Personal Healthcare ad insertions on Digital up 2.6x in Jan-Sep’22: TAM AdEx

Ad insertions of the Personal Healthcare sector on Digital medium saw a rise of 2.6x in Jan-Sep’22 over Jan-Sep’21, as per TAM AdEx overview of advertising by the Personal Healthcare sector across mediums. The Top 10 advertisers on Digital had a 55% share of the Ad Insertions during Jan-Sep’22.

On Radio, the advertising volumes for the Personal Healthcare sector saw an increase of 23% in Jan-Sep’22 over Jan-Sep’21.

TV

Ad Volumes of Personal Healthcare rose by 2% during Jan-Sep’22 over Jan-Sep’21. The Top 10 categories accounted for 93% share of the Ad Volumes during Jan-Sep’22. Rubs And Balms topped the sector with 20% share of the Ad Volumes.

Among the Advertisers, Reckitt Benckiser India topped with more than 1/3rd of sector Ad Volumes in Jan-Sep’22. The Top 10 Advertisers grabbed 71% share of Ad Volumes during Jan-Sep’22.

Over 500 brands advertised on television from Jan-Sep’22, with the Top 10 brands contributing 42% of the sector Ad Volume. During Jan-Sep’22, 200+ exclusive brands advertised under Personal Healthcare compared to Jan-Sep’21.

The Top 2 genres (GEC and News) had equal share of 29% of the sector’s Ad Volumes. The Top 5 channel genres contributed 95% to the sector Ad Volumes on TV. Feature Films was the top program genre with 26% share of sector Ad Volumes, followed by News Bulletin with 22% share. The Top 3 program genres together added 58% of the sector Ad Volumes.

On TV, Prime Time was the most preferred time-band for the sector ads, followed by Afternoon. Prime Time, Afternoon and Morning time bands combined for more than 70% of the Ad Volumes.

Advertisers of the Personal Healthcare sector preferred less than 40 seconds of ad size on TV. 20-40 seconds and less than 20 seconds ads together added more than 98% share of the sector Ad Volumes during Jan-Sep’22.

Print

On the other hand, Personal Healthcare sector’s Ad Space in Print medium dropped by 3% during Jan-Sep’22 compared to Jan-Sep’21. Vitamins/ Tonics/ Health Supplements was the top Personal Healthcare category with 23% share of Ad Space during Jan-Sep’22. The Top 10 categories had 93% share.

SBS Biotech was the top promoter with 35% share of the Ad Space in Jan-Sep’22. The Top 10 advertisers garnered 65% share of sector Ad Space. Over 1.4K brands present during Jan-Sep’22 in Print, among which the Top 10 brands had 41% share of sector Ad Space. During Jan-Sep’22, 700+ exclusive brands appeared under Personal Healthcare sector compared to Jan-Sep’21.

Hindi language publications were on top with half of sector Ad Space. The Top 5 publication languages together added 87% share of the sector Ad Space. General Interest publication genre had 98.7% share of sector’s Ad Space in Jan-Sep’22.

Among the four zones, North Zone topped in Personal Healthcare sector with 35% share of Ad Space during Jan-Sep’22. Mumbai and Nagpur were the Top 2 cities in overall India for advertising in the sector.

24% of the Ad Space in the Personal Healthcare sector was with various Promotional offers during Jan-Sep’22. Among the Sales Promotions, Volume Promotion had the highest share of Ad Space, that is, 74%.

71 Advertisers advertised with Sales Promotions in Personal Healthcare sector. SBS Biotech had 86% of the promotional Ad Space in the sector during Jan-Sep’22.

Radio

On Radio, Advertising, Volumes for Personal Healthcare sector saw an increase of 23% in Jan-Sep’22 over Jan-Sep’21. The Top 10 categories added 97% share of the sector Ad Volumes during Jan-Sep’22, among which Digestives topped the list with 28% share.

The Top 10 Advertisers added 65% share of the Ad Volumes in Jan-Sep’22, among which SBS Biotech topped the list with 36% share. The Top 10 among the total 194 brands advertised added 56% share to the advertising space of the sector on Radio. Over 100 brands advertised exclusively during Jan-Sep’22 over Jan-Sep’21.

On Radio, the Top 4 states occupied more than half of the ad pie for the Personal Healthcare sector. Gujarat state was on top with 19% share of the Ad Volumes, followed by Maharashtra with 15% share.

The Evening and Afternoon time-bands combined for 67% of the sector’s Ad Volume on Radio in Jan-Sep’22.

Digital

Ad Insertions of Personal Healthcare sector on Digital medium saw a rise of 2.6x in Jan-Sep’22 over Jan-Sep’21. The Top 10 Categories had 95% share of the sector Ad Insertions during Jan-Sep’22, with Hearing Aids on top of the list with 30% share. The Top 10 Advertisers had 55% share of the Ad Insertions during Jan-Sep’22, with Soundrise Hearing Solutions on top of the list adding 30% share.

Display Ads had more than 50% share of the sector Ad Insertions during Jan-Sep’22. Among the Digital Platforms, Desktop Video topped with 31% share of the Ad Insertions, followed by Desktop Display with 23% share.