Personal Care sector captured 20% share of Ad Volumes in 2020: TAM

TAM 2020 report

Owing to the focus on handwashing, Toilet Soaps category maintained its first position in 2020 with a 7% share of Ad Volumes, TAM data indicates.

TAM AdEx-Mirroring Y 2020 for Television Advertising includes data around advertising trends during Lockdown vs Unlockdown, COVID-19 prevention categories, celebrity endorsements and social advertising by the government.

It highlights how in July 2020, advertising per day for Hand Sanitizer grew by more than 100 times compared to January 2020. The trend reflected the growing importance and conversations around handwashing and sanitisation due to the COVID-19 scare.

Also Read: 68% consumers find food safety-environment a major concern due to COVID-19: Report

A 90% growth in average Ad Volumes/Day was witnessed during Post Lockdown period compared to Lockdown period, the report states. In 2020, television was the most preferred medium for Social Ads by the government with a 62% share followed by Radio with a 31% share.

Cricketers M S Dhoni & Virat Kohli together accounted for an overall 66% share of endorsement and 74% share among Male Sports personalities in 2020. Akshay Kumar topped among the Film Actors and Kareena Kapoor topped Among Film Actresses with 16% and 10% share.

You can read the entire report here:



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Media Samosa is an online publication reporting trends, insights and breaking stories on various verticals of media marketing.


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