HUL, Reckitt Benckiser, Brooke Bond Lipton in Top 3 ranks in GEC genre in H1’22:TAM AdEx

In Jan-Jun’22, 50% indexed growth was observed on GECs compared to Jan-Jun’20 and 46% growth compared to Jan-Jun’21, as per TAM AdEx’s half-yearly report on advertising in the GEC genre. May 2022 had the highest ad volume share, that is, 17.4% during Jan-Jun’22. Jan-Jun’21 saw the highest share of Ad Volumes at 27.9% in GECs, with GECs contributing 28% of the ad volume share of overall advertising across different genres.

During both periods, Hindi GECs topped with more than 20% share of the GEC genre’s Ad Volumes. Three out of the Top 5 subgenres retained their ranks in Jan-Jun’22. The Top 5 subgenres accounted for more than 65% share of the Ad Volumes during both the periods.

The count of Advertisers on the GEC genre increased by 5% in H1’22 over H1’21, while the count of Brands on the GEC genre increased by 3% in H1’22 over H1’21.

The Food & Beverages sector topped with 29% share of the GEC genre’s Ad Volumes, followed by Personal Care/ Personal Hygiene with 20% share. All the Sectors except Services, Household Products and Personal Accessories retained their rankings in Jan-Jun’22, compared to Jan-Jun’21. ‘Personal Accessories’ entered the Top 10 list with substantial rise, placed at No. 9.

With a share of 5%, Milk Beverages led the GEC genre in Jan-Jun’22. Milk Beverages took over category Toilet Soaps, which slid down to 3rd position in Jan-Jun’22 over Jan-Jun’21. The Top 10 categories added 36% share of the GEC genre’s Ad Volumes. Five categories from F&B and two from Personal Care/ Personal Hygiene sectors were present among the Top 10 list.

Over 185 Categories registered positive growth during this period. Aerated Soft Drink saw the highest increase in Ad secondages, followed by Tea during Jan-Jun’22, compared to Jan-Jun’21 in the GEC Genre. In terms of growth percentage among Top 10 categories, Ecom-Wallets topped with the highest growth of 4.4x.

The Top 10 Advertisers contributed 50% share of the GEC genre’s Ad Volumes, with FMCG players reigning the Top 10 list. HUL, Reckitt Benckiser and Brooke Bond Lipton India remained at the top 3 positions in the GEC genre during both Jan-Jun’21-22. Coca Cola India and Pepsi Co were the new entrants among the Top 10 list.

Over 580+ advertisers advertised exclusively in the GEC genre during Jan-Jun’22. JCB Industries was the top exclusive advertiser in the GEC genre, followed by Mangalam Matrimony.com.

The Top 10 Brands contributed 10% share of the GEC Ad Volumes. Horlicks topped among the 3,900+ brands advertising on the GEC genre. Harpic Power Plus 10x Max Clean moved up to the first place in Jan-Jun’22, from the 13^th place in Jan-Jun’21. Three brands entered the Top 10 list during Jan-Jun’22 over Jan-Jun’21.

Over 960 advertisers and 2K+ brands exclusively advertised in the GEC genre during Jan-Jun’22. Tata Play and Lizol All In 1 were the top exclusive advertiser and brand, respectively, during Jan-Jun’22, compared to Jan-Jun’21.

Prime Time was the most preferred time-band in the GEC genre, followed by Afternoon and Morning time-bands. Prime Time, Afternoon & Morning time bands together added more than 70% share of the ad volumes.

In Jan-Jun’22-21, <20 second ads in the GEC genre had 28% and 23% share of the Ad Volumes, respectively. Ad Commercials of 20-40 seconds were most preferred for advertising on GEC channels during both the periods.