TV ad volumes see a 3% drop during Jan-March 21 over previous quarter: TAM AdEx

• TAM AdEx has released its data for top advertisers on television for the period between January to March 2021.
• Ad volume on TV witnessed a slight drop of 3% during Jan-Mar'21 over Oct-Dec'20.
• Top 10 Advertisers accounted for more than 40% of the total ad volume during Jan-Mar'21.

After seeing a steep decline in the first half-year of 2020, television saw an uptick in ad volumes and ad insertions by 46% in June’20 and there was no going back. During the festive period, that is October-December 2020, ad volumes increased by 39% over the previous quarter. It was on a steady rise until December 2020 and the major credit for this growth goes to Indian Premier League 2020, festive season and improvement in consumer sentiment.



However, as per TAM AdEx’s latest report, ad volumes on television have declined by 3% in quarter Jan-March 21.

The undisputed leader Hindustan Unilever Limited continued its run as the biggest advertiser with 14% of the overall ad volume, followed by Reckitt Benckiser India with 12% volume share. 8 out of 10 advertisers were from the FMCG sector.

ITC, Ponds India, Colgate Palmolive India, Brooke Bond Lipton India, Cadburys India, Godrej Consumer Products had a 2% share each on television this quarter. Top 10 Advertisers accounted for more than 40% of the total ad volume during Jan-Mar'21.

In the previous quarter ending Dec ‘20, the Personal Care/Personal Hygiene was the top most sector to contribute to TV advertising’s growth, accounting for 20% share of ad volumes, followed by F&B with 18% share. The top three sectors together added 52% share of ad volumes and education was a new entrant in the Top 10 list.