TAM AdEx-Mirroring Y 2020 for Advertising in Music Genre indicates categories with most ad share volume, top trending brands, advertising on national & regional music channels and Lockdown vs Unlockdown trends.
A 7% drop was seen in average ad volumes/day of music genre in Y 2020 as compared to Y 2016. The drop increased to 14% when compared to Y 2019.
There was a resurgence in ad volumes on music during 3rd and 4th quarter i.e. Unlockdown period after a drop in 2nd quarter due to the Lockdown. Q4’20 (Oct-Dec) witnessed a 2.8 times rise in average ad volumes/day as compared to Q2’20 (Apr-Jun).
The top 2 subgenres during both Y 2019-20 were Hindi and Tamil music channels, Punjabi music observed a positive rank shift in Y 2020 among the top 5 subgenres.
Personal Hygiene sector topped with 25% share of ad volumes in the genre followed by F&B with a 22% share. Toilet Soaps category led with 10% share of ad volumes in 2020.
The top brand during 2020 in music genre was Dettol Antiseptic Liquid followed by Dettol Toilet Soaps. The top 10 brands together added a 15% share of ad volumes.
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