Regional channels account for 60% of TV ad volumes in July-Sept: TAM AdEx

The highest growth in ad volume for Regional Language Channels at 20% was observed during Week 37 when compared to Week 27

e4m by exchange4media Staff
Updated: Sep 17, 2020 8:51 AM
TV

Advertising on regional channels accounted for 60% of the overall television advertising during July-September ’20 as per the TAM AdEx-Television Advertising Report-14 (data registered till Sept 12).

While Hindi channels had a 30% share, English channels recorded just 3% of it.

As per the report, among regional channels, Tamil topped with 15% share followed by Bengali channels at 14% and Telugu at 13%. While Kannada contributed 12% share, Malyalam accounted for 9% of the total ad volumes of regional channels. 

The average ad volumes per day on regional language channels soared consistently in Aug ’20 and Sep ’20 as compared to July’20. Also, the highest growth at 20% in Regional Language Channels was observed during Week 37 when compared to Week 27. The ad volumes increased to 5141 hours in week 37 from 4264 hours in week 27. 

If we look at the advertising trends of the top five regional languages, the ad volumes on Tamil channels grew by 13% in Sept ’20 compared to July ’20. During week 37, ad volumes increased by 28% on Tamil channels which is highest so far compared to week 27. The ad volumes grew to 802 hours in week 37 from 627 hours in week 27.

Meanwhile, on TV, August saw the highest number of new categories, advertisers and brands on Tamil Channels between July and Sept. In July, the channel saw 22 new categories whereas August saw 45 new categories and September witnessed 15 new categories so far. Similarly, August saw 234 new advertisers as compared to 135 in July and 67 in September. On the brands side, August registered 388 new brands as compared to 236 in July and 133 in September.

Among Tamil channels, GEC, News and Movies genres together had more than 3/4th of the ad volume share in July to September period. GECs topped in Tamil with 40% share of Ad Volumes and witnessed 24% rise in ad volumes per day during Sept ’20 compared to July ’20.

Meanwhile, the list of the top 10 categories on TV was dominated by FMCG (except Retail Outlets-Jewellers and Multiple Courses). Toilet Soaps and Hindustan Unilever were leading categories and advertisers respectively on Tamil channels and the top 10 categories and advertisers added 38% and 49% share of Tamil Channels’ Ad Volumes respectively in Jul-Sep’20. 

The second highest genre in the regional space was Bengali, the ad volumes on Bengali channels grew by 22% in Week 37 compared to Week 27. Also, the average Ad Volumes per day for Bengali Channels peaked in Aug’20. The genre also witnessed new categories, advertisers and brands grew by 10%, 2% and 8% respectively in Aug’20 compared to Jul’20.

In the genre, the top two Bengali Channel Genres i.e news and GECs added more than 70% share of Ad Volumes during Jul-Sep’20. Also, all Bengali Genres except Movies recorded growth in Ad Volumes/Day during Sep’20 compared to Jul’20. 

As per the report, during week 37, Ad Volumes grew by 11% on Telugu channels which is highest so far compared to week 27. Also, Ad Volumes on Telugu channels rose by 4% in Sep’20 compared to Jul’20. 

Among Telugu channels, News, GEC and Movies genres together had 82% Ad Volumes’ share during Jul-Sep’20. Telugu Kids and News channels observed a growth in Ad Volumes per day with 30% and 20% respectively in Sep’20 compared to Jul’20.

As per the report, even in the Telugu market, the top 10 categories on Telugu Channels were dominated by FMCG (except Retail Outlets-Jewellers and Ecom-Education) and Toilet Soaps and Hindustan Unilever were leading category and advertisers respectively on the channels. The top 10 categories and advertisers added 33% and 48% share of Telugu Channels’ Ad Volumes respectively in July-Sept ’20.  

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