ITV

Tag: TAM Media Research

  • Hindi news tops news genre’s ad volumes in H1 FY’22: TAM Media report

    Hindi news tops news genre’s ad volumes in H1 FY’22: TAM Media report

    Mumbai: TAM media research’s subdivision AdEx India has released the half-yearly report for advertising in the new genre. According to recent data, Hindi news tops with more than 20 per cent share for ad volumes in H1 FY ’22, and observed indexed growth of 33 per cent.

    As per the data recorded last year for the same period, ad volumes grew by 33 per cent as compared to H1 FY ’20 and five per cent growth was reported as compared to H1 FY 2021. The month of March 2022 saw the highest ad volume share of 19.5 per cent.

    H1 FY ’20 saw the highest share of ad volumes, that is, 31 per cent followed by H1 FY’22 and H1 FY ’21 with 28 per cent share each.

    The prime time slot is the most preferred band, followed by the afternoon and morning in the news genre, and during H1 FY ’21 and H1 FY ’22, for each slot Hindi news topped with a 20 per cent share of ad volumes.

    Three out of the top five subgenres, which include Hindi news, Bengali news, Tamil news, Telugu news, and others, have retained their ranks in H1 FY ’22. During H1 FY ’21 and H1 FY ’22, the top five subgenres accounted for more than 55 per cent of the ad volume.

    The number of news genre categories increased by four per cent in H1 FY ’22 as compared to H1 FY ’21. The spices category led with a three per cent share of ad volume in H1 FY ’22.

    The top ten list included two categories each from the food & beverage, building, industrial, and land materials/equipment industries.

    Corporate/brand image, range of OTC products, building materials/systems, and pan masala were the new entrants among the top 10, out of which seven categories observed positive rank shifts.

    The service industry topped with a 17 per cent share of the news genre’s ad volumes, followed by F&B with 14 per cent.

    Corporate/brand image saw the highest increase in ad seconds with 74 per cent, followed by ecom-gaming three times during H1 FY ’22 as compared to H1 FY ’21.

    In terms of growth per cent among the top 10 categories, vocational training institutes topped with the highest growth of 3.9 times, followed by face wash with 3.2 growth.

    Reckitt Benckiser, GCMMF (Amul), and LIC were the top three advertisers in H1 FY’22. Ultratech Cement, Mahashiya Di Hatti, and Think & Learn were the new entrants among the top 10. Ultratech Cement moved up by 24 positions to achieve the seventh rank.

    Roop Mantra cucumber herbal face wash and Lizol All-in-One are the latest brands in the list, with Hari Bhoomi Communications being the top exclusive advertiser, followed by ITV Network.

    The report further mentioned that in H1 FY ’22, 20 to 40 seconds witnessed a 10 per cent growth in ad volumes compared to H1 FY ’21. Advertising commercials of 20 to 40 seconds were most preferred for advertising on news channels during both periods.

    More than 3,200 advertisers advertised exclusively in the news genre from H1 FY ’22. 2,800 plus advertisers & 4.5K+ brands exclusively advertised in the news genre during Jan-Jun’22. Playgames 24×7 and Roop Mantra Cucumber Herbal Face Wash were the top exclusive advertisers and brands, respectively, during H1 FY ’22 compared to H1 FY ’21.

  • Hindi GEC tops GEC genre’s ad volumes in H1 FY’22: TAM Media report

    Hindi GEC tops GEC genre’s ad volumes in H1 FY’22: TAM Media report

    Mumbai : TAM media research’s subdivision AdEx India has released the half yearly report for advertising in the general entertainment channel (GEC genre). According to recent data, Hindi GEC tops with 24 per cent share of GEC genre’s ad volumes in H1 FY22 and  50 per cent indexed growth was observed. 

    GEC contributes 28 per cent of the ad volume share of overall advertising across different genres (H1 FY’21 and H1 FY’22). The GEC genre has five key sub-genres which include Hindi GEC, Tamil GEC, Telugu GEC, Malayalam GEC, Bengali GEC, and other languages GEC.

