TAM AdEx-Mirroring Y 2020 for Television Advertising

Mirroring Y 2020 for
Television Advertising
Source: AdEx India, A Division of TAM Media Research

Advertising Overview on Television
Co-Branding Ads associated with Movies
Celebrity Ad Endorsement on TV
Trends: Lockdown vs. Unlockdown
01
02
03
04
Covid Prevention Categories (Health & Hygiene)
05
Contents
Social Advertisements by Government06

Highlights
06
07
08
09
01
02
03
04
1005
Ad Volumes on Television grew by 26% during
Y 2020* compared to Y 2016.
Compared to Y 2019, Ad Volumes saw
marginal rise.
Avg. Ad Volumes/Day rose by 39% in 4th
quarter of Y 2020* compared to average Ad
Volumes of first 3 quarters.
Personal Care/Personal Hygiene sector had
20% share of Ad Volumes followed by F&B
with 18% share.
4 out of Top 10 brands were from HUL and 3
brands from Reckitt Benckiser during Y 2020*
M S Dhoni & Virat Kohli together accounted
for overall 66% share of endorsement and
74% share among Male Sports personalities.
90% growth in average Ad Volumes/Day
witnessed during Post Lockdown period
compared to Lockdown period.
In Jul’20, Hand Sanitizer advertising per day
grew by more than 100 times compared to
Jan’20.
In Y 2020*, Television was the most preferred
medium for Social Ads by Govt. with 62%
share followed by Radio with 31% share.
FMCG players ruled the list of Top 10
advertisers with HUL leading the list.
Akshay Kumar topped among the Film Actors
and Kareena Kapoor topped Among Film
Actresses with 16% and 10% share.

A Television advertisement (also called a television commercial, commercial, ad TV advert or
simply an advert) is a span of television programming produced and paid for by an organization. It
conveys a message, aimed to market a product or service.
TAM AdEx monitors more than 600+ TV Channels
This section mainly focuses on understanding the advertising trends in comparison to the past 5
years, Monthly Trends, Top Spenders (Categories , Advertisers & Brands), Co-Branding Ads
associated with Movies & Celebrity Endorsement on TV.
1. Advertising Overview on Television
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
600+ TV
Channels

Television Ad Volumes sustained despite Covid Crisis
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2016-20* (*Jan-19th Dec)
100
113
130
125 126
Y 2016 Y 2017 Y 2018 Y 2019 Y 2020
Indexed Growth in Ad Volumes
Index: Y-2016=100
1,032
752
1,165
1,364
Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20*
Avg.AdVolumes/Day(InHours)
 Y 2018 registered highest growth of 30% in Ad Volumes followed by Y 2020 with 26% rise compared to Y 2016.
 Avg. Ad Volumes/Day rose by 39% in 4th quarter compared to average Ad Volumes of 1st, 2nd and 3rd quarters.
 Due to Covid-19, lowest Avg. Ad Volumes observed in 2nd quarter which includes the lockdown period.
Quarterly Trends : Y 2020*
Data till 19th Dec for all 5 years
Count of
Channels
540+ 630+ 670+ 640+ 635+

Monthly Trend of Avg. Ad Volumes/Day: Y 2020*
7.5 %
8.3 % 8.2 %
4.7 %
5.2 %
7.6 %
8.4 %
8.9 %
9.7 %
10.9 %
10.4 %
10.2 %
Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20*
Period : *Jan-19th Dec’20
Lockdown Period
Monthly Share of Ad Volumes
 Television Ad Volumes recovered to Pre-Lockdown level just within 3 months of post Lockdown period.
 During festive period, Ad Volumes on Television witnessed double digit growth.

 Personal Care/Personal Hygiene sector had 20% share of Ad Volumes followed by F&B with 18% share.
 Top 3 sectors together added 52% share of Ad Volumes which were also on top during Y 2019.
 Education sector was the new entrant in Top 10 sectors’ list.
Leading Sectors: Education sector enrolled in Top 10 with considerable upsurge
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-19th Dec’20
Rank Top Sectors
1 Personal Care/Personal Hygiene 20%
2 Food & Beverages 18%
3 Services 14%
4 Personal Healthcare 7%
5 Household Products 6%
6 Hair Care 6%
7 Laundry 5%
8 Auto 3%
9 Education 3%
10 Building, Industrial & Land Materials/Equipments 3%
1
2
3
6
4
5
8
7
12
9
Others 13%
Rank in Y 2019*

