GEC ad volumes up by 26% in a week: TAM AdEx

As per the report, week 24 recorded the highest ad volumes in the last 11 weeks for Hindi GEC genre

e4m by exchange4media Staff
Updated: Jun 19, 2020 9:50 AM
adex

According to TAM AdEx-Television Advertising Report-II for period Mar-Jun’20, News, GEC and Movies genres contributed more than 80 per cent share of Ad Volumes during the lockdown period. News contributed 35 per cent share whereas GEC pitched in 24 per cent and Movies 23 per cent share. Music and Kids contributed 7 per cent and 3 per cent in the period between April-June’2020. 

The data also states that the growth of average ad volumes in GEC was 74% whereas for news and movies it was 40% and 52% respectively. 

Also,  the advertising volumes on GEC channels grew steadily from week 19 with a minor drop in week 23. However,  week 24 witnessed the highest i.e 26% growth of Ad Volumes over week 23. 

For Hindi GEC, week 24 recorded the highest ad volumes in the last 11 weeks for the genre. When compared to week 14, the ad volumes on Hindi GEC channels grew by 45% in week 24. The hours of ad volumes grew to 422 in week 24 from 291 in week 14. Meanwhile, for other-language GECs, week 24 recorded the highest ad volumes compared to the previous 10 weeks. Week 24 registered 40% of growth from week 14. The hours of advertising increased to 1,436 from 1022 in week 14. 

In the top Categories for the period of Apr–Jun’20, total 9 categories were common across three sub-genres including GEC, Hindi GEC and other GEC (Excluding Hindi ), also Toilet Soaps was the top category across three categories. Also, HUL, Reckitt Benkiser and Brook Bond Lipton were top three advertisers across GEC, Hindi GEC and GEC (Excluding Hindi) 

In the news genre, Hindi news led with 36% share of ad volume in total share of the genre. However, ad volumes on News channels grew steadily from week 19 onwards and registered  6% growth in ad volumes in week 24 over week 23. Whereas, in English news, week 20 to week 23 saw steady growth in ad volumes with a minor drop in week 24. As compared week 24 to week 14, the genre saw growth of 31%. Also, the ad volumes on Regional News channels grew steadily from week 18 onwards with the peak in week 24. The regional channels in week 24 to week 14-19, grew 53%. 

For the news genre, GCMMF (Amul) tops the chart of Hindi News and English News, while HUL leads on Regional News. Players from the Healthcare/Hygiene category dominate Hindi and Regional News channels. 

For the movie's genre, week 24 registered 42% growth in ad volumes over week 14. There were over 30 exclusive advertisers on the channel which includes Surya Food and Agro, Ganesh Industrial Corporation, Aaradyaa Gold, Regent Clothings and others. 

As compared to week 14, ad volumes on Hindi Movies channels grew by 44% in week 24 whereas  English Movies genre grew by 33% in week 24 compared to week 23 and regional movie genre registered 48% growth in ad volumes in week 24 compared to week 14

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