MAM

HUL tops personal care & hygiene advertisers on TV, print: TAM AdEx 2020 report

GEC genre topped preference list of personal care/hygiene players during 2020.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/03/27/hindustan_unilever.jpg?itok=AIjTOKJV

MUMBAI: The TAM Adex overview of advertising in the personal care and hygiene sector across TV, print, radio and digital media for the year 2020 has thrown up some significant insights. All four media witnessed a thumping recovery in Q4 advertising over Q1. The trends also reflected the growing importance of handwashing and sanitisation due to the Covid2019 scare.

The personal care/hygiene sector witnessed 38 per cent growth in television ad volumes in Q4 of 2020, compared to Q1, according to the TAM AdEx overview of the segment across TV, print, radio and digital in 2020. Compared to Q1 of 2020, Q4 witnessed 3X ad insertion growth on digital, while ad space in print witnessed double digit share from November 2020 onwards. Ad volumes for the personal care and hygiene sector grew by 4X on radio in Q4 over Q2 of 2020.

Television

Ad volumes of the personal care/hygiene sector on TV increased by seven per cent in 2020 over 2019. Compared to Q1 of 2020, Q4 witnessed 38 per cent growth in ad volumes of this sector. Due to Covid2019, the lowest ad Volumes were observed in Q2, which includes the lockdown period. A drop recorded in personal care and hygiene sector advertising was seen during April 2020 over March 2020 due to the lockdown. However, during September-December 2020, ad volumes on television witnessed a double digit share. The GEC genre topped preference list of personal care/hygiene players during 2020.

The top three product categories contributed more than 55 per cent to the ad volume share of the personal care/hygiene sector. Top 10 Advertisers accounted for more than 80 per cent share of ad volumes in 2020 with FMCG major Hindustan Unilever (HUL) topping the list. Among the Top 10 brands, five belonged to the toilet soaps category. Top 10 brands accounted for more than 30 per cent share of ad volumes in 2020 with Dettol Toilet Soaps topping the list.

Print

Ad space in print witnessed double digit share from November 2020 onwards. Compared to the first quarter of 2020, Q4 witnessed 45 per cent ad space growth in print publications.

Ad space of the personal care/hygiene sector in print decreased by 19 per cent in last year over 2019. Compared to Q1 of 2020, Q4 witnessed 45 per cent ad space growth. Print ad space recovered to pre-lockdown level within four months of post lockdown period. Ad space in print witnessed double digit share in the months of September, November and December of 2020.

Fairness creams leads the list of top 10 categories under the personal care/hygiene sector. Top 10 advertisers accounted for more than 65 per cent share of ad space in 2020 with HUL leading the list, followed by SBS Biotech. 

Among four zones, north topped for personal care/hygiene advertising with 41 per cent share in print during 2020. Mumbai and Kolkata were the top cities in the west and east zone respectively as well as in overall India.

Radio

Ad volume for the personal care/hygiene sector on radio dropped by 11 per cent last year over 2019. Q3 of 2020 registered the highest advertising of personal care/hygiene on radio. Due to Covid2019, lowest ad volumes were observed in Q2 which includes the lockdown period. Highest share of ad volumes for personal care/hygiene sector registered during August to October of the previous year.

Ad volumes for the personal care/hygiene sector grew by 4X in the fourth quarter over second quarter of 2020. On radio, ads for tooth pastes and toilet soaps ruled with more than 45 per cent of the total ad volumes.

Maharashtra was the top state with 16 per cent share of ad volumes followed by Gujarat with 15 per cent share. Top 10 advertisers accounted for 74 per cent share of ad volume in 2020 with Vicco Laboratories leading the list. 

Digital

Ad insertions of the personal care/hygiene sector on digital decreased by 24 per cent in 2020 over 2019. Compared to Q1 of 2020, Q3 and Q4 witnessed 2X and 3X growth in ad insertions, respectively. The highest share on digital was observed during the festive period, that is, October-December 2020, which had 40 per cent share of total ad insertions on the medium.

On the digital medium, tooth pastes and face wash were the top personal care/hygiene categories, with 24 per cent and 13 per cent share, respectively. The top 10 advertisers accounted for more than 75 per cent share of ad insertions in 2020, with GlaxoSmithkline leading the list.

The top 10 brands accounted for 47 per cent share of ad insertions on digital in 2020. Sensodyne Rapid Relief topped the list with 11 per cent share of the total ad insertions for the personal care/hygiene sector.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/23/photogrid_plus_1632395920879.jpg?itok=h2cgXXV6
Gozoop appoints Yash Bendkhale as creative director

Mumbai Digital-first agency Gozoop has announced the appointment of Yash Bendkhale as creative director.  He will be heading the art team & co-leading the production team with creative director Aadheeraj Krishna and will report to VP of national operations Premkumar Iyer, said the company. “...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/23/photogrid_plus_1632390077409.jpg?itok=QIWoKjq0
CoinDCX launches crypto learning module in sign language

Mumbai: CoinDCX has introduced a free for all learning module in sign language on the occasion of International Sign Language Day, which is celebrated every year on 23 September. The content focuses on blockchain and cryptocurrency for the differently-abled community on its crypto education...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/23/photogrid_plus_1632385038370.jpg?itok=cnGtgFJw
CoinSwitch’s latest campaign is a take on disclaimers in finance ads

Mumbai: Cryptocurrency investment platform CoinSwitch Kuber has launched a two-film campaign during the IPL cricket season. Conceptualised by The Script Room, the campaign aims to create a positive awareness around Bitcoin, while positioning the crypto platform as a premier crypto trading platform...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/23/photogrid_plus_1632384087967.jpg?itok=QdCbqP7G
Madhav Sheth elevated to lead realme brand expansion in Latin America

Mumbai: Chinese smartphone brand realme has elevated its vice president (VP) and India and Europe CEO Madhav Sheth to spearhead the company's business operations in the Latin America region. Under the new designation of realme VP and India, Europe and Latin America CEO, Sheth will lead the product...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/23/1111.jpg?itok=0Ex1Nzun
Rajiv Gopinath named chief product & solutions officer at Publicis Groupe

Publicis Media Services bolstered its leadership team and appointed Rajiv Gopinath as chief product and solutions officer and Ajit Gurnani as chief growth officer, media services.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/23/bbc.jpg?itok=PY644W_g
How brands can take the sustainability leap

Mumbai: Rising global temperatures and environmental degradation has left the world on the cusp of major climate change. The slow, yet discernible impact of these changes has been seen across all major sectors, leading brands to make a conscious choice to protect the environment while catering to...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/22/wavmaker.jpg?itok=8qhGR7A6
Wavemaker bolsters leadership team with two new appointments

Wavemaker has announced the appointment of Shipra Roy as its new global chief people, inclusion and culture officer and Helen Price as global chief investment officer. Both will be based in London and join CEO Toby Jenner’s global leadership team, said the company.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/22/maverks.jpg?itok=CgQHZ9vn
The Mavericks wins communications mandate for Ultraviolette

PR firm The Mavericks India has won the national communications mandate of the electric mobility brand Ultraviolette.

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/22/in-mobi.jpg?itok=KYLLUOtX
Connected consumers in India plan to spend 42% more than last year: InMobi

Indians are all set to welcome the festive season with a larger online shopping budget compared to last year, despite the initial few tough months this year. Almost 68 per cent of the respondents plan to shop online this festive season, with 43 per cent of Indians increasing their online shopping...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required