News channels brought in maximum television ad volumes during Jan-June 2021: TAM

• TAM's half yearly advertising report for TV threw up a lot of interesting insights around how the medium performed during the first six months of 2021.
• TV ad volumes saw a drop of 15% in Jan-Jun’20 over Jan-Jun’19 but rebounded in Jan-Jun'21 with a strong growth of 43% over Jan-Jun‘20.
• The news Genre topped with 28% of Ad Volumes. The top 10 advertisers and brands added 43% and 9% share of Ad Volumes, the report revealed.

TV ad volumes saw a drop of 15% in Jan-Jun’20 over Jan-Jun’19 but rebounded in Jan-Jun'21 with a strong growth of 43% over Jan-Jun‘20, according to data from TAM's half yearly advertising report for TV. The news Genre topped with 28% of Ad Volumes. All the Top 5 genres saw a growth during Jan-Jun’21 over Jan-Jun’20 with Music genre seeing the highest advertising growth of 82%.

In H1’20, TV Ad Volumes recovered with sharp rise of 41% in Jun’20 over May’20. Jun’21 registered a drop of 8% over May’21. Food & Beverages among the sectors and Toilet Soaps among the categories topped in Jan-Jun’21. 250+ Growing Categories seen in Jan-Jun’21 over Jan-Jun’20.

The report further revealed that regional and national channels had 56% and 44% share of Ad Volumes respectively in Jan-Jun’21. Feature films was the most preferred program genre to promote brands on TV.

The top 10 advertisers and brands added 43% and 9% share of Ad Volumes. 3K+ exclusive advertisers & 5K+ exclusive brands advertised during Jan-Jun'21 compared to Jan-Jun'20. The top 50 Advertisers on Television accounted for nearly 65% share of Ad Volumes.


7 out of Top 10 brands were from Reckitt Benckiser and 2 were from HUL.


Meanwhile, the top 3 program genres i.e. Feature Films, News Bulletin and Film Songs together covered 57% of the TV ad volumes in Jan-Jun’21.


The report also stated that the impact of Covid-19’s second wave on television advertising was lesser compared to the first wave.