    During both periods (H1 FY’21 and H1 FY’22), Hindi GEC topped with 24 per cent share of the GEC genre’s ad volumes.  Three out of the top five subgenres retained their ranks in H1 FY’22. The top five subgenres accounted for more than 65 per cent share of ad volumes during both periods. 

    HUL, Reckitt Benckiser, and Brooke Bond Lipton India remained in the top three positions in the GEC genre in both periods  (H1 FY’21 and H1 FY’22). 960 plus advertisers and 2000 plus brands exclusively advertised in the GEC genre during H1 FY’22.

    May 2022 had the highest ad volume share that is 17.4 per cent during H1 FY’22. H1 FY’21 saw the highest share of ad volumes that is 27.9 per cent in GEC.

    580 plus advertisers advertised exclusively in GEC genre during H1 FY’22. JCB Industries was the top exclusive advertiser in the GEC genre followed by Mangalam Matrimony.com. Coca-Cola India and Pepsi Co were the new entrants among the top 10 list.

    Tata Play and Lizol All In One were the top exclusive advertiser and brand respectively during H1 FY’22 compared to H1 FY’21.

    The food & beverages industry topped with 29 per cent share of GEC genre’s ad volumes followed by personal care/personal hygiene with 20 per cent share.

    All industries except services, household products and personal accessories retained their rankings in H1 FY’22 compared to H1 FY’21.

    Prime time was the most preferred time-band on GEC genre followed by afternoon and morning time bands. Prime time, afternoon and morning time bands together added more than 70 per cent share of ad volumes.

    In H1 FY’21 and H1 FY’22,  less than 20-sec ads of the GEC genre had 28 per cent and 23 per cent share of ad volumes respectively. Ad commercials of 20-40 seconds were most preferred for advertising on GEC channels during H1 FY’21 and H1 FY’22.

  • E-commerce dominates share of IPL ads in first five matches: Report

    E-commerce dominates share of IPL ads in first five matches: Report

    Mumbai: The e-commerce category has more than 30 per cent share of TV ad volumes during the first five matches of the 15th edition of the Indian Premier League (IPL) that began airing on 26 March, according to data provided by Tam Media Research.

    Under the e-commerce sector, four categories including online gaming, online shopping, ed-tech and digital wallets were the biggest contributors to ad volumes on TV. Online gaming alone contributed 17 per cent of the total ad volumes in the e-commerce sector. Pan masala was the only other category present among the top five categories on TV which contributed up to 40 per cent share of ad volumes, the data revealed. 

    The overall number of advertisers, categories and brands that advertised in IPL 15 declined versus IPL 14 at 29 per cent, 13 per cent and 15 per cent, respectively. The top five advertisers were Sporta Technologies followed by K P Pan Foods, Bundl Technologies, Tata Digital and Gameskraft Technologies. Notably, Sporta Technologies was the number one advertiser during the first five games of IPL in 2021 as well.

    There were 65 exclusive brands that advertised in IPL 2022 (not present in 2021) including Kamala Pasand, Tataneu App, Spotify App, Samsung Galaxy, and Meesho App. There were also 12 exclusive categories including corporate/brand image, online auto rental services, NBFCs, two-wheelers, and footwear.

    (Source: Tam Sports | Event: IPL 15 and IPL 14 | Period: 26-29 March’22 and 9-13 April’21 | Channel count: IPL 15 – 20; IPL 14-19)

  • TV ad volumes in January ’22 up 32% compared to January ’20: Report

    TV ad volumes in January ’22 up 32% compared to January ’20: Report

    Mumbai: TV ad volumes in January this year were 32 per cent higher than January 2020, however, it was marginally lower than January 2021 levels. The number of advertisers in January 2022 stood at 2,670 which was lower than 3,020 advertisers who had appeared in January 2020, according to TAM adex data. Similarly, there were fewer brands and categories visible on TV, the data revealed.

    According to the report, there were over 170 growing categories present in January 2022 compared to January 2021 out of which the fastest was the tea category which saw a growth of 61 per cent followed by e-commerce – education at 57 per cent. E-commerce – media/entertainment/social media, chocolates, wafer chips, cement, coaching centre, cars, e-commerce – gaming, e-commerce – wallets were among the top ten fastest-growing categories.

