading state for advertising on radio with 20 per cent share of the sector’s ad volumes in Jan-Jun’23.

    Advertising for BFSI was preferred in the evening closely followed by morning timeband on radio. 87 per cent share of the BFSI ad volumes were in evening and morning time-bands in Jan-Jun’23.

    Ad impressions trend for BFSI sector on digital:

    On Digital medium, ad impressions observed a massive surge of 91 per cent

    during the H1’23 compared to H1’22.

    Mutual Funds ascended to first position with 18 per cent share of ad impressions in H1’23. Also, the top 10 categories together accounted for 92 per cent share of ad impressions. Credit cards and retail banking were the new entrants in the top 10 list of categories during Jan-Jun’23. The top 10 advertisers collectively added 47 per cent share of ad impressions during H1’23 with AMFI leading the list of advertisers.

    Top 10 brands accounted for 41 per cent share of ad impressions in Jan-Jun’23.

    AMFI retained its first position with 11 per cent share of ad impressions in H1’23

    over H1’22.

    Programmatic was the leading transaction method for digital advertising of the BFSI sector in Jan-Jun’23 with 61 per cent share. Programmatic and programmatic/ad network transaction methods together captured 80 per cent share of BFSI ad impressions on digital.

  • TAM Sports report: Ad volume growth grew by 31% in Asia Cup’23 over Asia Cup’18

    TAM Sports report: Ad volume growth grew by 31% in Asia Cup’23 over Asia Cup’18

    Mumbai: TAM Sports, a division of TAM Media Research, has released the Asia Cup Advertising Report for the year 2023.

    As per the report, indexed ad volume growth grew by 31 per cent in Asia Cup 2023 over Asia Cup 2018 (ODI format). The Ind-Pak match had the highest percentage share of 18 per cent among all the Asia Cup’23 matches.

    The tally of categories (70+), advertisers (55+), and brands (140+) tops in Asia Cup’23.

    The food & beverages (F&B) sector ascended to the first position in the 2023 Asia Cup over the previous two years (2018 and 2022).

    The report states that the top five categories together contributed 43 per cent of overall advertising during the 2023 Asia Cup. Perfumes/deodorants and ecom-gaming were the top categories present among all three Asia Cups i.e. Y 2018-22-23. 30+ exclusive categories sprung up during 2023 over the previous two Asia Cups.

    Vini Product was the leading advertiser in 2022 and 2023, and acquired the second position in the 2018 Asia Cup.

    When it comes to celebrity endorsement during Asia Cup 2023, the ad volumes of celebrity endorsed ads grew by 51 per cent in Asia Cup’23 over Asia Cup’18, whereas it was low by 6 per cent in Asia Cup’22 (T20 Format).

    During Asia Cup’18-23, the maximum number of brand endorsements were done by film actors, followed by sportspersons.

    As per statistics for Asia Cup’23, Akshay Kumar topped among overall celebrities, and Jasprit Bumrah among sports celebrities.

  • TAM AdEx report: Digital witnessed an increase in ad impressions by 33% in Jan-Jun’23

    TAM AdEx report: Digital witnessed an increase in ad impressions by 33% in Jan-Jun’23

    Mumbai: TAM AdEx India has recently released its half-yearly report (for the period Jan – Jun’ 23) on digital advertising.

    The report brings out that the digital medium witnessed an increase in ad impressions by 33 per cent in Jan-Jun’23 compared to Jan-Jun’21. Also, Jan-Jun’22 witnessed a significant surge of 47 per cent compared to Jan-Jun’21.

    Amongst the leading sectors, the services sector retained the top position with 46 per cent share of ad impressions during Jan-Jun’23 compared to Jan-Jun’22. The top two sectors (services and education) together added 54 per cent share of ad impressions on digital. Personal accessories and textiles/clothing were the only two new entrants in the top 10 list of sectors.

    As per the report, out of the leading categories, seven out of the top 10 categories were from the services sector. Ecom-online Shopping was the leading category with seven per cent share of ad impressions during Jan-Jun’23. Multiple courses and cars were the new entrants in the top 10 categories during Jan-Jun’23 compared to Jan-Jun’22. The top 10 categories together accounted for 41 per cent share of digital ad impressions.