 Toilet Soaps category maintained its 1st position during Y 2020 with 7% share of Ad Volumes.
 Ecom-Media/Entertainment/Social Media moved up by 5 positions to achieve 2nd rank replacing Toilet/Floor Cleaners.
 Rubs and Balms category was the only 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 : No major rank shift in the Top 10 Categories

 HUL topped the list followed by Reckitt. Top 10 advertisers together added 45% share of Ad Volumes during Y 2020.
 Colgate Palmolive India, Cadburys India and Amazon Online India were in the list of Top 10 advertisers with positive
rank shift compared to Y 2019.
 GCMMF (Amul) was the new entrant in Top 10 advertisers’ list.
Leading Advertisers: FMCG Players Ruled among Top 10
Top 10 Advertisers (Jan-Dec’20*): [9,000+]
Rank
(Jan-Dec’19*)
1. Hindustan Unilever 1
2. Reckitt Benckiser India 2
3. Procter & Gamble 3
4. ITC 4
5. Colgate Palmolive India 7
6. Godrej Consumer Products 6
7. Cadburys India 8
8. Wipro 5
9. Amazon Online India 10
10. GCMMF (Amul) 23
- Next 40 Advertisers -

 Top 2 brands were from Reckitt Benckiser which had almost same share of Ad Volumes during Y 2020.
 During Y 2020, there were total 13.5K+ brands present.
 4 out of Top 10 brands were from HUL and 3 were from Reckitt Benckiser.
Leading Brands in Y 2020*
Rank Top 10 Brands (Jan-Dec’20*): [13,500+]
1 Dettol Toilet Soaps
2 Dettol Antiseptic Liquid
3 Colgate Dental Cream
4 Lizol
5 Santoor Sandal And Turmeric
6 Lux Toilet Soap
7 Clinic Plus Shampoo
8 Surf Excel Easy Wash
9 Horlicks
10 Amazon.In
Top 10 Brands contributed 9%
share of Television Ad Volumes

 Ecom-Media/Entertainment/Social Media among categories saw highest increase in Ad secondages with growth of
70% followed by Ecom-Education with 3.4 Times growth during Y 2020* compared to Y 2019*.
 In terms of growth %, Hand Sanitizers category witnessed highest growth % among the Top 10 i.e. 19 Times in the Y
2020*.
Rank
Top 10 Growing Categories (Jan-Dec’20*)
(based on highest increase in Ad Volumes) Growth
1 Ecom-Media/Entertainment/Social Media 70%
2 Ecom-Education 3.4 Times
3 Tooth Pastes 29%
4 Antiseptic Creams/Liquids 2.2 Times
5 Hand Sanitizers 19 Times
6 Milk Beverages 25%
7 Shampoos 20%
8 Washing Powders/Liquids 17%
9 Household Cleaners 3.6 Times
10 Range of Toiletries 11 Times
Top Growing Categories : 180+ Categories registered Positive Growth

 5K+ exclusive^ advertisers & 7.5K+ exclusive^ brands advertised during Y 2020 compared to Y 2019.
 Piccadily Agro Industries and True Shield Hand Sanitizer were the top exclusive^ advertiser and brand respectively
during Y 2020 compared to Y 2019.
 HUL advertiser had its 3 and Reckitt Benckiser had 2 exclusive brands in the Top 10 list of Y 2020 compared to Y 2019.
Rank Top 10 New Advertisers (Jan-Dec’20*): [5000+]
1 Piccadily Agro Industries
2 International Cricket Council
3 Whitehat Education Technology
4 Airtel Payments Bank
5 International Advertising Association
6 Prem Henna
7 Wildcraft India
8 Addatimes Media
9 Dell Computer Corporation
10 Tuuple Technocraft
Rank Top 10 New Brands (Jan-Dec’20*): [7,500+]
1 True Shield Hand Sanitizer
2 International Cricket Council
3 Glow & Lovely Advanced Multivitamin
4 Dettol & Moms Soap
5 Facebook.Com
6 Lifebuoy Range
7 Kissan Mixed Fruit Jam
8 Whitehat Jr
9 Voot Select
10 Dettol Disinfectant Spray
Leading exclusive^ Advertiser and Brands belonged to Hand Sanitizer category
^ Present in Y 2020* and not in Y 2019*

 During Y 2020*, Top 5 channel genres retained their positions compared to Y 2019*; News genre topped on TV during
both the periods.
 Top 5 channels genres accounted for more than 90% share of Ad Volumes during both the periods.
Top 5 Channel Genres: News and GEC covered 58% of Ad Volumes
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-Dec’20* (* Till 19th Dec)
31%
27%
23%
10%
3%
6% News
GEC
Movies
Music
Kids
Others (7)
30%
28%
21%
12%
4%
6% News
GEC
Movies
Music
Kids
Others (7)
Channel Genres
Y 2019*
Channel Genres
Y 2020*

 Regional and National channels had 63% and 37% share of Ad Volumes respectively during Y 2020*
 1% increase in share of Regional channels’ advertising on TV during Y 2020* over Y 2019*
 Ad Volumes on Regional channels witnessed rise of 2% during Y 2020* compared to Y 2019*
National and Regional Channels : Regional channels saw 2% rise Ad Volumes
Regional
Channels
National
Channels
62%
38%
Regional
Channels
National
Channels
63%
37%

 Webart Softech and Attica Gold Company were leading Exclusive advertisers on National and Regional channels
respectively during Y 2020*
900+ Exclusive Advertisers on National and 6900+ on Regional Channels in Y 2020*
Rank
Exclusive Advertisers
(National Channels)
1 Webart Softech
2 Curefit Healthcare
3 Toppr Technologies
4 In Style Way
5 Herbal Canada
6 National Geographic Society
7 Fastway Transmission
8 Shree Shakti Enterprice
9 Audi
10 Fastway
Rank
Exclusive Advertisers
(Regional Channels)
1 Attica Gold Company
2 Rahul Foundation
3 The Chennai Silks Group
4 Dr Alco Free
5 Ganapati Herbal Care
6 Kaleesuwari Refinery
7 Sdj Gold Company
8 Akshaya Gold Company
9 Pankajakasthuri Herbals
10 Star Cement

2. Advertising Snapshot during Unlockdown Period compared to Lockdown
The world has changed due to the pandemic. Advertising industry also witnessed slow
down during the Lockdown Period. Since the Unlock , Businesses are also trying their
best to catch up with changed market scenario. During the Unlockdown period,
Advertising on TV also saw significant improvement.
In this section, we have showcased the advertising scenario in Unlockdown compared to
Lockdown period on TV medium.
Unlockdown Period saw 1200+ Hours of Average Ad Volumes/Day
90% more compared to Lockdown Period
Post Lockdown : Jun-Dec’20* (* Till 19th Dec)
Lockdown : Apr-May’20

 90% growth in average Ad Volumes/Day was seen during Unlockdown period compared to Lockdown period.
 Tally of Categories grew by 24% whereas that for Advertisers and Brands rose by more than 2 Times during Unlockdown
period.
Advertising Trends – 90% growth during Unlockdown period
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Post Lockdown : Jun-Dec’20* (* Till 19th Dec)
L.D. L.D.
+90%
-38%
Y2020 Y2020 Y2020
Pre
360+
450+
LD ULD
2500+
6100+
LD ULD
3700+
9300+
LD ULD
Count of
Categories
Count of
Advertisers
Count of
Brands
Growth in Average Ad Volumes/Day Tally of Categories, Advertisers and Brands - Lockdown & Unlockdown
Pre Lockdown : Jan-Mar’20 Lockdown : Apr-May’20
1,000+
Hrs.
U.L.D.
L.D.: Lockdown
U.L.D: Unlockdown

 In the Unlockdown period, Shampoos among categories and Hindustan Unilever among advertisers saw highest
increase in Ad secondages with growth of 2.5 Times and 94% respectively compared to Lockdown period.
 In terms of growth %, Cars category and Cadburys India advertiser witnessed highest growth % among the Top 10 i.e.
15 Times and 16.5 Times respectively in the Unlockdown period.
Rank
Top 10 Categories: Unlockdown
(based on highest increase in Ad Volumes)
Growth
1 Shampoos 2.5 Times
2 Toilet Soaps 43%
3 Cars 15 Times
4 Chocolates 6 Times
5 Washing Powders/Liquids 66%
6 Rubs and Balms 7 Times
7 Milk Beverages 53%
8 Moisturising Lotion/Creams 7.5 Times
9 Biscuits 6 Times
10 Antiseptic Creams/Liquids 3 Times
Top Growing Categories and Advertisers during Unlockdown Period
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Post Lockdown : Jun-Dec’20* (* Till 19th Dec)
Rank
Top 10 Advertisers: Unlockdown
(based on highest increase in Ad Volumes)
Growth
1 Hindustan Unilever 94%
2 Reckitt Benckiser India 2 Times
3 Godrej Consumer Products 3.5 Times
4 Cadburys India 16.5 Times
5 Ponds India 5 Times
6 ITC 93%
7 Procter & Gamble 3.5 Times
8 Amazon Online India 2 Times
9 Lakme Lever 13 Times
10 Facebook Inc. New
Lockdown : Apr-May’20

