Television

Ad volumes on music genre see steep rise in Q4: TAM

HUL & Reckitt Benckiser were the top advertisers in the genre.

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NEW DELHI: Covid2019 impacted nearly every genre on television. People were forced to stay indoors and as a result they spent a lot of time watching news, movies, music and shows on TV, resulting in a massive viewership spike.

Films / shows, news and music were the key source of entertainment for the audiences. The music genre platforms created curated lists to offer respite to audiences from news of the pandemic. However, the genre was hit in terms of advertising, like many others.  

TAM recently released data that showed ad volumes per day fell sharply in Q2 but witnessed a sharp rise in Q4. In Q2 it fell to just 56 hours per day, whereas it surged to 157 hours per day in Q4. This is in line with the fact that 90 per cent advertisers paused advertising in the early days of the pandemic and only started resuming their spends during the early Unlock phase.

The monthly share of ad volumes for the genre is as follows. It depicts the growth in the genre barring December 2020, when it registered a slight decline.

The data clearly reflects that the genre clocked the lowest ad volumes in the last five years.

The top five sub genres in 2019 were – Hindi, Tamil, Telugu, Kannada and Punjabi, while in 2020 the top sub genres were Hindi, Tamil, Punjabi, Telugu, and Kannada.

Personal care and food & beverages sectors were the leading advertisers in this genre, however, toilet soaps, toilet/floor cleaners and e-comm/entertainment/social media were the leading advertising categories in the genre in 2020.

HUL and Reckitt Benckiser India were the leading advertisers, while Dettol Antiseptic, Dettol Toilet Soaps and Lizol were the leading brands in the genre.

The report also highlighted that ad volumes had a split of 63:37 between national and regional. In 2019, this split was nearly the same.

During the Unlock phase, the movie genre saw nearly 120 hours of average ad volumes per day, which was 93 per cent more than the lockdown period.

Ad volumes were maximum on primetime band and the 20-40 seconder ad format still ruled the segment.

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