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TAM AdEx-Cross Media Report – Personal Healthcare

TAM AdEx-Cross Media Report – Personal Healthcare details the Ad Volumes for Personal Healthcare Sector on TV, Print and Radio and Digital for July-October 2020 period.

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TAM AdEx-Cross Media Report – Personal Healthcare

  1. 1. TAM AdEx Overview of Advertising by the Sector: Personal Healthcare Media: TV, Print, Radio & Digital Media: TV, Print, Radio and Digital Period: Jul - Oct’20
  2. 2. 1 3 2 4 Ad Volume Growth^ New Brands TV: Channel Genre & Time-band Radio & Print Ad volumes for Personal Healthcare on TV and Radio grew by 2% and 8% respectively in Aug’20 compared to Jul’20. Count of New Brands** in TV, Print and Radio: TV: 91 Brands Print: 307 Brands Radio: 45 Brand Top 3 channel genres together added 83% share of Personal Healthcare ad volumes during Jul-Oct’20 on TV. Prime Time was the most preferred time-band for Personal Healthcare brands with 32% share of ad volumes on TV. Gujarat captured 24% share of Personal Healthcare ad volumes during Jul-Oct’20 on Radio. North Zone topped with 38% share of Personal Healthcare’s advertising in Print. Period : Jul-Oct ’20 (TV, Print, Radio & Digital)Highlights – Part 1 ^Ad Volume Growth Comparison Period: Aug-Oct’20 over Jul’20 **New Brands period: Sep-Oct’20 compared to Jul-Aug’20
  3. 3. Period : Jul-Oct ’20 (TV, Print, Radio & Digital) 5 7 6 8 Program Genres Advertisers Celebrity Endorsement Digital Advertising Feature Films was the top Program Genre in Personal Healthcare advertising. Among the Top 10, SBS Biotech was common advertiser between TV and Print and Procter & Gamble appeared on Radio and Digital during Jul- Oct’20 Virat Kohli spotted at top position followed by Raveena Tandon. Programmatic transaction method captured 84% share of Personal Healthcare ad insertions on Digital. Highlights – Part 2
  4. 4. 100 102 98 95 Index : Jul’20 = 100 Period: Jul – Oct’20 Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on secondages for TV Period :Jul – Oct’20 Ad Volumes for Personal Healthcare Sector on TV Insight:  Ad Volumes for Personal Healthcare on Television grew by 2% in Aug’20 compared to Jul’20. Jul’20 Aug’20 Sep’20 Oct’20 Ad Volumes for Personal Healthcare sector on TV witnessed growth in Aug’20
  5. 5. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on secondages for Radio Period : Jul – Oct’20 Ad Volumes for Personal Healthcare Sector on Radio Insight:  Ad volumes for Personal Healthcare on Radio rose by 8% in Aug’20 compared to Jul’20. 100 108 79 77 Index : Jul’20 = 100 Period: Jul – Oct’20 Jul’20 Aug’20 Sep’20 Oct’20 On Radio, Ad Volumes for Personal Healthcare rose during Aug’20
  6. 6. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Col*Cms for Print Period : Jul – Oct’20 Ad Volumes per Publication for Personal Healthcare Sector in Print Insight:  Ad Volumes per publication in Print dropped during Aug-Oct’20 compared to Jul’20. Comparison is for Avg. Ad volumes/publication 100 83 83 82 Index : Jul’20 = 100 Period: Jul – Oct’20 Jul’20 Aug’20 Sep’20 Oct’20 In Print, Ad Volumes/Publication declined during Aug-Oct’20 compared to Jul’20
  7. 7. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on ad insertions for Digital Period : Jul – Oct’20 Ad Volumes for Personal Healthcare Sector on Digital Insight:  Ad Insertions for Personal Healthcare on Digital decreased in Aug-Oct’20. 100 52 57 67 Index : Jul’20 = 100 Period: Jul – Oct’20 Jul’20 Aug’20 Sep’20 Oct’20 On Digital, Ad Insertions for Personal Healthcare plummeted during Aug-Oct’20
