TAM AdEx-Cross Media Report – Personal Healthcare details the Ad Volumes for Personal Healthcare Sector on TV, Print and Radio and Digital for July-October 2020 period.

1. TAM AdEx Overview of
Advertising by the Sector:
Personal
Healthcare
Media:
TV, Print, Radio & Digital
Media: TV, Print, Radio and Digital
Period: Jul - Oct’20

2. 1
3
2
4
Ad Volume Growth^ New Brands
TV: Channel Genre & Time-band Radio & Print
Ad volumes for Personal Healthcare on TV and
Radio grew by 2% and 8% respectively in Aug’20
compared to Jul’20.
Count of New Brands** in TV, Print and Radio:
TV: 91 Brands
Print: 307 Brands
Radio: 45 Brand
Top 3 channel genres together added 83% share of
Personal Healthcare ad volumes during Jul-Oct’20 on
TV.
Prime Time was the most preferred time-band for
Personal Healthcare brands with 32% share of ad
volumes on TV.
Gujarat captured 24% share of Personal Healthcare
ad volumes during Jul-Oct’20 on Radio.
North Zone topped with 38% share of Personal
Healthcare’s advertising in Print.
Period : Jul-Oct ’20 (TV, Print, Radio & Digital)Highlights – Part 1
^Ad Volume Growth Comparison Period: Aug-Oct’20 over Jul’20
**New Brands period: Sep-Oct’20 compared to Jul-Aug’20

3. Period : Jul-Oct ’20 (TV, Print, Radio & Digital)
5
7
6
8
Program Genres Advertisers
Celebrity Endorsement Digital Advertising
Feature Films was the top Program Genre in
Personal Healthcare advertising.
Among the Top 10, SBS Biotech was common
advertiser between TV and Print and Procter &
Gamble appeared on Radio and Digital during Jul-
Oct’20
Virat Kohli spotted at top position followed by
Raveena Tandon.
Programmatic transaction method captured 84%
share of Personal Healthcare ad insertions on Digital.
Highlights – Part 2

4. 100
102
98
95
Index : Jul’20 = 100 Period: Jul – Oct’20
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on secondages for TV
Period :Jul – Oct’20
Ad Volumes for Personal Healthcare Sector on TV
Insight:
 Ad Volumes for Personal
Healthcare on Television grew by
2% in Aug’20 compared to Jul’20.
Jul’20 Aug’20 Sep’20 Oct’20
Ad Volumes for Personal Healthcare sector on TV witnessed growth in Aug’20

5. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on secondages for Radio
Period : Jul – Oct’20
Ad Volumes for Personal Healthcare Sector on Radio
Insight:
 Ad volumes for Personal
Healthcare on Radio rose by 8% in
Aug’20 compared to Jul’20.
100
108
79 77
Index : Jul’20 = 100 Period: Jul – Oct’20
Jul’20 Aug’20 Sep’20 Oct’20
On Radio, Ad Volumes for Personal Healthcare rose during Aug’20

6. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print
Period : Jul – Oct’20
Ad Volumes per Publication for Personal Healthcare Sector in Print
Insight:
 Ad Volumes per publication in Print
dropped during Aug-Oct’20
compared to Jul’20.
Comparison is for Avg. Ad
volumes/publication
100
83 83 82
Index : Jul’20 = 100 Period: Jul – Oct’20
Jul’20 Aug’20 Sep’20 Oct’20
In Print, Ad Volumes/Publication declined during Aug-Oct’20 compared to
Jul’20

7. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on ad insertions for Digital
Period : Jul – Oct’20
Ad Volumes for Personal Healthcare Sector on Digital
Insight:
 Ad Insertions for Personal
Healthcare on Digital decreased in
Aug-Oct’20.
100
52
57
67
Index : Jul’20 = 100 Period: Jul – Oct’20
Jul’20 Aug’20 Sep’20 Oct’20
On Digital, Ad Insertions for Personal Healthcare plummeted during Aug-Oct’20

