TV ad volumes increase by 11 per cent YoY in September

TV ad volumes for all weeks of September 2021 beat corresponding weeks of September 2020.

Mumbai: TV ad volumes increased by 11 per cent in September year-on-year (YoY), according to data provided by TAM Media Research. The month saw eight per cent growth in categories, 18 per cent growth in advertisers and 15 per cent growth in brands, the data revealed.

Ad volumes on TV grew in every week of September 2021 over the same weeks in September 2020; the highest growth of 14 per cent was seen in the first week of September 2021.

Out of 370 categories on TV, the top categories that advertised in September were milk beverages (four per cent), followed by e-commerce/media/entertainment/social media (four per cent), toilet soap (three per cent), toothpaste (three per cent) and shampoo (three per cent). The top 10 categories contributed 31 per cent share of ad volumes on TV.

During the month, 190+ categories increased ad volumes on TV versus the same period last year. Milk beverages category advertising increased by 74 per cent and e-commerce online shopping advertising increased by 2.5 times.

The top five advertisers on TV included Hindustan Unilever Ltd (14 per cent), Reckitt Benckiser (10 per cent), Brooke Bond Lipton India (three per cent), Cadbury India (three per cent), and Amazon Online India (two per cent). HUL and RB were top advertisers for both September 2021 and September 2020. The top ten advertisers contributed 39 per cent share of ad volumes.

Horlicks, Amazon India, Dettol, Lizol, Disney+ Hotstar, Harpic, and Clinic Plus Shampoo were some of the top brands advertised on TV. More than 3900 brands appeared on TV during the month, said the data.

There were more than 50 categories that were visible in September 2021 but not in the comparative period last year. Some of the top categories include eyewear lenses, adhesives, childcare products, mouth wash, and frozen foods. The top exclusive advertisers were Lux Industries, Google, Parle Biscuits, BPL, and Travelxp India.  The top exclusive brands were Dettol, Airtel Black, Moov Pain Balm, Lux Cozi, and Reliance Digital.

(Source: TAM AdEx; Figures are based on secodages for TV; commercial ads only; excluding promos and social ads)  

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