TAM AdEx-Television Advertising Report XIII analyses the overall television advertising in July-August 2020 and a comparison between ad insertions on TV and Digital advertising in the said period. 

1. AdEx

2. 4 Ad Insertions grew by 18% on TV & 35% on Digital in Aug’20 compared to Jan’20
5 Ecom-Media/Entertainment/Social Media topped on Digital and was 6th on TV
6 Vicco Laboratories was the top exclusive advertiser on TV compared to Digital
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV in Section 1 and based on Ad Insertions in Section 2 (both TV and Digital); TV: Commercial ads only; excluding promos and social ads
2500+ Advertisers and 3800+ Brands visible across 350+ Categories in Aug’20
Highlights
1
2
3
35,700+ hrs. of advertising volumes on Television in Aug’20
Ad Volumes for Aug’20 grew by 6% over Jul’20
SectIon1SectIon2

3. Overall Television Advertising SnapshotSection 1:

4. 34
36
Jul - 2020 Aug - 2020
AdDuration(inHrs.)(000s)
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Week 27 – Week 36 [ 28th Jun – 5th Sep’20)
Trend of Ad Volumes: Jul-Aug’20
Ad Volumes on TV rose by 6% in Aug’20 compared to Jul’20
Comparing week 36 to week 27, Ad Volumes grew by 11% on Television
6995
7398
7754
8140 7954 7816
8177 8200 8325
7760
Wk 27 Wk 28 Wk 29 Wk 30 Wk 31 Wk 32 Wk 33 Wk 34 Wk 35 Wk 36
ADVOLUMES(HRS.)

5. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Aug’20
Personal Care/Personal Hygiene 21%
Food & Beverages 18%
Services 13%
Personal Healthcare 9%
Household Products 7%
Hair Care 7%
Laundry 5%
Education 5%
Auto 4%
Banking/Finance/Investment 2%
Others (16) 11%
Toilet Soaps 7%
Ecom-Media/Entertainment/Social Media 5%
Tooth Pastes 4%
Shampoos 4%
Toilet/Floor Cleaners 3%
Milk Beverages 3%
Washing Powders/Liquids 3%
Cars 3%
Ecom-Education 2%
Toilet Liquids 2%
Next 40 Categories 39%
Top 10 Sectors – 20+ Top 10 Categories – 350+
Leading Sectors and Categories: Aug’20
Top 3 sectors together added more than 50% share of Ad Volumes during Aug’20
3 out of Top 10 Categories were from Personal Care/Personal Hygiene sector in Aug’20; Top 10 categories added 36%
share of Ad Volumes.

6. Hindustan Unilever 19%
Reckitt Benckiser India 12%
Colgate Palmolive India 2%
Procter & Gamble 2%
ITC 2%
Godrej Consumer Products 2%
Wipro 2%
Cadburys India 2%
Facebook Inc. 2%
Amazon Online India 1%
Next 40 Advertisers 22%
Top 10 Advertisers – 2500+
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Aug’20
Leading Advertisers: Aug’20
During Aug’20, the Top 10 advertisers added 46% share of TV Ad Volumes
HUL & Reckitt were Top 2 advertisers in Aug’20 with 19% & 12% share of Ad Volumes respectively

7. 14 15
10
14 13 13
32
23
13
8
Wk
27
Wk
28
Wk
29
Wk
30
Wk
31
Wk
32
Wk
33
Wk
34
Wk
35
Wk
36
No. of new Categories
221
173
205
234
264 249
506
367
189
271
Wk
27
Wk
28
Wk
29
Wk
30
Wk
31
Wk
32
Wk
33
Wk
34
Wk
35
Wk
36
No. of new Advertisers
329
271 293
374
417
371
640
508
300
438
Wk
27
Wk
28
Wk
29
Wk
30
Wk
31
Wk
32
Wk
33
Wk
34
Wk
35
Wk
36
No. of new Brands
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Week 27 – Week 36 [ 28th Jun – 5th Sep’20]
Week on Week Count of New* Categories, Advertisers and Brands
Maximum no. of new Categories, Advertisers and Brands recorded in Week 33
Count of new Advertisers and Brands increased by 22% & 33% respectively in Week 36 compared to Week 27
*New Compared to Previous Week

