TAM AdEx-Television Advertising Report-14 takes a look at the overall advertising on regional language channels and the top advertising trends on the top five regional language genres for July-September 2020 (till September 12).

1. AdEx

2. 4
5
Bengali News and GEC added more than 70% share of Ad Volumes together in Jul-Sep’20*
6
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV in both the sections; TV: Commercial ads only; excluding promos and social ads
Regional Language channels had 60% Ad Volumes share in Overall Television advertising
Highlights
1
2
3
Avg. Ad Volumes/Day on Regional TV Channels rose by 7% in Sep’20* compared to Jul’20
Section1SectIon2
Ad Volumes on Tamil channels grew by 13% in Sep’20* compared to Jul’20
7
During week 37, Ad Volumes grew by 11% on Telugu channels compared to week 27
Kannada News genre saw 22% rise in Ad Volumes/Day during Sep’20* compared to Jul’20
Among Malayalam Channels, GECs solely had 52% share of Ad Volumes in Jul-Sep’20*

3. Advertising Overview on Regional Language ChannelsSection 1:

4. * Regional Languages; Excluding Hindi and English Language channels
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul – Sep’20* (till 12th Sep)
Advertising on Regional Language Channels including comparison with Overall TV
Ad Volumes: Jul – Sep’20*
Regional Language channels had 60% Ad Volumes’ share in Overall Television advertising during Jul – Sep’20*
Among regional channels, Tamil channels topped with 15% share
60%
30%
3%
7%
Regional
Hindi
English
Others
15%
14%
13%
12%9%
9%
9%
6%
5%
3% 4% Tamil
Bengali
Telugu
Kannada
Malayalam
Punjabi
Marathi
Bhojpuri
Assamese
Oriya
Others (3)Others: Sports, Kids, Infotainment and Lifestyle channels
Share of Regional Channels* in overall TV Advertising Share of Ad Volumes among Regional Language* Channels

5. * Regional Languages; Excluding Hindi and English Language channels
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Week 27 – Week 37 (28th Jun – 12th Sep’20) and Jul-Sep’20* (* Till 12th Sep)
Advertising on Regional Language Channels
Avg. Ad Volumes/Day on Regional Language Channels soared consistently in Aug’20 & Sep’20* compared to Jul’20
Highest growth of 20% observed in Regional Language Channels during Week 37 compared to Week 27 on TV
661
694 707
Jul - 2020 Aug - 2020 Sep - 2020*
AverageAdDurationperDay(inHrs.)
4264
4491
4653
4931
4808
4623
4900 4947
5070
4724
5141
Wk 27 Wk 28 Wk 29 Wk 30 Wk 31 Wk 32 Wk 33 Wk 34 Wk 35 Wk 36 Wk 37
ADVOLUMES(HRS.)

6. Section 2:
Advertising Trends on Top 5 Regional
Language Genres

7. 01Ad Volumes on Tamil channels grew
by 13% in Sep’20* compared to
Jul’20
Tamil Genre 15%
Bengali 14%
Telugu 13%
Kannada 12%
Malayalam 9%
Tamil Genre

8. 96
107 110
Jul - 2020 Aug - 2020 Sep - 2020*
AverageAdDurationperDay(inHrs.)
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Week 27 – Week 37 (28th Jun – 12th Sep’20) and Jul-Sep’20* (* Till 12th Sep)
Monthly and Weekly advertising Trend on Tamil Channels
Ad Volumes on Tamil channels grew by 13% in Sep’20* compared to Jul’20
During week 37, Ad Volumes increased by 28% on Tamil channels which is highest so far compared to week 27
627 643
689
751
713 720
761 771 782
719
802
Wk 27 Wk 28 Wk 29 Wk 30 Wk 31 Wk 32 Wk 33 Wk 34 Wk 35 Wk 36 Wk 37
ADVOLUMES(HRS.)

