TAM AdEx-Mirroring Y 2020 for Advertising in GEC Genre

Source: AdEx India, A Division of TAM Media Research
Mirroring Y 2020 for
Advertising in GEC Genre

Advertising Overview on GEC Channel Genre
Advertising on National & Regional GEC Channels
01
02
03
Trends: Lockdown vs. Unlockdown
[Advertising during rerun of programs vs. fresh content]
Contents

Highlights
06
07
08
09
01
02
03
04
1005
GEC genre covered more than 1/4th of Ad
Volumes’ share during Y 2016-20.
True Shield Hand Sanitizer was the top Brand
during Apr’20 to Jun’20 & Aug’20 in GEC
Genre.
Toilet Soaps leads among the Top 10
categories of GEC Genre with 9% ad volume
share in Y 2020.
Ecom-Media/Entertainment/Social Media
saw highest increase in Ad secondages during
Y 2020 compared to Y 2019 in GEC Genre.
1.3K+ advertisers & 2.7K+ brands exclusively
advertised during Y 2020 on GECs compared
to Y 2019.
Prime Time, the most preferred time-band on
GEC genre followed by Afternoon and
Morning time-bands.
20-40 second Ad Commercials were most
preferred for advertising on GECs during both
Y 2019-20.
Commercial advertising added 55% share of
Ad Volumes on GECs whereas Promos had
45% share in Y 2020.
In GEC genre, HUL topped among the GEC
advertisers followed by Reckitt Benckiser on
2nd position during Y 2020.
6 out of Top 10 brands on GECs were from
HUL and 3 were from Reckitt Benckiser.

Trends in GEC Ad Volumes: 33% rise in Y 2020 compared to Y 2016
100
116
139 138
133
Y 2016 Y 2017 Y 2018 Y 2019 Y 2020
Indexed Growth in GECs : Y 2017-19 over Y 2016
Index: Y-2016=100
297
190
306
352
Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20*
Avg.AdVolumes/Day(InHours)
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2016-20* (*Jan-19th Dec)
 33% growth observed in Y 2020 compared to Y 2016.
 Highest growth in Ad Volumes observed in Y 2018 compared to Y 2016.
 Resurgence in Ad Volumes seen on GECs during 3rd and 4th quarter i.e. Unlockdown period after drop in 2nd quarter due
to Lockdown.
Quarterly Trends in GECs : Y 2020*
Count of
Channels
130+ 135+ 145+ 150+ 150+
Data till 19th Dec for Y 2020

Monthly Trend of Avg. Ad Volumes/Day: Y 2020*
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
 Average Ad Volumes on GECs rejuvenated during unlockdown period (Jun-Dec’20) after deep in Apr-May’20 due to
lockdown.
 Oct’20 & Nov’20 had highest share (i.e. 10% each) due to festive period.
 True Shield Hand Sanitizer was the top Brand during Apr’20, May’20, Jun’20, & Aug’20 in GEC Genre.
8.4%
8.7% 8.9%
3.9%
4.7%
8.0%
8.7% 8.8%
9.3%
10.4% 10.4%
9.8%
Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20*
Lockdown Period
Monthly Share of Ad Volumes
Period : *Jan-19th Dec’20

Share of the Genre in overall TV Advertising: Y 2016-20
25% 26% 27% 28% 27%
75% 74% 73% 72% 73%
Y 2016 Y 2017 Y 2018 Y 2019 Y 2020*
Share of GEC Genre on TV
GEC Genre Other Genres
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2016-20* (*Jan-19th Dec)
 GEC genre covered more than 1/4th of Ad Volumes’ share during Y 2016-Y 2020.
 Y 2019 witnessed highest share of GEC Ad Volumes i.e. 28%.