3. Advertising snapshot of Covid Prevention Categories (Health & Hygiene)
In Jul’20, Hand Sanitizer advertising per day grew by more than 100 times
compared to Jan’20
COVID-19 posed several unique challenges. Prevention of Covid-19 was top
priority. From the government to doctors and wellness experts, everyone stressed
on the various traditional and new ways of building immunity and maintaining
hygiene protocols.
This section gives a top line of TV advertising trends in Categories like Sanitizers,
Chyawanprash, etc.

 In Jul’20, Hand Sanitizer advertising per day grew by more than 100 times compared to Jan’20.
 Piccadily Agro Industries was the top advertiser of Hand Sanitizers which added 60% share of Ad Volumes followed by
HUL with 16% share during Y 2020*.
Hand Sanitizer: Ad Volumes soared from April onwards
7 6 1
400
631
781
850
629
549
636
536
373
Avg.AdVolumes/Day(InMinutes)
Rank Top 10 Advertisers (Jan-Dec’20*) % Share
1 Piccadily Agro Industries 60%
2 Hindustan Unilever 16%
3 ITC 4%
4 Asian Paints India 3%
5 Cipla 3%
6 Wipro 3%
7 Ganapati Herbal Care 2%
8 Vanesa Inc 2%
9 Lupin 1%
10 The Himalaya Drug 1%

Rank Top Advertisers (Jan-Dec’20*) % Share
1 Reckitt Benckiser India 92%
2 G D Pharma 4%
3 Cavin Kare 2%
4 Emami 1%
5 Dabur India 1%
6 M U Amreliya 0.2%
7 Assam Chem & Pharma 0.1%
8 Ultimact Antiseptic Liquid 0.04%
9 ITC 0.04%
10 Alleviate Therapeutics 0.01%
 In Sep’20*, average Ad Volumes/Day for Antiseptic Creams/Liquids grew by 3.5 times compared to Jan’20.
 Among the 11 advertisers of Antiseptic Creams/Liquids, Reckitt Benckiser solely had 92% share of advertising with its
one brand Dettol Antiseptic Liquid.
Antiseptic Creams/Liquids: Month of Sep’20 witnessed highest Ad Volumes
7
6
4
7
5
9
18
19
26
19
22
14
Avg.AdVolumes/Day(InHours)

 In Dec’20*, Chyavanprash advertising grew by more than 6 times compared to Jan’20.
 Among the 8 advertisers of Chyavanprash, Dabur India had 37% share of advertising followed by Emami with 23% share.
Chyawanprash: Dec’20 saw an upsurge in Ad Volumes
37
4 3
12 7
21 18 16
49
77
138
237
Avg.AdVolumes/Day(InMinutes)
Rank Top Advertisers (Jan-Dec’20*) % Share
1 Dabur India 37%
2 Emami 23%
3 Patanjali Ayurved 16%
4 Shree Dhootapapeshwar 14%
5 Shree Baidyanath Ayur Bhawan 9%
6 Vedanjali Wellness Services 0.1%
7 Kandam Kulathi Vaidhya Shala 0.1%
8 Tanvi Clinic 0.01%

4. Celebrity Ad Endorsement on TV
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-Nov’20
Celebrity endorsements in India has managed to help a brand’s image and consumer recall. This is based on a
pretty simple logic. India is a country where people are star-struck by Movie Stars, Sports Personality, TV Actor
& Actress.
Celebrities are idolized and when associated with a brand, the promotion grabs eyeballs. There has been a rise
of celebrity endorsed brands in India.
Base: Celebrities (Actor/Actress) from Hindi – Movies & TV Industry and Sports personalities are considered.
South Stars (Movies & TV Industry) are excluded from the analysis.
During Y 2020*, 81K + Hours of Celebrity Ad Volumes seen with 23% share of Overall TV Advertising