9. Tamil Channels: Monthly tally of New* Categories, Advertisers & Brands (Jul-Sep '20^)
(*based on previous month)
On TV, Aug’20 registers highest No. of new* categories, advertisers and brands on Tamil Channels between Jul’20 – Sep’20^
22
45
15
Jul - 2020 Aug - 2020 Sep - 2020*
New Categories
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20^ [^ till 12th Sep] (*New Compared to Previous Month)
135
234
67
Jul - 2020 Aug - 2020 Sep - 2020*
New Advertisers
236
388
133
Jul - 2020 Aug - 2020 Sep - 2020*
New Brands
*New Compared to Previous Month
Sep’20* (*till 12th Sep’20) Sep’20* (*till 12th Sep’20) Sep’20* (*till 12th Sep’20)

10. 40%
27%
15%
15%
3%
1%
Tamil GEC Tamil News
Tamil Movies Tamil Music
Tamil Kids Tamil Infotainment
Tamil
Genres
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20* (* Till 12th Sep)
Ad Volume’s Trend for Tamil Channel Genres (Jul-Sep’20*)
Among Tamil channels, GEC, News & Movies genres together had more than 3/4th of Ad Volumes’ share during Jul-Sep’20*
GECs topped among Tamil Genres with 40% share of Ad Volumes; also witnessed 24% rise Ad Volumes/Day during Sep’20*
compared to Jul’20
100
124
117
103 99
74
165
Index: Jul'20 Tamil GEC Tamil News Tamil Music Tamil Movies Tamil Kids Tamil
Infotainment
Growth in Avg. Ad Volumes/Day for Genres
Sep’20* over Jul’20
Indexed growth in Sep’20* compared to Jul’20

11. Toilet Soaps 7%
Tooth Pastes 5%
Toilet/Floor Cleaners 4%
Shampoos 4%
Multiple Courses 4%
Milk Beverages 3%
Antiseptic Creams/Liquids 3%
Washing Powders/Liquids 3%
Retail Outlets-Jewellers 3%
Coffee 2%
Leading Categories and Advertisers on Tamil Channels during Jul-Sep ’20*
List of the Top 10 categories on TV was dominated by FMCG (except Retail Outlets-Jewellers and Multiple Courses)
Toilet Soaps and Hindustan Unilever were leading category and advertisers respectively on Tamil channels
Top 10 categories and advertisers added 38% and 49% share of Tamil Channels’ Ad Volumes respectively in Jul-Sep’20*
Top 10 Categories – 235+
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20* (* Till 12th Sep)
Hindustan Unilever 21%
Reckitt Benckiser India 11%
Procter & Gamble 4%
Colgate Palmolive India 3%
Cadburys India 2%
Godrej Consumer Products 2%
Attica Gold Company 2%
ITC 2%
The Chennai Silks Group 2%
Wipro 2%
Top 10 Advertisers – 660+

12. Pothys
Perfetti Van Melle India
Visa International Service Association
G R Thanga Maligai Jewellery
Castrol India
Upgrad Education
Johnson & Johnson
Ponniamman Educ & Char Trust
Flipkart.com
Saraswathi College of Arts & Science
Credit Cards
Lubricants
Sugar Confectionaries
Chewing Gum/Bubble Gum
Shaving System/Razor
Protective Coatings
Personal/Professional Loans
Ready To Eat Food
Laptops/Notebooks
Pickles
^ Present in Jul-Sep’20* but not in May-Jun’20
Top 10 New^ Categories – 30+ Top 10 New^ Advertisers – 330+
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20* compared to May-Jun’20 (* Till 12th Sep)
New^ Categories and Advertisers on Tamil Channels: Jul-Sep’20* compared to May-Jun’20
Total 30+ New Categories & 330+ New Advertisers seen on Tamil channels during Jul-Sep’20* compared to May-Jun’20
4 out of Top 10 New Categories were from Food & Beverages sector
Pothys was the top new advertiser followed by Perfetti Van Melle in Jul-Sep’20* compared to May-Jun’20

