FMCG advertising on Digital witnessed degrowth of 28% in H1’23: TAM Media

In Jan-Jun’23, FMCG ad volumes on Television as well as on Radio witnessed growth, compared to the Jan-Jun’22 period, however FMCG advertising on Digital and on Print in H1 2023 saw degrowth, as per TAM Media’s report on half yearly advertising report for the FMCG sector.

TV

In Jan-Jun’23, FMCG ad volumes on Television witnessed a growth of 6% over Jan-Jun’22. May’23 had the highest share of ad volumes, that is, 17.5%, followed by Apr’23 with 17.1% in H1’23. On the opposite, Feb’23 observed the lowest share of ad volumes of 15.6%.

The top 10 Categories together added 45% share of the ad volumes during Jan-Jun’23. Toilet Soaps (9%) moved to the 1st rank in H1’23 over 2nd rank in H1’22. Four out of the Top 10 Categories belonged to the Food & Beverages category.

Among the FMCG advertisers, Hindustan Unilever was 1st with 23% share of the ad volumes. The Top 10 Advertisers accounted for 68% share of the ad volumes in Jan-Jun’23.

The Top 10 Brands accounted for 15% share of the ad volumes in Jan-Jun’23. Harpic Power Plus 10x Max Clean retained its 1st position in Jan-Jun’23 compared to Jan-Jun’22. Among the Top 10 FMCG brands, 6 belonged to Reckitt Benckiser (India). Close Up Ever Fresh, Colgate Dental Cream, Colin and Santoor Sandal and Turmeric were the new entrants in the top 10 list in H1’23 compared to H1’22.

GEC genre was the most preferred by FMGC players in H1’23. The Top 2 channel genres, that is, GEC and Movies, together accounted for 62% of the ad volumes’ share for the FMCG sector during H1’23.

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.

Print

On the other hand, Jan-Jun’23 witnessed a decline of 25% in FMCG ad space in Print, compared to Jan-Jun’22. Jun’23 observed the highest share of FMCG ad space, that is, 18.9%, followed by Mar’23 with 18.8% share in H1’23, whereas, Feb’23 had the lowest share of ad space of 13.2% in H1’23.

The top 10 Categories together added 44% share of the FMCG ad space in Print during Jan-Jun’23. Digestives category moved up by 3 positions to achieve 1st rank in H1’23 over H1’22. Among advertisers, SBS Biotech retained its 1st position in H1’23 compared to H1’22. Sheth Brothers, Godrej Consumer Products, Rohit Surfactants and K P Pan Foods were the new entrants in the top 10 list of advertisers in H1’23 over H1’22. The top 10 advertisers together added 37% share of ad space during H1’23.

Among brands, Dr Ortho Oil retained its 1st position in H1’23 compared to H1’22. The top 10 brands together added 14% share of the ad space in Print during Jan-Jun’23. Among the Top 10, Kayam Churna Advance Granules and Torque Orthomac Gel were exclusive to H1’23 brands’ list. Brands on ranks 4, 6 and 10 – Roop Mantra Ayur Face Cream, Ghadi Maha Shaktishali Detergnt Powder, and Dilbagh Siggnature Finest Silver Elaichi – were the new entrants in the top 10 list during H1’23 compared to H1’22.

North Zone was the leading territory in terms of advertising for the FMCG sector with 39% share of the ad space during H1’23. Mumbai and New Delhi were the Top 2 cities in pan-India during H1’23.

Sales Promotion for the ‘FMCG’ sector accounted for 21% share of the ad space in the Print medium. Among Sales Promotions, Volume Promotion occupied 36% share of the pie, followed by Discount Promotion with 24% share in H1’23.

Radio

Ad Volumes for the FMCG sector in Radio medium increased by 7% during H1’23 over H1’22. May’23 observed the highest share of the FMCG ad volumes on Radio, that is, 20%, followed by Mar’23 with 19% share, whereas, Jan’23 and Feb’23 had the lowest share of ad volumes of 14% in H1’23.

The top 10 Categories collectively added 65% share of ad volumes in H1’23. Pan Masala (18%) ascended to the 1st position during H1’23 compared to 4th in H1’22. Range of OTC Products and Ice Cream/ Frozen Desserts were the new entrants in the Top 10 list of categories during H1’23 over to H1’22.

The top 10 Advertisers together added 45% share of the FMCG ad volumes in H1’23. Vishnu Packaging moved to the 1st position with 12% share of the FMCG ad volumes in H1’23 compared to 7th in H1’22.

The top 10 Brands together accounted for 34% share of the FMCG ad volumes in Jan-Jun’23. Vimal Pan Masala ascended to the 1st position with 12% share of the ad volumes in H1’23 over H1’22, where it was in the 7th position. Himalaya Ashvagandha, Pfizer and Himalaya Gasex Fizz were the exclusive brands present in H1’23 compared to H1’22.

The Top 3 states – Gujarat, Uttar Pradesh and Maharashtra – occupied 56% share of the ad volumes for the FMCG sector. Gujarat retained its 1st position and Uttar Pradesh moved up by one position to achieve 2nd rank during H1’23 over H1’22.

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 during H1’23.