  8. 8. TV % Share Print % Share Antiseptic Creams/Liquids 21% Range of OTC Products 38% Rubs And Balms 18% Medicated Skin Treatment 14% Range of OTC Products 14% Rubs And Balms 10% Medicated Skin Treatment 11% Vitamins/Tonics/Health Supplements 10% Vitamins/Tonics/Health Supplements 9% Digestives 9% Digestives 8% Eye Care 8% Analgesic/Cold Tablets 4% Health Stimulant/Ginseng 3% Cough Lozenges 4% Acne Preparations 3% Corporate-Pharma/Healthcare 3% Cough Syrups 2% Condoms 2% Corporate-Pharma/Healthcare 2% Top 10 Categories of Personal Healthcare for TV and Print Radio and Digital follows Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV and Col*Cms for Print Period: Jul – Oct’20 6 among Top 10 Categories were common between TV and Print adding 63% and 83% share of Ad Volumes respectively
  9. 9. Top 10 Categories of Personal Healthcare for Radio and Digital  5 out of Top 10 categories were in common among all mediums.  Range of OTC Products topped on Radio and had 7th rank in Print during Jul- Oct’20. Insight (across all 4 media):  Top 10 categories added more than 90% share across all mediums. Radio % Share Digital % Share Range of OTC Products 27% Corporate-Pharma/Healthcare 51% Medicated Skin Treatment 23% Vitamins/Tonics/Health Supplements 16% Corporate-Pharma/Healthcare 17% Eye Care 7% Cough Lozenges 12% Rubs And Balms 6% Digestives 7% Condoms 6% Vitamins/Tonics/Health Supplements 6% Medicated Skin Treatment 6% Contraceptives 2% Range of OTC Products 3% Antacids 2% Petroleum Jelly 1% Rubs And Balms 1% Chyavanprash 1% Acne Preparations 1% Cough Lozenges 1% Top 10 categories on Radio and Digital added more than 95% of the total Ad volumes’ and Ad Insertions’ share respectively Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for Radio and Ad Insertions for Digital Period: Jul – Oct’20
  10. 10. TV % Share Print % Share Reckitt Benckiser India 36% SBS Biotech 49% Procter & Gamble 7% Jolly Pharma India 12% Smithkline Beecham 6% Sheth Brothers 5% SBS Biotech 6% Oriental Chemical Works 4% Sun Pharmaceutical 4% Amar Products India 2% Mankind Pharma 4% Emami 1% Cipla 3% Shree Baidyanath Ayur Bhawan 1% Hindustan Unilever 2% Jagat Pharma 1% Abbott Health Care 2% Sapat & Co (Bom) 1% Dr Alco Free 2% Chaturbhuj Pharmaceuticals 1% Top 10 Advertisers of Personal Healthcare for TV and Print Radio and Digital follows Among the Top 10, SBS Biotech was common advertiser between TV and Print during Jul-Oct’20 Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV and Col*Cms for Print Period: Jul – Oct’20
  11. 11. Top 10 Advertisers of Personal Healthcare for Radio and Digital Insight (across all 4 media):  Top 10 advertisers added more than 60% share of ad volumes on TV & Radio and more than 80% share on Digital & Print. Radio % Share Digital % Share Oriental Chemical Works 17% Sun Pharmaceutical 29% Sheth Brothers 14% Mankind Pharma 20% Procter & Gamble 13% Abbott Health Care 8% B Tex Ointment Mfg Co 4% Jagat Pharma 7% Tenshi Life Sciences 4% Procter & Gamble 4% Natural Homoeo Herbals 3% Hindustan Unilever 4% The South Indian Mfg Co 3% Reckitt Benckiser India 4% FDC 2% Pfizer 3% Emcure Pharmaceuticals 2% Naturell India 2% Hamdard 2% Smithkline Beecham 2% Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for Radio and Ad Insertions for Digital Period: Jul – Oct’20 Procter & Gamble was the common advertiser in the list of Top 10 between Radio and Digital
  12. 12. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Col*Cms for Print and Secondages for TV & Radio Period: Jul – Oct’20 TV Radio Print Vaseline Petroleum Jelly Satmola Tablet Itchku Range Of Products Amrith Noni Ortho Plus Safi Zandu Chyavanprash Volini Gel Mugli Gutti 555 Zandu Ayurvedic Cough Syrup Glucon D Immuno Volt Aptivate Syrup Dr Ortho Balm Zandu Chyavanprash Pran Sudha Torex Range Of Products (Cough Syrup) Top 5 New Brands^ from Personal Healthcare Sector in each traditional mediums 91 New Brands on TV 45 New Brands on Radio 307 New Brands in Print ^New Brand in month of Sep - Oct’20 compared to month of Jul - Aug’20. Insight:  Two of Top 5 new brands in Print belonged to Zandu during Sep-Oct’20.  Zandu Chyavanprash was the common new brand between TV & Print during Sep-Oct’20 compared to Jul-Aug’20.
