HUL advertised for over 100 brands in June to Aug 2020: TAM AdEx

As per the report, HUL, Reckitt Benckiser India, Procter & Gamble, Godrej Consumer Products and ITC were among the top five advertisers in the period

e4m by exchange4media Staff
Published: Aug 27, 2020 9:21 AM  | 5 min read

Despite a decline of 20% in the average ad volumes per day in the month of August as compared to June 2020, HUL continued to be the largest advertiser on television with the highest share of 24%. As per the TAM AdEx-Television Advertising Report XI for the period June-Aug 2020 (till August 22), the average ad volume per day increased by 9% in the month of July ’20 as compared to June ’20.

The report also states that 73% of HUL’s ad volumes in Jun- Aug’20 was constituted by its top 10 categories which includes Shampoos, Toilet Soaps, Milk Beverages, Washing Powders/Liquids, Tea, Tooth Pastes, Moisturising Lotion/Creams, Face Wash, Detergent Cakes/Bars and Fairness Creams. Among these top 10, Shampoos, Toilet Soaps and Milk Beverages had the largest share of 15%, 13% and 12% respectively.

During June-Aug ’20, HUL advertised for over 100 brands, 117 to be exact, leading with Clinic Plus Shampoo with 4% of ad volume share followed by Horlicks, Surf Excel Easy Wash, Lux Toilet Soap and Sunsilk Black Shine with equal share. Wheel Active 2 in 1, Dove Cream Bathing Bar, Close Up Ever Fresh, Ponds White Beauty and Boost were among the top ten brands. Also, the top 10 brands of HUL accounted for 34% share of ad volumes. Meanwhile, from HUL, 78 brands were consistent in advertising across all three months from June to August.

The second biggest advertiser on television during the similar period was Reckitt Benckiser India with 9% share in the ad volume. Unlike HUL, Reckitt Benckiser average ad volumes per day saw a consistent growth of 44% in Jul’20 and August 2020 witnessed a growth of 50.55% compared to June 2020.

According to the report, Reckitt Benckiser had more than 50% share of ad volumes in its top three categories which includes Toilet/Floor Cleaners with 25% share of ad volumes, Toilet Soaps with 20% share and Antiseptic Creams/Liquids with 16% share. Hair Removers, Medicated Skin Treatment, Toilet Liquids, Rubs And Balms, Pre Post Wash Products, Household Cleaners and Home Insecticides were among the top ten categories.

Reckitt Benckiser advertised for it's 36 brands during the June- Aug’20 period with Dettol being the most visible brand. Top 10 brands of RB accounted for 70% share of Ad Volumes which includes Dettol Antiseptic Liquid with 16% share, Dettol Toilet Soaps with 10% share, Harpic Bathroom Cleaner with 10% share, Lizol with 7% share, Dettol Liquid Soap with 6% share, Harpic Power Plus/Bathroom Cleaner with 6% share, Vanish Oxi Action with 6% share, Dettol Intense Cool Soap with 5%, Moov Advance Diclofenac Gel with 4% share and Dettol & Moms Soap with 4%share of ad volumes.

Sevengteen brands that were consistent from RB includes Dettol Antiseptic Liquid, Dettol Toilet Soaps, Lizol, Dettol Liquid Soap, Harpic Power Plus/Bathroom Cleaner, Vanish Oxi, Action Harpic Bathroom Cleaner, Dettol Intense Cool Soap, Moov Advance Diclofenac Gel and Veet Cold Wax Strip.

The third biggest brand Procter & Gamble (P&G) with 3% of ad volume share observed a marginal decline in average ad volumes per day in Jul’20 and Aug’20* compared to Jun’20.

During June- Aug’20, P&G advertised in 12 categories with washing Powders/Liquids topped the list. The top three categories contributed 64% share of ad volume which includes the the top three Washing Powders/Liquids with 31%, Shampoos with 20% and Rubs And Balms with 13% share.

The top 10 brands of P&G accounted for 81% share of Ad Volumes and its top advertised brand was Head & Shoulders Anti Dandruff followed by Ariel. The Procter and Gamble advertised for a total 27 brands during this period. Tide Ultra, Vicks Vaporub, Pampers Baby Dry Pants, Vicks 3 In 1, Tide Plus Extra Power, Pantene Advanced Hair Fall Solution, Whisper Choice Ultra Xl and Oral B Prohealth Anti Bact Toothbrush were among the top ten brands. There were 16 consistent brands of P&G in Jun’20, Jul’20 and Aug’20.

The Godrej Consumer Products was the fourth topped advertiser during June-Aug’20 with 2% share of total ad volume. As compared to Jun’20, average Ad Volumes per day of Godrej Consumer Products decreased by 5% and 18% in the month of Jul’20 and Aug’20 respectively

The top 3 categories of Godrej Consumer Products together added more than 80% share of Ad Volumes which includes Mosquito Repellents with highest share of 32%, Hair Dyes with 26% share and Toilet Soaps with 24% of share. Also, the top 10 brands of Godrej Consumer Products contributed more than 90% share of its Ad Volumes with Godrej Expert Rich Creme Hair Colour was on top closely followed by Goodknight Gold Flash. Total 21 brands were advertised during the same period. Out of which 11 brands were consistent and out of 11 consistent brands of Godrej Consumer Products, Toilet Soaps and Mosquito Repellents categories had 3 brands each.

The fifth advertiser was ITC with 2% share of ad volumes. As per the report, 11% and 17% growth seen in average ad volumes per day during Jul’20 & Aug’20 compared to Jun’20 for ITC.

Meanwhile, the top 10 categories of ITC added more than 80% share of its Ad Volumes with Toilet Soaps being on the top with 15% share followed by Biscuits with 13% and Branded Atta with 11% of ad volume share. There were 54 brands of ITC present in Jun - Aug’20 and top 10 brands of ITC together added 58% share of Ad Volumes which includes Bingo Potato Chips, Aashirvaad Atta, Sunfeast Yippee Noodles, Savlon Surface Disinfectant Spray, Savlon Range Of Prods, Nimyle Floor Cleaner, Savlon Hexa Hand Sanitizer Liquid, Savlon Hexa Advanced Soap, Vivel Cool Mint Soap and Sunfeast Moms Magic.

However, there were 23 consistent brands of ITC present in June ’20, July ’20 and Aug ’20 with Bingo Potato Chips was on top followed by Aashirvaad Atta.

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