 Akshay Kumar topped among the Film Actors with 16% share of celebrity Ad Volumes followed by Amitabh Bachchan
with 10% share.
 Among Film Actresses, Kareena Kapoor and Kiara Advani attained 1st and 2nd position respectively with 10% and 9%
share of Ad Volumes.
 Top 5 Film Actors and Actresses added 46% and 38% share during Y 2020*.
Rank Top 5 Film Actors
1 Akshay Kumar
2 Amitabh Bachchan
3 Ranveer Singh
4 Shahrukh Khan
5 Varun Dhawan
Top Film Celebrities Endorsing Brands : Y 2020*
Rank Top 5 Film Actresses
1 Kareena Kapoor
2 Kiara Advani
3 Alia Bhatt
4 Anushka Sharma
5 Shraddha Kapoor

 Ram Kapoor and Raju Shrivastav were the Top 2 TV Actors with 36% and 28% share of celebrity advertising respectively
in Y2020*.
 Shakshi Tanwar (Parvati) topped among TV Actresses with 27% share of Ad Volumes followed by Divyanka Tripathi
with 23% share in Y2020*.
 Top 5 TV Actors and Actresses had 84% and 80% share respectively in Y 2020*.
Top Television Celebrities Endorsing Brands : Y 2020*
Rank Top 5 TV Actors
1 Ram Kapoor
2 Raju Shrivastav
3 Manav Gohil
4 Mohan Kapoor
5 Parikshit Sahni
Rank Top 5 TV Actresses
1 Shakshi Tanwar (Parvati)
2 Divyanka Tripathi
3 Manasi Parekh
4 Shweta Tiwari (Prerna)
5 Supriya Pilgaonkar

 M S Dhoni & Virat Kohli together accounted for overall 66% share of endorsement and 74% share among Male Sports
personalities.
 P.V. Sindhu was the Top Female Sports personality with 42% share of Ad Volumes in Y2020* followed by Saina Nehwal
with 26% share
Top 5 Sports Person
(Overall)
Top 5 Sports Person
(Male)
Top 5 Sports Person
(Female)
Virat Kohli Virat Kohli P.V Sindhu
M S Dhoni M S Dhoni Saina Nehwal
Sachin Tendulkar Sachin Tendulkar Sania Mirza
P.V Sindhu Sourav Ganguly Mithali Raj
Sourav Ganguly Rohit Sharma Hima Das
Top Sports Personalities Endorsing Brands : Y 2020*

5. Co-Branding Ads with Movies – Y 2020*
Co-branded advertising is an interesting in program platform that has gained popularity. A
brand and movie both form an alliance to work together, creating marketing synergy.
On television, there have been various co-branding efforts, which have created fantastic
symbiotic relationship between the brands and movies.
TAM AdEx monitors co-branding ads in association with movies on television. In this section,
we have showcased the co-branding advertising scenario on the TV channels.
During Y 2020*, 320+ Hours of Co-Branding Ad Volumes with movies recorded on TV

 Dr Juneja Accumass topped among the brands associated with movies with 14% share of Co-Branding Ad Volumes.
 All Top 10 brands were associated with One movie each; The top brand Dr Juneja Accumass partnered with Tanhaji The
Unsung Warrior.
 Top 10 brands added 61% share of Co-Branding Ad Volumes during Y 2020*.
Rank Top 10 Brands Associated with Movies % Share
1 Dr Juneja Accumass 14%
2 Medlife.com 12%
3 Center Fresh 3 Layers Gum 8%
4 Huggies Wonder Pants 5%
5 Nestle Kk Dessert Delight 5%
6 Emami Double Bull Cement 5%
7 Yardley Compact Perfumes 3%
8 Shree Jung Rodhak Cement 3%
9 Gillette Guard 3%
10 Macho Hint 3%
Leading Brands among Co-Branded Ads: Total 50+ Brands Associated with Movies

Rank Top 10 Movies in Co-Branding
Count of
Brands
1 Tanhaji The Unsung Warrior 10
2 Love Aaj Kal (2020) 5
3 Chhapaak 3
4 Good Newwz 3
5 Baaghi 3 3
6 Mirzapur 2 (Web Series) 2
7 Shakuntala Devi 2
8 Darbar 3
9 Panga 4
10 Dabangg 3 1
Leading Movies among Co-Branded Ads : Total 20+ Movies Associated with Brands
 Tanhaji The Unsung Warrior topped among the movies associated with brands and was associated with 10 brands.
 Top 10 movies added 89% share of Co-Branding Ad Volumes during Y 2020*.

