Tam ad ex television advertising report H1- 2021

Advertising Overview on Television
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
This section mainly focuses with analyzing the advertising trends in H1, 2021
(compared to H1, 2019-20), Monthly Trends, Top and exclusive Spenders
(Categories, Advertisers & Brands), National and Regional Channels and Channel
genres.
600+ TV
Channels
Period: Jan-Jun, 2019-20-21

Highlights : Section 1
Overview of TV Advertising
04
01
02
03
05
06
Ad Volumes saw a drop of 15% in Jan-Jun’20
over Jan-Jun’19 but rebounded in Jan-Jun'21
with a strong growth of 43% over Jan-Jun‘20.
In H1’20, TV Ad Volumes recovered with
sharp rise of 41% in Jun’20 over May’20.
Jun’21 registered a drop of 8% over May’21.
Food & Beverages among the sectors and
Toilet Soaps among the categories topped in
Jan-Jun’21. 250+ Growing Categories seen in
Jan-Jun’21 over Jan-Jun’20.
Top 10 advertisers and brands added 43% and
9% share of Ad Volumes. 3K+ exclusive
advertisers & 5K+ exclusive brands advertised
during Jan-Jun'21 compared to Jan-Jun'20.
News Genre topped with 28% of Ad Volumes.
All the Top 5 genres saw a growth during Jan-
Jun’21 over Jan-Jun’20 with Music genre
seeing the highest advertising growth of 82%.
Regional and National channels had 56% and
44% share of Ad Volumes respectively in Jan-
Jun’21. Feature Films was the most preferred
program genre to promote brands on TV.
Period in Section 1 : Jan-Jun, 2019-20-21

100
85
121
Jan-Jun'19 Jan-Jun'20 Jan-Jun'21
Television Ad Volumes were up by 21% in Jan-Jun’21 over Jan-Jun’19
 Ad Volumes on TV saw a drop of 15% during Jan-Jun’20 over Jan-Jun’19, the main reason being
Covid-19 pandemic.
 Ad volumes on TV rebounded in Jan-Jun'21, with a strong growth of 21% over Jan-Jun'19, and a 43%
upsurge over Jan-Jun'20.
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period: Jan-Jun, 2019-20-21
Index : Jan-Jun’19 = 100
Jan-Jun’19
192K Hrs.
162K Hrs.
232K Hrs.
Jan-Jun’21
Jan-Jun’20
-15%
43%

16% 14%
18%
18%
19%
16%
18% 19%
20%
11%
13%
18%
17%
16%
19% 18%
16%
14%
Jan Feb Mar Apr May Jun
2019 Y 2020 Y 2021
Month on Month Ad Volumes Trend for H1 (2019 – 21)
 Mar’21 and Mar’20 both recorded highest share of Television Ad Volumes.
 In H1’20, Television Ad Volumes recovered with sharp rise of 41% in Jun’20 over May’20.
 Jun’21 registered a drop of 8% in Television Ad Volumes over May’21.
Monthly Share of Ad Volumes
Period of Covid Wave I and II

Quantum of Categories, Advertisers and Brands for H1 (2019 – 21)
 Despite of sharp increase in TV Ad Volumes during Jan-Jun’21, the number of advertisers and brands
remained lower than H1’19 period.
470+
450+
450+
H1'19 H1'20 H1'21
6700+
5900+
5400+
H1'19 H1'20 H1'21
10300+
8800+
8400+
H1'19 H1'20 H1'21
Count of
Categories
Count of
Advertisers
Count of
Brands
Tally of Categories, Advertisers and Brands : H1 (2019 – 21)

Top Sectors in Jan-Jun’21 and their Ranks in Jan-Jun’20
 Food & Beverages sector topped with 21% share of Ad Volumes during Jan-Jun’21 followed by
Personal Care/Personal Hygiene with 20% share which was top in Jan-Jun’20.
 Top 3 sectors together added 52% share of Ad Volumes which were also among the Top 3 during
Jan-Jun’20.
Period: Jan-Jun, 2020-21
Rank Top Sectors
1 Food & Beverages 21%
2 Personal Care/Personal Hygiene 20%
3 Services 12%
4 Household Products 8%
5 Personal Healthcare 8%
6 Hair Care 6%
7 Laundry 5%
8 Building, Industrial & Land Materials/Equipments 4%
9 Auto 3%
10 Education 2%
2
1
3
6
4
5
7
8
9
10
Others 12%
Rank in Jan-Jun’20

