TAM AdEx cross-media report highlights how the advertising fared in the FMCG category on TV, Print, Radio, and Digital for the months of Jan-June 2021 as compared to the same period in the previous year.
According to the latest TAM AdEx cross-media report, FMCG Ad volumes grew with significant growth of 53% in Television, 57% in Print, 60% on Radio, and witnessed a 2 times growth in Digital Ad insertions for the period of Jan-Jun 2021 over the same period of time in the previous year.
Amongst the top categories on Television, Toilet Soaps had an 8% share of Ad Volumes followed by Toilet/Floor Cleaners with a 7% share on television. The top 2 advertisers (Hindustan Unilever and Reckitt Benckiser India) on television accounted for 40% share in FMCG Ad Volumes during H1 of Y 2021. Further, GEC and movies accounted for 59% of ad volumes for the FMCG sector as compared to 50% in the previous year.
In Print, OTC (over-the-counter) products topped the list of top categories for FMCG ads on the medium. Further, SBS Biotech was the top advertiser with a 24% share of the overall sector’s ad space during Jan-Jun 2021. Among the four zones, North Zone topped for FMCG advertising with a 40% share in Print during the same period.
On Radio, pan masala had 13% of the total ad volumes’ share in the FMCG sector. The top 10 advertisers for the medium added a 27% share of ad volumes from which Mother Dairy Milk was seen to be leading the list. There were 45+ growing categories during Jan-Jun 2021 as compared to the same period in 2020. As per the report, the advertising for the FMCG sector was preferred in the afternoon (33%) and evening (34%) time-band on the medium.
For the digital medium, the skincare products and pan masala were on top with a 5% share of the sector’s advertising. The top 10 advertisers accounted for a 17% share of ad insertions with Cadburys India leading the list.
You can access the complete report here: