TAM AdEx Television Advertising Report (Jan-Mar'21) is a documentation of the television Ad Volumes in the first quarter of 2021.

1. Television Advertising Report
Jan-Mar’21
Source: AdEx India, A Division of TAM Media Research

2. Summary
06
07
08
09
01
02
03
04
10
05
Jan - Mar'21 registered growth of 30% in TV
Ad Volumes compared to Jan - Mar'20 and 3%
drop when compared to Oct-Dec’20.
In the span of Last 6 Months, Television Ad
Volumes peaked during Mar’21 followed by
Oct’20.
Food & Beverages topped with 20% share of
Ad Volumes during Jan-Mar’21 displacing
Personal Care/Personal Hygiene which was
top during Jan-Mar’20.
Toilet Soaps category maintained its 1st
position during Jan-Mar’21 with 5% share of
Ad Volumes. Biscuits and Paints categories
were new entrant in Top 10 categories’ list
During Jan-Mar’21, there were total 6.2K+
brands present on Television. 6 out of Top 10
brands were from Reckitt Benckiser
Whitehat Education Technology and Glow &
Lovely Advanced Multivitamin were the top
exclusive advertiser and brand respectively
during Jan-Mar’21 compared to Jan-Mar’20.
During Jan-Mar’21, News genre topped on TV
with 28% share of Ad Volumes closely
followed by GEC with 27% share.
Regional & National TV channels had 65% &
35% share of Ad Volumes respectively.
Toilet/Floor Cleaners among categories saw
highest increase in Ad secondages with
growth of 79%
HUL topped the advertisers’ list followed by
Reckitt. Top 10 advertisers together added
41% share of Ad Volumes during Jan-Mar’21.

3. Index Growth in Television Ad Volumes
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan – Mar’20 & 21; Oct – Dec’20
100
130
Jan-Mar, 2020 Jan-Mar, 2021
Indexed Growth Jan - Mar'21 vs. Jan - Mar'20
Index: Jan-Mar, 2020=100
 Jan - Mar'21 registered growth of 30% on TV Ad Volumes compared to Jan - Mar'20 and 3% drop when compared to
Oct-Dec’20 (Festive Period).
100 97
Oct-Dec, 2020 Jan-Mar, 2021
Indexed Growth Jan - Mar'21 vs. Oct - Dec'20
Index: Oct-Dec, 2020=100

4. Monthly Trends of Television Ad Volumes
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Oct’20 to Mar’21
44
40 41
40
37
44
Oct - 2020 Nov - 2020 Dec - 2020 Jan - 2021 Feb - 2021 Mar - 2021
TV
Ad
Volumes
(In
Hours
000’s)
 In the span of Last 6 Months, Television Ad Volumes peaked during Mar’21 followed by Oct’20.
 Mar’21 had 2% more Ad Volumes compared to Oct’20.
Monthly Trends : Oct’20 – Mar’21

5. Tally of Categories, Advertisers and Brands
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
 Tally of Categories, Advertisers and Brands witnessed marginal drop during Jan-Mar’21 compared to Jan-Mar’20.
430+
420+
Jan-Mar'20 Jan-Mar'21
4450+
4000+
Jan-Mar'20 Jan-Mar'21
6690+
6240+
Jan-Mar'20 Jan-Mar'21
Count of
Categories
Count of
Advertisers
Count of
Brands
Tally of Categories, Advertisers and Brands
Jan-Mar’21 vs. Jan-Mar’20
Period: Jan – Mar’21 and Jan-Mar’20

6.  Food & Beverages topped with 20% share of Ad Volumes during Jan-Mar’21 displacing Personal Care/Personal
Hygiene which was top during Jan-Mar’20.
 Top 3 sectors together added 51% share of Ad Volumes which were also among the Top 3 during Jan-Mar’20.
Leading Sectors on Television
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Rank Top Sectors
1 Food & Beverages 20%
2 Personal Care/Personal Hygiene 19%
3 Services 12%
4 Household Products 8%
5 Personal Healthcare 8%
2
1
3
4
5
Rank in Jan-Mar’20
Others (21) 33%
Period: Jan – Mar’21

7.  Toilet Soaps category maintained its 1st position during Jan-Mar’21 with 5% share of Ad Volumes.
 Toilet Floor/Cleaners moved to 2nd place during Jan-Mar’21 from 3rd in Jan-Mar’20 replacing Washing Powders/Liquids.
 Biscuits and Paints categories were new entrant in Top 10 categories’ list.
 2 Out of Top 10 categories were from Personal Care/Personal Hygiene and F&B sectors each.
Leading Categories on Television
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period: Jan – Mar’21

8.  Toilet/Floor Cleaners among categories saw highest increase in Ad secondages with growth of 79% followed by Milk
Beverages with 86% growth during Jan-Mar’21 compared to Jan-Mar’20.
 In terms of growth %, Household Cleaners category witnessed highest growth % among the Top 10 i.e. 3.5 Times in Jan-
Mar’21.
Rank
Top 10 Growing Categories (Jan-Mar’21)
(based on highest increase in Ad Volumes) Growth
1 Toilet/Floor Cleaners 79%
2 Milk Beverages 86%
3 Paints 2.2 Times
4 Shampoos 38%
5 Ecom-Education 3 Times
6 Tooth Pastes 31%
7 Household Cleaners 3.5 Times
8 Moisturising Lotion/Creams 83%
9 Fairness Creams 2.1 Times
10 Aerated Soft Drink 2.6 Times
Top Growing Categories : 210+ Categories registered Positive Growth
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period: Jan – Mar’21 compared to Jan-Mar’20

9.  HUL topped the advertisers’ list followed by Reckitt.
 Top 10 advertisers together added 41% share of Ad Volumes during Jan-Mar’21.
Leading Advertisers: FMCG Players Ruled among Top 10
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Rank Top 10 Advertisers (Jan-Mar’21): [4,000+]
1 Hindustan Unilever
2 Reckitt Benckiser India
3 ITC
4 Ponds India
5 Colgate Palmolive India
6 Brooke Bond Lipton India
7 Cadburys India
8 Godrej Consumer Products
9 Lakme Lever
10 Procter & Gamble
Period: Jan – Mar’21

10.  Top 4 brands were from Reckitt Benckiser during Jan-Mar’21.
 During Jan-Mar’21, there were total 6.2K+ brands present.
 Top 10 brands together added 9% share of Ad Volumes.
Leading Brands - 6 out of Top 10 brands were from Reckitt Benckiser
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Rank Top 10 Brands (Jan-Mar’21): [6,200+]
1 Lizol
2 Dettol Antiseptic Liquid
3 Dettol Toilet Soaps
4 Harpic Bathroom Cleaner
5 Watcho
6 Vanish Oxi Action
7 Harpic Power Plus/Bathroom Cleaner
8 Glow & Lovely Advanced Multivitamin
9 Colgate Dental Cream
10 Lalithaa Jewellery
Period: Jan – Mar’21

11.  2.3K+ exclusive advertisers & 3.8K+ exclusive brands advertised during Jan-Mar’21 compared to Jan-Mar’20.
 Whitehat Education Technology and Glow & Lovely Advanced Multivitamin were the top exclusive advertiser and brand
respectively during Jan-Mar’21 compared to Jan-Mar’20.
 HUL’s 2 and Reckitt Benckiser’s 3 exclusive brands present among the Top 10 in Jan-Mar’21 compared to Jan-Mar’20.
Rank Exclusive^ Advertisers (Jan-Mar’21): [2,300+]
1 Whitehat Education Technology
2 PCA Automobiles India
3 Dhani Services
4 Thangamayil Jewellery
5 Netmeds Marketplace
6 Fashnear Technologies
7 JK Lakshmi Cement
8 Agro Tech Foods
9 Securities & Exchange Board of India
10 Alkem Laboratories
Rank Exclusive^ Brands (Jan-Mar’21): [3,800+]
1 Glow & Lovely Advanced Multivitamin
2 Harpic Power Plus 10x Max Clean
3 Moov Strong Diclofenac Gel
4 Whitehat Jr
5 Vaseline Intensive Care Deep Moisture Body Lotion
6 Tide Plus Double Power
7 Dettol Intense Cool Soap
8 Citroen C5 Aircross
9 Sunsilk Volume Shampoo
10 Colgate Zigzag Anti-Bacterial
Leading exclusive^ Advertiser and Brands in Jan-Mar’21 over Jan-Mar’20
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
^ Present in Jan-Mar’21 and not in Jan-Mar’20
Period: Jan – Mar’21 compared to Jan-Mar’20

12.  During Jan-Mar’21, News genre topped on TV with 28% share of Ad Volumes closely followed by GEC with 27% share.
 Top 5 channels genres accounted for more than 90% share of Ad Volumes during Jan-Mar’21.
Top Channel Genres: News and GEC covered 55% of Ad Volumes
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
28%
27%
21%
13%
3%
7% News
GEC
Movies
Music
Kids
Others (7)
Channel Genres
Jan-Mar’21
Period: Jan – Mar’21
29%
29%
22%
12%
3% 5% News
GEC
Movies
Music
Kids
Others (7)
Channel Genres
Jan-Mar’20

13. Rank
Exclusive Advertisers
(Regional Channels)
1 Aachi Masala Foods
2 Attica Gold Company
3 Kaleesuwari Refinery
4 Thangamayil Jewellery
5 The Chennai Silks Group
6 Vasanth & Co
7 Malabar Group of Companies
8 Dr Alco Free
9 Best Money Gold
10 Sathya Agencies
Rank
Exclusive Advertisers
(National Channels)
1 JHS Svendgaard Laboratories
2 Volvo Auto India
3 Levi Strauss India
4 Diamond Producers Association Esv (Belgium)
5 Hewlett Packard India
6 Jiva Ayurveda
7 Cello Pens & Stationery
8 Webart Softech
9 Herbal Canada
10 Maharishi Markandeshwar Educational Trust
 Regional and National channels had 65% and 35% share of Ad Volumes respectively during Jan-Mar’21.
 JHS Svendgaard Laboratories and Aachi Masala Foods were leading Exclusive advertisers on National and Regional
channels respectively during Jan-Mar’21.
National and Regional Channels
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Regional
Channels
National
Channels
65%
35%
400+ 2,900+
Period: Jan – Mar’21

14.  Prime Time was the most preferred time-band on TV followed by Afternoon time-band.
 Prime Time, Afternoon & Morning time bands together accounted 71% share of ad volumes.
Advertising share by Time Bands
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period: Jan – Mar’21
12%
17%
22%
10%
32%
8%
Early Morning
6:00 to 08:59
Morning
09:00 to 11:59
Afternoon
12:00 to 15:59
Evening
16:00 to 17:59
Prime Time
18:00 to 22:59
Night
23:00 to 05:59

15. Website Link: www.tamindia.com For any queries write to: taminsights@tamindia.com