13. 02Ad Volumes on Bengali channels grew by
22% in Week 37 compared to Week 27
Tamil
Bengali Genre 14%
15%
Telugu 13%
Kannada 12%
Malayalam 9%
Bengali Genre

14. 92
99 98
Jul - 2020 Aug - 2020 Sep - 2020*
AverageAdDurationperDay(inHrs.)
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Week 27 – Week 37 (28th Jun – 12th Sep’20) and Jul-Sep’20* (* Till 12th Sep)
Monthly and Weekly advertising Trend on Bengali Channels
Avg. Ad Volumes/Day for Bengali Channels peaked in Aug’20
Bengali Channels’ Ad Volume grew by 22% in Week 37 compared to Week 27 and peaked during week 33
595
616
656
694
648 629
729 721 716
628
724
Wk 27 Wk 28 Wk 29 Wk 30 Wk 31 Wk 32 Wk 33 Wk 34 Wk 35 Wk 36 Wk 37
ADVOLUMES(HRS.)

15. Bengali Channels: Monthly tally of New* Categories, Advertisers & Brands (Jul-Sep '20^)
(*based on previous month)
New Categories, Advertisers & Brands grew by 10%, 2% and 8% respectively in Aug’20 compared to Jul’20
30
33
8
Jul - 2020 Aug - 2020 Sep - 2020*
New Categories
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20^ [^ till 12th Sep] (*New Compared to Previous Month)
98 100
43
Jul - 2020 Aug - 2020 Sep - 2020*
New Advertisers
202
217
99
Jul - 2020 Aug - 2020 Sep - 2020*
New Brands
*New Compared to Previous Month
Sep’20* (*till 12th Sep’20) Sep’20* (*till 12th Sep’20) Sep’20* (*till 12th Sep’20)

16. 39%
33%
23%
3%
2%
Bengali News Bengali GEC
Bengali Movies Bengali Kids
Bengali Music
Bengali
Genres
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20* (* Till 12th Sep)
Ad Volume’s Trend for Bengali Channel Genres (Jul-Sep’20*)
Top 2 Bengali Channel Genres added more than 70% share of Ad Volumes during Jul-Sep’20*
All Bengali Genres except Movies recorded growth in Ad Volumes/Day during Sep’20* compared to Jul’20
100
128
103
78
118
156
Index: Jul'20 Bengali News Bengali GEC Bengali Movies Bengali Kids Bengali Music
Growth in Avg. Ad Volumes/Day for Genres
Sep’20* over Jul’20
Indexed growth in Sep’20* compared to Jul’20

17. Toilet Soaps 7%
Toilet/Floor Cleaners 6%
Milk Beverages 5%
Shampoos 4%
Antiseptic Creams/Liquids 4%
Tooth Pastes 4%
Washing Powders/Liquids 3%
Ecom-Media/Entertainment/Social Media 3%
Toilet Liquids 3%
Ecom-Education 2%
Leading Categories and Advertisers on Bengali Channels during Jul-Sep ’20*
Toilet Soaps and Hindustan Unilever were leading category and advertisers respectively on Bengali channels
On Bengali Channels, there were 200+ categories and 410+ advertisers during Jul-Sep’20*
Top 2 advertisers HUL and Reckitt together added 40% share of Ad Volumes during Jul-Sep’20*
Top 10 Categories – 200+
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20* (* Till 12th Sep)
Hindustan Unilever 21%
Reckitt Benckiser India 19%
ITC 4%
Godrej Consumer Products 4%
Colgate Palmolive India 4%
Cadburys India 2%
Rahul Foundation 2%
Facebook Inc. 2%
Procter & Gamble 2%
Tuuple Technocraft 1%
Top 10 Advertisers – 410+

