TAM ad ex cross media report FMCG sector - H1'21

Highlights
03
01
02 04
 Compared to Jan-Jun’20, a sharp rise of
53% was registered in Jan-Jun’21 for FMCG
sector’s Ad Volumes on Television.
 During Jan-Jun’21, Toilet Soaps was the top
FMCG category with 8% share of Ad Volumes
followed by Toilet/Floor Cleaners with 7%
share on TV
 Top 2 advertisers together added 40% share
of FMCG Ad Volumes during H1 of Y 2021
 8 out of Top 10 brands in Print were from
SBS Biotech with 18% share of FMCG Ad
Space in Jan-Jun’21.
 Range of OTC Products was the top FMCG
category in Print medium during Jan-
Jun’21.
 In Jan-Jun’21 Ad Space for FMCG sector
grew sharply by 57% compared to Jan-
Jun’20.
 8% rise in Ad Space was seen in H’21 over
H1’19.
Television Print

Highlights
05 07
 Compared to H1’20, a sharp rise of 60%
was registered in H1’21 for FMCG sector’s
Ad Volumes on Radio.
 H1’21 and H1’19 registered almost equal
Ad Volumes on Radio for FMCG sector.
 H1’21 registered a sharp rise of more than
2 times in Digital Ad Insertions for FMCG
sector.
 The top 10 categories under FMCG sector
added more than 35% share of Digital Ad
Insertions.
06 08
 Corporate-Pharma/Healthcare among
categories saw highest increase in Ad
Volumes with a growth of 5 Times during
H1’21 over H1’20 on Radio.
 ‘Video Ads’ were the most preferred
format to promote FMCG brands on
Digital medium.
 Desktop Video topped with 38% of
FMCG’s Digital Ad Insertions during Jan-
Jun’21.
Radio Digital

Source: TAM AdEx
Medium: TV
Period: Jan-Jun’21
Comparison with 2019-20

Indexed Growth during Jan-Jun’20-21 compared to Jan-Jun’19
Source: TAM AdEx
 Ad Volumes decreased by 10% in Jan-Jun'20 compared to Jan-Jun'19, whereas it increased by 38% in Jan-Jun'21
compared to Jan-Jun'19.
 Ad Volumes for FMCG sector rebounded in H1’21 over H1’20 with a notable growth of 53%.
Period: Jan-Jun, 2019-20-21
100
90
138
Jan-Jun'19 Jan-Jun'20 Jan-Jun'21
Index : Jan-Jun’19 = 100
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Jan-Jun’19
115K Hrs.
104K Hrs.
159K Hrs.
Jan-Jun’21
Jan-Jun’20
-10% 53%

17%
14%
17% 17%
18%
17%
19% 18%
20%
10%
13%
20%
17%
16%
18%
18%
17%
14%
Jan Feb Mar Apr May Jun
Y 2019 Y 2020 Y 2021
Month on Month Ad Volumes Trend for H1’ 2019-21
 Mar’21 and Apr’21 recorded almost similar share of FMCG sector’s on Television Ad Volumes.
 Jan-Jun’19 and Jan-Jun’21 had almost same trend for FMCG sectors’ Ad Volumes share.
 Apr-May’20 registered a drop in Ad Volumes for FMCG sector on Television mainly due to Covid-19 pandemic.
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period: Jan-Jun 2019-21
Monthly Share of Ad Volumes

1
2
3
4
5
6
7
8
9
10
Toilet Soaps 8%
Toilet/Floor Cleaners 7%
Tooth Pastes 5%
Shampoos 5%
Milk Beverages 5%
Washing Powders/Liquids 5%
Aerated Soft Drink 2%
Chocolates 2%
Tea 2%
Rubs And Balms 2%
Top 10 Categories and Advertisers: Jan-Jun’21
Source: TAM AdEx
 During Jan-Jun’21, Toilet Soaps was the top FMCG category with 8% share of Ad Volumes followed by Toilet/Floor
Cleaners with 7% share on Television.
 Top 2 advertisers HUL and Reckitt together accounted 40% share of FMCG Ad Volumes during H1 of Y 2021 on
Television.
1
2
3
4
5
6
7
8
9
10
Hindustan Unilever 21%
Reckitt Benckiser India 19%
Brooke Bond Lipton India 3%
Colgate Palmolive India 3%
ITC 3%
Cadburys India 3%
Ponds India 2%
Procter & Gamble 2%
Godrej Consumer Products 2%
Pepsi Company 2%
Categories Advertisers

