TAM ad volume data shows 18% growth on TV in first six months of 2018

In top 10 categories of the current year (January-June 2018) on television, top 3 includes toilet soaps leading the category followed by B2C online shopping and tooth pastes

e4m by exchange4media Staff
Published: Sep 19, 2018 9:00 AM  | 3 min read

TAM Media Research has released an ad volume data for the period of January-June 2017 to January-June 2018. It says that ad volume on television has increased by 18 per cent from last year.

The figures represent the combined indexed growth of the top 10 categories of the period January-June 2018. The top 10 categories of the current year (January-June 2018) includes toilet soaps leading the category, followed by B2C online shopping, toothpastes, two wheelers, washing powders, shampoos, general Internet service, toilet cleaners, cellular phone service and DTH service providers.

Rohit Gupta, President, Network Sales and International Business, Sony Pictures Networks, believes that the year has been good so far for television. “The last two years, industry was affected by demonetisation and GST. This year has been pretty clean. Television spends are back and big properties such as IPL, FIFA, KBC and Indian Idol are all fully sold out. The business is looking good. Television is the key medium for any advertiser and now money has started flowing back to it. We have seen growth across all categories,” he said while giving a perspective from both GEC and sports channels. 

Speaking of infotainment, Vikram Tanna, Head of Advertising Sales & Business, Head of Regional Clusters, South Asia, at Discovery Networks Asia-Pacific, said, “If we look at the last six months, we have seen lots of positive momentum being built across clients and key categories and strong positive momentum is giving results to advertisers and now they are investing more and more in TV. We are actually looking at a festive blockbuster. If you look at our network, we have invested disproportionately also in terms of IPs coming across Discovery, Animal Planet and TLC. If you look at the brands, they are largely dependent on television, there is an affinity as television offers you just about anything. It creates relevant content and advertisers are always looking for reach as well as affinity.”

Sujata Dwibedy, Executive Vice President, Carat India, Dentsu Aegis Network, explained that every agency forecasts this data but you have to discount the spends for a more precise projection. "Instead of absolute ad spends, what we look at is the spends of last year, so as per that, what we have seen is while till 2015 there was a growth of 12 per cent on TV spends, 2016 has been 10.5 per cent, 2017 saw a growth of 8.3 per cent and in 2018 we are expecting it to end at about 10 per cent growth. Your overall advertising spend is growing at 9 or 10 per cent out of which  41 per cent is TV and 30-35 per cent is print and balance is other media.”

Echoing similar thoughts, Vidhu Sagar, National Director - PointNine Lintas at MullenLowe Lintas Group, explained that typically at the agency level, there are the reported numbers that come when you run the software and then you apply what is called ‘discounted factor’ to bring it to the real numbers. "Essentially the ways used for estimating spends by TAM could be called card rates. We try to bring spends down by using typically ‘discounting factors'," he said.
“Overall projection for the year for the industry as a whole has been 8-12 per cent. Within the television industry, projections have been driven by consideration of IPL and it being the  election year so certainly, the television industry has grown," he added.

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