Hindi GEC takes highest 23% share of ad volumes: TAM AdEx

The GEC genre registered 51% rise in ad volumes in Week 30 compared to Week 23

e4m by exchange4media Staff
Updated: Jul 30, 2020 2:59 PM
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In the GEC genre, Hindi GEC has garnered 23% share of ad volumes followed by Tamil GEC with 13% of share and Malayalam with 11% of share, as per the TAM AdEx-Television Advertising Report VIII for period Apr-Jul’20 (data is till 25 July).
Kannada and Bengali GECs with 10% share, Telugu and Marathi GEC with 9% and 7% shares respectively were among the top seven genres that together registered 51% rise in advertising volumes in Week 30 as compared to Week 23. The report also states that GECs registered meager but steady ad volume growth in the last 4 weeks; between Week 27 and Week 30. The ad volumes rose to 2,173 hours in Week 30 from 1,442 hours in Week 23. 

In the Hindi GEC genre, the average ad volumes per day on Hindi GEC saw a marginal rise of 5% in July’20 compared to June’20.  As per the TAM data, a continuous rise in ad volumes was observed from Week 24 onwards with a peak in Week 26. Also, comparing Week 30 to Week 23, the ad volumes grew by 50% on Hindi GEC channels. The ad volumes hours grew to 482 in Week 30 as compared to 322 in Week 23.
Meanwhile, the tally of categories, advertisers and brands too saw rise in July’20 compared to June’20. The categories saw a spike of 3.42% and registered a total number of 151 in July against 146 in June. Also the number of brands grew with similar percentage i.e with 3.18% to 454 in July versus 440 in June. However, the number of advertisers grew more, that is 10.65%, to 187 from 169 number of advertisers in June.  

The 9 out of top 10 categories were from FMCG during June- July contributing 40% to the ad volumes of Hindi GECs. While HUL had a huge 40% share of ad volumes followed by Reckitt Benckiser, the top 50 advertisers had 90% share of ad volumes on Hindi GEC channels. Also there were over 35 categories and 80 advertisers advertised only during Jun-Jul’20 on Hindi GEC channels and half of the top 10 exclusive categories were from the Personal Care/Personal Hygiene Sector.
Meanwhile, in the TAM GEC category, the average ad volumes per day saw a marginal drop in July’20 compared to June’20. The ad volumes on Tamil GEC genre stabilized in the last four weeks after a peak in Week 26. Comparing Week 30 to Week 23, the ad volumes grew by 54% on Tamil GEC channels. The hours of advertising volume grew to 274 in Week 30 against 178 in Week 23. 

Though the tally of advertisers and brands grew by 5% and 3% respectively in July’20 compared to June’20, the number of categories saw a drop of 1.95%. The number of categories were reported 151 in July against 154 in June whereas the number of advertisers grew to 217 in July as compared to 207 in June and the number of brands registered in July were 452 against 437 in June. 
In Tamil GEC, 9 out of top 10 categories were from FMCG contributing 44% to the ad volumes and the top 10 advertisers had more than 65% share of ad volumes with HUL leading the space  with 40% share. Also the genre saw over 35 categories and 120 advertisers present only during Jun-Jul’20 on Tamil GEC channels. 
Another language GEC Malayalam grew by 14% in July 20 compared to Jun’20 in terms of average ad volumes per day on Malayalam GEC. Also a continuous rise in ad volumes was seen from Week 24 onwards with a small drop in Week 27. However the Week 30 registered highest ad volumes which was 50% more compared to Week 23. The ad volumes hours grew to 241 in Week 30 against 160 hours in Week 23. 

In Malayalam GEC, the tally of categories, advertisers and brands saw a rise in July’20 compared to June’20. The number of advertisers and brands grew by 11% and 8% respectively. The categories for FMCG sector dominated the advertising on Malayalam GECs with HUL leading the space with 32% share of ad volumes followed by ITC with 6% share. The top 10 advertisers on Malayalam GEC channels had 66% share of ad volumes. On Malayalam GEC channels, over 40 categories and 120 advertisers advertised exclusively during the same period. 

In the Kannada GEC genre, the average ad volumes per day grew by 12% in July’20 compared to June’20 and the average ad volume during week 27 – 30 grew by 18% compared to week 23 – 26. Also, comparing week 30 to week 23, Ad Volumes grew by 54% on Kannada GEC channels.

The tally of advertisers and brands grew by 19% and 12% respectively in Jul’20 over Jun’20 however, the count of categories were almost the same in both the months. In the Kannada genre, 9 of the top 10 categories belong to FMCG accounting 42% to the ad volumes. HUL was on top position with 37% share on Kannada GEC channels followed by P&G. While the top 50 advertisers accounted for more than 90% share of ad volumes on Kannada GEC channels. The genre saw over 30 categories and 75 advertisers advertised only during Jun-Jul’20 on Kannada GEC channels. 

In the Bengali GEC, which ranked fifth in the top seven genres, the average ad volumes per day on Bengali GEC saw a rise of 23% in Jul’20 compared to Jun’20. A sharp rise in Ad Volumes was seen on Bengali GECs with week 30 registering highest Ad Volumes,  almost two-fold Ad Volumes rise in week 30 compared to week 23. 

The tally of categories, advertisers and brands saw rise in Jul’20 compared to Jun’20 and the number of advertisers and brands grew by 21% and 17% respectively. Interestingly,  the Milk Beverages category topped with 10% share of Ad Volumes. Also, the top 50 categories had 87% share of Ad Volumes on Bengali GEC channels and 70% share of Ad Volumes was captured by the top 10 advertisers with HUL on the crest. Among Top 10 exclusive categories, maximum were from the Personal Care/Personal Hygiene and Services sector. Over 35 categories and 60 advertisers advertised exclusively during the same period on Bengali GECs. 

Ranked sixth, the Telugu GEC genre witnessed a slender in ad volumes in the last 3 weeks but steady growth. The average ad volumes per day dropped by 9% in Jul’20 compared to Jun’20 on Telugu GEC. Also comparing week 30 to week 23, the Ad Volumes grew by 39%.

Although tally of categories are on the lower side during Jul’20, however, the count of advertisers and brands grew by 17% and 7% respectively in Jul’20 over Jun’20. Also the top 10 categories had 9 FMCG categories accounting 45% to the Ad Volumes of Telugu GECs and more than 40% of the Ad Volume share was covered by HUL solely.  Top 50 advertisers accounted for 90% share of Ad Volumes on Telugu GEC channels. Over 40 categories and 90 advertisers advertised only during this period

The seventh GEC genre- Marathi, saw week 30 recorded highest Ad Volume growth since week 23. The average  ad volumes per day grew by 9% in Jul’20 compared to Jun’20. Comparing week 30 to week 23, Ad Volumes grew by 39% on Marathi GEC channels. 

The count of categories witnessed a narrow increase during Jul’20 while the count of Advertisers and Brands grew by 14% and 13% respectively in Jul’20 over Jun’20. The top 10 categories consist of 3 categories from F&B and 2 each from Hair Care, Services and Personal Care/Personal Hygiene respectively. With more than 30% of the Ad Volume share, HUL leads the advertisers on Marathi GEC channels. Also over, 35 categories and 50 Advertisers advertised only during Jun-Jul’20 on Marathi GEC channels. The top 10 exclusive categories had 3 categories each from Household products and Personal Care/Personal Hygiene. 

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