18. Facebook Inc.
Tuuple Technocraft
Coca Cola India
Playgames 24x7
Pepsi Co. India Holding
FMC India
Visa International Service Association
Vodafone Idea
TVS Motor Company
MG Motor India
Credit Cards
Personal/Professional Loans
Lubricants
Liquor
Ecom-Other Services
Shaving System/Razor
Ecom-Auto Products & Services
Retail Outlets-Departmental Stores
Chewing Gum/Bubble Gum
Cough Lozenges
^ Present in Jul-Sep’20* but not in May-Jun’20
Top 10 New^ Categories – 30+ Top 10 New^ Advertisers – 170+
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20* compared to May-Jun’20 (* Till 12th Sep)
New^ Categories and Advertisers on Bengali Channels: Jul-Sep’20* compared to May-Jun’20
Total 30+ New Categories & 170+ New Advertisers seen on Bengali channels during Jul-Sep’20* compared to May-Jun’20
Credit Cards and Facebook were the top new category and advertiser in Jul-Sep’20* compared to May-Jun’20

19. 03Ad Volumes on Telugu channels rose by
4% in Sep’20* compared to Jul’20
Tamil
Telugu Genre 13%
15%
Bengali 14%
Kannada 12%
Malayalam 9%
Telugu Genre

20. 88 90 91
Jul - 2020 Aug - 2020 Sep - 2020*
AverageAdDurationperDay(inHrs.)
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Week 27 – Week 37 [ 28th Jun – 12th Sep’20) and Jul-Sep’20* (* Till 12th Sep)
Monthly and Weekly advertising Trend on Telugu Channels
Ad Volumes on Telugu channels rose by 4% in Sep’20* compared to Jul’20
During week 37, Ad Volumes grew by 11% on Telugu channels which is highest so far compared to week 27
595
606
627 630
635
620
632
628
650
617
660
Wk 27 Wk 28 Wk 29 Wk 30 Wk 31 Wk 32 Wk 33 Wk 34 Wk 35 Wk 36 Wk 37
ADVOLUMES(HRS.)

21. Telugu Channels: Monthly tally of New* Categories, Advertisers & Brands (Jul-Sep '20^)
(*based on previous month)
On TV, Aug’20 registers highest No. of new* categories, advertisers and brands on Telugu Channels between Jul’20 –
Sep’20^
30
32
12
Jul - 2020 Aug - 2020 Sep - 2020*
New Categories
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20^ [^ till 12th Sep] (*New Compared to Previous Month)
162
205
58
Jul - 2020 Aug - 2020 Sep - 2020*
New Advertisers
269
331
118
Jul - 2020 Aug - 2020 Sep - 2020*
New Brands
*New Compared to Previous Month
Sep’20* (*till 12th Sep’20) Sep’20* (*till 12th Sep’20) Sep’20* (*till 12th Sep’20)

22. 33%
28%
22%
13%
3%2%
Telugu News Telugu GEC
Telugu Movies Telugu Music
Telugu Kids Others (3)
Telugu
Genres
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20* (* Till 12th Sep)
Ad Volume’s Trend for Telugu Channel Genres (Jul-Sep’20*)
Among Telugu channels, News, GEC and Movies genres together had 82% Ad Volumes’ share during Jul-Sep’20*
Telugu Kids and News channels observed a growth in Ad Volumes/Day (30% and 20%) in Sep’20* compared to Jul’20
100
120
100
92
87
130
Index: Jul'20 Telugu News Telugu GEC Telugu Movies Telugu Music Telugu Kids
Growth in Avg. Ad Volumes/Day for Genres
Sep’20* over Jul’20
Indexed growth in Sep’20* compared to Jul’20