1
2
3
4
5
6
7
8
9
10
Lizol 2%
Dettol Toilet Soaps 2%
Dettol Antiseptic Liquid 1%
Harpic Bathroom Cleaner 1%
Dettol Liquid Soap 1%
Vanish Oxi Action 1%
Colgate Dental Cream 1%
Harpic Power Plus 10x Max Clean 1%
Horlicks 1%
Clinic Plus Shampoo 1%
Top 10 Brands: Jan-Jun’21
Source: TAM AdEx
 Top 10 FMCG’s brands collets 12% share of Ad Volumes on Television during Jan-Jun’21.
 6 out of Top 10 brands on TV were from Reckitt Benckiser with 9% share of FMCG Ad Volumes in Jan-Jun’21.

Toilet/Floor Cleaners 2 Times
Milk Beverages 69%
Aerated Soft Drink 4 Times
Shampoos 43%
Household Cleaners 5 Times
Tooth Pastes 30%
Toilet Liquids 2 Times
Moisturizing Lotion/Creams 2 Times
Rubs And Balms 83%
Antiseptic Creams/Liquids 2 Times
Top Growing categories in Jan-Jun'21 vs. Jan-Jun'20
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
 Toilet/Floor Cleaners among categories saw highest increase in Ad Volumes with a growth of 2 Times followed
by Milk Beverages with 69% growth during Jan-Jun’21 compared to Jan-Jun’20.
 In terms of growth %, Household Cleaners category witnessed highest growth % among the Top 10 i.e. 5 Times
in Jan-Jun’21.
Period: Jan-Jun, 2020-21
(based on highest increase in Ad Duration)
Top 10 Growing Categories
Growth
110+ Growing
Categories
during Jan-Jun’21
over Jan-Jun’20

Leading Channel Genres during Jan-Jun’21 with Growth compared to Jan-Jun’20
 In Jan-Jun’21, Ad volumes of FMCG maximum in GEC genre i.e. 33% share followed by Movies with 26% share.
 All the Top 5 genres registered a growth in Ad Volumes during Jan-Jun’21 over Jan-Jun’20 with Music genre seeing
the highest growth of 2 folds for FMCG sector advertising.
% Share for Top 5 Channel Genres
100
154
144
132
207
129
Jan-Jun'20 GEC Movies News Music Kids
*Index for all Genres during Jan-Jun’20 = 100 Period: Jan-Jun’21
Index Growth in Advertising during H1’21 compared H1’20
33% 33%
27% 26%
22% 19%
12% 16%
5% 4%
Jan-Jun'20 Jan-Jun'21
GEC
Movies
News
Music
Kids
% Share for Top 5 Channel Genres

1
2
3
4
5
6
7
8
9
10
Feature Films 31%
News Bulletin 13%
Film Songs 13%
Drama/Soap 11%
Music Shows/Songs 6%
Cartoons/Animation 5%
Film Based Magazines 3%
Religious/Devotional/Astrology 3%
Interviews/Portraits/Discussion 2%
Reviews/Reports 2%
Top 10 Program genres on Television : Jan-Jun’21
 Feature Films was the most preferred program genre to promote FMCG’s brands on Television during Jan-Jun’21.
 The top 3 program genres i.e. Feature Films, News Bulletin and Film Songs together covered 57% share of total Ad
Volumes for FMCG sector on TV.
Top 10 Program Genres

Time Band analysis on TV : Jan-Jun’21
 On TV, Prime Time was the most preferred time-band for FMCG advertisers, followed by Afternoon and Morning time.
 Together, the Prime Time, Afternoon and Morning time bands contributed more than 70% of Ad Volumes.
12%
17%
23%
11%
31%
6%
Early Morning
6:00 to 08:59
Morning
09:00 to 11:59
Afternoon
12:00 to 15:59
Evening
16:00 to 17:59
Prime Time
18:00 to 22:59
Night
23:00 to 05:59

