TAM AdEx India, A division of TAM Media Research recently launched a report on a flashback towards the year 2020 with the report titled Mirroring the year 2020 for Advertising in the musical genre. Hindi Music & Tamil Music were the top 2 subgenres of Music during 2019-20. As per the report there was 2.8 times rise in average ad volumes per day compared to the previous quadrant within the musical genre.
HUL topped among the musical genre advertisers followed by Reckitt Benckiser on 2nd position during Y 2020. 6 out of the top 10 brands in the musical genre were from Reckitt Benckiser, viz Dettol (2 brands), Lizol, Vanish, Harpic and Veet.
There was a 7% drop seen in average Ad Volumes/Day of the musical genre in the year 2020 compared to 2016, Although Ad Volumes per Day increased to 14% in comparison to the year 2019. The count of advertisers and makes dropped by 51% in Quadrant 2 of 2020 which recovered by quite 2 times respectively in Quadrant4’20 over Quadrant2’20.
Average Ad Volumes on musical genre reached the pre-Lockdown level just within 4 months of the post lockdown period. During the festive period, i.e. Oct-Dec’20 the typical Ad Volumes per Day on musical genre had integer share. Hindi Music & Tamil Music were the highest 2 subgenres during both Year 2019-20. Overall among the highest 5 subgenres, Punjabi Music observed a positive rank shift in the Year 2020. The top 5 channels genres accounted for quite an 80% share of Ad Volumes during both periods.
HUL topped among the musical genre advertisers followed by Reckitt Benckiser on 2nd position during the Year 2020. Both were also Top 2 in the Year 2019. Facebook & Amazon were the new entrants in the Top 10 advertiser’s list. Facebook moved up by 268 positions to enter the highest 10 lists. 70+ advertisers advertised exclusively in the musical genre during the Year 2020.
Dettol Antiseptic Liquid was the highest brand in the musical genre during the Year 2020 followed by Dettol Toilet Soaps. Overall the top 10 brands together added a 15% share of Ad Volumes during the Year 2020. 6 out of the Top 10 brands were from Reckitt Benckiser, i.e. Dettol (2 brands), Lizol, Vanish, Harpic and Veet. 350+ advertisers & 980+ brands advertised exclusively in the musical genre during Y 2020 compared to Y 2019. Reliance Industries and Dettol & Moms Soap were the highest exclusive^ advertiser and brand respectively during Y 2020.
Regional and National Music Channels had Ad Volume share with a ratio of 63:37. Regional and National channels had 63% and 37% share of Ad Volumes during 2020. HUL & Reckitt Benckiser were among the highest 2 advertisers on both Regional and National channels during 2020 and the total share of Ad Volumes on Regional Music channels marginally increased by 1% in Y 2020.