23. Toilet Soaps 6%
Tooth Pastes 5%
Toilet/Floor Cleaners 4%
Shampoos 4%
Milk Beverages 3%
Washing Powders/Liquids 3%
Retail Outlets-Jewellers 2%
Range of OTC Products 2%
Chocolates 2%
Ecom-Education 2%
Leading Categories and Advertisers on Telugu Channels during Jul-Sep ’20*
Top 10 categories on Telugu Channels were dominated by FMCG (except Retail Outlets-Jewellers and Ecom-Education)
Toilet Soaps and Hindustan Unilever were leading category and advertisers respectively on Telugu channels
Top 10 categories and advertisers added 33% and 48% share of Telugu Channels’ Ad Volumes respectively in Jul-Sep’20*
Top 10 Categories – 230+
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20* (* Till 12th Sep)
Hindustan Unilever 19%
Reckitt Benckiser (India) 9%
Wipro 4%
Procter & Gamble 4%
Godrej Consumer Products 3%
Colgate Palmolive India 2%
Cadburys India 2%
Amazon Online India 2%
Marico 2%
ITC 2%
Top 10 Advertisers – 650+

24. Coca Cola India
FMC India
TVS Motor Company
Perfetti Van Melle India
Ultratech Cement
Image Hospitals
Dixcy Textiles
Rohan Corporation
Castrol India
Tata Global Beverages
Events-Retail
Lubricants
Chewing Gum/Bubble Gum
Ecom-Auto Products & Services
Sugar Confectionaries
Protective Coatings
Shaving System/Razor
Drycells
Tyres
Corporate-NBFCS
^ Present in Jul-Sep’20* but not in May-Jun’20
Top 10 New^ Categories – 50+ Top 10 New^ Advertisers – 370+
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20* compared to May-Jun’20 (* Till 12th Sep)
New^ Categories and Advertisers on Telugu Channels: Jul-Sep’20* compared to May-Jun’20
Total 50+ New Categories & 370+ New Advertisers seen on Telugu channels during Jul-Sep’20* compared to May-Jun’20
2 new categories Chewing Gum/Bubble Gum and Sugar Confectionaries belonged to Food & Beverages sector
Coca Cola was the top new advertiser followed by FMC on 2nd place in Jul-Sep’20* compared to May-Jun’20

25. 04Kannada News channels witnessed a
22% rise in Ad Volumes during
Sep’20* compared to Jul’20
Tamil
Kannada Genre 12%
15%
Bengali 14%
Telugu 13%
Malayalam 9%
Kannada Genre

26. 82
87
83
Jul - 2020 Aug - 2020 Sep - 2020*
AverageAdDurationperDay(inHrs.)
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Week 27 – Week 37 [ 28th Jun – 12th Sep’20) and Jul-Sep’20* (* Till 12th Sep)
Monthly and Weekly advertising Trend on Kannada Channels
Ad Volumes on Kannada channels rose by 5% in Aug’20 and 1% in Sep’20* compared to Jul’20
Ad Volumes grew by 6% on Kannada Channels during week 37 compared to week 27 and peaked in week 35
561
551
565
618 618
570
585
612
660
588
596
Wk 27 Wk 28 Wk 29 Wk 30 Wk 31 Wk 32 Wk 33 Wk 34 Wk 35 Wk 36 Wk 37
ADVOLUMES(HRS.)

27. Kannada Channels: Monthly tally of New* Categories, Advertisers & Brands (Jul-Sep '20^)
(*based on previous month)
On TV, Aug’20 registers highest No. of new* categories, advertisers and brands on Kannada Channels between Jul’20 –
Sep’20^
38
41
11
Jul - 2020 Aug - 2020 Sep - 2020*
New Categories
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20^ [^ till 12th Sep] (*New Compared to Previous Month)
133
176
48
Jul - 2020 Aug - 2020 Sep - 2020*
New Advertisers
220
297
112
Jul - 2020 Aug - 2020 Sep - 2020*
New Brands
*New Compared to Previous Month
Sep’20* (*till 12th Sep’20) Sep’20* (*till 12th Sep’20) Sep’20* (*till 12th Sep’20)

