FMCG ad insertions on Digital saw 2.8x rise during 2022 over 2020: TAM AdEx

FMCG ad insertions on Digital saw 2.8x rise during Y 2022 over Y 2020, as per TAM AdEx report on FMCG sector advertising across media in the year 2022, while FMCG ad volumes on Radio saw 51% growth in the same period. There was a 21% ad volume growth for FMCG on Television and 14% ad volume growth in Print in Y 2022 over Y 2020.

Television

In Y 2022, FMCG ad volumes on Television rose by 21% over Y 2020. Compared to Q1 of Y 2022, Q3 and Q4 witnessed 5% and 9% increase in ad volumes, respectively. Television Ad Volumes had the highest share during Oct’22, whereas Feb’22 saw the lowest advertising in Y 2022.

Five out of Top 10 Categories constitute of Food & Beverages brands – Godrej Consumer Products, Brooke Bond Lipton India, Cadburys India, Coca Cola India, ITC. The Top 10 Advertisers accounted for 59% share of the TV ad volumes in Y 2022, with Reckitt Benckiser India leading the list.

Among the Top 10 FMCG brands, the initial 6 belonged to Reckitt Benckiser India. The Top 10 Brands accounted for 14% share of the ad volumes in Y 2022, with Dettol Antiseptic Liquid topping the list.

The Top 2 channel genres on TV – GEC and Movies – together accounted for 60% of ad volumes share for FMCG sector during Y 2022. The GEC Channel Genre was the most preferred by FMGC players during Y 2022. Feature Films is the most commonly used genre for promoting FMCG brands on Television, with a share of 28%. The Top 2 program genres, that is, Feature Films and Drama/ Soap, together added more than 41% share of the ad volumes on TV.

Prime Time garnered the highest advertising on TV, followed by Afternoon and Morning time-bands. Prime Time, Afternoon and Morning time bands together accounted for 72% share of the ad volumes.

Advertisers of the FMCG sector preferred 20-40 seconds ad size on TV. 20-40 seconds and <20 seconds ads together covered 98% shares in Y 2022.

Print

As compared to Y 2020, both Y 2021 and 2022 witnessed a hike of 20% and 14% in FMCG Print ad volumes, respectively. As compared to Q1 of Y 2022, Q3 and Q4 witnessed 28% and 16% ad space decline, respectively. Even though the initial months of Y 2022 observed a decent share of ad volumes, Dec’22 witnessed a decline in ad share by 6%.

Five out of the Top 10 Categories constitutes Personal Healthcare brands. The Top 10 Advertisers accounted for more than 43% share of the Print ad space in Y 2022, with SBS Biotech retaining its 1st position with a share of 15%.

The Top 10 Brands accounted for 17% share of the ad space in Y 2022, with Patanjali Range of Products leading the list.

Top 5 Publication Languages – Hindi, English, Marathi, Kannada, Telugu – accounted for 85% share of the FMCG sector’s Ad space. The General Interest publication genre made a clean sweep with 98% of sector’s ad volumes.

The North Zone topped with 36% share of FMCG advertising in Print in Y 2022. Mumbai and Nagpur were the top 2 cities in the West Zone as well as pan India.

Sales Promotion for FMCG sector accounted for 21% of the ad space share in the Print medium. Among Sales Promotions, Volume Promotion occupied 37% share of the pie, followed by Add On Promotion with 23% share in Y 2022.

Radio

In Y 2022, FMCG ad volumes on Radio increased by 51% over Y 2020. Compared to Q1 of Y 2022, Q4 witnessed decline of 2% in ad volume growth. The lowest Ad Volume was observed in Q3. At 6%, FMCG Ad Volumes on Radio witnessed the lowest share of ad volume during Jul’22. Mar’22 had the highest share of ad volume at 12%.

Out of the Top 10 Categories, 7 of them belonged to the Food & Beverages category. The Top 10 Advertisers accounted for 45% share of the ad volumes in Y 2022, with Vicco Laboratories leading the list with 12% share.

The Top 10 Brands accounted for 32% share of the FMCG ad volumes on Radio in Y 2022, with Vicco Vajradanti Paste leading the list.

The Top 3 states – Gujarat, Uttar Pradesh, Maharashtra – occupied 50% share of Radio Ad Volumes for the FMCG sector. Gujarat topped the states with 21% share of the sector’s ad volumes in Y 2022.

Advertising for FMCG was preferred in the Evening time-band, closely followed by the Afternoon time-band on Radio. 69% share of the FMCG Ad Volumes was in the Evening and Afternoon time-bands in Y 2022.

Digital

There was 81% ad insertions’ gain for FMCG ads on Digital in Y 2021 over Y 2020. Compared to Y 2020, Y 2022 saw 2.8x rise in ad volumes. Compared to Q1, Q4 witnessed the lowest share of ad volumes. On Digital, share of FMCG ad insertions was the lowest in Nov’22. The Initial 5 months of Y 2022 witnessed double digit share of ad insertions on Digital, with Apr’22 observing the highest share of ad volumes.

The Top 10 categories mainly constituted of Personal Healthcare, Hygiene, Food and Beverages brands in Y 2022 on Digital. The Top 10 Advertisers accounted for 37% share of the ad insertions in Y 2022, with L’ Oreal India retaining its 1st position with a share of 10%.

The Top 10 Brands accounted for 20% share of the ad insertions in Y 2022, with Hear.Com leading the list.

Programmatic (59%) was the top transaction method for Digital advertising of the FMCG sector in Y 2022. Programmatic and Ad Network transaction methods together captured 87% share of FMCG ad insertions on Digital.