Over 890 advertisers, 2,200 brands in the Music genre in 2022: TAM AdEx

Music genre ad volumes saw a 6% decline in Y 2022 compared to Y 2021. However, compared to Y 2018, 11% indexed growth was observed in Y 2022, as per TAM AdEx’s report on advertising in the music genre in 2022. Highest growth in Ad Volumes was observed during Y 2021 (17%) compared to Y 2018. Resurgence in Ad Volumes was seen in the Music genre during the 3rd quarter after a dip in the 2nd quarter.

Compared to other television genres, Music genre accounted in the range of 11-13% share of ad volumes in the last 5 years. During both Y 2021 and Y 2022, Hindi Music topped with more than 30% share of the Music genre’s Ad Volumes. Telugu Music saw positive rank shift in Y 2022 over Y 2021. The Top 5 sub-genres accounted for more than 80% share of the Ad Volumes during both the periods.

The Top 10 sectors added 94% in terms of ‘Music’ advertising. Food & Beverages sector topped with 29% share of the Music genre’s Ad Volumes, followed by Personal Care/ Personal Hygiene with 19% share. Personal Healthcare and Retail observed positive rank shift in Y 2022 compared to Y 2021.

The Top 10 categories added 39% share of Music genre’s Ad Volumes. With a share of 6%, Toilet/Floor Cleaners led the Music genre in Y 2022. Biscuits, Antiseptic Creams/Liquids and Non Aerated Soft Drink were the new entrants among the Top 10 in Y 2022 compared to Y 2021. Aerated Soft Drink and Washing Powders/Liquids saw positive rank shift.

Over 120 Categories registered positive growth. Aerated Soft Drink saw the highest increase in Ad secondages (70%), followed by Non Aerated Soft Drink (2.4x) during Y 2022 compared to Y 2021 in the Music genre. Three out of the Top 5 growing categories belonged to the F&B sector.

There were 890+ Advertisers in the Music genre in Y 2022. The Top 10 Advertisers contributed 59% share of the Music genre’s Ad Volumes. Reckitt Benckiser and HUL remained at the Top 2 positions in the Music genre during both Y 2021 and Y 2022. Coca Cola India and L’Oreal India were the new entrants among the Top 10 advertisers. Godrej Consumer Products saw positive rank shift. The Top 100 advertisers accounted for 90% share of the overall Music genre advertising.

60+ Advertisers advertised exclusively in the Music genre during Y 2022. Leverage Edu was the top exclusive advertiser in the Music genre, followed by Loppipops. 380+ advertisers exclusively advertised during Y 2022 in the Music genre. One97 Communications (Paytm) was the top exclusive advertiser during Y 2022 compared to Y 2021.

Over 2,200 Brands present in the Music genre in Y 2022. The Top 10 Brands contributed 15% share of the Music genre’s Ad Volumes. Dettol Antiseptic Liquid topped in Y 2022 followed by Lizol All In 1. Eight out of the Top 10 brands belonged to Reckitt Benckiser.

Prime Time and Afternoon had nearly same share, that is, 27% in the Music genre during Y 2022. Prime Time, Afternoon and Morning time bands together added 70% share of the Music ad volumes.

In Y 2022, share for <20 sec ads of Music genre rose by 3% over Y 2021. Ad Commercials of 20-40 seconds were most preferred for advertising during both Y 2021-22. Commercial advertising added 88% share of the Ad Volumes, whereas Promos had 12% share of the Music genre in Y 2022.

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