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
Published - Dec 5, 2019 8:22 AM Updated- Dec 5, 2019 9:40 AM
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.