Reckitt Benckiser, HUL, Cadbury top advertisers in Music genre during 2021

In Y 2021, 34% indexed growth was observed in the Music genre, compared to Y 2017, and a 42% growth compared to Y 2020, as per TAM AdEx report. Highest growth in Ad Volumes was observed in Y 2021, compared to Y 2017. Resurgence in Ad Volumes was seen in the Music genre during the 3rd and 4th quarters, that is, recovering from the 2nd quarter.

After a drop during May-Jun’21 due to the 2nd wave of Covid, the ad volumes on Music genre recovered from Jul’21 onwards and were highest during Oct’21. Similar share of Ad Volumes was observed in the Music genre in Y 2017-19 and Y 2021 at 13%. The Music genre witnessed 2% rise in share during Y 2021, compared to Y 2020.

During both Y 2020 and 2021, Hindi Music topped with more than 30% share of the Music genre’s Ad Volumes. Tamil Music came in 2nd place in Y 2021, replacing Punjabi Music. The Top 5 sub-genres accounted for more than 80% share of the Ad Volumes during both the periods.

Count of Categories on Music genre dropped by 5% in Q2’21, which recovered by 9% in Q3’21 and 12% Q4’21 over Q2’21. The count of Brands on Music genre dropped by 15% in Q2’21, which recovered by 17% and 30% in Q3’21 and Q4’21, respectively, over Q2’21.

Food & Beverages sector topped with 25% share of the Music genre’s Ad Volumes, followed by Personal Care/ Personal Hygiene with 24% share. Retail entered the Top 10 list with a substantial rise. Personal Healthcare (No. 5), Hair Care (No. 6) and Laundry (No. 7) retained their rankings in Y 2021, compared to Y 2020.

Toilet/ Floor Cleaners (8%) led the Music genre advertising in Y 2021, pushing Toilet Soaps to the 2nd position with 6% share. Top 10 categories added 41% share of the Music genre’s Ad Volumes. Three categories each from F&B and 2 categories from Personal Care/Personal Hygiene sectors were present among the Top 10 list.

Over 175 Categories registered a positive growth. Toilet/Floor Cleaners saw highest increase in Ad secondages, followed by Aerated Soft Drinks during Y 2021, compared to Y 2020 in the Music Genre. In terms of growth % among the Top 10 categories, Aerated Soft Drinks topped with highest growth of 3.8 times. Five categories out of top 10 growing categories belonged to the F&B sector.

The Top 10 Advertisers contributed 61% share of Music genre’s Ad Volumes. FMCG players reigned the Top 10 list. Reckitt Benckiser, HUL and Cadbury India remained at the top 3 positions in the Music genre during both Y 2020 and Y 2021. Cadbury India and Procter & Gamble were the new entrants among Top 10 list of Advertisers. The Top 100 Advertisers accounted for 91% share of the overall Music genre advertising.

Over 60 advertisers advertised exclusively in the Music genre during Y 2021. Hoichoi Technologies was the top exclusive advertiser in the Music genre, followed by Sri Ram Tutorial Clg. Over 490 advertisers and 1.9K+ brands exclusively advertised in the Music genre during Y 2021. Travelxp India and Dettol were the top exclusive Advertiser and Brand, respectively, during Y 2021, compared to Y 2020.

Lizol topped among the 2,200+ Brands advertising on Music genre. Lizol moved up to first place in Y 2021, from third place in Y 2020. Four brands entered in the Top 10 list during Y 2021 over Y 2020. The Top 10 Brands contributed 16% share of the Music Ad Volumes.

Regional and National Music channels had 68% and 32% share of Ad Volumes, respectively, in the Music genre during Y 2021. There were 105+ Exclusive Advertisers on National and 650+ on Regional channels in the Music genre during Y 2021. Ferrero and Lalithaa Jewellery Mart were leading the Exclusive advertisers on National and Regional Music channels, respectively, during Y 2021.