TAM AdEx-Television Advertising Report-15 presents the advertising snapshot for August-September (till September 19) 2020. Two categories that the report focuses on are Celebrity Endorsements during July-August 2020 and Advertising Trends in Sports Genre for July-September 2020. 

1. AdEx

2. 4
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During Jul-Aug’20, Celebrity endorsed ads had 20% share of overall Ad Volumes on TV
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Source: AdEx India (A Division of TAM Media Research)
Avg. Ad Volumes/Day on TV soared by 23% in Sep’20* compared to Jun’20
Highlights
1
2 35+ New Categories & 1440+ New Advertisers seen in Aug-Sep’20* compared to Jun-Jul’20
OverallTelevision
News Channel Genre topped with 32% of Ad Volumes followed by GEC (26%) in Aug-Sep’20*
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16% rise in Ad Volumes of Celebrity endorsed Ads in Aug’20 compared to Jun’20
In the Y 2020, Sports Programming Duration/Day rose by 52% in Sep’20* compared to Jul’20
Ecom-Gaming and Hero Motocorp were the top category & advertiser during Jul-Sep’20*
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CelebritiesSports

3. Overall Television Advertising: Aug-Sep’20 (till 19th Sep, 2020)Section 1:

4. 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 32 – Week 38 (2nd Aug – 19th Sep’20) and Aug-Sep’20* (* Till 19th Sep)
Average Ad Volumes/Day for Aug-Sep’20* and Week on Week Ad Volumes on TV
During Sep’20* Avg. Ad Volumes/Day on TV rose by 4% compared to Aug’20
Ad Volumes increased by 9% in week 38 compared to week 32 and peaked during week 37 on TV
1,155
1,206
Aug - 2020 Sep - 2020*
AverageAdDurationperDay(inHrs.)
7816
8178 8200
8325
8034
8641
8534
Wk 32 Wk 33 Wk 34 Wk 35 Wk 36 Wk 37 Wk 38
ADVOLUMES(HRS.)

5. Toilet Soaps 7%
Ecom-Media/Entertainment/Social Media 5%
Tooth Pastes 4%
Shampoos 4%
Washing Powders/Liquids 3%
Next 45 Categories 52%
Personal Care/Personal Hygiene 20%
Food & Beverages 18%
Services 14%
Personal Healthcare 9%
Household Products 7%
Others (21) 33%
Leading Sectors, Categories Aug-Sep’20*
Personal Care/Personal Hygiene sector topped with 20% share of TV advertising in Aug-Sep’20* followed by F&B (18%)
Out of Top 5 categories, 4 were from FMCG sector on TV during Aug-Sep’20*
Top 5 sectors and categories added 67% and 23% share of Ad Volumes respectively in Aug-Sep’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-Sep’20* (* Till 19th Sep)
Top 5 Sectors : 20+ Top 5 Categories: 360+

6. Hindustan Unilever 19%
Reckitt Benckiser India 12%
Procter & Gamble 3%
ITC 2%
Colgate Palmolive India 2%
Next 45 Advertisers 31%
Top 5 Advertisers : 3010+
Leading Advertisers: Aug-Sep’20*
HUL & Reckitt were Top 2 advertisers in Aug-Sep’20* with 19% & 12% share of Ad Volumes respectively
During Aug-Sep’20*, the Top 5 advertisers added 37% share of TV Ad Volumes
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-Sep’20* (* Till 19th Sep)

7. Whitehat Education Technology
Spotify India
Tuuple Technocraft
Lenovo
Head Digital Works
Laptops/Notebooks
Drycells
Electric Irons
Blues
Corporate-Durables
^ Present in Aug-Sep’20* but not in Jun-Jul’20
Top 5 New^ Categories: 35+ Top 5 New^ Advertisers : 1440+
New^ Categories and Advertisers on TV: Aug-Sep’20* compared to Jun-Jul’20
Total 35+ New Categories & 1440+ New Advertisers emerged in Aug-Sep’20* compared to Jun-Jul’20
Laptops/Notebooks and Whitehat Education were top new Category and Advertiser during Aug-Sep’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-Sep’20* (* Till 19th Sep)

8. Reckitt Benckiser India 45%
Facebook Inc. 90%
Perfetti Van Melle India 19,466 Times
Coca Cola India 11 Times
Vodafone Idea 4,792 Times
Ecom-Education 83%
Household Cleaners 2.2 Times
Cars 33%
Ecom-Media/Entertainment/Social Media 14%
Toilet Liquids 44%
^ Categories & Advertisers are sorted based on highest Difference in Ad Volumes in Aug-Sep’20* Minus Jun-Jul’20
Top Growing^ Categories & Advertisers: Aug-Sep’20* compared to Jun-Jul’20
Out of Top 5 growing categories, highest growth observed in Household Cleaners category, viz; 2.2 times
Out of Top 5 growing advertisers, Perfetti Van Melle saw highest surge in Ad Volumes during Aug-Sep’20* compared to
Jun-Jul’20
Top 5 Growing^ Categories Growth^
Top 5 Growing^ Advertisers Growth^
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-Sep’20* (* Till 19th Sep)

