GEC AdEx in 2020: Commercial ads: 55% share, Promos 45%

04 Jan,2021


By Our Staff

TAM AdEx has released the second of its reports on 2020 for television advertising. This time it focuses on advertising on general entertainment channels.

Here are some highlights

GEC genre covered more than 1/4th of Ad Volumes’ share during Y 2016-20.

True Shield Hand Sanitizer was the top brand during Apr’20 to Jun’20 & Aug’20 in GEC Genre.

Toilet Soaps leads among the Top 10 categories of GEC Genre with 9% ad volume share in Y 2020.

Ecom-Media/Entertainment/Social Media saw highest increase in ad secondages during Y 2020 compared to Y 2019 in GEC Genre.

In GEC genre, HUL topped among the GEC advertisers followed by Reckitt Benckiser on 2nd position during Y 2020.

6 out of Top 10 brands on GECs were from HUL and 3 were from Reckitt Benckiser.

1.3K+ advertisers & 2.7K+ brands exclusively advertised during Y 2020 on GECs compared to Y 2019.

Primetime is the most preferred time-band on GEC genre followed by Afternoon and Morning time-bands.

20-40 second ad commercials were most preferred for advertising on GECs during both Y 2019-20.

Commercial advertising added 55% share of Ad Volumes on GECs whereas Promos had 45% share in Y 2020.

Highlights of the report are Advertising Trend during Lockdown versus Unlockdown, Covid Prevention categories, Celebrity Endorsement, Social Ads by Govt. etc.

According to the report, advertising volumes in 2020 saw a marginal rise versus what it was the previous year (2019). Average ad volumes in the all-important fourth quarter of the year rose 39% over the average ad volumes in the first three quarters of the year. There was 90% growth in Average Ad Volumes/Day witnessed during Post Lockdown period.

FMCG players ruled the list of Top 10 advertisers with HUL leading the list. Four of the Top 10 brands advertised were from Hindustan Unilever and three were from RB. Personal Care/Personal Hygiene sector had 20% share of Ad Volumes followed by F&B with 18% share.

Please click on this link for the report:

TAM AdEx – Mirroring Y 2020 for GEC Genre



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