Tam Adex Cross-media Report Personal healthcare

2.
3.
4.
1.
Ad volumes of Personal Healthcare on Television grew
by 86% during Jan-May’21 compared to Jan-May’20.
Rubs and Balms & Antiseptic Creams/Liquids
categories together had 36% share of ad volumes.
Sector ad space in Print rose by 95% during Jan-
May’21 compared to Jan-May’20.
Range of OTC Products led the categories and SBS
Biotech topped among advertisers in Jan-May’21.
Reckitt Benckiser was the top advertiser with 30% of
sector’s ad volumes in Jan-May’21.
News channel genre had highest TV ad volumes with
34% share in the sector during Jan-May’21.
Hindi publication language topped with 63% share of
ad space.
Among Sales Promotion’s advertisers list, SBS Biotech
topped with 82% share of ad space.
Period : Jan-May, 2020-21
Highlights – Television and Print
Television Print

7.
5.
6.
Personal Healthcare ad volumes on Radio increased by
93% during Jan-May’21 compared to Jan-May’20.
Corporate-Pharma/Healthcare and Pfizer were the top
category and advertiser respectively in the sector.
Personal Healthcare ad insertions on Digital grew by
50% during Jan-May’21 compared to Jan-May’20.
Vitamins/Tonics/Health Supplements category was on
top with 24% of sector’s ad insertions on Digital.
Gujarat was the top state in sector advertising on
Radio closely followed by Maharashtra in Jan-May’21.
Advertising for Personal Healthcare sector on Radio
was preferred in Evening and Morning time-bands.
Period : Jan-May, 2020-21
Highlights – Radio and Digital
8.
Thermo Fisher Scientific India topped among
advertisers on Digital during Jan-May’21.
Programmatic transaction method topped on Digital
with 45% share of sector ad insertions.
Radio Digital

Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-May’21 over Jan-May'20
TV
01

Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-May’21 over Jan-May'20
Ad Volumes’ Trend for Personal Healthcare sector on TV
100
186
Jan-May'20 Jan-May'21
Indexed Growth in Ad Volumes
Index: Jan-May’20=100
 Ad volumes of Personal Healthcare sector on Television grew by 86% during Jan-May’21 compared
to same period in previous year.

Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Top 10 Personal Healthcare Categories and Advertisers on TV
 Rubs and Balms and Antiseptic Creams/Liquids together had more than 1/3rd of sector ad
volumes. Top 10 categories covered 93% of the ad volumes.
 Reckitt Benckiser topped among the advertisers with 30% share of sector ad volumes followed by
Smithkline Beecham with 8% share. Top 10 advertisers had 69% share of ad volumes.
Top 10 Categories % Share
Rubs and Balms 21%
Antiseptic Creams/Liquids 15%
Range of OTC Products 15%
Digestives 14%
Vitamins/Tonics/Health Supplements 9%
Medicated Skin Treatment 8%
Cough Lozenges 4%
Analgesic/Cold Tablets 3%
Condoms 2%
Chyavanprash 2%
Top 10 Advertisers % Share
Reckitt Benckiser (India) 30%
Smithkline Beecham 8%
Procter & Gamble 7%
SBS Biotech 5%
Sun Pharmaceutical 5%
Cipla 4%
Procter & Gamble Health 3%
Mankind Pharma 3%
Hindustan Unilever 2%
Abbott Health Care 2%
Period : Jan-May’21

Top 10 New Brands of Personal Healthcare sector on TV
 240+ new brands present during Jan-May’21 over Jan-May’20.
 Evion Capsules, Otrivin Breathe Clean and Livogen Tonic among the Top 10 new brands were from
OTC Products category.
Top 10 New Brands
Moov Strong Diclofenac Gel
Vwash Plus
Gaviscon
Durex Invisible
Itch Guard Cream
Evion Capsules
Otrivin Breathe Clean
Livogen Tonic
Revital H Woman
Omee-G
Period : Jan-May’21 over Jan-May'20

Preferred Channel Genres by sector’s advertisers on TV
 Top 2 channel genres News and GEC added 58% of the sector ad volumes in Jan-May’21.
 Top 5 channels genres covered 98% share.
Channel Genres % Share
News 34%
GEC 24%
Movies 24%
Music 13%
Kids 3%
Others (7) 3%

