<ul><li><keyword id="134892" type="COMPANY" weightage="20" keywordseo="TAM">TAM</keyword>'s half yearly advertising report for TV threw up a lot of interesting insights around how the medium performed during the first six months of 2021.</li><li>TV <keyword id="9064221" type="UNKNOWN" weightage="20" keywordseo="ad-volumes">ad volumes</keyword> saw a drop of 15% in Jan-Jun’20 over Jan-Jun’19 but rebounded in Jan-Jun'21 with a strong growth of 43% over Jan-Jun‘20.</li><li>The news Genre topped with 28% of Ad Volumes. The top 10 advertisers and brands added 43% and 9% share of Ad Volumes, the report revealed.</li></ul>TV ad volumes saw a drop of 15% in Jan-Jun’20 over Jan-Jun’19 but rebounded in Jan-Jun'21 with a strong growth of 43% over Jan-Jun‘20, according to data from TAM's half yearly advertising report for TV. The news Genre topped with 28% of Ad Volumes. All the Top 5 genres saw a growth during Jan-Jun’21 over Jan-Jun’20 with Music genre seeing the highest advertising growth of 82%. In H1’20, TV Ad Volumes recovered with sharp rise of 41% in Jun’20 over May’20. Jun’21 registered a drop of 8% over May’21. Food &amp; Beverages among the sectors and <keyword id="696725" type="PERSON" weightage="20" keywordseo="toilet-soaps">Toilet Soaps</keyword> among the categories topped in Jan-Jun’21. 250+ Growing Categories seen in Jan-Jun’21 over Jan-Jun’20. The report further revealed that regional and national channels had 56% and 44% share of Ad Volumes respectively in Jan-Jun’21. Feature films was the most preferred program genre to promote brands on TV. The top 10 advertisers and brands added 43% and 9% share of Ad Volumes. 3K+ exclusive advertisers &amp; 5K+ exclusive brands advertised during Jan-Jun'21 compared to Jan-Jun'20. The top 50 <keyword id="11673403" type="UNKNOWN" weightage="20" keywordseo="advertisers-on-television">Advertisers on Television</keyword> accounted for nearly 65% share of Ad Volumes. <div type="image" title="Top advertisers" msid="84550470" hostid="261"></div> 7 out of Top 10 brands were from Reckitt Benckiser and 2 were from HUL. <div type="image" title="Top brands" msid="84550506" hostid="261"></div> Meanwhile, the top 3 program genres i.e. Feature Films, News Bulletin and Film Songs together covered 57% of the TV ad volumes in Jan-Jun’21. <div type="image" title="Top prog genres" msid="84550555" hostid="261"></div> The report also stated that the impact of Covid-19’s second wave on television advertising was lesser compared to the first wave.

News channels brought in maximum television ad volumes during Jan-June 2021: TAM

<ul><li><keyword id="407416" type="PERSON" weightage="20" keywordseo="TV-advertising">TV advertising</keyword> has been witnessing a good revival as ad volumes keep increasing.</li><li><keyword id="134892" type="COMPANY" weightage="20" keywordseo="TAM">TAM</keyword>'s latest report has revealed that TV ad volumes in July 21 vis-a-vis Jul 20 witnessed a 14% increase.</li><li>Hindustan Unilever and <keyword id="416884" type="COMPANY" weightage="20" keywordseo="Reckitt-Benckiser-India">Reckitt Benckiser India</keyword> were the top two advertisers with 15% and 11% share of Ad Volumes respectively.</li></ul>TAM, in its latest report titled Study on <keyword id="35666" type="COMPANY" weightage="20" keywordseo="advertising">Advertising</keyword> for Television has revealed that Tv advertising has witnessed a 14% increase in July 2021 vis-à-vis July 2020. Ad Volumes rose in all weeks of July’21 over the same weeks in July’20, with the highest growth (16%) occurring in week 1 of July’21, the report revealed. Television witnessed over 40 new categories, over 1200 new advertisers and over 2100 new brands in July this year as compared to July 20. Corporate/Brand Image, Ecom-Education and Tea were the new entrants among the Top 10 categories in Jul'21. Toilet Soaps retained its first rank in Jul'21 over Jul’20, followed by Milk Beverages on 2nd position. The Top 10 categories added 33% share of Ad Volumes in Jul’21. <div type="image" title="TV advertisers July" msid="85370005" hostid="261"></div> Among the advertisers, Hindustan Unilever and Reckitt Benckiser India were the top two advertisers with 15% and 11% share of Ad Volumes respectively. Amazon Online India, Cadburys India and Colgate Palmolive India saw a positive rank shift. <keyword id="54572" type="CITY" weightage="20" keywordseo="PepsiCo">PepsiCo</keyword> and <keyword id="6361491" type="UNKNOWN" weightage="20" keywordseo="Procter-Gamble">Procter &amp; Gamble</keyword> were the new entrants in the Top 10 advertisers’ list. Meanwhile, the Top 10 advertisers added 42% share of Ad Volumes. <div type="image" title="top advertisers" msid="85370059" hostid="261"></div> Dettol was the top brand during Jul'21 followed by Delhi Skill &amp; Entrepreneurship University. During Jul'21, over 3400brands were present on TV. The Top 10 brands had 11% share of Ad Volumes among which 4 belonged to Reckitt Benckiser. <div type="image" title="Top brands" msid="85370143" hostid="261"></div>