8. Perfetti Van Melle India
FX Mart
Whitehat Education Technology
FCA India Automobiles
Tuuple Technocraft
Lenovo
Indigo Paints
Practo Technologies
Dell Computer Corporation
Great Lakes E-Learning Services
Sugar Confectionaries
Laptops/Notebooks
Electric Irons
Refrigerators
Corporate-Durables
Eyewear-Glasses/Frames
Tiles & Floorings
Dryfruit
Blues
Furnishings
^ Present in Aug’20 but not in Jul’20
Top 10 New^ Categories – 40+ Top 10 New^ Advertisers – 1100+
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Aug’20 compared to Jul’20
New^ Categories and Advertisers on TV: Aug’20 compared to Jul’20
Total 40+ New Categories & 1100+ New Advertisers seen in Aug’20 compared to Jul’20
Sugar Confectionaries and Perfetti Van Melle India were top new Category and Advertiser during Aug’20

9. Reckitt Benckiser India 49%
Coca Cola India 7 Times
Perfetti Van Melle India New
Reliance Retail 4.6 Times
KIA Motors Corporation 2.7 Times
Nestle India 77%
TVS Motor Company 2.4 Times
Facebook Inc 30%
Colgate Palmolive India 21%
Bharti Telemedia 61%
Ecom-Education 2 Times
Toilet Soaps 14%
Ecom-Media/Entertainment/Social Media 21%
Toilet/Floor Cleaners 31%
Cars 36%
Toilet Liquids 47%
Multiple Courses 50%
Coffee 80%
Chewing Gum/Bubble Gum 23 Times
Household Cleaners 55%
Top 10 Growing Categories Top 10 Growing Advertisers Growth^
Growth^
^ Categories & Advertisers are sorted based on highest Difference in Ad Volumes in Aug’20 Minus Jul’20
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Aug’20 compared to Jul’20
Top Growing^ Categories & Advertisers: Aug’20 vs. Jul’20
‘Ecom-Education’ category saw highest growth of 2 Times (in terms of highest increase in Ad Volumes) during Aug’20
compared to Jul’20
In list of top 10 growing Advertisers, Reckitt Benckiser witnessed highest surge (49%) in Ad Volumes during Aug’20

10. Securities/Sharebroking Organization
Ecom-Auto Rental Services
Fixed Deposits
Tractors
Steels
Astrology Products
Auto Spares
Papads
Other Health Care Products
Beauty Accessories/Products
Nail Enamels
Sewing/Knitting Machines
Orchestra/Musical Parties
Retail Outlets-Kids Stores
Range of Childcare Products
Frozen Foods
Eye Care
Foreign Education
Fabrics/Garments/Furnish Range
Hearing Aids
31%
26%
24%
10%
3% 5%
News GEC Movies
Music Kids Others (7)
TV
Genres
Top 10 Exclusive Categories – News Top 10 Exclusive Categories – GEC
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Aug’20
TV Channel Genres: Aug’20
News Genre topped with 31% of Ad Volumes followed by GEC (26%) and Movies Genre (24%) in Aug’20
There were total 40+ exclusive categories present in News genre and 10+ categories in GEC genre during Aug’20

11. Leading Categories and Advertisers during Prime Time: Aug’20
Prime Time was the most preferred time-band on TV followed by Afternoon and Morning
Toilet Soaps & HUL were the leading category & advertiser respectively during Prime Time advertising in Aug’20
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Aug’20
32%
21%
17%
12%
11%
7%
Prime Time Afternoon
Morning Early Morning
Evening Night
Toilet Soaps
Tooth Pastes
Ecom-Media/Entertainment/Social Media
Cars
Toilet/Floor Cleaners
Shampoos
Milk Beverages
Washing Powders/Liquids
Ecom-Education
Multiple Courses
Top Categories on Prime Time 320+ Top Advertisers on Prime Time 2200+
Hindustan Unilever
Reckitt Benckiser India
Colgate Palmolive India
Procter & Gamble
ITC
Facebook Inc.
Wipro
Godrej Consumer Products
Cadburys India
Amazon Online India