8. TV % Share Print % Share
Antiseptic Creams/Liquids 21% Range of OTC Products 38%
Rubs And Balms 18% Medicated Skin Treatment 14%
Range of OTC Products 14% Rubs And Balms 10%
Medicated Skin Treatment 11% Vitamins/Tonics/Health Supplements 10%
Vitamins/Tonics/Health Supplements 9% Digestives 9%
Digestives 8% Eye Care 8%
Analgesic/Cold Tablets 4% Health Stimulant/Ginseng 3%
Cough Lozenges 4% Acne Preparations 3%
Corporate-Pharma/Healthcare 3% Cough Syrups 2%
Condoms 2% Corporate-Pharma/Healthcare 2%
Top 10 Categories of Personal Healthcare for TV and Print
Radio and Digital follows
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV and Col*Cms for Print Period: Jul – Oct’20
6 among Top 10 Categories were common between TV and Print adding 63% and 83% share of Ad Volumes respectively

9. Top 10 Categories of Personal Healthcare for Radio and Digital
 5 out of Top 10 categories were in common
among all mediums.
 Range of OTC Products topped on Radio
and had 7th rank in Print during Jul-
Oct’20.
Insight (across all 4 media):
 Top 10 categories added more than 90%
share across all mediums.
Radio % Share Digital % Share
Range of OTC Products 27% Corporate-Pharma/Healthcare 51%
Medicated Skin Treatment 23% Vitamins/Tonics/Health Supplements 16%
Corporate-Pharma/Healthcare 17% Eye Care 7%
Cough Lozenges 12% Rubs And Balms 6%
Digestives 7% Condoms 6%
Vitamins/Tonics/Health Supplements 6% Medicated Skin Treatment 6%
Contraceptives 2% Range of OTC Products 3%
Antacids 2% Petroleum Jelly 1%
Rubs And Balms 1% Chyavanprash 1%
Acne Preparations 1% Cough Lozenges 1%
Top 10 categories on Radio and Digital added more than 95% of the total Ad volumes’
and Ad Insertions’ share respectively
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio and Ad Insertions for Digital Period: Jul – Oct’20

10. TV % Share Print % Share
Reckitt Benckiser India 36% SBS Biotech 49%
Procter & Gamble 7% Jolly Pharma India 12%
Smithkline Beecham 6% Sheth Brothers 5%
SBS Biotech 6% Oriental Chemical Works 4%
Sun Pharmaceutical 4% Amar Products India 2%
Mankind Pharma 4% Emami 1%
Cipla 3% Shree Baidyanath Ayur Bhawan 1%
Hindustan Unilever 2% Jagat Pharma 1%
Abbott Health Care 2% Sapat & Co (Bom) 1%
Dr Alco Free 2% Chaturbhuj Pharmaceuticals 1%
Top 10 Advertisers of Personal Healthcare for TV and Print
Radio and Digital follows
Among the Top 10, SBS Biotech was common advertiser between TV and Print during Jul-Oct’20
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV and Col*Cms for Print Period: Jul – Oct’20

11. Top 10 Advertisers of Personal Healthcare for Radio and Digital
Insight (across all 4 media):
 Top 10 advertisers added more than 60%
share of ad volumes on TV & Radio and
more than 80% share on Digital & Print.
Radio % Share Digital % Share
Oriental Chemical Works 17% Sun Pharmaceutical 29%
Sheth Brothers 14% Mankind Pharma 20%
Procter & Gamble 13% Abbott Health Care 8%
B Tex Ointment Mfg Co 4% Jagat Pharma 7%
Tenshi Life Sciences 4% Procter & Gamble 4%
Natural Homoeo Herbals 3% Hindustan Unilever 4%
The South Indian Mfg Co 3% Reckitt Benckiser India 4%
FDC 2% Pfizer 3%
Emcure Pharmaceuticals 2% Naturell India 2%
Hamdard 2% Smithkline Beecham 2%
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio and Ad Insertions for Digital Period: Jul – Oct’20
Procter & Gamble was the common advertiser in the list of Top 10 between Radio and
Digital

12. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print and Secondages for TV & Radio Period: Jul – Oct’20
TV Radio Print
Vaseline Petroleum Jelly Satmola Tablet Itchku Range Of Products
Amrith Noni Ortho Plus Safi Zandu Chyavanprash
Volini Gel Mugli Gutti 555 Zandu Ayurvedic Cough Syrup
Glucon D Immuno Volt Aptivate Syrup Dr Ortho Balm
Zandu Chyavanprash Pran Sudha Torex Range Of Products (Cough Syrup)
Top 5 New Brands^ from Personal Healthcare Sector in each traditional mediums
91 New Brands on TV 45 New Brands on Radio 307 New Brands in Print
^New Brand in month of Sep - Oct’20 compared to month of Jul - Aug’20.
Insight:
 Two of Top 5 new brands in Print belonged to Zandu during Sep-Oct’20.
 Zandu Chyavanprash was the common new brand between TV & Print
during Sep-Oct’20 compared to Jul-Aug’20.

13. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Jul – Oct’20
Rank Channel Genres % Share
1 News 37%
2 Movies 24%
3 GEC 21%
4 Music 11%
5 Kids 3%
6 Others(7) 2%
News genre had 37% share of Personal Healthcare’s Ad Volumes
Insight:
Top Channel Genres preferred by advertisers of Personal Healthcare Sector on TV
 Top 3 channel genres on TV together added
83% share of ad volumes for Personal
Healthcare sector during Jul-Oct’20.

14. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Jul – Oct’20
Rank Program Genres % Share
1 Feature Films 29
2 News Bulletin 26
3 Film Songs 10
4 Drama/Soap 6
5 Music Shows/Songs 4
6 Reviews/Reports 4
7 Cartoons/Animation 3
8 Interviews/Portraits/Discussion 3
9 Religious/Devotional/Astrology 2
10 Film Based Magazines 2
Feature Films was the most preferred genre for promoting Personal
Healthcare brands on Television
Insight:
Top 10 Program Genres preferred by advertisers of Personal Healthcare Sector on TV
 Top 2 program genres i.e. Feature Films and
News Bulletin together added 55% share of
ad volumes on TV.

15. 12%
17%
23%
11%
32%
5%
Prime Time was the most preferred time-band on TV followed by Afternoon and Morning time-bands
Source: AdEx India (A Division of TAM Media Research) Period: Jul – Oct’20
Note: Figures are based on Secondages for TV
Insight:  Prime time, Afternoon and Morning time-bands together
added 72% share of ad volumes.
Time band analysis for Personal Healthcare advertising on TV
Early Morning
6:00 to 08:59
Morning
09:00 to 11:59
Afternoon
12:00 to 15:59
Evening
16:00 to 17:59
Prime Time
18:00 to 22:59
Night
23:00 to 05:59

16. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Jul – Oct’20
Celebrity endorsement for Personal Healthcare on Television
Insight:  Virat Kohli spotted at top position followed by Raveena
Tandon.
 Looking by celebrity Profession, ads endorsed
by Film Actresses had 32% share of ad
volumes followed by Sports Person with 27%
share.
Top 5 Celebrities
Virat Kohli
Raveena Tandon
Ram Kapoor
Raju Shrivastav
Vidya Balan
Profession % Share
Film Actress 32%
Sports Person 27%
Film Actor 19%
TV Actor 18%
TV Actress 0.1%

17. Preference of ad size by advertisers of Personal Healthcare on TV
47%
49%
2% 3%
< 20 Sec 20-40 Sec 40-60 Sec > 60 Sec
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Jul – Oct’20
Advertisers of Personal Healthcare preferred <20 Sec and 20-40 Sec ad size on TV
Insight:
 <20 seconds and 20-40 seconds ads together
covered almost 96% shares during Jul-Oct’20.

18. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cm for Print Period: Jul – Oct’20
Newspaper: Publication Language and Genre for Personal Healthcare Sector in Print
Insight:
 74% of sector’s ad space were in Hindi and
Marathi Publications during Jul-Oct’20.
 General Interest publication genre dominated
the sector advertising with more than 99%
share of ad space.
Publication Language % Share
Hindi 57%
Marathi 17%
Kannada 6%
English 5%
Gujarati 5%
Top 5 Publication Languages added 90% share of ad space in Jul-Oct’20
Publication Genre % Share
General Interest 99.8%
Business/Finance/Economy 0.2%
Advertisers majorly focused on Advertising
in General Interest Newspapers

19. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cm for Print Period: Jul – Oct’20
North Zone topped with 38% share of Personal Healthcare advertising in Print during Jul-Oct’20
Zone % Share
North Zone 38%
West Zone 34%
East Zone 18%
South Zone 10%
Top 2 Cities - South Zone
Bangalore
Hubli
Top 2 Cities - West Zone
Mumbai
Nagpur
Top 2 Cities - North Zone
Jalandhar
Lucknow
Zone wise Advertising share of Personal Healthcare Sector in Print
Insight:  Mumbai & Nagpur were Top 2 cities in in West
Zone as well as in overall India for the sector.
Top 2 Cities - East Zone
Kolkata
Patna

20. 69% 30%
1%
Brand Promotion Sales Promotion Others
72%
13%
9%
4%
2%
Volume Promotion Add On Promotion
Discount Promotion Combination Promotion
Others
Sales Promotion
Sales Promotion for ‘Personal Healthcare’ sector added 30% share of ad space
Insight:
 Among Sales Promotions, Volume Promotion occupied
72% share followed by Add On Promotion with 13%
share of sector ad space during Jul-Oct’20.
Advertising Promotions of Personal Healthcare Sector in Print
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cm for Print Period: Jul – Oct’20

21. Rank Top 5 Sales Promotion’s Advertisers % Share
1 SBS Biotech 81%
2 Amar Products India 8%
3 Jolly Pharma India 4%
4 Dabur India 3%
5 Emami 2%
SBS Biotech topped with 81% share of promotional ad volumes in Personal
Healthcare sector
Insight:
Top advertisers using Sales Promotion for Personal Healthcare Sector in Print
 Top 5 advertisers together added 98%
share of Sales Promotion’s ad volumes
during Jul-Oct’20 in Print.
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cm for Print Period: Jul – Oct’20

22. 24%
16%
9%9%
9%
8%
7%
6%
5%
4% 2%
Gujarat Maharashtra Delhi Uttar Pradesh
West Bengal Tamil Nadu Karnataka Madhya Pradesh
Andhra Pradesh Rajasthan Kerala
On Radio, the Top 3 states together added 49% share of ad volumes for the Sector
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio Period: Jul – Oct’20
Insight:
 Gujarat topped with 24% share of
sector’s ad volumes during Jul-Oct’20.
State-wise share of Personal Healthcare advertising on Radio

23. 26%
38%
35%
2%
Advertising for Personal Healthcare was preferred in Afternoon and Evening
time-band on Radio
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio Period: Jul – Oct’20
Insight:
 73% share of the Personal Healthcare ad
volumes were in Afternoon and Evening
time-bands during Jul-Oct’20.
Time band analysis for Personal Healthcare advertising on Radio
Morning
6:00 to 10:59
Afternoon
11:00 to 16:59
Evening
17:00 to 21:59
Night
22:00 to 05:59

24. 84%
14%
1%1%
Programmatic Programmatic Direct Direct Others
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Insertion in Digital Period: Jul – Oct’20
Programmatic was the top transaction method for Digital advertising
Insight:
 Programmatic transaction method
captured 84% share of Personal
Healthcare’s ad insertions on Digital.
Transaction Methods of Digital Advertising in Personal Healthcare Sector

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