Ad Size analysis on TV : Jan-Jun’21
 Advertisers of FMCG sector preferred 20 - 40 secs Ad Size on TV.
 20-40 seconds and <20 seconds ads together covered 97% share of Ad Volumes during Jan-Jun’21.
70%
26%
3%
20-40 Sec < 20 Sec > 40 Sec

Source: TAM AdEx
Medium: Print

Source: TAM AdEx
 In Print medium, Jan-Jun’21 observed a sharp growth in Ad Space over Jan-Jun’20 for FMCG sector i.e. 57% whereas
compared to Jan-Jun’19 a growth of 8% was observed.
100
68
108
Note: Figures are based on Ad Space for Print; excluding social ads
Jan-Jun’19
184 Lacs
126 Lacs
198 Lacs
Jan-Jun’21
Jan-Jun’20
-32% 57%

Month on Month Ad Space Trend for H1’2019-21
 During first half of Y 2021, month of Mar’21 recorded highest share of Print Ad Space for FMCG sector.
 Month of Jun’21 registered a rise of 10% for FMCG’s Ad Space over May’21.
 During H1’20, Ad Space for FMCG sector was least during Apr and May mainly due to lockdown due to Covid-19.
Source: TAM AdEx Period: Jan-Jun 2019-21
17%
15%
18% 15%
17%
33%
25%
15%
2%
6%
18%
21%
19%
22%
14%
11%
13%
Y 2019 Y 2020 Y 2021
Monthly Share of Ad Space
Period of Covid Wave I and Wave II

Source: TAM AdEx
 Range of OTC Products was the top FMCG category in Print medium during Jan-Jun’21.
 Top 10 categories and advertisers under FMCG sector contributed 48% & 51% share of Ad Space in Print medium
during Jan-Jun’21 respectively.
1
2
3
4
5
6
7
8
9
10
1
2
3
4
5
6
7
8
9
10
Range of OTC Products 9%
Vitamins/Tonics/Health Supplements 7%
Rubs And Balms 7%
Digestives 6%
Spices 4%
Fairness Creams 3%
Hair Oils 3%
Medicated Skin Treatment 3%
Eye Care 3%
Range of Skin Care Products 3%
SBS Biotech 24%
Emami 7%
GCMMF (Amul) 3%
Chaturbhuj Pharmaceuticals 3%
Torque Pharma 2%
Mankind Pharma 2%
Rohit Surfactants 2%
K P Pan Foods 1%
Piramal Enterprises 1%

 8 out of Top 10 brands in Print were from SBS Biotech with 18% share of FMCG Ad Space in Jan-Jun’21.
 The top 10 brands under FMCG sector together added 21% share of Ad Space in Print during Jan-Jun’21.
1
2
3
4
5
6
7
8
9
10
Dr Ortho Oil 5%
Roop Mantra Ayur Face Cream 2%
Sachi Saheli Ayurvedic Tonic 2%
Eye Mantra Eye Drops 2%
Pet Saffa Range 2%
Sachi Saheli Ayurvedic Range of Products 2%
Chaturbhuj Range of Products 2%
Itchku Range of Products 2%
No Scars Range of Products 1%
Pet Saffa Tablets 1%
Source: TAM AdEx Period: Jan-Jun’21

Source: TAM AdEx
 Rubs And Balms was the top category showing highest increase in Ad Space of 2.3 Times followed by
Digestives with 2.9 Times growth in Ad Space during Jan-Jun’21 compared to Jan-Jun’20.
 In terms of growth %, Shampoos witnessed highest growth % among the Top 10 i.e. 23 Times in the Jan-
Jun’21.
(based on highest increase in Ad Space)
Growth
100+ Growing
Categories
during Jan-Jun’21
over Jan-Jun’20
Rubs And Balms 2.3 Times
Digestives 2.9 Times
Fairness Creams 2.4 Times
Medicated Skin Treatment 2.9 Times
Shampoos 23 Times
Milk Beverages 2.4 Times
Chyavanprash 3.6 Times
Eye Care 66%

