Ad Volume on TV grew 63% in past six weeks: TAM AdEx

As per the report, Week 23 recorded the highest number of new advertisers and brands

e4m by exchange4media Staff
Updated: Jun 18, 2020 9:48 AM
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The total advertising volume on television saw a growth of 63 per cent in the past six weeks i.e from Week 19 to Week 24, as per TAM AdEx-Television Advertising Report-I for Jan-Jun 2020. 
The ad volume grew from 3,989 hours advertising in Week 19 to 6,488 hours of advertising in Wek 24. However, average ad volumes grew by 32 per cent during Week 22-23 compared to Week 19-21. And after a slight decline in Week 23, ad volumes grew by 17 per cent in Week 24.


The report also states that in June 2020, the average ad volumes/day grew by 42 per cent compared to April 2020. The advertising hours increased to 860 in June 2020 (till June 13) as compared to 604 in April 2020. 

Also, a continuous growth is observed in the count of categories, advertisers and brands between Week 19 and Week 23.  In Week 24 though, there is a marginal decrease in count of advertisers and brands.
The number categories grew from 272 in Week 19 to 295 in Week 23 to 296 in Week 24. The number of advertisers grew from 1140 in Week 19 to 1,234 in Week 23, but declined to 1,179 in Week 24. Similarly, the number of brands grew from 1,660 in Week 19 to 1,967 in Week 23 and declined to 1,903 in Week 24. Week 23 recorded the highest number of new advertisers and brands in the past six weeks.  

As per the report, a positive growth in ad volumes was observed across top five channel genres in May 2020 compared to Apr 2020 which includes News, GEC, Movies, Music and Kids. 
Talking about the share between April 1 and June 13, News led the volume share with 35 per cent, followed by GEC at 24 per cent and Movies at 23 per cent share. Music and Kids with 7 per cent and 3 per cent share stood at fourth and fifth positions respectively. However, the growth in May 2020 compared to Apr 2020 was positive. The news genre grew 16 per cent in May whereas GEC grew 25 per cent, Movies grew 20 per cent, Music 6 per cent and Kids grew 13 per cent in May 2020.

The Top 10 categories together had nearly 40 per cent share of ad volumes. Also, daily essentials dominated 8 out of the top 10 categories. 

 
In the top 10 advertisers list for March-June 2020, the Top 10 advertisers on TV had 40 per cent share of ad volumes. Seven out of the top 10 advertisers were from FMCG sector with HUL on top having 16 per cent share of ad volumes.

 

In the sports genre, as per the report, soccer tops advertising in the absence of live cricket.  There has been a sharp drop in live programming as IPL was postponed. Around 60 per cent of the ads during live sports were on soccer.

 

Bundesliga was the only live soccer tournament that was aired during COVID. The weekday matches garnered 17 per cent more advertising compared to weekend matches. It attracted 9 advertisers from 17 categories promoting 26 brands.

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