TV Advertising witnesses a 14% increase in July 2021 over July 2020: TAM

<ul><li>The Jan to March quarter saw a 9% increase in <keyword id="75583" type="COMPANY" weightage="20" keywordseo="print">Print</keyword> ad spaces, according to <keyword id="5156758" type="ORGANIZATION" weightage="20" keywordseo="TAM-AdEx">TAM AdEx</keyword>.</li><li>However, when compared to Oct-Dec’20, the Print <keyword id="4838283" type="COMPANY" weightage="20" keywordseo="ad-space">ad space</keyword> decreased by 13% in Jan-Mar’21.</li><li>Auto sector was the biggest advertiser during the quarter and SBS Biotech was the biggest advertisers.</li></ul>Print ad space saw a 9% growth in Jan-March 2021 when compared to the same quarter in 2020, according to data released by <keyword id="134892" type="COMPANY" weightage="20" keywordseo="TAM">TAM</keyword>. However, when compared to Oct-Dec’20, the Print ad space decreased by 13% in Jan-Mar’21. <div type="image" title="TAM Print ad volumes" msid="82596807" hostid="261"></div> During the quarter, the top 3 sectors together contributed 38% share of the total <keyword id="9064221" type="COMPANY" weightage="20" keywordseo="ad-volumes">ad volumes</keyword>, with ‘Auto' sector topping the list. Over 33.8 K exclusive advertisers &amp; over 44.4 K exclusive brands advertised during Jan-Mar’21 compared to Jan-Mar’20. The top advertiser was ‘SBS Biotech’ with 5% share of the ad space, followed by ‘LIC of India’. In Jan-Mar'21, the number of categories, advertisers, and brands decreased by 1%, 13%, and 14% respectively, as compared to Jan-Mar'20. <div type="image" title="Advertisers count" msid="82596849" hostid="261"></div> With 14% share of ad Space, 'Auto' sector topped the sectors list, closely followed by the 'Service' sector. ‘Banking/Finance/Investment’ and ‘Personal Healthcare’ entered in Top 5 list of Sectors in Jan- Mar’21. Top 10 Categories accounted for 39% share of Ad Space in Jan-Mar’21. The top two categories, ‘Two Wheelers’ and ‘Cars’ were from the ‘Auto’ sector which accounted for 12% of ad space. Compared to Jan-Mar'20, ‘Life Insurance’, ‘Retail Outlets-Jewellers’ and ‘Consumer Durables/Home Appliances’ were new entrants in the Top 10 list of categories during Jan-Mar'21. In Jan-Mar’21, there were 4 new advertisers in the Top 10 list compared to Jan-Mar’20. The Top 10 advertisers accounted for 22% of overall Ad Volumes in Print medium during Jan-Mar’21. <div type="image" title="Top advertisers" msid="82596895" hostid="261"></div> Hindi Language Publications had 41% share of ad space, while the top five publication languages together accounted 83% share of ad space. The General Interest publication genre accounted for 95% of Print Ad Volumes.

Print ad space increased by 9% in Jan-March '21 over the same quarter last year: TAM

<ul><li><keyword id="5156758" type="ORGANIZATION" weightage="20" keywordseo="TAM-AdEx">TAM AdEx</keyword> has released its data for top advertisers on television for the period between January to March 2021.</li><li>Ad volume on TV witnessed a slight drop of 3% during Jan-Mar'21 over Oct-Dec'20.</li><li>Top 10 Advertisers accounted for more than 40% of the total ad volume during Jan-Mar'21.</li></ul>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. <img src="https://lh6.googleusercontent.com/kEP4EliP0aDAjYV-DfUzyUjl9WJzPRK53JHbV2PM0Km-6bGS9EKWXCZPNTSd0Ene0AV7_c4FMo0mZ1tC68LFgHHGPYMLpnCMxjhr5FnfMEv2PxQYYtsaKavAH30YpDt4odIRBuqx" /> 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&amp;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. <img src="https://lh4.googleusercontent.com/leWU7Wif_BtLbGwllMKIHU95ZYErgn2Vzpm11d6S-i78oE-yMVNDv0ggKZJgPJZAH1N0cAK0Z7Xo8uNuBWyAnoFx_cXNJucyx7976vGpAJrbAKTLIX-RIwTPRpg28rDny5UpY-Ew" />

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

Most loved Bollywood couples in the brandverse, according to TAM AdEx

Top 10 celebrity couples with the most brand deals in 2021, as per TAM AdEx

Top 10 TV advertisers during Jan-March 2021, as per TAM AdEx

Ranveer Singh, MS Dhoni and Shahrukh Khan were the top 3 celebrities during IPL 2021: TAM AdEx Report

<ul><li><keyword id="9701956" type="COMPANY" weightage="20" keywordseo="tam-adex-print-advertising-report">TAM AdEx Print Advertising Report</keyword> has revealed that there has been a significant increase in <keyword id="9701955" type="UNKNOWN" weightage="20" keywordseo="print-ad-volumes">print ad volumes</keyword> in June in comparison to April 2020.</li><li>Cars has led as the category that advertised the most followed by coaching and competitive exams centres. </li><li>Close to 75% ads between April and June were in Hindi and English. </li></ul>While Print as a medium was badly hit during the lockdown months, things slowly seem to be picking up. Latest data from TAM has revealed that there has been a 3.2 times increase in the average Print ad volumes per day over April. The cars category topped the list with 8% share of Ad Space followed by ads by coaching and competitive exam centre. 4 out of the top 10 categories were from the education sector, together accounting for 16% share. <div type="image" title="Top 10 categories" msid="77366365" hostid="261"></div> While the multiple courses categories occupied the third position with 5% share, hospital/clinics was on fourth position with 4% share followed by range of OTC products. <div type="image" title="Top 10 advertisers" msid="77366372" hostid="261"></div> Between April and June 2020, around 75% of the print ads were in Hindi and English. Ads in other 11 languages accounted 25% share of ad space of Apr-Jun’20. With almost similar ad language share ie 5%, ads in Kannada, Marathi and Tamil ranked 3rd, 4th and 5th respectively. <div type="image" title="Language" msid="77366383" hostid="261"></div> Uttar Pradesh accounted for 17% of ad volume followed by Maharashtra with 10% share. <div type="image" title="State wise" msid="77366392" hostid="261"></div>