Advertising Promotions of FMCG in Print Jan-Jun'21
Source: TAM AdEx
 Sales Promotion had 21% share of FMCG sector’s Ad Space during Jan-Jun’21.
 Among Sales Promotions, Volume Promotion occupied nearly half of the share of FMCG sector’s Ad
Space.
77%
21%
2%
Brand Promotion Sales Promotion Others
47%
23%
14%
8%
7%
Volume Promotion Add On Promotion
Discount Promotion Multiple Promotion
Others (4)
Sales Promotions

Top Advertisers of Sales Promotion for FMCG in Print during Jan-Jun’21
Source: TAM AdEx
 Among the advertisers using Sales Promotion’s, SBS Biotech topped with 45% share of Ad Space followed by Emami
with 12% share during Jan-Jun’21.
Top 10 Advertisers
1
2
3
4
5
6
7
8
9
10
SBS Biotech 45%
Emami 12%
Kaleesuwari Refinery 3%
DJ Sons Consumer Goods 2%
Rohit Surfactants 2%
Jolly Pharma India 2%
Torque Pharma 2%
Amar Products India 2%
Marico 1%

Top 10 Publication Language
Top 10 Publication Language during Jan-Jun’21
Source: TAM AdEx
 During Jan-Jun’21, 57% of the FMCG sector’s ad space was in Hindi Publication language.
1
2
3
4
5
6
7
8
9
10
Hindi 57%
Marathi 12%
English 10%
Kannada 5%
Gujarati 4%
Telugu 3%
Tamil 3%
Oriya 2%
Bengali 2%
Malayalam 1%

Zone wise Advertising share of FMCG in Print : Jan-Jun’21
Source: TAM AdEx
 North Zone topped in FMCG advertising with 40% share of Ad Space during Jan-Jun’21, followed by West
Zone.
 Mumbai & Kolkata were Top 2 cities in overall India for the FMCG advertising in Print.
Zone % Share
North Zone 40%
West Zone 26%
East Zone 18%
South Zone 16%
Top Cities - South Zone
Bangalore
Chennai
Top 2 Cities - West Zone
Mumbai
Nagpur
Top 2 Cities - North Zone
New Delhi
Lucknow
Top 2 Cities - East Zone
Kolkata
Patna

State-wise share of FMCG advertising on Print : Jan-Jun’21
Source: TAM AdEx
 Uttar Pradesh was the top state with 18% share of sector’s Ad Space followed by Maharashtra with 16% share.
 The Top 3 states occupied 41% of Ad Pie in Print during Jan-Jun’21.
18%
16%
7%
6%
6%
5%
5%
4%
4%
4%
Uttar Pradesh Maharashtra Rajasthan
Karnataka Punjab/Chandigarh Madhya Pradesh
Jharkhand Bihar Gujarat
Tamil Nadu
Top 2 Cities – Uttar Pradesh
Lucknow
Varanasi
Top 2 Cities - Maharashtra
Mumbai
Nagpur
Top 2 Cities - Rajasthan
Jaipur
Kota
Top 2 Cities - Kartanaka
Bangalore
Hubli

Source: TAM AdEx
Medium: Radio

Source: TAM AdEx
 Compared to Jan-Jun’20, a sharp rise of 60% was registered in Jan-Jun’21 for FMCG sector’s Ad Volumes on Radio.
 Ad Volumes on Radio for FMCG sector in Jan-Jun’21 reached to almost same level as in Jan-Jun’19.
100
62
100
Note: Figures are based on Secondages for Radio; Commercial ads only
Jan-Jun’19
6K Hrs.
4K Hrs.
6K Hrs.
Jan-Jun’21
Jan-Jun’20
60%
-38%

19%
16%
18%
14%
17%
25%
24%
28%
3%
5%
15%
22%
19%
27%
15%
7% 9%
Y 2019 Y 2020 Y 2021
Month on Month Ad Volumes Trend for H1’2019-21
 In Mar’21, Radio Ad Volumes for FMCG sector increased by 41% over Feb’21. May’21 registered the lowest share
of Ad Volumes for FMCG sector or Radio.
 In H1’20 advertising share for FMCG sector on radio dipped during the month of Apr and May and recovered in
Jun.
Source: TAM AdEx Period: Jan-Jun, 2019-21
Monthly Share of Ad Volumes