 During Y 2020, Top 3 channel genres retained their positions compared to Y 2019; Hindi GEC genre topped during both
the periods.
 Malayalam and Kannada GEC observed positive rank shift.
 Top 5 channels genres accounted for more than 65% share of Ad Volumes during both the periods.
Top 5 Subgenres of GEC
21%
15%
11%
10%
10%
33%
Hindi GEC
Tamil GEC
Bengali GEC
Malayalam GEC
Kannada GEC
Others (8)
20%
15%
12%
11%
11%
32%
Hindi GEC
Tamil GEC
Bengali GEC
Telugu GEC
Malayalam GEC
Others (8)
Subgenres of GEC
Y 2019*
Subgenres of GEC
Y 2020*
Period : Y 2019-2020* (*Jan-19th Dec’20)

 Count of Advertisers and Brands dropped by 38% in Q2’20 which recovered by 48% and 58% respectively in Q4’20 over
Q2’20.
 Tally of categories, advertisers and brands started increasing during unlockdown period (Jun-Dec’20) after deep in Apr-
May’20 due to lockdown.
360+
290+
310+
330+
1600+
990+
1260+
1470+
2970+
1840+
2410+
2900+
Count of Categories Count of Advertisers Count of Brands
Tally of Categories, Advertisers and Brands – Quarter wise
Tally of Categories, Advertisers and Brands in GECs
Q1’20
Q2’20
Q3’20
Q4’20
Q1’20
Q2’20
Q3’20
Q4’20
Q1’20
Q2’20
Q3’20
Q4’20

 Personal Care/Personal Hygiene sector topped with 25% share of Ad Volumes followed by F&B with 22% share.
 Top 3 sectors together added 57% share of Ad Volumes which were also on top during Y 2019.
 Top 4 sectors continues to dominate GEC genre in Y 2020*.
Leading Sectors: BFSI sector enrolled in Top 10 with substantial rise
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-19th Dec’20
Rank Top Sectors – Y 2020*
1 Personal Care/Personal Hygiene 25%
2 Food & Beverages 22%
3 Services 10%
4 Hair Care 9%
5 Laundry 8%
6 Household Products 7%
7 Personal Healthcare 6%
8 Building, Industrial & Land Materials/Equipments 2%
9 Auto 2%
10 Banking/Finance/Investment 1%
1
2
3
4
6
5
7
8
9
14
Others 9%
Rank in Y 2019*

Leading Categories : No major rank shift in the Top 10 Categories
 Toilet Soaps leads among the Top 10 categories of GEC Genre with 9% Ad Volumes’ share in Y 2020.
 Toilet Soaps, Washing Powders/Liquids, Shampoos and Tea categories maintained their ranks.
 4 out of Top 10 categories belonged to Food & Beverages sector.
 Biscuits category was the new entrant in Top 10 categories’ list replacing Hair Oils.
 Positive rank shift observed in Milk Beverages and Ecom-Media/Entertainment/Social Media categories.
1
2
3
4
5
6
7
Toilet Soaps
Washing Powders/Liquids
Shampoos
Milk Beverages
Tooth Pastes
Ecom-Media/Entertainment/Social Media
Toilet/Floor Cleaners
5%
5%
5%
5%
4%
4%
8
9
Chocolates
Tea
Biscuits
2%
2%
2%10
9%1
2
3
6
4
8
5
7
9
11
Rank in Y 2019
Next 40 Categories 35%

Top Growing Categories : 130+ Categories registered Positive Growth
Rank
Top Growing Categories (Y2020* vs. Y2019*)
(based on highest increase in Ad Volumes) Growth
1 Ecom-Media/Entertainment/Social Media 59%
2 Milk Beverages 31%
3 Shampoos 17%
4 Detergent Cakes/Bars 4 Times
5 Range of Toiletries 6 Times
6 Washing Powders/Liquids 9%
7 Household Cleaners 3 Times
8 Tooth Pastes 10%
9 Hand Sanitizers 10 Times
10 Ecom-Education 4 Times
 Ecom-Media/Entertainment/Social Media saw highest increase in Ad secondages, followed by Milk Beverages during Y
2020 compared to Y 2019 in GEC Genre.
 In terms of growth %, Hand Sanitizers category witnessed highest growth of 10 times followed by Range of Toiletries
with 6 Times growth.
 3 out of 10 categories belonged to Personal Care/Personal Hygiene sector.

