Hand Sanitizer brands boosted their ad volume on TV by 105% during the lockdown: TAM

• During the lockdown period, 6 hours of advertising for Hand Sanitizer brands was recorded on Radio. There were no ads from this category on radio before the lockdown.
• Advertising on Digital medium witnessed 47 times growth.
• Piccadily Agro Industries alone had more than 80% ad volume share of Hand Sanitizers on TV Medium and ‘KPH Cosmos’ topped advertisers in Print with 20% share.

As the whole country entered into a lockdown and the pandemic pushed consumers to become more health-conscious, sanitizers became a necessity and part of our daily routine. As a result, different mediums benefitted from the increasing ad volumes by hand sanitizer category. While all brands followed an integrated approach, TV saw the most ads, followed by digital.

As per TAM’s report, Advertising on TV grew by 105 times in the lockdown period. News Channels were their trusted bet as more than 80% of the Hand Sanitizer’s ad volume was captured there, followed by GECs and Movie Channels. Night time band (23:00 to 05:59) grabbed highest ad volumes on TV followed by Afternoon time band.

Digital was the second most preferred medium as it witnessed 47 times growth. Programmatic/Ad Network transaction method captured more than half of Hand Sanitizer ad insertions on Digital.

Before the lockdown, there were no advertisements from Hand Sanitizers on radio. In the period of March to May, 6 hours of advertising for Hand Sanitizer brands was recorded on Radio.

Advertising in Print for Hand Sanitizer brands grew by 38% in May ’20 compared to Apr’20. The focus was on general interest newspapers and 70% of the ads were in Hindi.

Top 5 advertisers added almost 97% share on TV, 50% in Print, 72% on Radio and almost 100% on Digital. Print media registered maximum new brands (54) compared to TV (27) and Radio (12).