Most of the advertisements shown on TV in the period between Week 23 and 28 belonged to the personal care/personal hygiene section. The second most popular category of brands taking on space on television fell under the FMCG segment. Compared to Week 23-25, Week 26-28 saw a 7% rise in the average number of advertisers and brands choosing to advertise their products on television. These findings have been published in the 6th edition of the TAM AdEx-Television Advertising Report.
A closer look at the brands/advertisers that advertised on TV during Week 23-28 reveal that toilet soaps, shampoos, toothpaste, milk beverages, washing powder/liquids, e-comm/media/social media, toilet floor cleaners, tea, chocolates and hair oils were the top categories of products brands chose to spend on visibility for. This is in sync with the needs of safety, cleanliness and essentials that are seeing an upward trend in regards to consumer consumption due to COVID-19.
Also Read: Indian marketers find acting upon ‘Real-time’ data to be a challenge: Report
An interesting aspect raised in the report is about celebrity-endorsed ads. According to TAM, June 2020 saw a 63% rise in Ad Volumes of such ads as compared to April 2020. During April-June 2020, celebrity-endorsed ads had 21% of ad volumes on TV. When it comes to the most prominent celebrities on screen, it was observed that film actresses had about 43% of Ad Volumes to their credit. Virat Kohli topped the list of most visible celebrity on TV with an average visibility of 10 hrs./day across all channels in April-June 2020.
There are 4 sections in the report – Overall Television Advertising, Channel Genre, Celebrity Endorsement on TV and Sports Genre including EPL.
You can access the entire report below:
TAM AdEx-Television Advertising Report-VI from Social Samosa
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