28. 36%
26%
24%
11%
3%
Kannada GEC Kannada News
Kannada Movies Kannada Music
Kannada Kids
Kannada
Genres
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20* (* Till 12th Sep)
Ad Volume’s Trend for Kannada Channel Genres (Jul-Sep’20*)
Among Kannada channels, GEC, News and Movies genres together added 86% share of Ad Volumes during Jul-Sep’20*
Kannada News channels witnessed a rise in Ad Volumes/Day (22%) during Sep’20* compared to Jul’20
100 96
122
100
88
61
Index: Jul'20 Kannada GEC Kannada News Kannada Movies Kannada Music Kannada Kids
Growth in Avg. Ad Volumes/Day for Genres
Sep’20* over Jul’20
Indexed growth in Sep’20* compared to Jul’20

29. Toilet Soaps 8%
Tooth Pastes 5%
Shampoos 4%
Toilet/Floor Cleaners 4%
Milk Beverages 3%
Washing Powders/Liquids 3%
Retail Outlets-Jewellers 3%
Chocolates 3%
Ecom-Media/Entertainment/Social Media 3%
Range of OTC Products 3%
Leading Categories and Advertisers on Kannada Channels during Jul-Sep ’20*
8 out of Top 10 categories on Kannada Channels were dominated by FMCG sector in Jul-Sep’20*
Toilet Soaps and Hindustan Unilever were leading category and advertisers respectively on Kannada channels
Top 10 categories & advertisers added 39% and 54% share of Ad Volumes on Kannada Channels respectively
Top 10 Categories – 220+
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20* (* Till 12th Sep)
Hindustan Unilever 24%
Reckitt Benckiser (India) 8%
Procter & Gamble 4%
Wipro 4%
Cadburys India 3%
Colgate Palmolive India 3%
ITC 3%
Godrej Consumer Products 2%
Facebook Inc. 2%
Marico 1%
Top 10 Advertisers – 530+

30. Facebook Inc.
TVS Motor Company
Perfetti Van Melle India
Ultratech Cement
Emami
Tej Ram Dharam Paul
Dixcy Textiles
Vodafone Idea
Flipkart.com
Upgrad Education
Sugar Confectionaries
Breath Fresheners
Chewing Gum/Bubble Gum
Life Insurance
Hair Conditioners
Retail Outlets-Departmental Stores
Credit Cards
Lubricants
Shaving System/Razor
Fertilizers
^ Present in Jul-Sep’20* but not in May-Jun’20
Top 10 New^ Categories – 60+ Top 10 New^ Advertisers – 300+
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20* compared to May-Jun’20 (* Till 12th Sep)
New^ Categories and Advertisers on Kannada Channels: Jul-Sep’20* compared to May-Jun’20
Total 60+ New Categories & 300+ New Advertisers seen on Kannada channels during Jul-Sep’20* compared to May-Jun’20
Top 3 new categories on Kannada Channels belonged to Food & Beverages sector
Facebook Inc. was the top new advertiser on Kannada Channels followed by TVS Motor on 2nd place

31. 0540+ New Categories & 340+ New
Advertisers seen on Malayalam
channels during Jul-Sep’20*
compared to May-Jun’20
Tami
Malayalam Genre 9%
15%
Bengal 14%
Telugu 13%
Kannada 12%
Malayalam Genre

32. 61
65 65
Jul - 2020 Aug - 2020 Sep - 2020*
AverageAdDurationperDay(inHrs.)
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Week 27 – Week 37 [ 28th Jun – 12th Sep’20) and Jul-Sep’20* (* Till 12th Sep)
Monthly and Weekly advertising Trend on Malayalam Channels
Ad Volumes on Malayalam channels rose by 7% in both Aug’20 and Sep’20* compared to Jul’20
Ad Volumes grew by 22% on Malayalam Channels during week 37 compared to week 27 and peaked in week 35
379
413
438 446
431
409
448
467
498
457 461
Wk 27 Wk 28 Wk 29 Wk 30 Wk 31 Wk 32 Wk 33 Wk 34 Wk 35 Wk 36 Wk 37
ADVOLUMES(HRS.)

