Television ad volumes registered 26% increase in 2019 compared to 2015: TAM AdEx

The TAM report also shows advertising trends during 2019, with a peak in advertising during the months of April and May due to IPL 12 and also during October due to the festive season

e4m by Sonam Saini
Updated: Jan 20, 2020 9:24 AM



A consistent ad volume growth was witnessed on television during the year 2016-18 as compared to the year 2015, according to the TAM AdEx Advertising snapshot on Television. The report showcases the advertising trends on television during 2019. 

The study also reveals advertising volumes over the last five years and monthly trends for the year 2019.

The report states that the year 2018 had a maximum count of channels (i.e. 673) with 32% increment in ad volumes over 2015 with 454 channels. There is a 26% increase in ad volumes registered in 2019 as compared to 2015. Whereas the advertising volumes have decreased by 4.55% in 2019 when the channel count was 643 as compared to 2018 when there were 673 channels. 

The TAM report also showcases the advertising trends during 2019 and hence it is not surprising that advertising peaked in the month of April and May due to IPL 12 and during October due to festive season. in October during Diwali, 4,863 brands advertised which is maximum as compared to other months of the year 2019. Meanwhile, in the month of April and May, the number of brands advertised were 4299 and 4815 respectively. 

The top five sectors including personal care/personal hygiene, food & beverages, services, household products and hair care accounted for more than 62% share of total ads in 2019. On the other side, the top ten advertisers accounted for 34% share of total advertising which includes Hindustan Unilever, Reckitt Benckiser (India), ITC, Godrej Consumer Products, Colgate Palmolive India, Wipro, Brooke Bond Lipton India, Cadburys India, Procter & Gamble and Smithkline Beecham. Hindustan Unilever was top advertiser with a 12% share of ad volumes followed by Reckitt Benckiser (India).

According to the report, the top 50 advertisers covered more than 55% share of overall TV advertising. Santoor Sandal and Turmeric was the top brand of 2019 followed by Colgate Dental Cream and Trivago.

On the national and regional advertising front, the report reveals that 62:38 is the ratio of advertising on Regional & National television channels in 2019. Hindustan Unilever and Reckitt Benckiser (India) were the top two advertisers present in both Regional and National channels. Trivago was the leading brand on national channels, whereas Santoor Sandal and Turmeric topped on regional channels.  

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