    From a list of the top 10 exclusive and common advertisers between digital and TV mediums during Jan – Jun’23, Grammarly Inc. was the leading exclusive advertiser. There were 59k+ exclusive advertisers present in digital and 1800+ common advertisers between TV and digital mediums during Jan-Jun’23.

    The report states that among the top growing categories, 240+ categories registered positive growth. Based on the difference in ad impression, ecom-online shopping leads the list of top 10 growing categories in Jan-Jun’23 over Jan-Jun’22. In terms of growth per cent, the rental services category witnessed the highest per cent growth among the top 10 i.e. 47 times followed by energy drink and hosiery with 46 times and eight times, respectively.

    As per the list of leading web publishers and apps, YouTube (21 per cent) was the top web publisher in terms of ad impressions, followed by Aajtak.in (eight per cent) during Jan-Jun’23 compared to Jan-Jun’22. Whereas, YouTube & YouTube Music lead the list of top 10 apps in Jan-Jun’23.

    From the leading digital platforms and transaction methods for digital advertising during Jan-Jun’23, mobile display was the leading digital platform with 28 per cent share of ad impressions, followed by in-app display with 23 per cent share. Programmatic was the most popular method for promoting ads on digital platforms, accounting for 63 per cent of total ad impressions, followed by the ad network method with 18 per cent share in Jan-Jun’23.

  • TAM report: Top 10 sectors contributed 95 per cent of Jan-Jun’23 music genre ads

    TAM report: Top 10 sectors contributed 95 per cent of Jan-Jun’23 music genre ads

    Mumbai: TAM India has released a report on advertising on music genre for the period Jan-Jun 2023.

    Both H1 2023 observed nine per cent growth compared to H1 2022, but while comparing with Jan-Jun’21, the ad volumes dropped by two per cent in H1 2023 in the music genre.

    Food & beverages, personal care/personal hygiene & household products retained their first, second & third positions respectively during Jan-Jun’23 compared to Jan-Jun’22.

    ‘Auto’ was the only newly entered sector in the top 10 list of sectors during Jan-Jun’23.

    The top 10 sectors together contributed 95 per cent share of ad volumes in music genre during Jan-Jun’23.

    Toilet/floor cleaners ascended to first position during Jan-Jun’23 compared to Jan-Jun’22. Antiseptic creams/liquids & hair removers were the only new entrants in Jan-Jun’23 over Jan-Jun’22. Three out of the top 10 categories belonged to the food & beverages sector in Jan-Jun’23.

    Reckitt Benckiser (India) & Hindustan Unilever switched their positions during Jan-Jun’23 with Reckitt Benckiser (India) leading the list and had 27 per cent share of ad volumes. The top 10 advertisers together added 70 per cent share of ad volumes during Jan-Jun’23. Wipro & Colgate Palmolive India were the only new entrants in Jan-Jun’23 over Jan-Jun’22. Apart from Hindustan Lever, Pepsi Co & ITC all the advertisers in the top 10 list observed positive rank shift in Jan-Jun’23.

    Apart from Maaza, all the brands mentioned in the top 10 list belonged to Reckitt Benckiser (India). The top 10 Brands contributed 18 per cent share of television ad volumes.

    During Jan-Jun’23, the toilet soaps category experienced the most substantial increase in ad seconds, doubling its growth, followed by toilet/floor cleaners with a 77 per cent growth compared to Jan-Jun’22. Among the top 10 growing categories, Home Insecticides recorded a remarkable surge, growing by six times, while antiseptic creams/liquids and condoms each saw their growth triple, with a three-fold increase.

    During Jan-Jun’23, (Hindi + English) music was the leading subgenre for advertising with 34 per cent share of ad volumes. The top five channel subgenres accounted 80 per cent share of ad volumes during Jan-Jun’23.

  • 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.