  13. 13. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV Period: Jul – Oct’20 Rank Channel Genres % Share 1 News 37% 2 Movies 24% 3 GEC 21% 4 Music 11% 5 Kids 3% 6 Others(7) 2% News genre had 37% share of Personal Healthcare’s Ad Volumes Insight: Top Channel Genres preferred by advertisers of Personal Healthcare Sector on TV  Top 3 channel genres on TV together added 83% share of ad volumes for Personal Healthcare sector during Jul-Oct’20.
  14. 14. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV Period: Jul – Oct’20 Rank Program Genres % Share 1 Feature Films 29 2 News Bulletin 26 3 Film Songs 10 4 Drama/Soap 6 5 Music Shows/Songs 4 6 Reviews/Reports 4 7 Cartoons/Animation 3 8 Interviews/Portraits/Discussion 3 9 Religious/Devotional/Astrology 2 10 Film Based Magazines 2 Feature Films was the most preferred genre for promoting Personal Healthcare brands on Television Insight: Top 10 Program Genres preferred by advertisers of Personal Healthcare Sector on TV  Top 2 program genres i.e. Feature Films and News Bulletin together added 55% share of ad volumes on TV.
  15. 15. 12% 17% 23% 11% 32% 5% Prime Time was the most preferred time-band on TV followed by Afternoon and Morning time-bands Source: AdEx India (A Division of TAM Media Research) Period: Jul – Oct’20 Note: Figures are based on Secondages for TV Insight:  Prime time, Afternoon and Morning time-bands together added 72% share of ad volumes. Time band analysis for Personal Healthcare advertising on TV Early Morning 6:00 to 08:59 Morning 09:00 to 11:59 Afternoon 12:00 to 15:59 Evening 16:00 to 17:59 Prime Time 18:00 to 22:59 Night 23:00 to 05:59
  16. 16. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV Period: Jul – Oct’20 Celebrity endorsement for Personal Healthcare on Television Insight:  Virat Kohli spotted at top position followed by Raveena Tandon.  Looking by celebrity Profession, ads endorsed by Film Actresses had 32% share of ad volumes followed by Sports Person with 27% share. Top 5 Celebrities Virat Kohli Raveena Tandon Ram Kapoor Raju Shrivastav Vidya Balan Profession % Share Film Actress 32% Sports Person 27% Film Actor 19% TV Actor 18% TV Actress 0.1%
  17. 17. Preference of ad size by advertisers of Personal Healthcare on TV 47% 49% 2% 3% < 20 Sec 20-40 Sec 40-60 Sec > 60 Sec Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV Period: Jul – Oct’20 Advertisers of Personal Healthcare preferred <20 Sec and 20-40 Sec ad size on TV Insight:  <20 seconds and 20-40 seconds ads together covered almost 96% shares during Jul-Oct’20.