9. Hindustan Unilever 24%
Reckitt Benckiser India 10%
Brooke Bond Lipton India 4%
ITC 3%
Godrej Consumer Products 3%
Reckitt Benckiser India 7%
Hindustan Unilever 4%
Godrej Consumer Products 2%
GCMMF (Amul) 2%
Colgate Palmolive India 2%
32%
26%
24%
10%
3%
5%
News GEC Movies
Music Kids Others (7)
TV
Genres
Leading Advertisers – News Leading Advertisers – GEC
Leading Channel Genres & Leading Advertisers for Top 2 Genres Aug-Sep’20*
News Genre topped with 32% of Ad Volumes followed by GEC (26%) and Movies Genre (24%) in Aug-Sep’20*
There were total 2400+ Advertisers present in News genre and 1000+ Advertisers in GECs during Aug-Sep’20*
HUL and Reckitt had higher advertising share in GECs compared to News channels
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-Sep’20* (* Till 19th Sep)

10. Reckitt Benckiser India 6%
Hindustan Unilever 3%
GCMMF (Amul) 2%
Godrej Consumer Products 2%
Colgate Palmolive India 2%
Hindustan Unilever 22%
Reckitt Benckiser India 14%
Brooke Bond Lipton India 3%
ITC 3%
Cadburys India 3%
Leading Program Genres & Leading Advertisers for Top 2 Genres: Aug-Sep’20*
Feature Films was the most preferred Program Genre on TV with 28% share of Ad Volumes followed by News Bulletin
HUL and Reckitt were among the Top 5 on both Feature Films and New Bulletin Program Genres during Aug-Sep’20*
28%
22%
8%
8%
4%
15%
Feature Films News Bulletin
Film Songs Drama/Soap
Music Shows/Songs Others (56)
Feature Films' Top 5 Advertisers: 770+
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-Sep’20* (* Till 19th Sep)
News Bulletin's Top 5 Advertisers: 2400+

11. Pre Post Wash Products
Chewing Gum/Bubble Gum
Condoms
Instant Soup Mixes
Eye Make Up
Perfetti Van Melle India
Info Edge India
L ’Oreal India
Coca Cola India
Policybazaar Insurance Brokers
^ Present on TV but not in Print and Radio
Exclusive^ Categories :30+ Exclusive^ Advertisers: 1800+
Exclusive Categories & Advertisers on TV Compared to Print & Radio during Aug-Sep’20*
Total 30+ Exclusive Categories & 1800+ Exclusive Advertisers seen in Aug-Sep’20* on TV compared to Radio and Print
Pre Post Wash Products and Perfetti Van Melle were top exclusive category and advertiser on TV during Aug-Sep’20*
Source: AdEx India (A Division of TAM Media Research)
Note: Ranking based on Ad Insertions ; Commercial ads only; excluding promos and social ads
Period : Aug-Sep’20* (* Till 16th Sep)

12. Celebrity Endorsement during Jul-Aug’20Section 2:

13. Share of Celebrity Endorsed Ads in Overall Television Advertising & Celebrity Professions: Jul-Aug’20
During Jul-Aug’20, Celebrity endorsed ads had 20% share of overall Ad Volumes on TV
Among all professions, Film Actress leads in endorsing brands with 47% share of Celebrity Ad Volumes on TV
47%
31%
15%
4%2%
Film Actress Film Actor Sports Person
TV Actress TV Actor
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 : Jul-Aug’20
Share of Celebrity endorsed Ads
Celebrity Ads: 20%
Others: 80%
Share of Celebrity endorsed Ads by
Profession: Jul-Aug’20Period: Jul-Aug’20

14. 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 : Jun-Aug’20 & Jul-Aug’20
Monthly Trend of Celebrity endorsed Ads: Jun-Aug’20 and Top 10 Most Visible Celebrities: Jul-Aug’20
16% rise in Ad Volumes of Celebrity endorsed Ads in Aug’20 compared to Jun’20
Virat Kohli topped the list of most visible celebrity on TV through Ad endorsements with an average visibility of 15 hrs./day
M S Dhoni and Amitabh Bachchan ranked 2nd and 3rd with 13 hours and 12 hours of ad duration/day during Jul-Aug’20
100 104
116
Jun - 2020 Jul - 2020 Aug - 2020
GrowthinJul-Aug’20comparedtoJun’20
Index : Jun’20 = 100
Rank Top 10 Celebrities % Share
1 Virat Kohli 7%
2 M S Dhoni 6%
3 Amitabh Bachchan 6%
4 Kareena Kapoor 5%
5 Ranveer Singh 4%
6 Kiara Advani 4%
7 Akshay Kumar 4%
8 Alia Bhatt 4%
9 Sulbha Arya 3%
10 Anushka Sharma 3%
Visibility in Average Hours/Day
7
7
8
8
9
10
12
12
13
15
Index Growth in Ad Volumes of Celebrity endorsed Ads
Period: Jul-Aug’20