June sees 3.2X increase over April in average Print ad volumes per day: TAM

<ul><li>Celebrity endorsements on Television saw a 63% increase in June as compared to April this year, according to <keyword id="5156758" type="ORGANIZATION" weightage="20" keywordseo="TAM-AdEx">TAM AdEx</keyword>. </li><li><keyword id="6354486" type="PERSON" weightage="20" keywordseo="virat-kohli">Virat Kohli</keyword> topped the list of most visible celebrity on TV with an average visibility of 10 hour per day across all channels.</li><li>June also witnessed a 5 fold growth in <keyword id="9586251" type="UNKNOWN" weightage="20" keywordseo="live-sports-programming">live sports programming</keyword> as compared to April this year. </li><li><keyword id="1238506" type="COMPANY" weightage="20" keywordseo="The-International-Cricket-Council">The International Cricket Council</keyword> led as the top advertiser in the sports genre with around 17% of the total advertising share during Apr-Jul’20. </li></ul> There was a 63% rise in Ad Volumes of Celebrity endorsed Ads in June this year as compared to April. Between the months of April and June this year, celebrity endorsed ads had 21% share of Television ad volumes, according to <keyword id="9586250" type="COMPANY" weightage="20" keywordseo="the-television-advertising-report">The Television Advertising Report</keyword> –VI by TAM. Film actresses led the ad endorsements with 43% share of Ad Volumes. However, Virat Kohli topped the list of most visible celebrity on TV with an average visibility of 10 hour per day across all channels. <div type="image" title="TAM celebs" msid="76997588" hostid="261"></div> During the Apr-Jun’20 period, the ‘Personal Care/Personal Hygiene’ sector topped in terms of ads endorsed by celebrities followed by the food and beverages sector. Celebrity endorsement was highest for the ‘Toilet Soaps’ category with 12% share of Ad Volumes. 7 out of Top 10 categories belong to the FMCG sector while the other 3 were from Ecommerce sector. <div type="image" title="TAM celebs categories" msid="76997593" hostid="261"></div> The growth of Live sports The report further stated that June witnessed a 5 fold growth in live sports programming as compared to April this year. Live programming is showing a steady growth from May post witnessing a drop in April-Jun’20 compared to Jan-Mar’20. The International Cricket Council led as the top advertiser in the sports genre with around 17% of the total advertising share during Apr-Jul’20. The Top 5 categories accounted for nearly 50% of the total ad volume share of Sports genre. <div type="image" title="Live sports" msid="76997605" hostid="261"></div>

Between April and June this year, 21% ads on TV were endorsed by celebrities: Report

<ul><li>Within the category, <keyword id="6373748" type="DOMAIN" weightage="20" keywordseo="dabur-india">Dabur India</keyword> was the top advertiser on TV, Radio &amp; Digital mediums.</li><li>More than 80% of the category ad volumes was on the news channel genre during Mar-May ’20 on TV. </li><li>More than 70% share of category ad volumes were during Prime Time, Afternoon&amp; Morning time bands on TV. </li></ul>Advertising of the <keyword id="539809" type="PERSON" weightage="20" keywordseo="chyawanprash">Chyawanprash</keyword> category increased on TV, Radio &amp; Digital medium during Mar-May ’20, according to the latest TAM AdEx overview. Dabur India was the top advertiser on TV, Radio &amp; Digital mediums. The data also revealed that more than 80% of the category ad volumes was on the news channel genre during Mar-May ’20 on TV. More than 70% share of category ad volumes were during Prime Time, Afternoon&amp; Morning time bands on TV. Advertising of the category on TV grew by 8 times in Mar-May’20. Meanwhile, category advertising on Digital surged by 2639 times in Mar-May’20 . Less than 20 seconds and 20-40 seconds ads covered 75% and 25% share respectively on TV during Mar-May ’20. Ad Network and Programmatic transaction method together captured more than 3/4th of Chyawanprash ad insertions on Digital. The report also stated that in May’20, count of advertisers and brands increased compared to Apr’20 across TV, Print&amp; Digital mediums in the Chyawanprash category. This increase comes in the wake of the spread of <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">Coronavirus</keyword> when people have become more health conscious and are looking for ways of strengthening and boosting their immunity.

