13 new players in list of Top 50 advertisers for H1 2020
In the Pitch Madison Advertising Report Mid-Year Review, over 20 advertisers in the Top 50 and 8 in the Top 10 are from FMCG sector
The first six months of this year saw more than half the usual number of advertisers disappeared from Print and Radio and a quarter from TV compared to normal times.
In the Pitch Madison Advertising Report Mid-Year Review, predictably, more than 20 advertisers of the Top 50 and 8 of the Top 10 are from the FMCG sector.
The only two non-FMCG advertisers in the Top 10 are Amazon, which has dropped in rank from 4 to 2 and Maruti Suzuki, which maintains its rank at No. 5.
HUL continues to top the list comfortably with spends of about Rs 1300-1500 crore, followed by P&G, Reckitt Benckiser, Amazon and Maruti.
Among the Top 50 players, 24 players have gained in rank and 10 have dropped in rank.
Thirteen new players have entered the list — Hotstar, Pepsi, Rohit Surfactants, Shaadi.com, SBI, Abbott, Ultratech Cement, Nivea, Vicco Labs, Unicharm, Himalaya Drug, Torque Pharma and PolicyBazaar.
Many advertisers like Amul, LIC, Kia Motors, Tata Motors, L’Oreal, Glaxo Smithkline, BYJU’S gained many ranks on the list, while Vivo Mobile, Reliance Industries, Vini Products, Apple and Mahindra & Mahindra dropped many ranks in the list.
Surprisingly, Dream 11, which was part of the Top 5 advertisers in our list of 2019, doesn’t feature in Top 50 in H1’20, perhaps due to absence of live sporting events.
The Top 50 advertisers account for 31% (last year it was 33%) of the AdEx.
Interestingly, Top 10 advertisers continue to account for as much as 16% and contribute to 53% (last year it was 43%) of the ad spends of the Top 50 list.
By the time you reach rank 50, you are down from Rs 1500 crore to Rs 50 crore.
The Top 50 advertisers now spend 83% (last year it was 78%) of their budgets on Television and Digital combined, the two largest mediums in AdEx.
A note of caution: Some advertisers, who in our list rank below 50, may well be in reality in the Top 50 list or vice-versa. We may mention that many Madison clients feature in this list but we hasten to add that we have not used confidential information that we are privy to in arriving at this list. The list has been arrived at using a standard structured process.