Preferred Program Genres by sector’s advertisers on TV
 Feature Films most preferred to promote Personal Healthcare’s brands on Television.
 Top 2 program genres Feature Films and News Bulletin together added more than half of sector ad
volumes.
Program Genres % Share
Feature Films 28%
News Bulletin 24%
Film Songs 11%
Drama/Soap 7%
Music Shows/Songs 4%
Cartoons/Animation 3%
Reviews/Reports 3%
Interviews/Portraits/Discussion 3%
Film Based Magazines 3%
Religious/Devotional/Astrology 3%

Time band analysis for Personal Healthcare advertising on TV
 Prime Time was the most preferred time-band on TV followed by Afternoon time-band.
 Prime Time, Afternoon & Morning time bands together accounted more than 70% share of ad
volumes.
12%
17%
23%
11%
32%
5%
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

50%
47%
2% 1%
20-40 Sec < 20 Sec > 60 Sec 40-60 Sec
Preference of ad size by advertisers of the sector on TV
 Advertisers of Personal Healthcare sector preferred 20 - 40 seconds ad size on TV.
 20-40 seconds and <20 seconds ads together covered 97% share of ad volumes during Jan-May’21.

Print
02
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads

Ad Space trends for Personal Healthcare sector in Print
100
195
Indexed Growth in Ad Space
 Personal Healthcare ad space in Print grew by 95% during Jan-May’21 compared to Jan-May’20.

Top 10 Categories and Advertisers of Personal Healthcare
 Range of OTC Products leads the list of Top 10 categories with 21% share of sector ad space.
 SBS Biotech was the top advertiser with 46% share during Jan-May’21.
 Top 10 categories and advertisers added 94% and 75% of ad space respectively.
Rubs and Balms 17%
Digestives 14%
Eye Care 6%
Chyavanprash 4%
Health Stimulant/Ginseng 4%
Laxatives/Isabgols 3%
Corporate-Pharma/Healthcare 3%
SBS Biotech 46%
Emami 9%
Chaturbhuj Pharmaceuticals 7%
Mankind Pharma 3%
Jolly Pharma(India) 3%
Shree Baidyanath Ayur Bhawan 2%
Sheth Brothers 2%
Dabur India 1%
Piramal Enterprises 1%
Shree Dhootapapeshwar 1%

Top 10 New Brands of Personal Healthcare in Print
 In Print medium, 640+ new brands seen during Jan-May’21 over Jan-May’20.
 Itchku Range of Products was the top new brand followed by Zandu Nityam Range of Products.
Top 10 New Brands
Itchku Range of Products
Zandu Nityam Range of Products
Zandu Chyavanprash Jaggery
Mankind Health OK
Mankind Pharma
Zandu Balm Range
Digeplex Range of Products
Dr Ortho Ointment
Zandu Chyavanprash
Mankind Betakind Ready Gargle
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Jan-May’21 over Jan-May'20

Newspaper: Publication Language & Genre for the Sector in Print
 Hindi publication language was on top with 63% share of ad space. Top 5 Publication languages
added 91% share.
 General Interest publication genre contributed almost 100% share of sector’s ad space.
Publication Language % Share
Hindi 63%
Marathi 16%
Kannada 6%
English 5%
Gujarati 3%
Others (8) 9%
Publication Genre % Share
General Interest 99.7%
Business/Finance/Economy 0.3%
Focus on Advertising on General Interest Newspapers by
advertisers
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Jan-May’21

Zone wise Advertising share of Personal Healthcare sector in Print
 Among 4 zones, North Zone topped with 42% share of sector ad space in Print during Jan-May’21.
 Mumbai & Nagpur were Top 2 cities in overall India as well as in West Zone for the sector
advertising in Print.
Zone % Share
North Zone 42%
West Zone 30%
East Zone 18%
South Zone 10%
Top 2 Cities - South Zone
Bangalore
Hubli
Top 2 Cities - West Zone
Mumbai
Nagpur
Top 2 Cities - North Zone
Varanasi
Agra
Top 2 Cities - East Zone
Kolkata
Patna
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Jan-May’21

Advertising Promotions of Personal Healthcare sector in Print
 In Personal Healthcare sector, Sales Promotion had 28% share of ad space in Print medium.
 Among Sales Promotions, Volume Promotion occupied 76% share of ad space followed by Add on
Promotion with 17% share during Jan-May’21.
70%
28%
2%
Brand Promotion Sales Promotion Others
76%
17%
3% 3%1%
Volume Promotion Add On Promotion
Combination Promotion Discount Promotion
Others (3)
Sales Promo