Advertising of Chyawanprash on TV grew by 8 times between March and May this year: TAM AdEx Overview

<ul><li>While no decision has been made yet by the Government to ban Cryptocurrency platforms and their ads yet, if banned in the ongoing winter session in the parliament, it is likely to have a larger impact on India’s advertising sector.</li><li>Here’s a look back at how much Cryptocurrency platforms contributed to ad revenue pie from January to November 2021, as per TAM AdEx.</li></ul>A <a href="http://loksabhadocs.nic.in/bull2mk/2021/23.11.21.pdf">proposed </a>bill in India indicates that the government is mulling over introducing a facilitative framework for the creation of an official digital currency to be issued by the Reserve Bank of India. The Bill also seeks to prohibit all private cryptocurrencies in India, however, it allows for certain exceptions to promote the underlying technology of cryptocurrency and its uses. This uncertainty has already caused price declines on the local exchanges and crypto advertisers have decided to take it slow until the next hearing. While Union Finance Minister Nirmala Sitharaman had said that no decision has been taken on banning crypto advertisements, there is a new Bill in the making, which implies there will be stringent policies in place. FM Sitharaman further said that the new Bill will take into account the rapidly changing dimensions in the virtual currency space. She had also mentioned that it will be presented to the Cabinet and introduced in the Parliament during the ongoing winter session. Until the next hearing, crypto platforms have either halted or slowed their advertising activities, which is likely to impact advertising revenue collection. As per exclusive data shared by TAM AdEx with Advertising and Media Insider, there was a spike in cryptocurrency-related digital advertisements by 36 times between Jan to Nov 2021. Due to the festive season and IPL 2021, crypto platforms were at their peak during October. The month of Diwali, which was October this year, nearly had a 30% share of the category and it took a dip by 6% in November 2021, whereas on television, there wasn’t a single ad from Crypto platforms in 2020. <img src="https://lh4.googleusercontent.com/Ik_HK8Uh6WJvXROZm9WtseShfMwNcgNhuFne1SHPaN9WLDQpeRcE0_EWLOnsYRndBhiB5Xy7FRk3ovhEc5jSqo9ZVCuM_oOhB2z_rnYK5VraNNdFh1sBIfeOMoNpbKe0-O8iuRxx" /> In 2021, television has seen 33.4 hours of advertising from Crypto platforms. The festive season proved to be bountiful for television too as October had more than 75% share of Crypto platforms, up from 2% in June and 23% in September. More than 85% of cryptocurrency advertisements were on Sports channels, with the rest appearing on News channels, GEC stations, and Movies channels. Cricket was the most popular genre amongst all, with 84% of <keyword id="6376163" type="General" weightage="20" keywordseo="cryptocurrency-advertising" source="Orion">cryptocurrency advertising</keyword> airing in Y 2021. <img src="https://lh6.googleusercontent.com/_N512h4e_xIobdKP6gLf2ACrzIZaFK7EDg-ED9ErCCXiYqaqiH8gvL-_Ax9wMArAazwA6vSmuhLixSjmphf5Oa5f09PLqbWrJbUXjW6C5eNoXVPPi4RFnHGiAmoAeCj_gI_R2e6q" /> Ad insertions of cryptocurrency grew from 0.01% share in overall Digital advertising during Jan-Nov'20 to 0.27% in Jan-Nov'21, indicating that the competition is getting intense and there’s a wider consumer base for brands to woo now. Simultaneously, the count of advertisers grew fivefold from 15 in Jan-Nov'20 to 59 in Jan-Nov'21 on digital mediums, revealed TAM AdEx. <keyword id="10245463" type="General" weightage="20" keywordseo="CoinSwitch-Kuber" source="Orion">CoinSwitch Kuber</keyword> had the lion’s share of 44% in digital crypto advertising from Jan to Nov, followed by <keyword id="12656736" type="General" weightage="20" keywordseo="coinswitch-co" source="Orion">CoinSwitch.Co</keyword> at 18% and <keyword id="6416838" type="General" weightage="20" keywordseo="coindcx" source="Orion">CoinDCX</keyword> at 18%. <keyword id="6672551" type="General" weightage="20" keywordseo="wazirx" source="Orion">Wazirx</keyword> and Zebpay had 8% and 6% share respectively in digital advertising<img src="https://lh4.googleusercontent.com/fGdzQTsTsLwWg3u2oHFo2ds6vMq1H69n5TweTvfGEHKIqVIqZgDJgs7OP12bN4QHbrNlNa4ZQgzHhYZZQx42w_XKXYvjTLOevqYDuIzZDQrIsK6ZHzt8kwGYPC2JFDyNRzoJSasr" /> Between Jan to Oct, CoinSwitch Kuber had the biggest share of 58% on television too, followed by CoinDCX at 36%, Zebpay at 5% and WazirX at 1%. Prime Minister Narendra Modi in the meeting conducted on November 13 had reviewed key issues concerning cryptocurrency. He had discussed misleading, non-transparent advertising practices. It was also discussed that unregulated crypto markets should not become avenues for money laundering and terror financing. In the past few months, we have seen a lot of high decibel campaigns from a lot of crypto players including WazirX, CoinSwitch Kuber, CoinDCX, Zebpay to name a few. Many of the platforms have used prominent faces like Ranveer Singh, Kunaal Kapoor Roy, Vishnu Kaushal to woo young consumers. A lot of people have been speaking about the risks of investing in the currency without fully understanding how the crypto ecosystem works. The government’s move therefore could help bring about more transparency and accountability into the ecosystem.

