OTT ads on TV up 1.7 times in Jan-Mar '20 compared to same quarter last year: TAM

GEC, movies and news channels together accounted for nearly 75% share of OTT platform ad volumes

e4m by exchange4media Staff
Published: Apr 13, 2020 2:01 PM  | 3 min read

TAM Axis released its report on Advertising by OTT Platforms on television for the period of January to March (18th) 2020.

In the period, ad volume growth of OTT platforms on television observed a 33% growth. Compared to January – March 2019, OTT platform ads grew by 1.7 times.

Ad insertions of OTT platforms rose to 40% in March 2020 compared to February 2020.

Number of Ads per day observed exponential growth of 66% in the period.

GEC, movies and news channels together had nearly 75% share of ad volumes. OTT platforms’ advertising across Hindi movies and GECs had more than 1/4th of ad volumes, followed by Hindi Music Channels.

In the programme genre, feature films topped for OTT platform advertising. The top 3 programme genres together had more than 50% share of ad volumes.  

Top 3 OTT platforms together had a 60% share of ad volumes. In the given period, 80% share of ad volumes was covered by the Top 5 OTT platforms.

The most preferred ad lengths were the ones between 20 – 40 sec. These ads were most promoted during Prime Time.

Ad Volumes of OTT platforms on Television observed exponential growth of 33% in Jan-Mar’20 compared to Jan-Mar’19. Jan-Mar'20 recorded 1.7 times more ads of OTT platforms compared to Jan-Mar'19.

The number of ads per day observed exponential growth of 66% in Jan-Mar’20 compared to Jan-Mar’19.

Mar'20 registered a whopping 4100+ ads per day from OTT platforms in March 2020. A similar peak was observed in March 2019.  

The Top 5 OTT platforms in both quarters had more than 80% share of Ad volumes; 'Zee5' which was not present among Top 10 of Jan-Mar'19, topped Jan-Mar'20 with 21% share of ad volumes; 'HotStar' which topped during Jan-Mar'19, ranked 3rd in Jan-Mar'20.  

‘HotStar’ which ranked 3rd in Jan-Mar’20 topped the Month of Mar’20 with 26% share of ad volumes. ‘Discovery Plus App’ which was launched in Mar’20 ranked 5th with a 3% share of ad volumes. 

A total of 16 New OTT players advertised on TV during Jan-Mar’20

The Top new OTT player ‘Discovery Plus App’ had 1% ad volume share among all in Jan-Mar’20.  

Ad volumes share on National vs. Regional channels is 68% and 32% respectively. More than 50% of the ad volumes were on GEC + Movies. GEC is the most preferred genre followed by Movies

The Top 5 Genres on Television had 92% share of ad volumes for OTT i.e. GEC, Movies, News, Music and Lifestyle.  

Among the channel genres, Hindi Movies & Hindi GEC together had more than 1/4th of ad volumes followed by Hindi Music channels.

Feature Films was the most preferred Program Genre with 1/4th of ad volumes of OTT platforms followed by Drama/Soap and News Bulletin with 13% share each. The Top 3 Program Genres together had more than 50% share of ad volumes.

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