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Chocolates, Washing Powder record biggest hike in ad-volumes during Diwali-Dussehra: TAM AdEx

Santoor Sandal and Turmeric, Dettol and Trivago were the top brands to advertise on TV+Print+Radio

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MUMBAI: A total of 400+ categories, 2500+ advertisers, and 4100+ brands advertised across mediums (TV, print, and radio) during the festive period of Diwali and Dussehra (23September to 15October and 1 October to 23 October), as per the latest TAM AdEx data report.

As compared to last year, the top category of personal care/personal hygiene and food and Beverages recorded a dip of 9 per cent and 12 per cent in ad volumes respectively. Personal healthcare products saw the biggest jump in ad volumes, recording a 22 per cent hike.

Hair Care, Household products, and Building, Industrial and Land Equipment categories recorded a hike of 12, 9 and 16 per cent respectively in ad volumes, the data revealed.

The top category to advertise across media, Toilet Soaps recorded a dip of 8 per cent across media, as compared to the last year. The slowdown in automobile sector is now being reflected in its ad volumes with car companies registering the biggest decline of 26 per cent in ad volumes, followed by Milk Beverages companies, that saw a decline of 21 per cent. Chocolates and Washing Powder/Liquid category gained 68 and 49 per cent in ad volumes respectively.

The top advertisers in 2019 included Hindustan Unilever, Reckitt Benckiser, and ITC, on the top three sports. Leading brands, in terms of ad volumes were Santoor Sandal and Turmeric, Dettol and Trivago.

As comapred to 2018, sectors like Services, Durables and Food & Beverages have reduced advertising in 2019.

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