CoinSwitch Kuber, CoinDCX and WazirX were the top crypto advertisers on digital mediums this year: Report

<ul><li>As per TAM's Sports report titled, ‘Commercial Advertising in <keyword id="8767789" type="UNKNOWN" weightage="20" keywordseo="IPL-season-13">IPL Season 13</keyword>’, Oppo India is the largest advertiser on IPL with 5% ad volume. </li><li>Dream11 has emerged as the top brand, which moved up by 5 positions to achieve 1st place in advertising than last year. </li></ul>After Chinese mobile brand Vivo suspended its partnership with the Board of Control for Cricket in India (BCCI) as the title sponsor for the Indian Premier League this year, Oppo India has emerged as the largest advertiser during 25 matches of IPL season 13. The brand has 5% ad volumes this year, revealed TAM Sports’ latest report. Oppo India was followed by Sporta Technologies and Vodafone India. <div type="image" title="tam - top 10 advertisers during ipl" msid="78678132" hostid="261"></div> According to ESP Properties, the entertainment and sports division of GroupM, IPL 2020 sponsorship has already crossed the ₹500 crore mark this season. First-time sponsor Dream11 has emerged as the top brand, which moved up by 5 positions to achieve 1st place in advertising than last year. Two brands that were common between the top 10 brand list of IPL 12 and IPL 13 are ‘Dream11.com’ and ‘Phonepe.’ <div type="image" title="tam - ipl 10 brands" msid="78678162" hostid="261"></div> Interestingly, five out of 10 categories that have invested in IPL this year are from E-commerce sector with 35% share of IPL 13 Advertising. <div type="image" title="tam - ipl categories" msid="78678182" hostid="261"></div> The current IPL season is turning out to be the best so far for Disney+Hotstar and Star TV channels. Not only has the viewership broken all its previous records, IPL has seen a spike in brand interest. It saw 30 plus new categories and 150+ new brands advertise during IPL season 13 than IPL season 12. The <a href="https://www.businessinsider.in/advertising/media/news/it-is-a-six-dream11-ipl-2020-week-1-surpasses-all-its-previous-viewership-records/articleshow/78428024.cms">matches </a>from Day 1 to Day 7 garnered more than 34 million impressions, viewed by over 100 million viewers match-on-match. 1 out of 3 viewers watched it live. IPL also brought up the overall AdEx for sports genre. During 22 Days of IPL 13, Ad Volumes in Sports genre also spiked by nearly three times compared to 28th Aug – 18th Sep, 2020 (22 Days prior to IPL 13). Tally of Advertisers and Brands grew by 16% and 7% respectively in IPL 13 and IPL 12. <div type="image" title="tam - ipl brand count" msid="78678188" hostid="261"></div> Top 10 Advertisers contributed more than 35% share of Ad Volumes during 25 matches of IPL13 and 40% share in IPL 12.

