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HUL, Procter & Gamble, Reckitt Benckiser – top 3 advertisers in first half of 2020

HUL, Procter & Gamble, Reckitt Benckiser - top 3 advertisers

HUL, Procter & Gamble, Reckitt Benckiser – top 3 advertisers in first half of 2020

HUL, Procter & Gamble, Reckitt Benckiser – top 3 advertisers in first half of 2020 – With the collapse of advertising expenditure by 39% due to COVID-19-induced lockdown has resulted in fall within the half of 2020, thereby bringing an unprecedented drop of nearly Rs 14,000 crore from Rs 35,110 crore in H1 2019 to Rs 21,298 crore in H1 2020, consistent with the mid-year review of the Pitch Madison Advertising Report, 2020. In fact, the AdEx had also contracted in Q1 of 2020 to the extent of 8% before raking within the impacts of Covid-19 on the industry, aided further by the launch of popular properties like IPL, Bigg Boss, among others, the report predicts 60-72% rebound for AdEx in H2 2020.

As per the report, the primary half 2020 registered 47% decline on the normal medium and normal media reported 71% de-growth and registered an 80% decline in advertising with radio posting 90% decline and cinema recorded virtually no billings.

Digital media, on the opposite hand, posted a minor dent of seven in H1 in comparison to other platforms. Meanwhile, digital, both in H1 ‘20 and Q2 ‘20 accounted for the maximum amount as 30% share of AdEx, versus 23% share in 2019, making it the second-largest medium after TV and displacing print. “During Q2 ‘20, digital media also saw the COVID effect on spends and dropped by a considerable 35% compared to Q2 ‘19. Of course, this 35% drop must be seen as compared to the drop of 79% in print and 61% in TV compared to Q2 ‘19,” the report said.

Interestingly, despite increased and record-breaking viewership on television through re-runs of popular shows like Mahabharat and Ramayan amidst lack of fresh content, it didn’t translate into TV AdEx. Following this, TV dropped by quite 40% in H1’20 with a complete AdEx of Rs 8,084 crore and registered a share of 38% of the advertising pie. As per the report, the sharp drop was on account of the very fact that a lot of advertisers, 1171 to be precise, skipped advertising altogether and some continued to advertise brought down their advertising budgets, TV and digital together accounted for 80% market share while print registered a mere 18% share. Radio decreased to a quarter, and OOH and cinema were virtual ‘nil,’ the report highlighted.

In terms of category growth, FMCG’s share moved up to 38% compared to 33% it had within the full year 2019.

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