Hindustan Unilever remains the top advertiser for March and April: TAM AdEx

Laptops, Notebooks, Petroleum Jelly, Hairdryers & Events/IT are among the top ten categories that stopped advertising in March and April, due to COVID-19

e4m by exchange4media Staff
Updated: May 11, 2020 9:07 AM

COVID-19 has impacted operations of several industries and sectors, and revenue has been hit this year which has resulted in a negative impact on advertising across media and television.

According to TAM Media Research AdEx data, in the period of March- April as compared to January-February, Laptops/Notebooks, Petroleum Jelly, Hair Dryers, Thermowares, Events-IT, Wearable Devices, Sports Goods/Accessories, Ecom-Jobs, Shawls/Blankets and Events-Pharma/Healthcare were the top ten categories (based on ad volumes) that stopped advertising.

In the top ten advertisers category for March, Hindustan Unilever remains number one with a 15% share of total volume, followed by Reckitt Benckiser (India) with 8% share. ITC with a 3% share of ad volume bags the third spot. Brooke Bond Lipton India, Colgate Palmolive India, Cadburys India, SmithKline Beecham were at 2% share of ad volume each, whereas Facebook In,  Amazon Online India and Yamaha Motor India ad volume were 1% each.

However, in the month of April, most of the previous month advertisers were not seen in the top ten list. Hindustan Unilever remains the highest advertiser with a similar 15% share even in April, whereas Reckitt Benckiser (India)’s ad volume share increased by 2% (10% ad volume share) from last month. Indya Interactive Services is the new advertiser seen in April with 5% followed by Brooke Bond Lipton India with 4%, Colgate Palmolive India with 3% share. GCMMF (Amul) with 3% share followed by Wipro (2%), ITC (2%), Amazon Online India (2%) and International Cricket Council (ICC) (2%) being the top ten advertisers.  

This year so far has been news-heavy especially with COVID-19 news coverage which has gathered all-time high viewership this year. If we look at the time period of January- April, the News genre has been the highest in terms of ad volume with 30% followed by GEC with 28% and Movies with 23%. Music and Kids genre contributed 11% and 3% respectively to the ad volume this year.

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