Brands feel it is a good time to advertise anything and everything
connected to well-being.
The number of advertisements by personal
healthcare and insurance companies has seen a surge in the last few weeks
on the backdrop of pandemic. As people are getting more cautions and looking at
preventive measures, brands in these spaces feel it is a good time to advertise
anything and everything connected to well-being.
According to TAM Media, an audience
measurement analysis firm, from April 1 to August 14, 2020, personal healthcare
sector segment advertisement volume grew by five per cent. Out of the total
advertising during April-July, 70 per cent of the advertisement volumes were
during June-July alone.
The data recorded from week 2-4
(January 11-31 (Pre-Covid period)) shows insurance companies ad volumes in
seconds (average) was 2,24,535 seconds, which dropped to 60,260 seconds during
week 11-22 (March 14 -June 5 (Covid period)), but increased to 1,99,973 seconds
in week 28-31 (July 11 - August 7).
The personal care/personal hygiene
sector grew by 22 per cent in the last 4 weeks as compared to pre-Covid period.
The sector saw a growth of 62% in the last 4 weeks as compared to Covid period.
The personal healthcare sector grew by 26% in the last 4 weeks as compared to
pre-Covid period. The sector grew by a mammoth 159% in the last 4 weeks as
compared to Covid period, shows BARC data.
Vinita Shah, senior vice president -
Corp. comm & Analytics, TAM
Media Research said,” Ad volumes on television have started stabilising
from the Month of June. At a FCT (free commercial time) level only there is a
sign of revival for the medium from the impact of Covid-19. Personal healthcare
sector specifically for Covid categories like immunity building products
(chywanprash, vitamins supplement, etc), antiseptic liquids also got a boost as
a prevention against the Covid-19 pandemic".
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