  • TAM & IMRB International jointly launch TeleWeb audience measurement

    TAM & IMRB International jointly launch TeleWeb audience measurement

    MUMBAI: With the entertainment ecosystem going through a dynamic change in India, stakeholders are upping their game and adapting themselves to the new environment by tweaking their strategy as well as launching new products and services to stay relevant. 

     

    After the recent joint venture by Indian ratings measurement bodies – Broadcast Audience Research Council (BARC) India and TAM Media Research, the Indian advertising and planning industry is all set to get empowered yet again. Now, TAM Media Research and IMRB International have joined hands to launch the first multimedia measurement data – an integrated media planning tool called TeleWeb, which will create a mutual pull of advertising investments for both television and Internet.

     

    TeleWeb Audience Measurement marks the fusion of TV viewership data from TAM India and web audience measurement of IMRB International.

     

    The cross media consumption behaviour data service TeleWeb Audience Measurement will provide data and analytics on the consumption of content across TV and online platforms like Desktop, mobile websites, mobile applications and YouTube authors through multiscreens like computers, mobile handsets, and tablets.

     

    TeleWeb measurement service starts with a sample spread across six metros and will be reported on a monthly basis.  

     

    Presently, WAM’s Internet panel based audience measurement platform tracks Internet usage behaviour amongst active Internet users in India and has a sample size of 6075 respondents across six metros (Mumbai, Delhi, Kolkata, Bangaluru, Chennai and Hyderabad), which will be fused with TAM viewership data of 10936 individuals from the same six Metro markets. WAM tracks URLs surfed from user machines and mobile handsets to provide a complete view of consumption habits of audiences across digital properties.

     

    The WAM data from the six metros will be fused with the TAM TV Viewing data from the same markets. The fused output will be made available through a Client Software Interface – Video Xpress.

     

    The initiative is aimed at reducing the confusion over different currencies to different media for integrated media planning and will also help advertisers pre-plan advertisement strategies.

     

    TeleWeb Audience Measurement will allow consumers to create integrated cross media platform strategy for TV plus internet as per their consumption habits. Key stakeholders like broadcasters, web publishers, advertisers and media agencies stand to benefit from this.

     

    This will give broadcasters a single currency to measure TV and digital as well as boost digital sales along with TV’s incremental exposure for niche genres. On the other hand, web publishers will be able to build content for specific targeted groups to increase monetisation of inventory. It will also increase exposure at lower cost and build optimum plans for advertising to develop digital presence. Media agencies, in turn, will get more avenues to advertise on, which will be measurable.

     

    The lowest reporting level for TV and online would be a minimum of 30 minutes.

     

    TAM Media Research CEO L.V Krishnan said, “It is not a tie up but it is a working relationship, which both companies are taking to the next level. The data, which is coming up, is for the initial stage. As consumption of internet keeps increasing, the intensity of the usage will also increase with new advertisers and broadcasters coming in.”

     

    “Content consumption has been transitioning across media platforms, especially television and online. Hence, understanding cross media consumption patterns at one go and planning advertising investments was imperative. This is what makes TeleWeb Audience Measurement the most awaited service for the Indian media industry. The future is all about cross media planning. It is a win-win situation for both the mediums as it will create mutual pull of advertising investments,” he further added.

     

    Elaborating the role that IMRB will be playing in this venture, IMRB International senior vice president Hemant Mehta said, “We have two panels and TAM and IMRB International will run one panel each. With content increasingly becoming platform agnostic, we believe this is an important step in measuring the total reach across platforms. Besides providing the content owners an understanding of the size and profile of their audiences across digital and TV, the TeleWeb Audience Measurement service will also help advertisers identify new, interesting and cost efficient communication opportunities. For digital publishers with video content, TeleWeb Audience Measurement would help in benchmarking themselves  vis-?-vis TV channels.”

     

    Speaking on the data measurement moving towards reach and frequency from GRPs, he said, “Digital is also going through a change, which is why we are not going through the classic loop, which is from PC to portable devices.”

     

    Explaining the approach of this product, Mehta said, “We are talking about panel based approaches. It is exactly the mimic of what TAM has been historically doing, which is minute by minute viewership data. Whereas the WAM data is second by second data, which is also extreme data.”