Sales Promotion’s top Advertisers for Personal Healthcare in Print
 Among the Sales Promotion’s advertisers, SBS Biotech topped with 82% share of ad space
followed by Emami with 4% share during Jan-May’21.
Top 10 Advertisers of Sales Promotion % Share
SBS Biotech 82%
Emami 4%
Jolly Pharma(India) 4%
Amar Products India 3%
Dabur India 2%
Shree Baidyanath Ayur Bhawan 1%
Johnson & Smith Company 1%
Allens India 1%
Kudos Laboratories India 0.5%

Radio
03
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads

Ad Volumes’ trend for Personal Healthcare sector on Radio
100
193
Indexed Growth in Ad Volumes
 Ad volumes of Personal Healthcare sector on Radio grew by 93% during Jan-May’21 compared to
same period in previous year.
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-May’21 over Jan-May'20

Top 10 Categories & Advertisers of Personal Healthcare on Radio
 On Radio, Corporate-Pharma/Healthcare category topped with 51% share of ad volumes in the
sector. Top 10 categories had 97% of ad volumes.
 Top 10 Advertisers added 78% share of ad volumes during Jan-May’21 among which Pfizer was
leading the list with 33% share.
Digestives 7%
Acne Preparations 2%
Cough Syrups 2%
Contraceptives 1%
Condoms 1%
Rubs And Balms 1%
Pfizer 33%
SBS Biotech 14%
Cipla 10%
The South Indian Manufacturing Company 5%
Hamdard 4%
Tenshi Life Sciences 3%
Zoetic Ayurvedics 3%
Raptakos Brett & Company 2%
FDC 2%
Emcure Pharmaceuticals 1%

Top 10 New Brands of Personal Healthcare on Radio
 There were 110+ new brands during Jan-May’21 over Jan-May’20.
 Pfizer was the top new brand on Radio medium.
Top 10 New Brands
Pfizer
Enkor D
Iwall
Safi
Threptin Lite Protein Powder
Electral Ors
Amrith Noni
Multani Kuka Cough Syrup
Zaroor
Pfizer
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-May’21 over Jan-May'20

State-wise share of Personal Healthcare advertising on Radio
 The Top 3 states occupied 44% of ad pie for the Personal Healthcare sector.
 Gujarat topped in the sector advertising on Radio closely followed by Maharashtra in Jan-May’21.
17%
16%
11%
11%
9%
9%
7%
7%
6%
5% 3%
Gujarat Maharashtra Tamil Nadu Andhra Pradesh
Delhi Karnataka West Bengal Uttar Pradesh
Rajasthan Madhya Pradesh Kerala
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-May’21

Time band analysis for Personal Healthcare advertising on Radio
 Advertising in Personal Healthcare sector was preferred during Evening and Morning time-band
on Radio combining 76% share of ad volumes during Jan-May’21.
35%
22%
41%
1%
Morning
6:00 to 10:59
Afternoon
11:00 to 16:59
Evening
17:00 to 21:59
Night
22:00 to 05:59

Digital
04
Note: Figures are based on Insertions for Digital Period : Jan-May’21 over Jan-May'20

Ad Insertions’ trend for Personal Healthcare Sector on Digital
100
150
Indexed Growth in Ad Insertions
 50% growth observed in ad insertions of Personal Healthcare sector on Digital medium during Jan-
May’21 compared to Jan-May’20.
Note: Figures are based on Insertions for Digital Period : Jan-May’21 over Jan-May'20

Top 10 Categories and Advertisers of Personal Healthcare on Digital
 On Digital medium, Vitamins/Tonics/Health Supplements category was on top with 24% of
sector’s ad insertions. Top 10 categories had 96% of sector ad insertions.
 Top 10 advertisers accounted for 57% share of ad insertions during Jan-May’21 with Thermo
Fisher Scientific India at top of the list.
Rubs And Balms 21%
Digestives 3%
Condoms 3%
Cough SyrUPS 3%
Hearing Aids 1%
Analgesic/Cold Tablets 1%
Thermo Fisher Scientific India 8%
Cipla 8%
Sun Pharmaceutical 7%
Prorganiq 6%
Dabur India 6%
Organic India 5%
Smithkline Beecham 3%
Netsurf Communications 3%
Herbolab 3%
Note: Figures are based on Insertions for Digital Period : Jan-May’21

Transaction methods of Digital Advertising in Personal Healthcare
 During Jan-May’21, Programmatic transaction method topped with 45% share of sector’s ad
insertions on Digital followed by Ad Network method on 2nd place with 34% share.
Note: Figures are based on Insertions for Digital
45%
34%
8%
6%
7%
Programmatic Ad Network Direct Programmatic Direct Others (2)

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

Tam Adex Cross-media Report Personal healthcare

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