800+ exclusive advertisers in GEC genre in 2022; HUL is top advertiser: TAM AdEx

There was a 2% rise in ad volumes in the GEC genre in Y 2022, compared to Y 2021. When compared to Y 2018, the growth has been 29% in Y 2022, as per TAM AdEx’s relook at advertising in the GEC genre in 2022. The Third and fourth quarters of Y 2022 saw more ad volumes than the first and second quarters. During both Y 2022 and 2021, Hindi GEC topped with more than 20% share of the GEC channel genre’s Ad Volumes. The Top 5 subgenres accounted for around 69% share of the Ad Volumes during Y 2022.

The count of Categories and Advertisers on GEC genre dropped in Q3-Q4’22 over Q2’22, whereas count of Brands peaked in Q3’22.

Food & Beverages sector topped with 28% share of GEC genre’s Ad Volumes, followed by Personal Care/Personal Hygiene with 20% share.. ‘Durables’ entered the Top 10 list of Y 2022. Household Products, Personal Healthcare and Personal Accessories, placed at No. 3, No. 5 and No. 9, respectively, observed positive rank shifts in Y 2022 compared to Y 2021.

Toilet Soaps category topped GEC genre in Y 2022 with 6% share of Ad Volumes. Toilet Soaps, Toilet/Floor Cleaners and Chocolates saw positive rank shifts. Biscuits and Aerated Soft Drinks were the new entrants among the Top 10. The Top 10 categories added 37% share of the GEC genre’s Ad Volumes.

Over 180 Categories registered positive growth. Mosquito Repellents saw the highest increase in Ad secondages (2.5 times), followed by Biscuits (45%) during Y 2022 compared to Y 2021. Four out of the top 10 growing categories belonged to the F&B sector.

HUL was the top advertiser in Y 2022, followed by Reckitt Benckiser and Brooke Bond Lipton India. Coca-Cola India and Procter & Gamble Home Products were the new entrants among the Top 10 in Y 2022. Godrej Consumer Products saw positive rank shift. FMCG players reigned the Top 10 list. The Top 10 Advertisers contributed 53% share of the GEC genre’s Ad Volumes. The Top 100 advertisers accounted for 86% share of overall GEC genre advertising.

There were 800+ exclusive advertisers in GEC genre. Ullu Digital was the top exclusive advertiser in the GEC genre, followed by Mangalam Matrimony.com.

Over 5,600 brands advertised on the GEC genre in Y 2022. Dettol Antiseptic Liquid was the top brand, followed by Harpic Power Plus 10x Max Clean. The Top 4 brands were from Reckitt Benckiser (India). The Top 10 Brands contributed 11% share of the GEC Ad Volumes.

Prime Time was the most preferred time-band on GEC channel genre, followed by Afternoon and Morning time-bands. Prime Time, Afternoon and Morning time-bands together added more than 60% share of the ad volumes.

Ad Commercials of 20-40 seconds were most preferred for advertising on GEC channels in Y 2022 as well as in Y 2021. However, their share decreased by 4% in Y 2022 over Y 2021. Share for <20 sec GEC ads rose by 5% in Y 2022 over Y 2021.

Commercial advertising added 61% share of the GEC genre’s Ad Volumes, whereas Promos had 39% share in Y 2022 on the GEC genre.