AdEx India, a division of TAM Media Research launched the report titled ‘TAM AdEx Overview of Advertising by the sector: Personal Care/ Hygiene’ the report revels that ad volumes of ad volumes for Personal Care/ Hygiene sector grew by times in the 4th quarter over 2nd quarter of Y 2020. Q4 witnessed 38% ad volume growth compared to 1st quarter of Y 2020. Ad volumes of Personal Care/ Hygiene sector on Television rose by 7%in Y 2020 over Y 2019.
Ad Space in Print witnessed Double digit share from Nov’20 onwards. Compare to 1st quarter of Y 2020, Q4 witnessed 45% ad space growth in Print Publications. Sales Promotion for Personal Care/ Hygiene sector accounted 17%share of ad space in Print.
On Radio, ads for Tooth Pastes and Toilet Soaps ruled with more than 45%of the total ad volumes. Whereas on the Digital Medium, Tooth paste and Face Wash were top Personal Care/ Hygiene categories with 24% and13% respectively. Programmatic ad transaction method topped with more than 79%share for Personal Care/ Hygiene sector in Y 2020.
TELEVISION:
Ad Volumes for Personal Care/ Hygiene sector on TV
Ad Volumes of Personal Care/ Hygiene sector on Television increased by 7% in Y 2020 over Y 2019. Compared to 1stquarter of Y 2020, Q4 witnessed 38% growth in ad volumes of Personal Care/ Hygiene sector. Due to Covid-19, lowest Ad Volumes observed in 2nd quarter which includes the lockdown period.
Monthly Ad Volume Trend of Personal Care/ Hygiene sector on TV
A drop recorded in Personal Care/ Hygiene sector advertising during Apr’20 over Mar’20 due to lockdown. During Sep-Dec’20, ad volumes on Television witnessed a double digit share.
Top 10 Categories and Advertisers of Personal Care/ Hygiene on TV
Top 3 categories contributed more than 55%to the ad volume of Personal Care/ Hygiene sector on Television. Top 10 Advertisers accounted more than 80%share of ad volumes in Y 2020 with Hindustan Unilever topping the list.
Top 10 Brands from Personal Care/ Hygiene sector on TV
Among the Top 10 brands, 5 belonged to Toilet Soaps category. Top 10 Brands accounted more than 30% share of ad volumes in Y 2020 with Dettol Toilet Soaps topping the list.
Top Channel Genres preferred by advertisers of Personal Care/ Hygiene sector on TV
Top 2 channel genres on TV together accounted for more than 60%ad volumes share for Personal Care/ Hygiene sector during Y 2020.
Top 10 Program Genres preferred by advertisers of Personal Care/Hygiene sector on TV
Feature Films was the most preferred program genre for promoting Personal Care/ Hygiene brands on Television. Top 2 program genres i.e. Feature Films and News Bulletin together added more than 45% to the total ad volume of Personal Care/ Hygiene sector.
Time band analysis for Personal Care/Hygiene advertising on TV
Prime Time was the most preferred time-band on TV followed by Afternoon and Morning time-bands. Prime time, Afternoon& Morning time bands together accounted more than 70% share of ad volumes.
Preference of ad size by advertisers of Personal Care/ Hygiene sector on TV
Advertisers of Personal Care/ Hygiene sector preferred 20-40 secs ad size on TV. 20-40seconds and <20seconds ads together covered more than 95% shares in Y 2020.
Ad Space for Personal Care/ Hygiene sector in Print
Ad Space of Personal Care/ Hygiene sector in Print decreased by 19%in Y 2020 over Y 2019. Compare to 1stquarter of Y 2020, Q4 witnessed 45%ad space growth. Due to Covid-19, lowest Ad Volumes registered in 2nd quarter which includes the lockdown period.
Monthly Ad Space Trend of Personal Care/ Hygiene sector in Print
Print Ad Space recovered to Pre-Lockdown level within 4 months of post Lockdown period. Ad Space in Print witnessed Double digit share in Sep’20, Nov’20 and Dec’20.
Top 10 Categories and Advertisers of Personal Care/ Hygiene sector in Print
Fairness Creams leads the list of Top 10 categories under Personal Care/Hygiene sector. Top 10 Advertisers accounted more than 65%share of ad space in Y 2020 with Hindustan Unilever leading the list.