Top Advertisers (Jan-Dec’20*): [Total 3K+]
Rank
(Jan-Dec’19*)
1. Hindustan Unilever 1
2. Reckitt Benckiser India 2
3. Procter & Gamble 3
4. ITC 4
5. Cadburys India 6
6. Wipro 5
7. Godrej Consumer Products 7
8. Colgate Palmolive India 9
9. Nestle India 10
10. Marico 11
Leading Advertisers: FMCG Players reign the Top 10 list
 HUL topped among the GEC advertisers followed by Reckitt Benckiser on 2nd position during Y 2020.
 Top 4 advertisers maintained their positions.
 Marico was the only new entrant in Top 10 advertisers’ list.
 Top 10 advertisers together added 58% share of Ad Volumes.
Top 10 Advertisers
contributed 58% share
of GEC Ad Volumes

Rank Top Exclusive^ Advertisers (Y2020*) [Total 800+]
1 My Vishwa Technologies
2 Saraswati College Of Arts & Science
3 Docubay Media
4 RVK Productions
5 Royal Enterprises
6 Swastik Mix
7 Rupa Publication India
8 Eshan Industries (Jagraon)
9 National Council of Educational Research & Training
10 Yes Events
Exclusive^ Advertisers in the Genre: Y 2020
^ Present in GEC genre but not in Other genres
 800+ advertisers advertised exclusively in GEC genre during Y 2020.
 My Vishwa Technologies was the top exclusive^ advertiser in GEC genre.

Leading Brands in Y 2020*: Clinic Plus stands strong on the top most position
 Clinic Plus Shampoo was the top brand during Y 2020 followed by Lux Toilet Soap.
 Top 10 brands together added 10% share of Ad Volumes during Y 2020.
 6 out of Top 10 brands were from HUL and 3 were from Reckitt Benckiser.
Rank Top Brands (Y2020*) [Total 5.6K+]
1 Clinic Plus Shampoo
2 Lux Toilet Soap
3 Santoor Sandal And Turmeric
4 Horlicks
5 Surf Excel Easy Wash
6 Lizol
7 Close Up Ever Fresh
8 Dettol Antiseptic Liquid
9 Dove Cream Bathing Bar
10 Dettol Toilet Soaps
Top 10 Brands
contributed 10% share
of GEC Ad Volumes

Rank Top New Advertisers (Y 2020*) [Total 1.3K+]
1 Airtel Payments Bank
2 Piccadily Agro Industries
3 Whitehat Education Technology
4 International Advertising Association
5 Virtual Bharat
6 Wildcraft India
7 Saraswati College Of Arts & Science
8 Electrolux Kelvinator
9 Merino Industries
10 General Insurance Council
Rank Top New Brands (Y 2020*) [Total 2.7K+]
1 Voot Select
2 Glow & Lovely Advanced Multivitamin
3 Kissan Mixed Fruit Jam
4 Lifebuoy Range
5 Dove Intense Repair Therapy Shampoo
6 Facebook.com
7 Parachute Advansed
8 Harpic Power Plus 10x Max Cleaner
9 Dettol & Moms Soap
10 Lizol Cement Surface Cleaner
Leading exclusive^ Advertiser and Brands belonged to Services sector
^ Present in Y 2020* but not in Y 2019*
 1.3K+ advertisers & 2.7K+ brands advertised exclusively in GEC during Y 2020 compared to Y 2019.
 Airtel Payments Bank and Voot Select were the top exclusive^ advertiser and brand respectively during Y 2020.
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2019-2020* (*Jan-19th Dec’20)

Advertising on National & Regional Channels of GEC genre
National TV Advertisements means airing or telecasting of an advertisement on National television channel – that are
visible nationwide and are broadcast in national or international languages like Hindi or English.
On the other hand, Regional channel target viewers from particular regions such as Punjab, Bihar, Maharashtra etc. The
channels are telecasted in the local spoken language depending on the region such as Punjabi, Bhojpuri, Marathi etc.
Regional Channels had thrice Ad Volumes compared to National Channels

National & Regional Channels: Regional Channels had thrice Ad Volumes compared to Nationals
Regional
Channels
National
Channels
77%
23%
Regional
Channels
National
Channels
77%
23%
 Regional and National channels had 77% and 23% share of Ad Volumes respectively during both the years (2019-20).
 HUL & Reckitt Benckiser India were the Top 2 advertisers present in both Regional and National channels during Y 2020.
 In GEC genre, Regional Channels had 3 times more ad Volumes compared to National Channels.