    The top advertisers on TV were Hindustan Unilever Ltd (HUL), Reckitt Benckiser, Brooke Bond Lipton India, Ponds India, Cadburys India, ITC, Godrej Consumer Products, Procter and Gamble, Amazon Online India, and Colgate Palmolive India. The top ten advertisers comprised 38 per cent of total TV ad volumes in January and Amazon Online India was a new entrant in the rankings.  

    Seven of the top 10 brands belonged to HUL (two brands) and Reckitt Benckiser (five brands) along with Tata Play, Ultratech Cement, and Asian Paints Apex Ultima Protek.

    There were more than 1.5K exclusive advertisers and more than 30 exclusive categories in January 2022 i.e., advertisers and categories that were present in January 2022 but not in January 2021. 

    Kia Motors was the top exclusive advertiser followed by Dell Computer. Commercial vehicles topped among the exclusive categories followed by baby food.

  • T20 WC ’21: 80+ brands appeared on TV, e-comm categories spend big

    T20 WC ’21: 80+ brands appeared on TV, e-comm categories spend big

    Mumbai: On 7 November, New Zealand victory over Afghanistan ended India’s chances of qualifying for the semi-finals of ICC T20 World Cup 2021, yet more than 80 brands advertised during the course of the 45-day tournament with BYJU’s topping the list, according to data provided by Tam Media Research.  

    E-commerce categories – education and gaming which were new advertiser categories this year ended up topping the charts in terms of ad volumes. In general, the e-commerce industry dominated ad volumes four out of five of the top categories being from e-commerce categories. The top five categories contributed 42 per cent share of total ad volumes.  

    E-commerce – wallets, e-commerce – education, smartphones, e-commerce – gaming and e-commerce – financial services comprised the top categories that advertised during the tournament in terms of ad volumes. Think & Learn (BYJU’s), Reliance Retail, Coca Cola India, Havells India and Nedmeds Marketplace were the top five advertisers in terms of volumes. Top five advertisers account for up to 29 per cent share of total ad volumes on TV.

    Compared to the 2016 edition of the tournament, this year’s ICC T20 World Cup saw a 19 per cent increase in ad volumes per match, according to Tam data. For the final match between New Zealand and Australia, ad volumes increased by 16 per cent compared to the previous edition.

    While the total number of advertisers for 2016 and 2021 ICC T20 World Cup remain the same, there were 26 new advertiser categories that appeared on TV.

    (Source: TAM Sports; figures are based on secondages for TV; commercial ads only; excluding promos and social ads)

  • Over 200 categories record growth in TV Ad volume in Nov ‘21: TAM Data

    Over 200 categories record growth in TV Ad volume in Nov ‘21: TAM Data

    Mumbai: Over 200 categories saw a surge in TV ad volume this November, compared to pre-pandemic levels, according to the data shared by Tam Media Research.

    Tea category led the charts with the highest growth compared to November, 2020. It was followed by Milk Beverages, hair removers, e-com/media, coffee, software, chocolates, face-wash, cars, and life insurance.

    According to the data, as many as 390 categories including 2,780 advertisers and 4,410 brands advertised on TV during the month. While the tally of categories remained relatively unchanged compared to November, 2020, the count of advertisers and brands witnessed a marginal drop of one to three per cent over last year.

    HUL and Reckitt Benckiser top advertiser list

    Hindustan Unilever and Reckitt Benckiser India remained the top two advertisers like last year, followed by Ponds India, Brooke Bond Lipton India, Godrej Consumer Products, Cadburys India, P&G, Colgate Palmolive India, Lakme Lever and Marico.

    Brooke Bond Lipton India, Lakme Lever, and Marico were the new entrants in the Top 10 advertisers’ which together occupied a 39 per cent share of the total ad volumes in November.

    Horlicks tops the brand list

    Cashing in on the festive season, over 4,400 brands advertised on TV in November. The top 10 list of brands was dominated by Horlicks followed by Harpic Power Plus 10X Max Clean. The top 10 brands had a nine per cent share of ad volumes, out of which, two belonged to HUL and six belonged to Reckitt Benckiser India.