Top 10 Brands from Personal Care/ Hygiene sector in Print
Top 10 Brands accounted for 39%share of ad space in Y 2020 with Roop Mantra Ayur Face Cream leading the list. Among Top 10 brands, 2 brands were form SBS Biotech with 14% share of ad space.
Newspaper: Publication Language and Genre for Personal Care/ Hygiene sector in Print
Top 5 Publication Languages accounted 87% share of sector’s ad space. General Interest publication genre added almost 100% share of Personal Care/Hygiene sector’s ad Space.
Zone wise Advertising share of Personal Care/ Hygiene sector in Print
Among 4 zones, North topped for Personal Care/Hygiene advertising with 41%share in Print during Y 2020. Mumbai and Kolkata were top cities in West and East Zone respectively as well as in overall India.
Advertising Promotions of Personal Care/ Hygiene sector in Print
Sales Promotion for Personal Care/Hygiene sector accounted 17%of Ad Space in Print medium. Among Sales Promotions, Discount Promotion occupied 42% share of the pie followed by Volume Promotion with 22%share in Y 2020.
RADIO:
Ad Volumes for Personal Care/ Hygiene sector on Radio
Ad Volume for Personal Care/ Hygiene sector on Radio dropped by 11%in Y 2020 over Y 2019. 3rdquarter of Y 2020 registered highest advertising of Personal Care/ Hygiene on Radio. Due to Covid-19, lowest ad volumes observed in 2nd quarter which includes the lockdown period.
Monthly Ad Space Trend of Personal Care/ Hygiene sector on Radio
Lowest ad volumes for Personal Care/ Hygiene sector on Radio was observed during Apr-May’20 which was during the lockdown period. Highest share of Ad Volumes for Personal Care/Hygiene sector registered during Aug-Oct’20.
Top 10 Categories and Advertisers of Personal Care/ Hygiene for Radio
On Radio, ads for Tooth Pastes and Toilet Soaps ruled with more than 45%share of the total ad volumes. Top 10 Advertisers accounted 74%share of ad volume in Y 2020 with Vicco Laboratories leading the list.
Top 10 Brands from Personal Care/ Hygiene sector on Radio
Top 10 Brands accounted 73%share of Ad Volumes in Y 2020 with Vicco Vajradanti Paste having nearly 1/3rdof the share.
State-wise share of Personal Care/ Hygiene advertising on Radio
The Top 3 states occupied 46%share of Ad Volumes for the Personal Care/ Hygiene sector. Maharashtra state was on top with 16% share of Ad Volumes followed by Gujarat and UP with equal share i.e. 15%.
Time band analysis for Personal Care/ Hygiene advertising on Radio
71%share of the Personal Care/Hygiene ad volumes were during Afternoon and Morning time-bands in Y 2020.
DIGITAL:
Ad Insertions for Personal Care/ Hygiene sector on Digital
Ad insertions of Personal Care/ Hygiene sector on Digital decreased by 24%in Y 2020 over Y 2019. Compared to 1st quarter of Y 2020, Q3 and Q4 witnessed 2and 3 times growth in ad insertions respectively.
Monthly Ad Insertion Trend of Personal Care/ Hygiene sector on Digital
Highest share on Digital was observed during Festive period i.e. Oct-Dec’20 which had 40% share of total Digital ad insertions.
Top 10 Categories and Advertisers of Personal Care/ Hygiene on Digital
On Digital medium, Tooth Pastes and Face Wash were top Personal Care/ Hygiene categories with 24%& 13%share respectively. Top 10 Advertisers accounted more than 75%share of ad insertions in Y 2020 with Glaxo Smithkline leading the list.
Top 10 Brands from Personal Care/ Hygiene sector on Digital
Top 10 Brands accounted for 47%share of ad insertion in Y 2020. Sensodyne Rapid Relief topped the list with 11% share of the total ad insertions for Personal Care/ Hygiene sector.
Transaction Methods of Digital Advertising in Personal Care/ Hygiene sector
Programmatic topped with 79%share of transaction method for Digital advertising of Personal Care/ Hygiene sector in Y 2020. Ad Network and Programmatic/ Ad Network transaction methods had 11%and 7%share of Personal Care/ Hygiene ad insertions on Digital.