Source: TAM AdEx
 Pan Masala topped the list of categories with 13% share of FMCG’s Ad Volumes during Jan-Jun’21 followed by
Spices.
 Mother Dairy Fruit & Vegetables and GCMMF (Amul) were Top 2 advertisers with almost same share of FMCG
sector’s Ad Volumes during Jan-Jun’21.
1
2
3
4
5
6
7
8
9
10
Pan Masala 13%
Spices 9%
Corporate-Pharma/Healthcare 9%
Milk 8%
Edible Oil 7%
Sweets/Other Milk Products 5%
Tea 3%
Range of Food Products 3%
Branded Atta 3%
1
2
3
4
5
6
7
8
9
10
Mother Dairy Fruit & Vegetables 9%
GCMMF (Amul) 9%
Pfizer 5%
Vishnu Packaging 5%
SBS Biotech 4%
K P Pan Foods 3%
Adani Wilmar 3%
Hamdard 2%
Sri Renuka Sugars 2%
Sanwaria Sweets 2%

Source: TAM AdEx
 3 out of Top 10 brands were from Pan Masala category during Jan-Jun’21.
 Top 10 brands together accounted more than 1/4th of FMCG’s Ad Volume share during Jan-Jun’21.
1
2
3
4
5
6
7
8
9
10
Mother Dairy Milk 6%
Pfizer 5%
Vimal Pan Masala 5%
Madhur Sugar 2%
Tan-Sukh Atta Range 2%
Cipla 2%
Rajshri Pan Masala 2%
Amul Butter 1%
Pan Parag Pan Masala 1%
Ghadi Det Cake/Powder 1%

Corporate-Pharma/Healthcare 5 Times
Spices 2.3 Times
Milk 2.5 Times
Pan Masala 40%
Branded Atta 4.3 Times
Sweets/Other Milk Products 2 Times
Range of Food Products 2.4 Times
Range of OTC Products 2.2 Times
Edible Oil 32%
Tea 60%
Source: TAM AdEx
 Corporate-Pharma/Healthcare among the categories saw highest increase in Ad Volumes with a growth of
5 Times followed by Spices with 2 Times growth during Jan-Jun’21 over to Jan-Jun’20.
(based on highest increase in Ad Duration)
Growth
45+ Growing
Categories
during Jan-Jun’21
over Jan-Jun’20

State wise share of FMCG advertising on Radio
Source: TAM AdEx
 The top 3 states occupied 52% of Ad Pie for FMCG sector on Radio.
 Uttar Pradesh and Maharashtra has almost similar share of Ad Volumes.
28%
12%
12%
10%
9%
8%
7%
5%
4%
4% 1%
Gujarat Uttar Pradesh Maharashtra Delhi
Rajasthan Madhya Pradesh West Bengal Tamil Nadu
Andhra Pradesh Karnataka Kerala

Time band analysis for FMCG advertising on Radio
Source: TAM AdEx
 Advertising for FMCG sector was preferred in Evening and Afternoon time-band on Radio, which together
added 67% share of sector’s Ad Volumes during Jan-Jun’21.
30%
33% 34%
2%
Morning
6:00 to 10:59
Afternoon
11:00 to 16:59
Evening
17:00 to 21:59
Night
22:00 to 05:59

Source: TAM AdEx
Medium: Digital

Source: TAM AdEx
 After 48% drop in Digital Ad Insertions during Jan-Jun’20 over Jan-Jun’19 for FMCG sector, Jan-Jun’21 saw a sharp
rise of 2.2 times compared to Jan-Jun’20.
 Compared to Jan-Jun’19 Digital Ad Insertions for FMCG sector grew by 17% in Jan-Jun’21.
100
52
117
Note: Figures are based on Ad Insertions for Digital
Jan-Jun’19
61 Lacs
32 Lacs
72 Lacs
Jan-Jun’21
Jan-Jun’20
-48%
2.2 Times

29%
10%
18%
21%
12%
11%
17% 18%
20%
16%
14%
16%
17%
18%
19%
16% 16%
13%
Y 2019 Y 2020 Y 2021
Month on Month Ad Insertions Trend for H1’2019-21
 Monthly trend for H1’20 and H’21 for FMCG sector advertising were almost similar except for the month May
and Jun.
 Unlike traditional mediums Digital Ad Insertions were not impacted due to Covid-19 pandemic during the months
of Apr and May of H1’20 and H1’21.
Source: TAM AdEx Period: Jan-Jun, 2019-21
Monthly Share of Ad Insertions

