HUL, RB, Brooke Bond Lipton India Top 3 advertisers on GECs in 2020-21

In Y 2021, 50% indexed growth was observed on GEC compared to Y 2017 and 29% growth compared to Y 2020, as per TAM AdEx data. Highest growth in Ad Volumes observed in Y 2021, compared to Y 2017. Resurgence in Ad Volumes was seen in the GEC genre during the 3rd and 4th quarters, that is, recovering from the 2nd wave of Covid-19.

After a drop during May-Jun’21 due to the 2nd wave of Covid, the ad volumes on the GEC genre recovered from Jul’21 onwards and were highest during Oct’21. Y 2021 saw the highest share of Ad Volumes on GECs at 28.2%. The GEC genre witnessed 1% rise in share during Y 2021, compared to Y 2020.

During both Y 2020-21, Hindi GEC topped with more than 20% share of GEC genre’s Ad Volumes. Two out of Top 5 sub-genres retained their ranks in Y 2021, Malayalam GECs replaced Kannada GECs in Y 2021. The Top 5 sub-genres accounted for around 67% share of the Ad Volumes during both the periods.

The count of advertisers on GEC genre dropped by 10% in Q2’21, which recovered by 1% in Q3’21 and 17% Q4’21 over Q2’21. Count of Brands on the GEC genre dropped by 122% in Q2’21, which recovered by 5% and 18%, respectively, in Q3’21 and Q4’21 over Q2’21.

The Food & Beverages sector topped with 27% share of GEC genre’s Ad Volumes, followed by Personal Care/ Personal Hygiene with 23% share. The Services sector (No. 3), Hair Care sector (No. 4), Household Products sector (No. 6), Building, Industrial & Land Materials/Equipments sector (No. 8) and Auto sector (No. 9) retained their rankings in Y 2021, compared to Y 2020.

Among the leading categories, Toilet Soaps lost its 1st position in Y 2021 over Y 2020. It was replaced by the Milk Beverages category at No. 1, up from the 4th rank in Y 2020. The Top 10 categories added 40% share of the GEC genre’s Ad Volumes. Three categories each from F&B and Personal Care/ Personal Hygiene sectors were present in the Top 10 list.

Milk Beverages saw highest increase in Ad secondages, followed by Tea during Y 2021 compared to Y 2020 in GEC Genre. In terms of growth % among Top 10 categories, Aerated Soft Drink topped with highest growth of 2.2 Times. Four categories out of top 10 growing categories belonged to the F&B sector.

HUL, Reckitt Benckiser and Brooke Bond Lipton India remained at the top 3 positions in the GEC genre during both Y 2020-21. Lakme Lever was the new entrant among Top 10 and moved up by 3 positions to achieve 10th rank. The Top 100 advertisers accounted for 86% share of overall GEC genre advertising.

Over 780 advertisers advertised exclusively in the GEC genre during Y 2021. JCB Industries was the top exclusive advertiser in the GEC genre, followed by Timelesstoday Llc.