12. TV and Digital: A Comparison (Jul-Aug’20)
Analysis based on Ad Insertions for both TV and Digital
Section 2:

13. Trend of Ad Insertions on TV and Digital: Jan-Aug’20 and Jan-Aug’19
A resurgence in Ad Insertions witnessed for both TV and Digital after lockdown
Ad Insertions grew by 18% on TV and 35% on Digital during Aug’20 compared to Jan’20
54
48
59
62
67
56 55
59
56 56
58
32
38
55
61
66
JAN FEB MAR APR MAY JUN JUL AUG
Television
Y 2019 Y 2020
Ad Insertions (in Lacs)
198
177
222
194
169
145
155
169
108 112
124
104 101
116 120
145
JAN FEB MAR APR MAY JUN JUL AUG
Digital
Y 2019 Y 2020
Ad Insertions (in Lacs)
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Insertions; (TV: Commercial ads only; excluding promos & social ads)
Period : Jan-Aug, 2019-20

14. Ecom-Media/Entertainment/Social Media 9%
Ecom-Online Shopping 8%
Ecom-Gaming 6%
Corporate-IT 6%
Life Insurance 5%
Software 4%
Ecom-Education 4%
Properties/Real Estates 4%
Ecom-Other Services 2%
Multiple Courses 2%
Next 40 Categories 34%
Toilet Soaps 7%
Tooth Pastes 4%
Washing Powders/Liquids 4%
Shampoos 4%
Milk Beverages 3%
Ecom-Media/Entertainment/Social Media 3%
Toilet/Floor Cleaners 3%
Cars 2%
Toilet Liquids 2%
Chocolates 2%
Next 40 Categories 40%
TV and Digital: Leading Categories during Jul-Aug ’20 (based on Ad Insertions)
Ecom-Media/Entertainment/Social Media topped on Digital and also present among the Top 10 categories on TV
The list of top 10 categories on TV was dominated by FMCG sector and 5 of top 10 categories on Digital belonged to
Services sector; Top 10 Categories added 34% share of Ad Insertions on TV and 51% on Digital during Jul-Aug’20
Television: Top 10 Categories – 380+ Digital: Top 10 Categories – 470+
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Insertions; (TV: Commercial ads only; excluding promos & social ads)
Period : Jul-Aug’20

15. Amazon Online India 5%
ICICI Prudential Life Insurance Co. 4%
Grammarly Inc. 2%
The Art of Living 2%
Playgames 24x7 2%
Times Internet 1%
Microsoft Corporation 1%
Sporta Technologies 1%
Bennett Coleman & Co. 1%
Procter & Gamble 1%
Next 40 Advertisers 25%
Hindustan Unilever 23%
Reckitt Benckiser (India) 10%
Procter & Gamble 3%
ITC 3%
Godrej Consumer Products 2%
Colgate Palmolive India 2%
Cadburys India 2%
Wipro 2%
Amazon Online India 1%
Marico 1%
Next 40 Advertisers 20%
TV and Digital: Leading Advertisers during Jul-Aug ’20 (based on Ad Insertions)
Amazon and P & G were among the Top 10 advertisers on both TV and Digital
Top 10 Advertisers added 49% share of Ad Insertions on TV and 21% on Digital
Television: Top 10 Advertisers - 3100+ Digital: Top 10 Advertisers - 18000+
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Insertions; (TV: Commercial ads only; excluding promos & social ads)
Period : Jul-Aug’20

16. TV & Digital: Monthly tally of New* Categories, Advertisers & Brands (May-Aug '20)
(*based on previous month)
On Digital, Jul’20 registers highest No. of new advertisers and brands between May’20 – Aug’20
Tally of new Categories, Advertisers and Brands on TV had an increasing trend during last two months (Jul’20 & Aug’20)
37
40
27
48
44
38
30
25
May'20 Jun'20 Jul'20 Aug'20
New Categories
TV Digital
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Insertions; (TV: Commercial ads only; excluding promos & social ads)
Period : May-Aug’20 (*New Compared to Previous Month)
723 668 725
1171
5278
6267
7038
4681
May'20 Jun'20 Jul'20 Aug'20
New Advertisers
TV Digital
1090 1067 1120
1636
6427
7431
8260
5604
May'20 Jun'20 Jul'20 Aug'20
New Brands
TV Digital
*New Compared to Previous Month

