TV ad volumes in January '22 up 32% compared to January ’20: Report

TV ad volumes in January '22 up 32% compared to January ’20: Report

The number of advertisers, however, steadily declined in the last two years.


Mumbai: TV ad volumes in January this year were 32 per cent higher than January 2020, however, it was marginally lower than January 2021 levels. The number of advertisers in January 2022 stood at 2,670 which was lower than 3,020 advertisers who had appeared in January 2020, according to TAM adex data. Similarly, there were fewer brands and categories visible on TV, the data revealed.

According to the report, there were over 170 growing categories present in January 2022 compared to January 2021 out of which the fastest was the tea category which saw a growth of 61 per cent followed by e-commerce – education at 57 per cent. E-commerce – media/entertainment/social media, chocolates, wafer chips, cement, coaching centre, cars, e-commerce – gaming, e-commerce – wallets were among the top ten fastest-growing categories.

The top advertisers on TV were Hindustan Unilever Ltd (HUL), Reckitt Benckiser, Brooke Bond Lipton India, Ponds India, Cadburys India, ITC, Godrej Consumer Products, Procter and Gamble, Amazon Online India, and Colgate Palmolive India. The top ten advertisers comprised 38 per cent of total TV ad volumes in January and Amazon Online India was a new entrant in the rankings.  

Seven of the top 10 brands belonged to HUL (two brands) and Reckitt Benckiser (five brands) along with Tata Play, Ultratech Cement, and Asian Paints Apex Ultima Protek.

There were more than 1.5K exclusive advertisers and more than 30 exclusive categories in January 2022 i.e., advertisers and categories that were present in January 2022 but not in January 2021. 

Kia Motors was the top exclusive advertiser followed by Dell Computer. Commercial vehicles topped among the exclusive categories followed by baby food.