33. Malayalam Channels: Monthly tally of New* Categories, Advertisers & Brands (Jul-Sep '20^)
(*based on previous month)
On TV, Aug’20 registers highest No. of new* categories, advertisers and brands on Malayalam Channels between Jul’20 –
Sep’20^
21
55
8
Jul - 2020 Aug - 2020 Sep - 2020*
New Categories
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20^ [^ till 12th Sep] (*New Compared to Previous Month)
115
243
46
Jul - 2020 Aug - 2020 Sep - 2020*
New Advertisers
183
378
92
Jul - 2020 Aug - 2020 Sep - 2020*
New Brands
*New Compared to Previous Month
Sep’20* (*till 12th Sep’20) Sep’20* (*till 12th Sep’20) Sep’20* (*till 12th Sep’20)

34. 52%
25%
16%
4%3%
Malayalam GEC Malayalam News
Malayalam Movies Malayalam Music
Malayalam Kids
Malayalam
Genres
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20* (* Till 12th Sep)
Ad Volume’s Trend for Malayalam Channel Genres (Jul-Sep’20*)
Among Malayalam Channels, GECs solely had 52% share of Ad Volumes followed by News with 25% share in Jul-Sep’20*
There was a 41% growth in Malayalam News channels during Sep’20* compared to Jul’20
100 101
141
94
87
71
Index: Jul'20 Malayalam GEC Malayalam News Malayalam Movies Malayalam Music Malayalam Kids
Growth in Avg. Ad Volumes/Day for Genres
Sep’20* over Jul’20
Indexed growth in Sep’20* compared to Jul’20

35. Toilet Soaps 7%
Chocolates 4%
Toilet/Floor Cleaners 4%
Milk Beverages 4%
Tooth Pastes 4%
Retail Outlets-Jewellers 4%
Cars 3%
Washing Powders/Liquids 3%
Ecom-Media/Entertainment/Social Media 2%
Biscuits 2%
Leading Categories and Advertisers on Malayalam Channels during Jul-Sep ’20*
7 out of Top 10 categories on Kannada Channels were dominated by FMCG sector in Jul-Sep’20*
Toilet Soaps and Hindustan Unilever were leading category and advertiser respectively on Malayalam Channels
Top 10 categories & advertisers had 37% and 48% share of Malayalam Channels’ Ad Volumes respectively in Jul-Sep’20*
Top 10 Categories – 220+
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20* (* Till 12th Sep)
Hindustan Unilever 18%
Reckitt Benckiser (India) 5%
ITC 5%
Cadburys India 5%
Wipro 4%
Procter & Gamble 3%
Malabar Group of Companies 2%
Nestle India 2%
Marico 2%
Colgate Palmolive India 2%
Top 10 Advertisers – 610+

36. Kalyan Jewellers
Ultratech Cement
TVS Motor Company
Flipkart.com
Gopu Nandilath Group
Perfetti Van Melle India
Kalyan Silk Sarees
Preethi Kitchen Appliances
Vodafone Idea
Indigo Paints
Mixers/Grinders
Agarbatti
Chewing Gum/Bubble Gum
Life Insurance
Refrigerators
Water Purifiers/Filters
Electrical Switches/Parts
Sugar Confectionaries
Shaving System/Razor
Laptops/Notebooks
^ Present in Jul-Sep’20* but not in May-Jun’20
Top 10 New^ Categories – 40+ Top 10 New^ Advertisers – 340+
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : Jul-Sep’20* compared to May-Jun’20 (* Till 12th Sep)
New^ Categories and Advertisers on Malayalam Channels: Jul-Sep’20* compared to May-Jun’20
40+ New Categories & 340+ New Advertisers seen on Malayalam Channels during Jul-Sep’20* compared to May-Jun’20
4 out of top 10 new categories on Malayalam Channels belonged to Durables sector
Kalyan Jewellers was the top new advertiser on Malayalam Channels followed by Ultratech Cement on 2nd place

37. Vinita ShahFor any queries write to: vinita.shah@tamindia.comWebsite Link: www.tamindia.com