Oppo India becomes the top advertiser during IPL season 13: Report

<ul><li>The outbreak of coronavirus has affected our daily routines. To ease our loneliness and boredom, we have turned to our furry companions who emerged as the brightest ray of light in our lives in the past two years.</li><li>As a result, India has seen an increase in pet adoption in the pandemic, with demand for dogs, cats, and other furry friends.</li><li>We speak to leading pet care brands in India to find out how this surge in adoption has translated into increased demand for pet food and care after the pandemic, how brands are increasing their marketing spends to leverage this demand, and a few trends that we can expect to see in the category as we move forward.</li></ul>Working from home has taken a toll on our mental health. Mounting uncertainty, work pressure and the physical stress of sitting in one position for hours has led to changes in our lifestyle and sleep patterns, which has added to the stress. However, for a fortunate few, our four-legged companions have been a bright, silver shining ray of light in our lives. Pets have provided a great source of comfort during these testing times and have rescued us from the uncertainty looming around. They have also helped foster a deeper connection between family members, pushed us to go out on a walk for some fresh air, put a smile on our faces by interrupting Zoom calls, and prepare for the big fight against COVID. As a result, India has seen an increase in pet adoption in the pandemic, with demand for dogs, cats and other furry friends as citizens looked for simple ways to ease loneliness and boredom. As per latest data shared by <a href="https://www.petex.in/petcaremarketinindia.htmlhttps://www.petex.in/petcaremarketinindia.html">Petex</a>, India is the fastest-growing pet care market in the world. After seeing a push due to the pandemic, it is expected to grow at 14% annually to become a $490 million (₹33000 million) market by 2022 and Pet food market alone is projected to cross $310 million (₹20000 million) by 2022. <img src="https://lh4.googleusercontent.com/N2HvTRQt80HNUGaReArilXeGDBPVdb9pi7wWj03ZKho7_PhmrsTxmX96U-fJKnrHyUhScv7GUNErUlnBz93AkSatPXDzC80baT8nsGu97H69SwOfZzZTsPFlhy3ONxn2m5VYribu=s0" /> MARS Petcare currently generates $40 billion in annual sales globally and houses the biggest pet food and care brands like Whiskas, Pedigree, Royal Canin, Pet Partners, to mention a few, and has witnessed an upsurge in new customers after March 2020. In a Euromonitor research report from 2019, it was reported that MARS Petcare maintains its leadership through brand Pedigree in India. Telling us how the market has changed lately, Ganesh Ramani, Managing Director, <keyword id="12204844" type="General" weightage="20" keywordseo="mars-petcare-india" source="Orion">MARS Petcare India</keyword> said, “During the pandemic, the brand saw an upsurge in pet parents entering the category. The demand for pet products towards the end of the year was much more than what the normal used to be during pre-COVID. The fact that pet parents have spent a lot more time with their pets during the lockdown and work from home phases, it led to parents indulging into a lot of products. Additionally, a lot more people, especially those who live alone, have adopted pets over the last few months. The brand has also encouraged the adoption of pets via various campaigns and activities under the Pedigree and Whiskas brands.” Petcare brand Supertails, which caters to all pet care needs, saw an increase in demand for vet consultations. It is doing more than 2000 consultations every month. Varun Sadana, Co-founder of Supertails, shared, “During the pandemic, people faced anxiety, depression, mental health issues and that was the period when pets played a crucial role in their life to get over the struggle. The pet adoption rate is above 10% with the GenZ contributing to the new pet parents population. At an overall level, the market has increased more than 20% CAGR in the last 2 years of the pandemic. Some brands like Purina have talked about 80%+ growth in the last year itself. Also, considering a large set of new pet parents are GenZ, there is a want of so much information and curiosity of being updated in pet parents. This is the first generation which is looking at pet parenthood rather than pet ownership. We expect the dog adoption rate to increase upwards of 15%.” Heads Up For Tails has witnessed a surge in demand for pet food and pet care products like grooming products, toys, walk accessories. Egro, it has been focusing on casting a wider net to attract more consumers. Rashi Sanon, Founder, Heads Up For Tails said, “We do have several new products planned to cater to customer demand. That being said, we also hope to expand our customer reach through new stores. Currently, we have 41 stores across the country, we have 8 more in the pipeline so we can connect with more pets and their families. Additionally, we’re focusing on building relevant content and an engaged community of pet people. We’re also keen on continuing product innovation alongside online growth and retail expansion.” To leverage this demand, pet care brands are leaving no stone unturned to reach out to pet parents through engaging content. They have increased their focus on e-commerce channels to expand their digital ‘paw-print’ and are spending more on digital media and TV to connect with paw-some parents. According to exclusive data shared by TAM AdEx with Ad and Media Insider, the animal feed category, which includes all kinds of animal food, saw an uptick in TV and digital spends. During July to September 2021, TV dominated the animal feed category in terms of ad insertions followed by digital and print. <div type="image" title="tam - animal care" msid="86617236" hostid="261"></div> TAM’s report further revealed that Pet Essentials, Mars International India and Hills Pet Nutrition were among the top three advertisers on digital media during April to June quarter of 2020 and 2021. Mars International also had a 29% share in print ads and 10% on TV from the overall animal feed sector in 2021. <div type="image" title="mars - ad share" msid="86617254" hostid="261"></div> Trends in Pet Care Category Pet care brands told us that pet parents are now asking and Googling for the right food and nutrition and parenting techniques and doing a lot for their pet’s overall wellness. “Pet parents are being more mindful of the kind of products they’re using for their pets. They’re asking more questions and learning more about the specific products and lifestyles their pets need. They’re certainly opting for products with more organic ingredients, products that are being made sustainably and so on,” said Sanon. Wiggles.in's Founder and CEO, Anushka Iyer, told us that pet parents are also looking for plant-based options now. "Wiggles.in predicts an upward surge in CBD-based products such as Pain Relief Therapy Oils and CBD infused treats to tackle pain management in senior pets since the global CBD pet products market is anticipated to witness a CAGR of 41.3% during the forecast period from 2021 to 2026. Immunity-boosting probiotic, gut-healthy strips that dissolve in the pet’s mouth are trending and disrupting the traditional pill-administering format, confirm veterinarians. Pet grooming products that include probiotics are evolving into an upcoming segment. Since 20% of the population is vegetarian in India, pet parents are insisting on vegan or plant-based pet food for their pets. Mental health in pets is gaining prominence, hence anxiety training in pets especially curated for anxious pets is leading. Pet insurance and cashless hospitalization, when it comes to injuries or accidents in pets, is a new category that prominent finance houses are delving into," said Iyer. As per Ramani, a lot of metro pet parents have moved to their native cities taking their pet along or adopting a pet in their hometown, which contributes to the rest of urban and smaller towns growing faster. This has pushed pet care brands to focus more on strengthening their presence across the country through e-commerce channels. “As a part of the changing buying behaviors observed during the pandemic, the brand also started distributing their products through grocery marketplaces like Amazon, Dunzo, Big Basket and Petshop online portals. While e-commerce continues to be a critical channel for the brand to bridge the distribution gap, Whiskas is also slowly expanding to new cities and markets across the country,” said he. Listing a few other trends that he is expecting to see in the pet care category in near future, Ramani added, “1. Increase in ownership of cats, adoption of street cats &amp; purchase of breed cats, 2. Increase in spends on MPF and additional discretionary spends on treats, 3. Significant increase in cat-friendly spaces, spa’s and other grooming products, and 4. Increase in activists supporting stray cats in terms of feeding, vaccinations, care, etc. Pet care brands also changed their marketing strategy to connect with consumers. Some people have reservations about adopting cats due to negative associations or superstitions, especially when it comes to caring and nurturing felines. Whiskas’ launched a new campaign that aimed at educating cat parents to reinforce how cats are cute and curious, not with any of the vile, stereotypical and unfavorable qualities associated with them. Supertails, on the other hand, is now preparing for a campaign for world rabies day, considering India is the largest country affected by rabies. As these newly-adopted pet babies during the pandemic grow bigger, their food requirements will also increase. Experts are, therefore, hoping to see a prolonged demand for pet adoption, food, care and nutrition and are looking at using the right marketing tools to further encourage pet adoption and the right amount of care.

