According to the latest data by TAM AdEx, a division of TAM Media Research, January-March 2022 saw a 29% rise in television ad volumes over January-March 2020 and was nearly equivalent to January-March 2021.
The food and beverage sector topped with a 23% share of ad volumes as compared to all the other sectors. The food and beverage sector has maintained its position since last year.
Apart from f&b, services, and personal care/personal hygiene were the top three sectors collectively contributing 52% share of ad volumes in Jan-March, 2022.
As per Brand Equity, the top advertising category list was topped by ‘toilet and floor cleaners’ with 3.6 percent share of ad volumes, followed by ‘ecommerce media, entertainment and social media’ and ‘washing powders and liquids’. Chocolates, tea and aerated soft drink were the three new entries in the list. Four out of 10 in the list were from the food and beverage sector.
The top 10 advertisers together contributed 36% share of ad volume during January-March, 2022. Hindustan Unilever (HUL) was followed by Reckitt, Brooke Bond Lipton India, Cadburys India and Coca Cola India. Coca Cola India, Procter & Gamble and Amazon Online India were new entrants in the top 10 advertisers’ list of Jan-March, 2022.
Meanwhile, the top 10 brands had six brands from Reckitt Benckiser and two from Hindustan Unilever. The top 10 brands contributed 8% share of television ad volumes.
‘Ecommerce Gaming’ saw the highest increase of 5.4 times and was followed by ‘corporate and brand image’ with a growth of 2.5 times.
AdEx Data from TV, Print, Radio, and Digital can be used as a roadmap to achieve stronger campaigns & actionable insights. AdEx data especially plays a crucial role for marketers in planning their advertising campaigns. It also helps measure their performance thereby making well-informed decisions.