Despite drop in sales, auto sector ups ads in Q2 2019: TAM AdEx
According to TAM AdEx data, F&B services, personal care, healthcare and the auto sector were among the top five categories in Q2 2019
The personal care and hygiene sector was among the top five sectors, contributing to the overall volume in the advertising. The sector has shown an index growth of 19% in Q2-2019. The sector’s share has also increased to 17% from 15 % in Q1. Meanwhile, the major sector, that is the food and beverage industry continued with the same market share of 17% and has shown an index growth of 9% in Q2, according to AdEx India- a division of TAM Media Research across media including TV, print and radio.
However, the service sector has witnessed a decline not only in the index growth but also in the market share. In terms of market share, the sector lost 2% to 12% from 14% in the last quarter, while the segment has de-grown by 7% in Q2.
The other sectors which made it to the top five categories were personal healthcare with a similar market share of 6%, the sector grew by 2%. The last category in the top five was the auto sector which was not even a part of the top five sectors in Q1, has shown an index growth of 11% with 5% of market share. These top five categories contribute to a larger percentage-57% to the ad volumes and rest is contributed by other categories.
As per the data shared by TAM, Pan Masala (11%), Milk Beverages(10%) and Chocolates (8%) were among the top three categories contributing to this growth in the Food & Beverage segment. Whereas, in the personal care category, toilet soaps (33%), toothpaste(13%) and perfumes (12%) contributed to the growth of the sector.
If we look at the top five categories of January-August 2018 versus January-August 2019, the F&B category grew by 1% in market share for the period of Jan-Aug’19 with a similar index growth of 9% whereas the personal hygiene category at 16% market share showed an index growth of 19%. The other top categories were services that fell by 7% and personal healthcare and household products that grew by 2% and 11% respectively.
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