15. Hindustan Unilever 21%
Reckitt Benckiser (India) 7%
Procter & Gamble 4%
L 'Oreal India 4%
TVS Motor Company 4%
Toilet Soaps 5%
Milk Beverages 5%
Hair Dyes 5%
Washing Powders/Liquids 4%
Two Wheelers 4%
Leading Categories and Advertisers for Celebrity Endorsed Ads: Jul-Aug’20
During Jul-Aug’20, ‘Toilet Soaps’ category topped in terms of ads endorsed by Celebrity closely followed by Milk Beverages
Celebrity endorsement was highest for ‘HUL’ with 21% share of Ad Volumes followed by ‘Reckitt’ with 7% share
Top 10 categories and advertisers added 37% and 53% share of Ad Volumes endorsed by Celebrities during Jul-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 : Jul-Aug’20
Top 5 Categories: 140+ Top 5 Advertisers : 200+

16. Sports Genre
Period: Jul-Sep’20*
* Till 19th Sep
Section 3:

17. Sports Programming Duration: Live, Highlights & Others during Jul-Sep’20* compared to Jul-Sep’19*
In the Y 2020, Sports Programming Duration/Day rose by 52% during Sep’20* compared to Jul’20
Jul-Sep’20* witnessed notable decline in share of Live Programming Duration compared to Jul-Sep’19*
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Sports Program Duration;
Period : Jul-Sep*, 2019-20 [ * till 19th Sep]
100 94
152
Jul'20 Aug'20 Sep'20*
29%
11%
44%
35%
27%
54%
JUL-SEP'19
JUL-SEP'20
Live Highlight OthersIndex : Jul’20 = 100 Base: Program Duration Base: Program Duration
Live vs. Highlights vs. Other Sports ProgramsAvg. Program Duration/Day (Live Sports)

18. Advertising in Sports Genres and Month on Month Average Ad Volumes Per Day during Jul- Sep’20*
On TV, 3% drop in Average Ad Volumes/Day of Sports Genre during Sep’20* compared to Jul’20
Cricket was the most popular sport among advertisers with 66% share of Sports’ Ad Volumes followed by Soccer with 14%
share
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 : Jul-Sep’20* [ * till 19th Sep]
11
9
10
Jul - 2020 Aug - 2020 Sep* - 20202
AverageAdVolumes/Day(inHs.)
66%
14%
7%
6%2%5% Cricket
Soccer
Wrestling
Kabaddi
Basketball
Others (16)
Sports
Genres
Advertising in Sports Genres

19. Ecom-Gaming 10%
Cars 5%
Two Wheelers 5%
Perfumes/Deodorant 3%
Ecom-Clothing/Textile/Fashion 2%
Hero Motocorp 4%
Reliance Retail 4%
Sporta Technologies 4%
GCMMF (Amul) 2%
Galactus Funware Technology 2%
Leading Categories and Advertisers in Sports Genre: Jul to Sep’20*
Ecom-Gaming topped the category list under Sports Genre; Hero Motocorp being the top advertiser during Jul-Sep’20*
Top 10 categories and advertisers added 34% and 26% share of Sports Ad Volumes in Jul-Sep’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 : Jul-Sep’20* [ * till 19th Sep]
Top 5 Categories: 200+ Top 5 Advertisers : 440+

20. Top 10 Exclusive Categories and Advertisers on Live Sports Programs: Jul to Sep’20*
Tyres was the leading category exclusive to Live Sports Programs only followed by Internet Service Providers on 2nd
position during Jul to Sep’20*
Among the Advertisers, Indo Nissin Foods exclusively topped on Live Sports Programs followed by Ver Se Innovation
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 : Jul-Sep’20* [ * till 19th Sep]
Indo Nissin Foods
Ver Se Innovation
Reliance Jio Infocomm
Gameskraft Technologies
Royal Challengers Sports
Tyres
Internet Service Providers
Ecom-Food/Grocery
Power Backup Systems
Inverters
Sugar
^ Present on Live Sports Programs only
Exclusive^ Categories 6 Top 5 Exclusive^ Advertisers : 20+

21. Vinita ShahFor any queries write to: vinita.shah@tamindia.comWebsite Link: www.tamindia.com