With a significant jump of 15 positions, ‘Ecom-Education' enters the Top 10 categories
 Toilet Soaps category maintained its 1st position during Jan-Jun’21 with 5% share of Ad Volumes.
 Toilet/Floor Cleaners moved up by 4 ranks to achieve 2nd rank replacing Ecom-Media/Ent./Social Media.
 Ecom-Education and Aerated Soft Drink categories were the new entrants in Top 10 categories’ list.
Next 40 Categories 38%
2%
2%
2%
3%
3%
4%
4%
4%
5%
5%
Chocolates
Aerated Soft Drink
Ecom-Education
Ecom-Media/Ent./Social Media
Washing Powders/Liquids
Milk Beverages
Shampoos
Tooth Pastes
Toilet/Floor Cleaners
Toilet Soaps 1
6
3
5
7
4
2
23
47
9
Ranks
Jan-Jun’20
Top 10
Categories
Jan-Jun’21

Toilet/Floor Cleaners 2 Times
Milk Beverages 69%
Aerated Soft Drink 4 Times
Ecom-Education 3 Times
Shampoos 43%
Household Cleaners 5 Times
Tooth Pastes 30%
Toilet Liquids 2 Times
Moisturising Lotion/Creams 2 Times
Rubs and Balms 83%
Top Growing categories in Jan-Jun'21 vs. Jan-Jun'20
 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 the Jan-Jun’21.
(based on highest increase in Ad Duration)
Top 10 Growing Categories
Growth
250+ Growing
Categories
during Jan-Jun’21
over Jan-Jun’20

1
2
3
4
5
6
7
8
9
10
Hindustan Unilever 15%
Reckitt Benckiser (India) 13%
Brooke Bond Lipton India 2%
ITC 2%
Colgate Palmolive India 2%
Cadburys India 2%
Ponds India 2%
Procter & Gamble 2%
Godrej Consumer Products 2%
Pepsi Company 1%
Next 40 Advertisers 22%
The top 50 Advertisers on Television accounted for nearly 65% share of Ad Volumes
 HUL topped the list during Jan-Jun’21 followed by Reckitt.
 Top 10 advertisers together added 43% share of Ad Volumes.
Period: Jan-Jun’21
Top 10 Advertisers
5,400+
Advertisers
Present during
Jan-Jun’21

7 out of Top 10 brands were from Reckitt Benckiser and 2 were from HUL
 Top 6 brands were from Reckitt Benckiser contributing 6% share of Ad Volumes together during Jan-
Jun’21
Top 10 Brands
8,400+
Brands
Present during
Jan-Jun’21
Lizol
Dettol Toilet Soaps
Dettol Antiseptic Liquid
Harpic Bathroom Cleaner
Dettol Liquid Soap
Vanish Oxi Action
Colgate Dental Cream
Harpic Power Plus 10x Max Clean
Horlicks
Clinic Plus Shampoo
1
2
3
4
5
6
7
8
9
10

Exclusive Advertisers and Brands in Jan-Jun'21 vs. Jan-Jun'20
 3K+ exclusive advertisers & 5K+ exclusive brands advertised during Jan-Jun'21 compared to Jan-Jun'20.
 Whitehat Education Technology and Harpic Power Plus 10x Max Clean were the top exclusive advertiser
and brand respectively during Jan-Jun'21.
Exclusive
Advertisers
Whitehat Education Technology
PCA Automobiles India
EPX Uptech (Upstox)
National Egg Coordination Committee
Divya Pharmacy
Netmeds Marketplace
Dhani Services
Thangamayil Jewellery
Accenture Solutions
Tictok Skill Games
Harpic Power Plus 10x Max Clean
Moov Strong Diclofenac Gel
Whitehat Jr
Horlicks Womens Plus
Ponds Bright Beauty Face Wash
Dettol Multi-Use Wipes
Horlicks Mothers Plus
Google Search Engine
Tide Plus Double Power
Firstinclass.in-El
3000+
Exclusive
Advertisers
Exclusive
Brands
5000+
Exclusive
Brands