As more people adopt furry companions in India, pet care brands are upping their marketing game and expanding their e-commerce presence to connect with consumers

<ul><li>The last few months have reaffirmed the power and impact of radio. </li><li><keyword id="295639" type="PERSON" weightage="20" keywordseo="Abraham-Thomas">Abraham Thomas</keyword>, Chief Executive Officer, <keyword id="162321" type="COMPANY" weightage="20" keywordseo="Reliance-Broadcast-Network">Reliance Broadcast Network</keyword> Limited writes how radio has reinvented itself, acclimating to the demands of listeners whilst extending the boundaries of content and audience engagement.</li></ul>If the last few years were about touch, these coming years are going to be all about Audio. Brands are creating their own voice, the search is fast-moving to audio and audio will be an integral part of the Internet of things! Radio will always be the dominant player in the new world of Audio. Radio is well reflecting the change in audio consumption behaviour from music to talk to unscripted podcasts to scripted podcasts to audio stories and is partnering with multiple platforms for content creation and dissemination. The last few months have reaffirmed the power and impact of radio which has been shining brighter and booming louder, especially for the stellar role it can play in the times of a national crisis. This is all the more evident during these times of ‘toxic content’ and fake news! Since the onset of lockdown, radio has been shattering many preconceived notions as it has emerged as a powerful communication tool. This has translated into it being reimagined in the minds of listeners, becoming the most trusted medium for audiences across the country. This reaffirmation in the medium’s strength has been clearly resonated in the numbers divulged. A study conducted by AROI had revealed that 82% of the Indian audience tuned into radio during the lockdown and the average daily time spent listening increased by 23%. As per the recent RAM data, there’s been a spike in listenership across segments, with reach and time spent by men and women, Sec A and golden agers noticing a significant surge. Radio also busts the age-old myth about its popularity amongst millennials as it had teens grooving to its tunes, noticing a remarkable rise in listenership and engagement. This can be attributed to the fact that during the time of unprecedented uncertainty listeners turned to radio for the impeccable manner in which it helped them wade through the slew of unratified fake news and sensationalism. Also, their favourite RJs became their trusted friends and a voice of comfort. This sizable growth hasn’t gone unnoticed by brands and advertisers as they are leveraging the strength of the medium for generating greater exposure and engagement for their products. The TAM Adex data shows a subsequent growth in advertising targeted towards each segment with various categories such as retail auto, cosmetics, financial services, restaurant, food products, E-com media amongst many others leveraging the strength of airwaves to reach their target audience even in the remotest parts of the country. The recently revealed data by the research division also states that ad volumes on radio has spiked by 434% during Jun-Aug ’20 in the 4 metros as compared to the previous quarter. In other cities, the rise stands at more than 5 times. Infact, over 100 categories advertised exclusively during this period. The numbers do speak for themselves as the medium recovered by a resounding 70% in the current quarter with consistent growth in ad volumes since June’20. With the geographic unlocking of the economy, there has been a K shaped recovery, with certain categories booming and others bearing the brunt. However, our emerging markets are leading the way in this recovery apart from major cities like Mumbai, Delhi, Chennai, and Ahmedabad as the un-lockdown has restarted economic activity. These figures give us all the reason to be cautiously optimistic for the medium. The upcoming festive season will further be a crucial period for radio as about 40-45% of annual business occurs during this time. With an eye towards the future, we are confident that the upcoming fervour that the season brings with it will be a mood changer, bringing in some much-needed respite. Diwali being the biggest festival will aid in shopping and voluminous purchasing. As everyone enjoys the revelries, brands will attract customers with new launches, offers and discounts and radio become the ideal partner, owing to its extensive local reach and influence. While the last few months have been full of learnings, time and again, radio has reinvented itself, acclimating to the demands of listeners whilst extending the boundaries of content and audience engagement. This has seen radio curate content that spans formats and genres. Transcending boundaries like never before, radio is embracing digital to delve into stories and regale in engrossing narratives that are not just mainstream. With storytelling and podcasts gaining wide momentum, the medium is not only breaking geographical barriers reaching out to a wider set of audience but also garnering adulation and attention of content creators across the world. It is successfully evolving towards providing a holistic audio entertainment experience which is more intimate and immersive. By appealing to all demographics and adding immense value to the listener’s time spent on the medium, radio is not only taking giant strides towards being a gamechanger but will also play a telling role in the revival of the nation’s economy. - By Abraham Thomas, Chief Executive Officer, Reliance Broadcast Network Limited