    Eyewear lenses category topped among the exclusive categories during the month, followed by Doors in November. Flipkart was the top exclusive advertiser and Dettol Foaming Handwash topped among exclusive brands followed by Tata Sky Binge app.

  • TV ad volumes increase by 11 per cent YoY in September

    TV ad volumes increase by 11 per cent YoY in September

    Mumbai: TV ad volumes increased by 11 per cent in September year-on-year (YoY), according to data provided by TAM Media Research. The month saw eight per cent growth in categories, 18 per cent growth in advertisers and 15 per cent growth in brands, the data revealed.

    Ad volumes on TV grew in every week of September 2021 over the same weeks in September 2020; the highest growth of 14 per cent was seen in the first week of September 2021.

    Out of 370 categories on TV, the top categories that advertised in September were milk beverages (four per cent), followed by e-commerce/media/entertainment/social media (four per cent), toilet soap (three per cent), toothpaste (three per cent) and shampoo (three per cent). The top 10 categories contributed 31 per cent share of ad volumes on TV.

    During the month, 190+ categories increased ad volumes on TV versus the same period last year. Milk beverages category advertising increased by 74 per cent and e-commerce online shopping advertising increased by 2.5 times.

    The top five advertisers on TV included Hindustan Unilever Ltd (14 per cent), Reckitt Benckiser (10 per cent), Brooke Bond Lipton India (three per cent), Cadbury India (three per cent), and Amazon Online India (two per cent). HUL and RB were top advertisers for both September 2021 and September 2020. The top ten advertisers contributed 39 per cent share of ad volumes.

    Horlicks, Amazon India, Dettol, Lizol, Disney+ Hotstar, Harpic, and Clinic Plus Shampoo were some of the top brands advertised on TV. More than 3900 brands appeared on TV during the month, said the data.

    There were more than 50 categories that were visible in September 2021 but not in the comparative period last year. Some of the top categories include eyewear lenses, adhesives, childcare products, mouth wash, and frozen foods. The top exclusive advertisers were Lux Industries, Google, Parle Biscuits, BPL, and Travelxp India.  The top exclusive brands were Dettol, Airtel Black, Moov Pain Balm, Lux Cozi, and Reliance Digital.

    (Source: TAM AdEx; Figures are based on secodages for TV; commercial ads only; excluding promos and social ads)  

  • Ranveer Singh was most visible celebrity during IPL 14: TAM data

    Ranveer Singh was most visible celebrity during IPL 14: TAM data

    Mumbai: The Indian Premier League (IPL) 14th season saw 19 per cent rise in the share of celebrity-endorsed advertisements over the previous season, according to data provided by TAM Media Research. The study included all live matches for IPL 13 and 14 and excluded pre-mid-post programs. Ranveer Singh was the most visible celebrity with 11 per cent share of ad volumes.

    The total share of celebrity-endorsed ads accounted for 57 per cent of total ad volumes during IPL 14 compared 48 per cent in the previous season. The share of non-celebrity endorsed ads dropped by 17 per cent over the previous season, revealed the data.

    Film actors led the brand endorsements with 47 per cent share of ad volumes, followed by sports persons with 39 per cent share during IPL 14. The overall number of celebrities visible on TV saw a significant increase of 31 per cent compared to the previous season. The number of sports personalities visible on TV grew by 38 per cent. MS Dhoni and Virat Kohli were the top two most visible sports celebrities during IPL 13 and 14. The share of film and TV actress endorsed ads during the tournament was only 14 per cent.

    The top five most visible celebrities during IPL 14 were Ranveer Singh, MS Dhoni, Shahrukh Khan, Jim Sarbh, and Virat Kohli. Jim Sarbh was a new entrant into the top five list while the rest were recurring from the previous season of the tournament. The top five sports celebrities were MS Dhoni, Virat Kohli, Virendra Sehwag, Neeraj Chopra, and Sachin Tendulkar.