Leading Channel Genres during Jan-Jun’21 with Growth compared to Jan-Jun’20
 In Jan-Jun’21, News Genre topped with 28% of Ad Volumes closely followed by GEC with almost same 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 82%.
% Share for Top 5 Channel Genres
100
128
145
135
182
137
Jan-Jun'20 News GEC Movies 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
31% 28%
27%
28%
23%
22%
10%
13%
3% 3%
JAN-JUN'20 JAN-JUN'21
News
GEC
Movies
Music
Kids
% Share for Top 5 Channel Genres

Toppr Technologies
JHS Svendgaard Laboratories
Diamond Producers Association ESV (Belgium)
Jiva Ayurveda
Hewlett Packard India
Sanjeev Kapoor Academy
Maharishi Markandes Education Trust
Webart Softech
VSPL Studio
Levi Strauss India
On National Channels (490+)
Share of National vs. Regional channels and Exclusive Advertisers during Jan-Jun’21
 Regional and National channels had 56% and 44% share of Ad Volumes respectively during Jan-Jun’21.
 Toppr Technologies and Aachi Masala Foods were leading exclusive advertisers on National and Regional
channels respectively during Jan-Jun’21.
Exclusive
Advertisers
Aachi Masala Foods
Attica Gold Company
Kaleesuwari Refinery
Vasanth & Co
Dr Alco Free
Thangamayil Jewellery
The Chennai Silks Group
Nippon Paints India
Pankajakasthuri Herbals India
Val You Products
On Regional Channels (4,000+)
National
Channels
Regional
Channels
44%
56%

1
2
3
4
5
6
7
8
9
10
Feature Films 26%
News Bulletin 20%
Film Songs 11%
Drama/Soap 9%
Music Shows/Songs 5%
Cartoons/Animation 4%
Film Based Magazines 3%
Interviews/Portraits/Discussion 3%
Channel Presentation/Promotion 3%
Reviews/Reports 3%
Top 10 Program genres on Television : Jan-Jun’21
 Feature Films was the most preferred program genre in Jan-Jun’21 to promote brands on Television.
 Top 3 program genres i.e. Feature Films, News Bulletin and Film Songs together covered 57% of the TV
ad volumes in Jan-Jun’21.
Top 10 Program Genres

Time Band analysis on TV : Jan-Jun’21
 On TV, Prime Time was the most preferred time-band, followed by Afternoon & Morning.
 Together, the Prime Time, Afternoon and Morning time bands combined for more than 70% of ad volumes.
12%
17%
22%
10%
32%
7%
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

Impact of Covid on Television Advertising during Wave I and Wave II
As a result of the pandemic, the world has transformed. During the first wave of the Covid-19 epidemic, the
advertising industry likewise experienced a slowdown. Due to the festive season and a positive consumer
sentiments there was a recovery in the TV advertising volumes from Oct’20 onwards.
Television advertising was revived and set back on track during the months of January and February of 21.
Wave II of the pandemic, which struck between Mar-May’21 was more severe than Wave I, occurred between
Mar-May’20. However, the lessons learnt from Wave I benefited industry in mitigating the severity of Wave II.
Production of shows and other events was unimpeded by the lockdown. As a result, Wave II had a lesser impact
on television advertising unlike Wave I.
Impact of Covid-19’s 2nd wave on television advertising was lesser compared to its
first wave
Pre Covid: Mar-May’19
Wave I : Mar-May’20
Unlock: Oct-Dec’20
Wave II : Mar-May’21

01
02
03
04
Ad Volumes saw a drop of 31% in Mar-May’20
over Mar-May’19 but recovered with a
notable 74% growth during Oct-Dec’20 over
Mar-May’20.
Toilet Soaps, Toilet/Floor Cleaners, Tooth
Pastes and Washing Powders/Liquids were
common among the Top 5 categories across
all 4 periods.
160+ categories saw growth during Wave II vs.
Unlock Phase while compared to Wave I, there
were 260+ categories with a positive trend of
Ad Volumes.
Active Advertisers and Brands were up by 18%
and 20% In Unlock Phase over Wave I. 1.9K+
and 2.2K+ exclusive advertisers seen in Wave II
over Wave I and Unlock Phase respectively.
Periods in Section 2 : Pre Covid: Mar-May’19; Wave I : Mar-May’20;
Unlock: Oct-Dec’20; Wave II : Mar-May’21;
Highlights : Section 2
Impact of Covid on Television Advertising

