According to the latest half-yearly TAM AdEx report for TV, Ad Volumes saw a drop of 15% in Jan-Jun 2020 over Jan-Jun 2019 but rebounded in Jan-Jun 2021 with strong growth of 43% over Jan-Jun 2020, with Mar 2021 and Mar 2020 both recording the highest share of Television Ad Volumes.
Despite the increase in TV Ad Volumes during Jan-Jun 2021, the number of advertisers and brands remained lower than in the H1’19 period.
For the top sectors in the period of Jan-Jun 2021, Food & Beverages sector topped with a 21% share of ad volumes in Jan-Jun 2021 followed by Personal Care/Personal Hygiene in Jan-Jun 2020.
Amongst the top categories, the Toilet Soaps category maintained its first position during Jan-Jun 2021 with 5% share of ad volumes. HUL occupied the top position in the list of brands followed by Reckitt Benckiser in India.
In the list of top brands on the medium, the top 6 brands were from Reckitt Benckiser contributing 6% share of ad volumes together during Jan – Jun 2021.
Highlighting the impact of the second wave of COVID-19, the lessons learned from Wave I benefited the industry in mitigating the severity of Wave II. The production of shows and other events was unimpeded by the lockdown. As a result, Wave II had a lesser impact on television advertising unlike Wave I.
You can access the complete report here:
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