The rise and rise of radio

<ul><li>Radio was impacted adversely after the lockdown when ad spends took a plunge.</li><li>However, <keyword id="236136" type="COMPANY" weightage="20" keywordseo="Radio-City">Radio City</keyword> is trying to come up with innovative solutions for its clients and listeners. </li><li>We caught up with <keyword id="3148434" type="PERSON" weightage="20" keywordseo="Ashit-Kukian">Ashit Kukian</keyword>, CEO, Radio City to understand how the station is navigating through the macro and micro challenges and using digital mediums to reach out to its consumers. </li></ul>As with almost all traditional media businesses, ad revenues on radio stations took a nosedive due to the pandemic-induced lockdown. Radio companies started piggybacking on digital services to weather the storm and Radio City, one of the leading stations, went all out to come up with solutions to soften the blow. It launched innovative campaigns like Concert From Home, Corona Fighters ko Salaam, Radio City Bazaar, released an anthem ‘Ghar Se Na Niklenge’ to encourage people to stay at home and tied up with <keyword id="685487" type="COMPANY" weightage="20" keywordseo="Spotify">Spotify</keyword> to provide more than 1400 episodes of 16 audio IPs, to their global user base. It also started airing positive angles for otherwise bleak situations, in a bid to keep its audiences motivated. As a result, Radio City found its social media reach growing by 280% in the last few months. Ashit Kukian, CEO, Radio City said the channel’s focus on generating integrated, innovative, and great multimedia propositions has also proven to be helpful in attracting advertisers from various sectors and markets. Sharing how the demand from advertisers is slowly coming back, Kukian said, “We saw a substantial reduction in the beginning, similar to what other mediums faced, mainly because the pandemic has caused most sectors to face business and operational difficulties. However, we also witnessed keenness from various brands to utilise the power of radio to maximise their reach even in these unprecedented times. We realised advertising revenues were coming in from healthcare and pharmaceutical brands, owing to health and hygiene becoming a key priority, from local, small market retailers, from the FMCG and real estate sectors, and also from some larger insurance players. We also started offering a bouquet of on-air and digital offerings to advertisers, along with leveraging our RJs and their reach to provide solutions to brands. This resulted in a further spike in advertising revenues.” The Radio industry is bouncing back The radio industry is seeing early signs of recovery. It saw an increase in listenership during the lockdown, with 82% people tuning in to the medium, according to the latest AZ Research PPL report. Radio’s user base has increased from the pre-lockdown 48 million to 51 million people. Its home listenership also increased by 22% and has grown from 64% to 86%, and the time that people spend listening to the radio has increased by 23% to 2.36 hours every day. Recent RAM and TAM Adex data reflected a spike in women and men listenership resulting in high growth in both men and women-oriented advertising. Kukian wasn’t surprised with these numbers and demographic changes. He said, “It is indeed a great opportunity for radio to further tap into these demographics to gain advertisers' interest. This has definitely been an encouraging development which helped us put pedal to the metal when it comes to our business plans.” “These numbers clearly showcase that most of our audience has stood by us even during this pandemic and will continue to do so. Also, radio’s ubiquity, hyperlocal nature, timelessness, and ability to entertain as well as create awareness on issues of local and national importance, ensures that we will be one of the few businesses to come out of the woods faster than the others. Radio was also voted as the second most credible medium out of all in that same A-Z Research PPL Report. Additionally, our various initiatives which we started during the lockdown have been successful so far, with some great audience engagement,” added Kukian. Changes in user behavior In the event of several apps and Chinese companies being banned, the ‘vocal for the local’ mindset has now been adopted by consumers, with the interest shifting towards locally produced or manufactured goods. After seeing this behavioural change, Radio City launched Radio City Bazaar, a movement to give a boost to local businesses. “We’ve seen some great responses come in for our novel initiative of Radio City Bazaar, through which we have been putting the limelight onto industrious homegrown businesses and giving them a credible platform to build awareness about their business propositions. We wanted to ensure we are all vocal for local and turn the spotlight onto industrious homegrown businesses to give them a credible platform to build awareness about their business propositions,” said Kukian. Apart from that, Kukian said the consumers’ mindset has also changed due to the pandemic. He elaborated, “The pandemic has definitely brought about a change in the consumers’ mindset. With social distancing becoming the norm, digital consumption has spiked with people shopping online, virtual classes becoming the order of the day, and e-wallet companies having a larger play in the economy. Also, consumers are not interested in being sold to right now; they are being extra judicious in who they place their trust in, and are only going for brands who have managed to highlight their ability to understand consumer needs and offer solutions for those needs in a proactive and responsible manner.” Focus this year After the lockdown was announced, transitioning from an all-studio set-up to work-from-home wasn’t easy. Radio City had to ensure that all its employees had the necessary infrastructure support and were digitally enabled to continue their work seamlessly, including being able to access the company software and systems put in place for on-boarding and servicing clients. So, amongst a few other key areas, Radio City is going to focus on being there for its employees through these turbulent times. “Our focus this year is three-fold. One, to keep our audience entertained, informed, and engaged. Two, to keep our advertisers’ interests alive, and give them innovative options to engage with their consumers and three, to ensure our employees are taken care of and hand hold them in these tough times,” said Kukian.

You Searched For "TAM AdEx" and got 16 results

News channels brought in maximum television ad volumes during Jan-June 2021: TAM

BI India Partner

TV Advertising witnesses a 14% increase in July 2021 over July 2020: TAM

BI India Partner

Print ad space increased by 9% in Jan-March '21 over the same quarter last year: TAM

BI India Partner

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

Karuna Sharma

Most loved Bollywood couples in the brandverse, according to TAM AdEx

BI India Partner

Top 10 celebrity couples with the most brand deals in 2021, as per TAM AdEx

Karuna Sharma

Top 10 TV advertisers during Jan-March 2021, as per TAM AdEx

Karuna Sharma

Ranveer Singh, MS Dhoni and Shahrukh Khan were the top 3 celebrities during IPL 2021: TAM AdEx Report

Karuna Sharma

June sees 3.2X increase over April in average Print ad volumes per day: TAM

BI India Partner

Between April and June this year, 21% ads on TV were endorsed by celebrities: Report

BI India Partner

Advertising of Chyawanprash on TV grew by 8 times between March and May this year: TAM AdEx Overview

BI India Partner

CoinSwitch Kuber, CoinDCX and WazirX were the top crypto advertisers on digital mediums this year: Report

Karuna Sharma

Oppo India becomes the top advertiser during IPL season 13: Report

Karuna Sharma

As more people adopt furry companions in India, pet care brands are upping their marketing game and expanding their e-commerce presence to connect with consumers

Karuna Sharma

The rise and rise of radio

Guest Author

Radio City’s social media reach grew by 280% during lockdown; it is now offering bouquet on-air and online offerings to woo advertisers

Karuna Sharma