6. Social Advertisements by Government
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; Social ads by Government only Period : Jan-Dec’20* (* Till 19th Dec)
.
During Y 2020*, 43% of Ad Volumes of Social Ads by Govt. were for awareness
and prevention against Covid-19 pandemic
In this section, we have analyzed trends of Social Ads by Govt. on Television during Y 2020.
The Category covers ads by Central and State government bodies to spread awareness around various social
Schemes. In Y 2020 there was a surge in Social ads to help inform and educated the public on various
measures during Covid-19 pandemic.

 During Y 2020*, Television was the most preferred medium for Social Ads by Govt. with 62% share followed by Radio
with 31% share.
 Among the Traditional mediums, share of Social Ads by Govt. on Television was increased by 6% during Y 2020*
compared to Y 2019*.
Share of Social Ads by Govt. on TV compared to other Traditional Mediums
Source: TAM AdEx Note: Figures are based on Ad Insertions; Social ads by Government only Period : Jan-Dec’20* (* Till 19th Dec)
62%TV
31%Radio
7%Print
Y2020*

 Rise of 16% during Y 2020* over Y 2019* in Social Ads by Govt.
 Ad Volumes surged during Mar’20, Apr’20 and May’20 due to Covid – 19 related Social Ads by Govt.
Trend of Social Advertising by Govt.: Mar-May saw a surge in Ads
Source: TAM AdEx Note: Figures are based on Secondages for TV; Social ads by Government only Period : Jan-Dec’20* (* Till 19th Dec)
1,430
1,292
3,127
3,695
2,907
2,434
2,173
1,609
1,480
1,737
2,263
1,015
Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20^AdVolumes(InHrs)
100
116
Y 2019* Y 2020*
Growth in Social Govt. Ads
Y 2020* over Y 2019*
Index: Y 2019*=100 Period: Y 2020*
Higher Share of
|------- Covid Related -------|
Social Ads
Monthly Trends of Social Govt. Advertising – Y 2020*

 During Y 2020*, 43% of Ad Volumes of Social Ads by Govt. were for awareness and prevention against Covid-19
pandemic
 In Apr’20, Television registered highest share of messages around Covid-19 pandemic i.e. 80%
Between Feb – Dec, 43% ad volumes was dedicated to Awareness around Covid
1%
49%
80%
63%
51%
43%
33% 33% 34%
23%
16%
100% 99%
51%
20%
37%
49%
57%
67% 67% 66%
77%
84%
Corona Related Others
Covid
Related
Others
43%
57%
Social Ads by Government

 Ministry of Health & Family Welfare and Govt. of Delhi topped among the Central and State govt. advertisers
respectively.
 Top 10 advertisers of Central and State govt. added 91% and 64% share of social advertising by Govt. respectively.
During Y 2020*, 51% of Social ads by Govt. were from different Central Government bodies
Top 10 Advertisers (Central Govt.) % Share
Ministry Of Health & Family Welfare 36%
Doordarshan-Prasar Bharti 17%
Govt Of India 12%
National Informatics Centre 9%
Ministry Of Drinking Water & Sanitation 5%
Top 10 Advertisers (State Govt.) % Share
Govt Of Delhi 14%
Dept Of Info & Public Relations (Up) 9%
Govt Of Madhya Pradesh 9%
Govt Of Uttar Pradesh 7%
Govt Of Chhattisgarh 5%
Central
State
51%
49%
Y 2020*- Total 70+ Central Govt. Advertisers Y 2020*- Total 300+ State Govt. Advertisers

DISCLAIMER
TAM has made every effort to ensure that the information in this report is appropriate/correct, however TAM does not
assume and hereby expressly disclaim any and all liability to any party for any loss, damage, or disruption caused by
errors or omissions, whether such errors or omissions result from negligence, accident, or any other cause. The content
of the report is only for information and awareness purposes only and not intended to substitute any professional
advice regarding its usages. Before any reference or use of this report in manner kindly connect with TAM Media
Research Pvt. Ltd. All rights including copyright reserved with TAM Media Research Pvt. Ltd.

Vinita ShahFor any queries write to: [vinita.shah@tamindia.com]Website Link: www.tamindia.com

TAM AdEx-Mirroring Y 2020 for Television Advertising

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TAM AdEx-Mirroring Y 2020 for Television Advertising