Ad Volume On TV Increased By 11% In Sep 2021: Report

Hindustan Unilever and Reckitt Benckiser India were the top two advertisers during both Sep’21 and Sep’20

This year has seen significant expansion in the broadcast business. According to TAM adex data for September, overall ad volumes on television climbed by 11% compared to Sep'20. The increase was 10% without the Sports genre. However, ad volumes on television increased in every week of September'21 compared to the same weeks in September'20, with the biggest growth (14 percent) reported in week 1 of September'21.

Furthermore, the total number of categories, advertisers, and brands increased by 8%, 18%, and 15%, respectively, in September'21 compared to September'20. On September 21, the medium saw over 2,550 ads and 3,950 brands.

According to the report, Milk Beverages as a category rose to first place in September'21 from seventh place in September'20, followed by Ecom-Media/Ent./Social Media in second place. In September'21, new additions into the top 10 categories included Ecom-Online Shopping, Chocolates, and Tea. In addition, the top ten categories increased their share of ad volumes by 31% in September of this year. Furthermore, the Milk Beverages category experienced the greatest increase in ad volumes with a 74% increase, followed by EcomOnline Shopping with a 2.5 times increase during Sep'21 compared to Sep'20. On TV, there were over 190 rising categories in September'21 compared to September'20.

Hindustan Unilever and Reckitt Benckiser India were the top two marketers in both September 21 and September 20. Brooke Bond Lipton India, Cadburys India, and Amazon Online India all witnessed a rise in the rankings. Procter & Gamble and Ponds India were the two new entrants into the top ten list of advertising. During September of this year, the top ten advertisers controlled 39% of the ad volume.

Horlicks was the top brand in September'21, followed by Amazon.in. In September of this year, over 3900 brands appeared on television. Reckitt Benckiser had a 10% share of the top ten brands in terms of ad volume, with six of them being Reckitt Benckiser.

The mediums also witnessed over 50 exclusive categories, 1500 advertisers, and 2500 brands in September’21 against the same month the previous year. Eyewear-Lenses topped among the exclusive categories followed by Adhesives in Sep'21 compared to Sep'20.  Lux Industries was the top exclusive advertiser followed by Google.  Dettol topped among the exclusive brands followed by Airtel Black.

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