100
69
121
117
Mar-May'19 Mar-May'20 Oct-Dec'20 Mar-May'21
Impact of 2nd wave of Covid on Television advertising was less compared to 1st Wave
 Ad Volumes on TV saw a sharp drop of 31% during Mar-May’20 over Mar-
May’19 due to Covid-19 pandemic.
 During Festive season i.e. Oct-Dec’20 ad volumes on TV recovered with a notable
74% growth over Mar-May’20.
Mar-May’19
104K Hrs.
72K Hrs.
125K Hrs.
121K Hrs.
Oct-Dec’20
Unlock
Mar-May’21
Wave II
Mar-May’20
Wave I
-31%
74%
-3%

Shampoo category replaced Ecom-Media/Ent./Social Media during Unlock phase and Wave II period
 4 out of Top 5 categories were common across all the 4 periods. i.e. Toilet Soaps,
Toilet/Floor Cleaners, Tooth Pastes and Washing Powders/Liquids
 Top 50 categories contributed in the range of 67% to 72% share of Ad Volumes
during different Phases.
PRE COVID % Share
Toilet Soaps 7%
Toilet/Floor Cleaners 3%
Ecom-Media/Ent./Social Media 3%
Tooth Pastes 3%
Washing Powders/Liquids 2%
WAVE I % Share
Ecom-Media/Ent./Social Media 8%
Toilet Soaps 7%
Tooth Pastes 4%
UNLOCK PHASE % Share
Toilet Soaps 6%
Shampoos 4%
Tooth Pastes 4%
WAVE II % Share
Toilet Soaps 5%
Shampoos 4%
Tooth Pastes 3%
Top 50 Categories : 67% share Top 50 Categories : 72% share Top 50 Categories : 70% share Top 50 Categories : 72% share

Top Growing Categories in Wave II
 160+ categories observed growth in Ad Volumes on Television during
Wave II vs. Unlock Phase while compared to Wave I, there were 260+ categories
with a positive trend of Ad Volumes.
 Toilet/Floor Cleaners and Aerated Soft Drink were common among the
top 5 growing categories on TV.
Wave II vs. Unlock Phase
Ice Cream/Frozen Desserts
Digestives
32%
2 Times
2 Times
7 Times
2 Times
Total 160+ Growing Categories
Tea
Aerated Soft Drink
Wave II vs. Wave I
Milk Beverages
Chocolates
2.4 times
4.4 Times
2 Times
2 Times
3 Times
Total 260+ Growing Categories
Shampoos
Aerated Soft Drink
^ Categories are sorted based on highest Difference in Ad Volumes between 2 periods

During Wave II, F&B sector contributed more compared to Wave I and Unlock Phase
4840
3701
4364
3730
7350
5578
6686
5897
Mar-May'19 Mar-May'20 Oct-Dec'20 Mar-May'21
Number of Advertisers and Brands
# of Advertisers # of Brands
1. Personal Care/Hygiene (19%)
2. F&B (18%)
2. F&B (19%)
2. F&B (18%)
1. F&B (22%)
Top 2
Sectors
 In Unlock Phase, active Advertisers and Brands were up by 18% and 20%
respectively compared to Wave I.
 During Wave II, number of Advertisers and Brands saw a marginal rise compared
to Wave I. Pre Covid: Mar-May’19

Exclusive Advertisers during Wave II
Exclusive* Advertisers – 2200+
Whitehat Education Technology
EPX Uptech
Divya Pharmacy
National Egg Co-Ordination Committee
Tictok Skill Games
Netmeds Marketplace
Panasonic India
LG Electronics India
Reliance Retail
Exclusive* Advertisers – 1900+
Symphony
EPX Uptech
V-Guard Industries
National Egg Co-Ordination Committee
Netmeds Marketplace
Panasonic India
Greenply Industries
Shell India Markets
Gokuldas Intimatewear
Wave II vs. Unlock Phase Wave II vs. Wave I
 1900+ and 2200+ exclusive advertisers registered on Televisions in Wave II
compared to Wave I and Unlock Phase.
 Symphony and Whitehat Education Technology were the top exclusive
advertisers. Pre Covid: Mar-May’19

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

Tam ad ex television advertising report H1- 2021

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