Hygiene product brands in India have been buying up airtime across media channels, as the COVID-19 outbreak sparks an advertising overdrive by brands in the category.

Ad insertions have seen 38% growth in the January to March period this year when compared to the same period in 2018. According to data released by research firm TAM, this growth has been led by insertions on television and radio. TV saw ad insertions by hygiene product brands grow 36% in 2020 as compared to 2018.

Dettol Toilet Soaps was the leading brand advertising across media in the first quarter of the current calendar with a share of 8% followed by Lux Toilet Soap at 7% and Lizol (floor cleaner) at 6%. Among advertisers, Reckitt Benckiser India (RB) and Hindustan Unilever (HUL) cornered the market with a combined share of 67%.

The top three brands (by volume) advertising on TV remained the same with roughly the same share. In terms of top advertisers, RB and HUL commanded 70% of the market share.

Radio saw a 40% spike in advertising by hygiene category brands in 2020 as compared to 2018. However, unlike other media platforms, radio saw a dip in ad insertions from the category year on year. In 2019, the platform saw a 126% hike in advertising from hygiene product brands as compared to 2018, indicating a 38% dip in ad volumes from Jan-March 2019 to Jan-March 2020.

The top three brands advertising on radio – Suthol, Santoor Handwash and Pee Safe accounted for 96% of the ad volume from the category with 59%, 32% and 5% share respectively.

Print was the only medium to see a dip in ad volumes by the hygiene product category. Compared to 2018, the category saw around 8% de-growth in ad volumes in print. The top three brands – Lifebuoy Total Silver Shield, Lifebuoy Range and Lookmane Hayat Tel account for 30% of the ads (by volume) on the platform. HUL was the top advertiser in print from this category with 26% share, followed by Wipro at 15% and Rohit Surfactants to 10%.

Sourced from ETBrandEquity