  18. 18. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Col*Cm for Print Period: Jul – Oct’20 Newspaper: Publication Language and Genre for Personal Healthcare Sector in Print Insight:  74% of sector’s ad space were in Hindi and Marathi Publications during Jul-Oct’20.  General Interest publication genre dominated the sector advertising with more than 99% share of ad space. Publication Language % Share Hindi 57% Marathi 17% Kannada 6% English 5% Gujarati 5% Top 5 Publication Languages added 90% share of ad space in Jul-Oct’20 Publication Genre % Share General Interest 99.8% Business/Finance/Economy 0.2% Advertisers majorly focused on Advertising in General Interest Newspapers
  19. 19. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Col*Cm for Print Period: Jul – Oct’20 North Zone topped with 38% share of Personal Healthcare advertising in Print during Jul-Oct’20 Zone % Share North Zone 38% West Zone 34% East Zone 18% South Zone 10% Top 2 Cities - South Zone Bangalore Hubli Top 2 Cities - West Zone Mumbai Nagpur Top 2 Cities - North Zone Jalandhar Lucknow Zone wise Advertising share of Personal Healthcare Sector in Print Insight:  Mumbai & Nagpur were Top 2 cities in in West Zone as well as in overall India for the sector. Top 2 Cities - East Zone Kolkata Patna
  20. 20. 69% 30% 1% Brand Promotion Sales Promotion Others 72% 13% 9% 4% 2% Volume Promotion Add On Promotion Discount Promotion Combination Promotion Others Sales Promotion Sales Promotion for ‘Personal Healthcare’ sector added 30% share of ad space Insight:  Among Sales Promotions, Volume Promotion occupied 72% share followed by Add On Promotion with 13% share of sector ad space during Jul-Oct’20. Advertising Promotions of Personal Healthcare Sector in Print Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Col*Cm for Print Period: Jul – Oct’20
  21. 21. Rank Top 5 Sales Promotion’s Advertisers % Share 1 SBS Biotech 81% 2 Amar Products India 8% 3 Jolly Pharma India 4% 4 Dabur India 3% 5 Emami 2% SBS Biotech topped with 81% share of promotional ad volumes in Personal Healthcare sector Insight: Top advertisers using Sales Promotion for Personal Healthcare Sector in Print  Top 5 advertisers together added 98% share of Sales Promotion’s ad volumes during Jul-Oct’20 in Print. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Col*Cm for Print Period: Jul – Oct’20
  22. 22. 24% 16% 9%9% 9% 8% 7% 6% 5% 4% 2% Gujarat Maharashtra Delhi Uttar Pradesh West Bengal Tamil Nadu Karnataka Madhya Pradesh Andhra Pradesh Rajasthan Kerala On Radio, the Top 3 states together added 49% share of ad volumes for the Sector Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for Radio Period: Jul – Oct’20 Insight:  Gujarat topped with 24% share of sector’s ad volumes during Jul-Oct’20. State-wise share of Personal Healthcare advertising on Radio
  23. 23. 26% 38% 35% 2% Advertising for Personal Healthcare was preferred in Afternoon and Evening time-band on Radio Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for Radio Period: Jul – Oct’20 Insight:  73% share of the Personal Healthcare ad volumes were in Afternoon and Evening time-bands during Jul-Oct’20. Time band analysis for Personal Healthcare advertising on Radio Morning 6:00 to 10:59 Afternoon 11:00 to 16:59 Evening 17:00 to 21:59 Night 22:00 to 05:59
  24. 24. 84% 14% 1%1% Programmatic Programmatic Direct Direct Others Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Ad Insertion in Digital Period: Jul – Oct’20 Programmatic was the top transaction method for Digital advertising Insight:  Programmatic transaction method captured 84% share of Personal Healthcare’s ad insertions on Digital. Transaction Methods of Digital Advertising in Personal Healthcare Sector
  25. 25. Vinita ShahFor any queries write to: vinita.shah@tamindia.comWebsite Link: www.tamindia.com

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