17. TV
Female Shaving Systems
Geysers/Water Heaters
Foundations
Hair Conditioners
Clocks
Talcum Powders
Water Coolers
Chewing Gum/Bubble Gum
Ret Tyres
Cleansing Tissues
Shaving System/Razor
Hair Dryers
Female Shaving Systems
Laptops/Notebooks
Blues
Eyewear-Glasses/Frames
Ecom-Jobs
Tarpaulins
Furnishings
Events-Retail
TV and Digital: New* Categories in Jul-Aug ’20 compared to May-Jun’20
(based on Ad Insertions)
Female Shaving Systems topped on Digital and also present among the Top 10 new* categories on TV
TV and Digital had 40+ and 30+ new* categories respectively in Jul-Aug ’20 compared to May-Jun’20
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Insertions; (TV: Commercial ads only; excluding promos & social ads)
Period : Jul-Aug’20 compared to May-Jun’20
Top 10 New Categories – 40+ Digital Top 10 New Categories – 30+
*Present in Jul-Aug ’20 but not in May-Jun’20

18. TV and Digital: New* Advertisers in Jul-Aug ’20 compared to May-Jun’20
(based on Ad Insertions)
Facebook Inc. and LIC Housing Finance were the leading new* advertisers on TV and Digital respectively
1,600+ new* advertisers on TV & 10,000+ new* advertisers on Digital present during Jul-Aug ’20 compared to May-Jun’20
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Insertions; (TV: Commercial ads only; excluding promos & social ads)
Period : Jul-Aug’20 compared to May-Jun’20
TV Top 10 New Advertisers – 1,600+ Digital Top 10 New Advertisers – 10,000+
LIC Housing Finance
Netsavvies Media Co.
Sushil Finance Consultants
Smart Part Online
Worldofplay.in
Infocom Network
Venus Home Appliances
Go Fashion India
Trade India Fairs & Exhibitions
Hero-Wars.com
Facebook Inc.
Playgames 24x7
Philips Electronics India
Dixcy Textiles
Renault India
Honda Cars India
Nissan Motor Co.
Ambuja Cements
HDFC Standard Life Insurance Co.
Whitehat Education Technology
*Present in Jul-Aug ’20 but not in May-Jun’20

19. Hindustan Unilever
Amazon Online India
Reckitt Benckiser (India)
Playgames 24x7
Times Internet Limited
ITC
Godrej Consumer Products
Brooke Bond Lipton India
Sporta Technologies
Cadburys India
Ecom-Media/Entertainment/Social Media
Ecom-Online Shopping
Ecom-Gaming
Corporate-IT
Life Insurance
Ecom-Education
Software
Properties/Real Estates
Toilet Soaps
Multiple Courses
Leading Categories and Advertisers common in Both TV and Digital: Jul-Aug’20
(based on Ad Insertions)
Ecom-Media/Entertainment/Social Media was the leading category in terms of total ad insertions for TV and Digital
Among the advertisers, Hindustan Unilever had highest total ad insertions on TV and Digital during Jul-Aug’20
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Insertions; (TV: Commercial ads only; excluding promos & social ads)
Period : Jul-Aug’20
Top 10 Common Categories - 340+ Top 10 Common Advertisers - 650+
TV + Digital

20. Vicco Laboratories
Vini Product
International Cricket Council
Lalitha Jewellery
SDJ Gold Company
Rajvaidya Shital Prasad & Sons
Piccadily Agro Industries
Dixcy Textiles
Vanesa Herbal
S Narendra Kumar & Co.
Vanishing Cream/Snows
Wafer/Chips
Prickly Heat Powders/Lotions
Antacids
Breath Fresheners
Artificial Sweeteners
Contraceptives
Gripe Water
Shaving Creams/Lotion
Vermicillies
Exclusive Categories and Advertisers on TV compared to Digital: Jul-Aug’20
(based on Ad Insertions)
Vanishing Cream/Snows was the leading exclusive category on TV compared to Digital followed by Wafer/Chips
Vicco Laboratories topped among exclusive advertisers on TV compared to Digital followed by Vini Product in Jul-Aug’20
Top 10 Exclusive Categories and Advertisers added 1% share each of overall TV Ad Insertions Jul-Aug’20
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Insertions; (TV: Commercial ads only; excluding promos & social ads)
Period : Jul-Aug’20
Top 10 Exclusive Categories - 30+ Top 10 Exclusive Advertisers - 2400+
Exclusive
on TV

21. TAM Media Research
Vinita Shah
For any queries write to
vinita.shah@tamindia.com
Website Link: www.tamindia.com