MUMBAI: Tokyo 2020, which saw India come away with a medal haul of 7 (1 Gold, 2 Silver and 4 Bronze), while not quite matching up to the pre-event expectations, was still India’s best ever performance at an Olympic Games.
It goes without saying therefore that the the advertisers and brands that “put their money where there mouths were”, benefited from the “positive afterglow” that the Tokyo 2020 Olympic Games, delivered under the shadow of the COVID-19 pandemic and without fans, gave off.
According to a TAM Adex analysis of on-air advertising during the Games, dairy brand Amul was the top advertiser with 12% share during Tokyo 2020 while JSW Group was the top brand with 11% share of ad volumes.
Analysis of Commercial advertising is based on Ad Volumes in Secondages.
Channels – Tokyo Olympic, 2020: 10 Sony Network channels + DD Sports
The study is on Live matches only during OLYMPIC Season 20 and 16 (All Pre-Mid-Post Programs excluded except Opening and Closing Ceremonies which are part of Analysis).
The analysis is based on Pure Advertising [i.e. Excluding Franchisees, Promos, Filler, Film Trailer & Official Broadcaster (Sony Network)]
Highlights
* Compared to Olympics, 2016, Ad Volumes during Tokyo 2020 were down by 20%, but tally of advertisers and brands increased in Olympic ’20 over Olympic ’16.
* ‘Life Insurance’ was the common category among the top 5 in both the Olympic Seasons
* ‘GCMMF (Amul)’ was the top advertiser with 12% share during Olympics, 2020
* ‘JSW Group’ was top brand during Olympics, 2020 with 11% share of ad volumes followed by ‘MPL Sports Foundation’ with 10% share
* 25+ new categories appeared in the matches of Olympics, 2020 compared to Olympics, 2016
* 20-40 seconds ads were utilized the most during commercial breaks, followed by <20 seconds ads
Tally of advertisers and brands increased during Olympics, 2020 compared to Olympics, 2016
* During Olympics, 2020, Ad Volumes fell by 20% over Olympics, 2016.
* Tally of categories, advertisers & brands rose by 60%, 146% & 66% respectively in Olympics, 2020 compared to Olympics,
2016.
Ad Volumes (In Hrs) Rio 2016 Vs Tokyo 2020
Rio – 138 Hrs
Tokyo – 110 Hrs
No. of Categories
Rio – 20+
Tokyo – 35+
No. of Advertisers
Rio – 10+
Tokyo – 30+
No. of Brands
Rio – 30+
Tokyo – 55+
Leading categories during Olympics, 2020 and Olympics, 2016
Among the top 5 categories ‘Life Insurance’ was common during both the Olympics.
During Olympics, 2020, the Top 5 categories collectively contributed more than 35% of overall Ad Volumes.
Tokyo 2020
Top Categories – Total 35+
Associations/Social/Cultural Organization 10%
Corporate-Financial Institute 8%
Aerated Soft Drink 8%
Life Insurance 6%
Ecom-Education 5%
Rio 2016
Top Categories – Total 20+
Corporate – Auto 31%
Corporate – Durables 13%
Ecom-Online Shopping 11%
Life Insurance 8%
ATM Services/Debit Cards 6%
Top Advertisers during during Tokyo 2020
During the Olympics in 2020, the top five advertisers had 50% of the ad volume share.
Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) was top advertiser with 12% share during Olympics, 2020.
Top 5 Advertisers – Total 30+
GCMMF (Amul) 12%
Jindal Group 11%
Nereus Sport Products 10%
Think & Learn 9%
AMFI (Asso. of Mutual Funds in India) 8%
Top Brands during Tokyo 2020
‘JSW Group’ was the top brand during Olympics, 2020 with 11% share of Ad Volumes followed by ‘MPL Sports Foundation’ with 10% share.
Top 5 brands contributed 41% share of Ad Volumes during Olympics 2020
Top 5 Brands – Total 55+
JSW Group 11%
MPL Sports Foundation 10%
AMFI (Asso. Of Mutual Funds In India) 8%
Thums Up 6%
Byjus Learning App 5%
Rio Olympics 2016
Top 5 Brands – Total 30+
Hero Motocorp 31%
Bajaj Electricals 13%
Amazon.in 9%
LIC – Corporate 9%
Axis Bank Multi Currency Forex Card 6%
New categories in Olympics, 2020 over Olympics, 2016 and Categories not present in Olympics, 2020 over Olympics, 2016
25+ new categories appeared during Olympics, 2020 compared to Olympics, 2016.
Among the new categories, ‘Associations/Social/Cultural Organization’ topped the list followed by ‘Aerated Soft Drink’.
Preference of ad size by advertisers during Olympics, 2020
‘20-40 seconds’ ads (70%) were utilized the most during commercial breaks, followed by ‘<20 seconds’ ads (20%) and bringing up the rear were ‘20-40 seconds’ ads (10%).