Source: TAM AdEx
 Top 5 categories together added more than 20% share of FMCG Ad Insertions on Digital medium during Jan-
Jun’21, among which Range of Skin Care Products was on top.
 HUL was the top advertiser with 8% share of sector’s Ad Insertions followed by L’Oreal India with 7% share during
Jan-Jun’21.
1
2
3
4
5
6
7
8
9
10
Range of Skin Care Products 5%
Pan Masala 5%
Face Wash 4%
Moisturizing Lotion/Creams 4%
Chocolates 4%
Perfumes/Deodorant 3%
Shampoos 3%
Furnitures 3%
Tooth Pastes 3%
1
2
3
4
5
6
7
8
9
10
L‘Oreal India 7%
Ponds India 4%
Cadburys India 4%
Kama Ayurveda 3%
Lakme Lever 3%
Glaxo Smithkline 3%
Vishnu Packaging 2%
Kelloggs 2%
S P Industries 2%

Source: TAM AdEx
 Kama Ayurveda Range of Products was on top with FMCG Ad Insertions during Jan-Jun’21, Top 10 brands together
added more than 15% share of Ad Insertions on Digital medium.
1
2
3
4
5
6
7
8
9
10
Kama Ayurveda Range of Products 3%
Vimal Elaichi Pan Masala 2%
Sensodyne Rapid Relief 2%
Raj Niwas Flavoured Pan Masala 2%
Garnier Serum Sheet Mask 2%
Layerr 2%
Bath & Body Works Product 1%
Betty Crocker Pancake Mix 1%
Kelloggs Muesli Fruit And Nut 1%
IDUS Furniture & Flooring 1%

Source: TAM AdEx
 Pan Masala among categories saw highest increase in Digital Ad Insertions with a growth of 102 Times
followed by Face Wash with 18 Times growth during Jan-Jun’21 over to Jan-Jun’20.
(based on highest increase in Ad Insertions)
Growth
95+ Growing
Categories
during Jan-Jun’21
over Jan-Jun’20
Pan Masala 102 Times
Face Wash 18 Times
Moisturizing Lotion/Creams 45.4 Times
Range of Skin Care Products 2.3 Times
Shampoos 11 Times
Chocolates 3.9 Times
Range of Hair Care 11.3 Times
Perfumes/Deodorant 4.3 Times
Rubs And Balms 15.5 Times
Furniture 3.5 Times

Leading Digital Platforms during: Jan-Jun’21
Source: TAM AdEx
 Desktop Video topped with 38% of FMCG’s Digital Ad Insertions during Jan-Jun’21.
 Category Range of Skin Care Products led the Mobile Display and Desktop Display ads platform. While on Video
platforms, Category Chocolates topped on Desktop and Moisturizing Lotion/Creams on Mobile.
Desktop Video
38%
Desktop Display
23%
Mobile Video
23%
Mobile Display
16%
Others (2)
0.5%

Top Creative Type: Jan-Jun'21
Source: TAM AdEx
 Video ads had highest Ad Insertions on Digital with 61% share for FMCG sector followed by BANNER ads with
20% share in Jan-Jun’21.
61%
Video
20% 19%
BANNER HTML5

Leading Transaction Method during: Jan-Jun’21
Source: TAM AdEx
 With 58% share of FMCG Ad Insertions, transactions via Programmatic was the most utilized for advertising on Digital
platforms during Jan-Jun ’21.
 Ad Network was the 2nd most preferred transaction method with 29% share of Digital Ad Insertions followed by
Programmatic/Ad Network on 3rd position.
58%
29%
6%
4%
3%
Programmatic
Direct
Ad Network
Others (2)
Transaction
Methods
Programmatic/Ad Network

For any queries write to: taminsights@tamindia.com
Website Link: www.tamindia.com

TAM ad ex cross media report FMCG sector - H1'21

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TAM ad ex cross media report FMCG sector - H1'21