MAM
Report on Shemaroo

Ad volume on regional channels sees 2% dip in Q1’19

Kids channels saw a dip in ad volumes of sugar confectionaries and biscuits

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MUMBAI: While the ad volumes on kids channel and sports channel saw marginal increase in Q1’19 as compared to the corresponding quarter of the previous year, it noted an indexed dip of 2 per cent on regional channels, as revealed by the latest TAM AdEx data. The indexed increase on sports channel was 7 per cent while on kids channels was 2 per cent.

Other findings of the report indicated a 37 per cent indexed rise in the ad volumes of toilet soaps, 31 per cent in toilet/floor cleaners, and 66 per cent in milk beverages on regional channels, making them the top 3 categories.

Top 5 Categories - Regional Channels (Q1'18)

 

Top 5 Categories - Regional Channels (Q1'19)

 

Rank

Categories

% Share

 

Rank

Categories

% Share

Indexed Growth

1

Toilet Soaps

6%

 

1

Toilet Soaps

8%

137

2

Two Wheelers

3%

 

2

Toilet/Floor Cleaners

4%

131

3

Tooth Pastes

3%

 

3

Milk Beverages

3%

166

4

Retail Outlets-Jewellers

3%

 

4

Tooth Pastes

3%

96

5

Toilet/Floor Cleaners

3%

 

5

Retail Outlets-Jewellers

3%

98

Based on Ad Volume (% Share)

     

Index Period: Q1'18 = 100

     

 

                         

 

In sports, the top category of Q1’18 cellular phone service failed to make it to the top categories in the corresponding quarter this year. Perfumes and deodorants recorded a 9 per cent indexed rise in ad volumes, smart phones 12 per cent, cars 23 per cent, two-wheelers 24 per cent, and tyres 28 per cent.

Top 5 Categories - Sports Channels (Q1'18)

 

Top 5 Categories - Sports Channels (Q1'19)

 

Rank

Categories

% Share

 

Rank

Categories

% Share

Indexed Growth

1

Cellular Phone Service

14%

 

1

Perfumes/Deodorant

11%

109

2

Perfumes/Deodorant

10%

 

2

Cellular Phones-Smart Phones

9%

112

3

Cellular Phones-Smart Phones

9%

 

3

Cars

9%

123

4

Cars

8%

 

4

Two Wheelers

6%

124

5

Two Wheelers

5%

 

5

Tyres

4%

228

Based on Ad Volume (% Share)

     

Index Period: Q1'18 = 100

     

 

The kids category saw an indexed dip of 7 per cent in sugar confectioneries category and 27 per cent in the biscuits category, in terms of ad volumes. Milk beverages recorded an indexed jump of 31 per cent, toilet/floor cleaners of 29 per cent, and diapers of 20 per cent.

Top 5 Categories - Kids Channels (Q1'18)

 

Top 5 Categories - Kids Channels (Q1'19)

 

Rank

Categories

% Share

 

Rank

Categories

% Share

Indexed Growth

1

Milk Beverages

9%

 

1

Milk Beverages

12%

131

2

Biscuits

8%

 

2

Toilet/Floor Cleaners

8%

129

3

Sugar Confectionaries

8%

 

3

Sugar Confectionaries

7%

93

4

Tooth Pastes

7%

 

4

Biscuits

5%

73

5

Toilet/Floor Cleaners

7%

 

5

Diapers

5%

120

Based on Ad Volume (% Share)

     

Index Period: Q1'18 = 100

     

 

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