TAM AdEx TV advertising report highlights the monthly trends, top and exclusive spenders from advertisers and sectors on the medium in the period of July 2021 compared to July 2020.

1. Jul’21 VIS A VIS Jul’20

2. 2.
3.
4.
1.
Advertising on TV increased by 14% during Jul'21
compared to Jul'20.
Ad Volumes rose in all weeks of July’21 over the
same weeks in July’20, with the highest growth
(16%) occurring in week 1 of July’21.
Corporate/Brand Image, Ecom-Education and Tea
were the new entrants among the Top 10 categories
in Jul'21.
There were 170+ growing categories present in
Jul'21 compared to Jul'20 on TV.
Growth in Tally during Jul'21 vs. Jul'20:
• Categories: +4%
• Advertisers: +8%
• Brands: +11%
Television witnessed 40+ new categories, 1.2 K+ new
advertisers and 2.1 K+ new brands during Jul'21
compared to Jul'20.
Period : Jul'21 vis a vis Jul'20
Highlights – TV

3. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jul'21 compared to Jul'20
Trends of TV Ad Volumes
100
114 113
Jul'20
(Overall)
Jul'21
(Overall)
Jul'21
(Without Sports Genre)
Indexed Growth in Ad Volumes
Index: Jul'20=100
 Overall Ad Volumes on TV increased by 14% during Jul'21 compared to Jul'20. Without the Sports
genre, the increase in July'21 over July'20 was 13%.
 Ad Volumes on Television increased in all weeks of July’21 compared to the same weeks in
July’20, with the highest growth (16%) occurring in week 1 of July’21.
100
116
114
113
109
111
WK 1-5 JUL'20 WK 1, JUL'21 WK 2, JUL'21 WK 3, JUL'21 WK 4, JUL'21 WK 5, JUL'21
Indexed Growth in weekly AdVolumes
Index: Weeks of Jul'20 =100 5 Week Period : Jul'21 (27th Jun – 31st Jul, 2021) over Jul’20 (28th Jun – 1st Aug, 2020)

4. Note: Figures are based on Commercial ads only for TV; excluding promos and social ads
Tally of Categories, Advertisers and Brands
 Tally of categories, advertisers and brands grew by 4%, 8% and 11% respectively during Jul'21
compared to Jul'20.
330+
340+
Jul'20 Jul'21
1950+
2110+
Jul'20 Jul'21
3070+
3400+
Jul'20 Jul'21
+4% +8% +11%
Count of
Categories
Count of
Advertisers
Count of
Brands
Period : Jul'21 compared to Jul'20

5. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Top 10 Categories on TV
 Toilet Soaps retained its 1st rank in Jul'21 over Jul’20, followed by Milk Beverages on 2nd position.
 Corporate/Brand Image, Ecom-Education and Tea were the new entrants among the Top 10 categories in Jul'21.
 Top 10 categories added 33% share of Ad Volumes in Jul’21.
Top 10 Categories (Jul'21) : Total 340+ % Share
Rank
(Jul'20)
1. Toilet Soaps 5% 1
2. Milk Beverages 4% 5
3. Tooth Pastes 4% 3
4. Shampoos 4% 2
5. Washing Powders/Liquids 3% 6
6. Ecom-Media/Ent./Social Media 3% 4
7. Toilet/Floor Cleaners 3% 7
8. Corporate/Brand Image 3% 33
9. Ecom-Education 3% 28
10. Tea 2% 11
Others 67% -
Period : Jul'21 compared to Jul'20

6. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Top Growing Categories on TV
 Corporate/Brand Image category saw highest surge in Ad Volumes with growth of 3.5 Times
followed by Ecom-Education with 2.8 Times growth during Jul'21 compared to Jul'20.
 There were 170+ growing categories present in Jul'21 compared to Jul'20 on TV.
Rank
Top 10 Growing Categories (Jul'21)
(based on highest increase in AdVolumes) Growth
1 Corporate/Brand Image 3.5 Times
2 Ecom-Education 2.8 Times
3 Government Universities/Colleges 99 Times
4 Pan Masala 9.4 Times
5 Ecom-Clothing/Textile/Fashion 644 Times
6 Aerated Soft Drink 2.3 Times
7 Hair Removers 2.5 Times
8 Two Wheelers 2.2 Times
9 Ecom-Online Shopping 61%
10 Biscuits 82%
Period : Jul'21 compared to Jul'20

7. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Top 10 Advertisers on TV
 Among the advertisers, Hindustan Unilever and Reckitt Benckiser India were the top two
advertisers with 15% and 11% share of Ad Volumes respectively.
 Amazon Online India, Cadburys India and Colgate Palmolive India saw positive rank shift.
 Pepsi Company and Procter & Gamble were the new entrants in the Top 10 advertisers’ list.
 Top 10 advertisers added 42% share of Ad Volumes.
Top 10 Advertisers (Jul'21) : Total 2.1 K+ % Share
Rank
(Jul'20)
1. Hindustan Unilever 15% 1
2. Reckitt Benckiser India 11% 2
3. Brooke Bond Lipton India 2% 3
4. Amazon Online India 2% 10
5. Cadburys India 2% 7
6. Godrej Consumer Products 2% 5
7. Colgate Palmolive India 2% 8
8. Pepsi Company 2% 15
9. ITC 2% 4
10. Procter & Gamble 2% 12
Others 58% -
Period : Jul'21 compared to Jul'20

8. Note: Ranking is based on Secondages for TV; Commercial ads only; excluding promos and social ads
Top 10 Brands on TV
 Dettol was the top brand during Jul'21 followed by Delhi Skill & Entrepreneurship University.
 During Jul'21, total 3.4 K+ brands were present on TV.
 The Top 10 brands had 11% share of Ad Volumes among which 4 belonged to Reckitt Benckiser.
 Vimal Elaichi Pan Masala among the Top 10 saw highest improvement in rankings.
Top 10 Brands (Jul'21) : Total 3.4 K+
Rank
(Jul'20)
1. Dettol New
2. Delhi Skill & Entrepreneurship University New
3. Vimal Elaichi Pan Masala 563
4. Dettol Toilet Soaps 13
5. Horlicks 10
6. Amazon.in 17
7. Close Up Ever Fresh 19
8. Lizol 21
9. Clinic Plus Shampoo 3
10. Harpic Bathroom Cleaner 41
Period : Jul'21 compared to Jul'20

9. Rank Top 10 New Categories (Jul'21)
1 Sugar Confectionaries
2 AV Auxiliaries
3 BPO (Business Process Outsourcing)
4 Optical Products Range
5 Laptops/Notebooks
6 Retail Outlets-Juice/Bakery Shops/Ice cream
7 Commercial Vehicles
8 Eyewear-Lenses
9 Household UPS & Inverter Batteries
10 Drycells
Top 10 New Advertisers (Jul'21)
Delhi Skill & Entrepreneurship University
Perfetti Van Melle India
Whitehat Education Technology
Travelxp India
Kirloskar
Nykaa E-Retail
Mahindra & Mahindra
Myntra Designs
Lux Industries
Parle Biscuits
Note: Ranking is based on Secondages for TV; Commercial ads only; excluding promos and social ads
Top 10 New^ Categories, Advertisers and Brands on TV
 40+ new categories, 1.2 K+ new advertisers and 2.1 K+ new brands advertised during Jul'21 compared to Jul'20.
 Sugar Confectionaries topped among the new categories followed by AV Auxiliaries in Jul'21 compared to Jul'20.
 Delhi Skill & Entrepreneurship University was the top new advertiser followed by Perfetti Van Melle India.
 Dettol topped among the new brands followed by Delhi Skill & Entrepreneurship University.
^ Present in Jul'21 but not in Jul'20
Top 10 New Brands (Jul'21)
Dettol
Delhi Skill & Entrepreneurship University
Thums Up
Firstinclass.in-El
Glow & Lovely Advanced Multivitamin
Harpic Power Plus 10x Max Clean
Whitehat Jr
Travelxp Red
Kirloskar
Yamaha FZ-X
Total
40+
Total
1.2K+
Total
2.1K+
Period : Jul'21 compared to Jul'20

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