FMCG advertising in Digital up 7x during 2023 over 2019: TAM Media

Ad impressions on Digital medium increased by almost 7x during Y 2023 over Y 2019 for the FMCG Sector, according to TAM Media’s recap of FMCG sector’s Cross Media Advertising in 2023. The report further reveals that indexed ad volumes of Radio, increased by 62% in Y 2023 compared to Y 2019 for the FMCG Sector, while TV ad volumes witnessed growth of 36% in Y 2023 over Y 2019.

Television

Ad Volumes for the FMCG Sector witnessed growth of 36% in Y 2023 compared to Y 2019. Whereas, when comparing Y 2023 with Y 2022, there was growth of only 3%. Also, ad volumes of Y 2020, Y 2021 and Y 2022 increased by 9%, 33% and 32%, respectively, over Y 2019. Among Quarterly Trends of Y 2023, the 4th Quarter observed growth of 2% over the 1st Quarter. Additionally, ad volumes of both 2nd and 3rd Quarters increased by 4% and 3%, respectively, over 1st Quarter.

Television ad volumes for the FMCG Sector were observed the highest during May’23 with 8.7% share, closely followed by Oct’23 with 8.6% share.

The Top 10 advertisers together added 69% share of the ad volumes, with Hindustan Unilever leading the list. Four out of the Top 10 Categories constituted of Food & Beverages brands Y 2023. Toilet Soaps and Toilet/ Floor Cleaners retained their 1st and 2nd positions in Y 2023 over Y 2022. Also, the Top 10 categories collectively added 45% share of ad volumes for FMCG Sector on TV. In Y 2023, Rubs And Balms secured 10th position with 2% share of ad volumes compared to its 12th position in Y 2022.

Dettol Antiseptic Liquid was the leading brand from FMCG Sector in Y 2023 with 2% share of the ad volumes. Out of the Top 10 brands, 5 of them belonged to Reckitt Benckiser and 4 belonged to Hindustan Unilever. Together, the Top 10 brands accounted for 14% share of ad volumes. During Y 2023, Santoor Sandal And Turmeric, Close Up Ever Fresh and Lifebuoy Toilet Soap entered the top 10 list compared to Y 2022.

GEC was the most preferred Channel Genre by the FMCG Players in Y 2023 with 37% share of ad volumes, followed by Movies with 25% share. The top 2 Channel Genres together contributed 62% share of the ad volumes.

Feature Films is the most commonly used genre for promoting FMCG brands on Television with 28% share, followed by Drama/ Soap with 14% share. The Top 2 program genres – Feature Films and Drama Soap – together added more than 40% share of the ad volumes on TV.

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

Advertisers of FMCG sector majorly preferred 20-40 seconds ad size on TV. 20-40 seconds and <20 seconds ads together covered more than 90% of share in Y 2023.

Print

In Print, ad space witnessed growth only in Y 2021 of 3% compared to Y 2023 for the FMCG Sector. Whereas, Y 2020, Y 2022 and Y 2023 observed de-growth of 14%, 2% and 13%, respectively, over Y 2019. Compared to Y 2022, ad space for FMCG was decreased by 10% in Y 2023. Indexed Growth in ad space was observed the highest, that is, 30% in Oct-Dec’23, compared to Jan-Mar’23. Additionally, there was an increase in ad space of Apr-Jun’23 and Jul-Sept’23 of 6% and 12%, respectively, compared to Jan-Mar’23.

The FMCG Sector had the highest share of ad space of 10% in Oct’23 in Print, whereas, Feb’23 had the lowest share of ad space at 6%.

In Categories, Range of OTC Products ascended to 1st position with 7% share of the ad space in Y 2023 over Y 2022. During Y 2023, Spices and Tooth Pastes categories entered the Top 10 list and secured 5th and 9th positions, respectively, compared to Y 2022. The Top 10 categories had a collective share of 44% for FMCG Sector. Among the top advertisers, SBS Biotech secured 1st position with 13% share of ad space. In Y 2023, Munimjee & Sons and K P Pan Foods were the only new entrants present in the Top 10 list over Y 2022. Also, the top 10 advertisers added 35% share of ad space for FMCG Sector.

In Y 2023, Dr Ortho Oil ascended to 1st position with 3% share of ad space compared to Y 2022. Also, Patanjali Range of Products descended to 6th position compared to its 1st position in Y 2022. The top 10 brands from FMCG Sector together accounted for 15% share of ad space during Y 2023. During Y 2023, there were 5 new entrants in the brand list for FMCG Sector compared to Y 2022. Also, out of the top 10 brands present in Y 2023, 5 of them belonged to SBS Biotech.