Rank
Exclusive Advertisers
(Regional Channels)
1 Attica Gold Company
2 Hatsun Agro Product
3 Aachi Masala Foods
4 Vasanth & Company
5 My Vishwa Technologies
Rank
Exclusive Advertisers
(National Channels)
1 Docubay Media
2 Curefit Healthcare
3 Diamond Producers Association Esv
4 Raheja Developers
5 Audible Singapore
140+ Exclusive Advertisers on National and 2300+ on Regional GECs in Y 2020*
 Docubay Media and Attica Gold Company were the top exclusive advertisers in National and Regional GECs
respectively.
[Total 140+] [Total 2300+]

Fresh content proved to be catalyst in accelerating advertising on GECs
One of the most affected genre on the television in terms of ads during the Covid-19
lockdown was the general entertainment channel (GEC) genre. The broadcasters were
dependent on re-runs of famous and old shows as shooting and production stopped due to
the constraints. This lead to the steep decline in advertising on GECs. From Jul’20, when fresh
content arrived it propelled the advertising on GEC Genre.
Jul’20 onwards (Unlockdown Period) saw 330+ Hours of Avg. Ad Volumes/Day
74% more compared to Lockdown Period (Apr-Jun’20)
UnLockdown : Jul-Dec’20* (* Till 19th Dec)
Lockdown : Apr-Jun’20
Lockdown: Apr – Jun - When fresh content was not telecast on GEC
Unlockdown: Jul-Dec – From July onwards production and telecast of fresh content started on GEC

 74% growth in average Ad Volumes/Day was seen during Unlockdown period compared to Lockdown period.
 Tally of Categories grew by 24% whereas Advertisers grew by 95% and Brands rose by more than 2 Times during
Unlockdown period.
Advertising Trends – 74% growth during Unlockdown period in GEC Ad Volumes
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Post Lockdown : Jul-Dec’20* (* Till 19th Dec)
L.D. L.D.
+74%
-36%
Pre
290+
360+
LD ULD
990+
1940+
LD ULD
1840+
3760+
LD ULD
Count of
Categories
Count of
Advertisers
Count of
Brands
Growth in Average Ad Volumes/Day Tally of Categories, Advertisers and Brands - Lockdown & Unlockdown
Pre Lockdown : Jan-Mar’20 Lockdown : Apr-Jun’20
290+
Hrs.
U.L.D
L.D.: Lockdown
U.L.D: Unlockdown

11%
17%
23%
11%
32%
6%
Early Morning Morning Afternoon Evening Prime Time Night
Advertising share by Time Bands in GEC Genre
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
 Prime Time was the most preferred time-band on GEC genre followed by Afternoon and Morning time-bands.
 Prime Time, Afternoon & Morning time bands together added 72% share of ad volumes.

Ad Size in the GECs : Y 2020* and Y 2019*
71%
24%
4%
1%
20-40 Sec
< 20 Sec
40-60 Sec
> 60 Sec
71%
24%
4%
1%
20-40 Sec
< 20 Sec
40-60 Sec
> 60 Sec
Ad Length
Y2019*
 Ad lengths in GEC genre seen similar share of Ad Volumes in both the years (Y 2019-20).
 Ad Commercials with 20-40 sec was most preferred for advertising on GECs during both the years.
Ad Length
Y2020*

Promotion vs. Commercial Ads in GEC Genre
 Commercial advertising added 55% share of Ad Volumes whereas Promos had 45% share in Y 2020.
55%
45%
Y 2020*

DISCLAIMER
TAM has made every effort to ensure that the information in this report is appropriate/correct, however TAM does not
assume and hereby expressly disclaim any and all liability to any party for any loss, damage, or disruption caused by
errors or omissions, whether such errors or omissions result from negligence, accident, or any other cause. The content
of the report is only for information and awareness purposes only and not intended to substitute any professional
advice regarding its usages. Before any reference or use of this report in manner kindly connect with TAM Media
Research Pvt. Ltd. All rights including copyright reserved with TAM Media Research Pvt. Ltd.

Vinita ShahFor any queries write to: [vinita.shah@tamindia.com]Website Link: www.tamindia.com

TAM AdEx-Mirroring Y 2020 for Advertising in GEC Genre

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