Ad industry on television rebounds with 43% growth in Jan-June ’21: TAM AdEx

The country’s advertising industry on television rebounded with 43% growth in the first six months of the current year, compared to the corresponding January-June ’20 period, with foods and beverages and hygiene being the most advertised categories, TAM AdEx’s latest half yearly advertising report states.

The report said ad volumes on television rebounded strongly in January-June ’21, despite the second Covid-19 wave, adding that ad volumes had dropped 15% during January-June ’20 over the corresponding year-ago months, which also translates into growth from a lower base.

“The festive season and positive consumer sentiment led to recovery in television advertising volumes starting Oct’ 20. While wave two of the pandemic was more severe than the previous wave, lessons learnt benefitted the industry which mitigated the severity of the pandemic,” TAM AdEx said in a statement.


The top 50 advertisers on television accounted for nearly 65% share of ad volumes, and packaged consumer goods maker Hindustan Unilever topped the list during the first six months, followed by hygiene products company Reckitt. The report flagged Dettol anti-germ handwash and Lizol disinfectant maker Reckitt Benckiser as among the top two advertisers, indicating that the sanitising and hygiene products maker accelerated its advertising to leverage demand during the pandemic.

Apart from

and Reckitt, , , Mondelez,


Procter & Gamble and PepsiCo feature among the top advertisers, the report said. Besides advertising, India’s leading fast-moving consumer goods companies have also committed either fresh investments or are adding capacity with demand picking up, Covid-19 cases trending lower, state-level curbs having eased and improved vaccination.

According to the data, foods and beverages, followed by personal care and hygiene products, and services were the most advertised categories in the January-June 2021 period. The foods and beverages sector topped with 21% share of ad volumes during January-June ’21 as consumers once again went back to working from home which led to a surge in in-home consumption. E-commerce – education as a category surged 15 positions to enter the top 10 most advertised categories, a new trend which has grown exponentially amid the pandemic.

The report said over 3,000 exclusive advertisers and 5,000 exclusive brands were advertised during January-June ’21 compared to the corresponding year-ago months, adding that the top 10 advertisers together added 43% share of ad volumes.


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