Bollywood star Akshay Kumar was the top celebrity endorser on television, followed by superstar Amitabh Bachchan while cricketers MS Dhoni and Virat Kohli together accounted for 66% of the overall TV ads using celebrities, the report added.
“The unlock period saw 1,200+ hours of average ad volumes per day which was 90% more compared to the lockdown period,” it said. The year also witnessed a 16% rise in TV advertising for social causes by governments (the Centre and states) compared to the previous year.
The fast-moving consumer goods sector turned out to be the largest category to advertise on TV, with industry leader HUL the largest brand followed by Reckitt Benckiser and Procter and Gamble, the report said. ITC, Colgate Palmolive, Godrej Consumer Products, Cadbury India, Wipro, Amazon and Amul were next on the list of top 10 advertisers.
Toilet soaps constituted 7% of the total advertising expenditure (adex) followed by ecommerce companies and toothpastes, which contributed 4% each to the overall adex during the calendar year. These were followed by shampoos, washing powder, floor cleaners, milk beverages, cars and chocolates.
The ecommerce category, which includes social media and entertainment sites, witnessed the highest increase in terms of ad seconds on TV compared to calendar year 2019, the report said.