    The top five categories and advertisers accounted for 49 per cent and 36 per cent share of celebrity ad volumes, respectively. The top five categories were pan masala, online gaming, digital wallets, ed-tech and BFSI. The top five advertisers were Dreamplug Technologies, Sporta Technologies, K P Pan Foods, Vishnu Packaging, and AMFI.  

    (Source: TAM Sports; figures are based on secondages for TV; commercial ads endorsed by celebrities only; excluding promos and social ads; 60 matches of IPL 14 and IPL 13)

  • Retail advertising on TV surges by 55 per cent in Jan-Aug: TAM data

    Retail advertising on TV surges by 55 per cent in Jan-Aug: TAM data

    Mumbai: Retail ad volumes surged by 55 per cent in January-August over the same period last year, according to data provided by TAM Media Research. The month of February saw the highest ad volumes’ share for the retail sector for both 2021 and 2020.

    There were 450+ new brands that advertised under the retail industry compared to last year. The period between March-June witnessed a dip for both 2020 and 2021 due to the effects of Covid-19. Ad volumes have gotten back on track from July onwards.

    Retail jewellers had 57 per cent share of ad volumes followed by retail electronics/durables (16 per cent) and retail clothing/textiles/fashion (13 per cent). The top three categories account for more than 80 per cent of the ad volumes for the industry. The top five advertisers were Lalithaa Jewellery Mart (19 per cent), Kalyan Jewellers (six per cent), Vasanth & Co (five per cent), Malabar Group of Companies (five per cent), and The Chennai Silks Group (four per cent).

    The top ten new retail brands on TV were Thangamayil, Sweet Truth, Pothys Swarna Mahal, Patanjali Gramin Arogya Kendra, Oxygen Digital Shop, Malabar Gold Precia/Era, H&M Hennes & Maurtiz, Ashirwad Gold Mine, My G Future, and Rajakumari Gold & Diamonds.

    Retail advertisers’ most preferred channels to advertise were News (57 per cent) followed by GEC (20 per cent), music (12 per cent) and movies (9 per cent). The top three channels account for almost 90 per cent ad volumes of the retail sector. News bulletins, feature films, and film songs were the preferred program genres.

    The preferred time band for retail brands was the primetime slot between 6 p.m to 12 am that had 34 per cent share of ad volumes. This was followed by afternoon and morning time bands at 22 per cent and 18 per cent, respectively.

  • Ed-tech category leads ad volumes during IPL 14: TAM data

    Ed-tech category leads ad volumes during IPL 14: TAM data

    Mumbai: The ad volumes during 51 matches of IPL 14 grew by six per cent compared to IPL 13, according to TAM Media Research data. Ed-tech emerged as the top advertising category for this year’s edition, the data revealed.

    The TAM data looked at ad volumes across 24 Star network channels for IPL 14 and 21 channels for IPL 13. Only data for live matches was counted, pre-mid-post programming ads were excluded.

    The tally of advertisers grew by 10 per cent while brand count decreased by two per cent versus the previous season. Parent companies of the brands Dream11 and PhonePe were among the top five advertisers for both seasons of the tournament. The top five advertisers contributed up to 20 per cent share of ad volumes.

    This year ed-tech was the top category advertiser during the tournament with 10 per cent share of ad volumes. Last year, the mobile handset category was the leader in terms of ad volumes with the same share. Gaming (nine per cent), digital wallets (seven per cent), pan masala (five per cent) and aerated soft drinks (five per cent) were the other top advertising categories.

    The top advertisers for the season include Sporta Technologies (Dream11) (six per cent), Think and Learn (four per cent), FX Mart (PhonePe) (four per cent), EPX Uptech (Upstox) (three per cent), KP Pan Foods (three per cent). The top five brands were Dream11, PhonePe, Upstox, JDmart, and Cred and combined contributed up to 18 per cent of ad volumes.

    There were 30 new advertising categories visible during IPL 14 compared to the previous season. The top five new categories were securities/share broking, fans, hair dyes, pipes/PVC fittings, and hospitals/clinics. This year two-wheelers, wires and cables, banking services and products, washing powders/liquids, and namkeen categories did not advertise during the tournament.