Hindi was the top Publication Language with 52% share of ad space in Y 2023. Together, the top 5 Publication Languages added 86% share of ad space. General Interest publication genre made a clean sweep with 98% of sector’s ad volume.

North Zone topped with 38% share of FMCG advertising in Print in Y 2023. Mumbai and New Delhi were the top 2 cities in pan-India for FMCG advertising in Print.

Sales Promotion for ‘FMCG’ sector accounted for 21% of ad space share in Print medium. Among Sales Promotions, Volume Promotion occupied 37% share of the pie, followed by Discount Promotion with 22% share in Y 2023.

Radio

Indexed ad volumes observed a significant surge of 62% for FMCG Sector during Y 2023 compared to Y 2019 on Radio. Also, there was growth in ad volumes of 18% in Y 2023, when compared to Y 2022. Y 2021 and Y 2022 witnessed growth in ad volumes for FMCG Sector of 29% and 37%, respectively, compared to Y 2019. Whereas, ad volumes for FMCG Sector on Radio had de-growth of 9% in Y 2020 over Y 2019. Compared to Jan-Mar’23, Oct-Dec’23 had the highest growth of 27% in the Quarterly Trends of Y 2023. Additionally, Q’2 and Q’3 of Y 2023 observed growth of 12% and 20%, respectively, over Q’1 of Y 2023.

Ad volumes on Radio were observed the highest in Nov’23 with 10% share for FMCG Sector, whereas, Jan’23 had the lowest share of ad volumes of 6.5%.

The Top 10 categories from FMCG Sector collectively added 59% share of the ad volumes, with Pan Masala leading the list. During Y 2023, there were 4 categories that entered the Top 10 list compared to Y 2022. Among Advertisers from FMCG Sector, Vishnu Packaging ascended to 1st position with 10% share of ad space in Y 2023 over Y 2022. Also, the Top 10 advertisers together covered 40% share of ad volumes. Out of the top 10 advertisers present in Y 2023, 4 of them were new entrants compared to Y 2022.

On Radio, Vimal Pan Masala rose to the 1st position with 10% share of the ad volumes compared to its 3rd position in Y 2023 over Y 2022. The Top 10 brands present in Y 2023 together accounted for 28% share of the ad volumes. During Y 2023, there were 3 exclusive brands present among the Top 10.

For the FMCG Sector, Gujarat maintained its 1st position with 25% share on Radio. The top 5 states contributed 72% share of ad volumes for the FMCG Sector.

Advertising for FMCG was preferred in the Evening time-band, followed by Morning time-band on Radio. 68% share of the FMCG ad volumes were in the Evening and Morning time-bands in Y 2023.

Digital

The Digital medium observed a massive surge in ad impressions for the FMCG Sector in Y 2022 of almost 9x compared to Y 2019. However, compared to Y 2022, there was de-growth in ad impressions of 23% in Y 2023. Compared to Y 2019, there was significant growth during Y 2021 and Y 2023, that is, 4x and 7x, respectively, for the FMCG Sector. While analyzing the Quarterly Trends, a growth was seen in ad impressions in Q’2 and Q’4 of Y 2023 by 29% and 10%, respectively, over Q’1 of Y 2023. Whereas, ad impressions in Jul-Sept’23 decreased by 6% compared to Jan-Mar’23.

The FMCG Sector’s ad impressions were highest during Nov’23 with 11% share on the Digital medium and the lowest was observed in Feb’23 with 6.5% share.

In Categories, Corporate-Pharma/ Healthcare entered the Top 10 list and secured 1st position during Y 2023 over Y 2022, whereas Chocolates descended to the 2nd position in Y 2023 compared to its 1st position in Y 2022. The Top 10 categories on Digital medium had a combined share of 41% in Y 2023. L’Oreal India retained its 1st position in FMCG advertising with the highest share of 7% in Y 2023 over Y 2022. Among the Top 10 advertisers on Digital medium, there were 3 new entrants for the FMCG Sector during Y 2023 compared to Y 2022. Also, there was a collective share of 43% for the top 10 advertisers on the Digital medium.

The Top 10 Brands accounted for 18% share of the ad impressions in Y 2023 for FMCG advertising. Apart from Hear.com and Maaza, all the brands present in the Top 10 list were new entrants during Y 2023 over Y 2022.

Programmatic (85%) was the top transaction method for Digital advertising of the FMCG sector in Y 2023. Programmatic and Ad Network transaction methods together captured 93% share of the FMCG ad impressions on Digital.