TV Ad Volumes increased by 2% in Jul-Sep’22 over Jan-Mar’22: TAM AdEx

TV Ad Volumes increased by 2% in Jul-Sep’22 over Jan-Mar’22, while compared to Apr-Jun'22, TV Ad Volumes grew by 4% in Jul-Sep'22, as per TAM AdEx’s quarterly report (July-September 2022) on television advertising.

‘Food & Beverages’ topped the list of Sectors with 21% share of the Ad Volumes. The top 3 Sectors’ advertising on TV maintained their ranks in Jul-Sep’22 compared to Apr-Jun’22. The ‘Auto’ sector registered highest positive shift in ranking, that is, 13th to 9th. ‘Household Products’ and ‘Education’ were among the other sectors with positive rank shifts. ‘Personal Healthcare’ was the only sector among the Top 10 which moved down in the rank.

The Top 10 categories together added 29% share of the ad volumes in Jul-Sep’22. During this period, 'Toilet Soaps' and 'Toilet/Floor Cleaners' maintained their rankings. ‘Mosquito Repellents’ and ‘Ecom – Online Shopping’ were the new entrant in the top 10 list of categories of Jul-Sep’22. Category ‘Shampoos’ moved down from 3rd rank in Apr-Jun’22 to 9th rank in Jul-Sep’22.

‘HUL’, ‘Reckitt’ and ‘Brooke Bond’ remained the top 3 advertisers, with ‘Reckitt’ replacing ‘HUL’ from the top position in Jul-Sep’22. The Top 10 advertisers together added 40% share of the Ad Volumes during Jul-Sep’22. ‘Procter & Gamble Home Products’ and ‘Colgate Palmolive India’ were the new entrants in the Top 10 list of Jul-Sep’22.

The top 10 brands contributed nearly 11% to the total advertising on TV in Jul-Sep’22. This period also saw the highest number of brands compared to the previous 2 quarters. Six out of the top 10 brands of Jul-Sep’22 were from ‘Reckitt’.

Over 190 Categories registered Positive Growth. ‘Toilet Soaps’ was the top category with the highest growth in Ad secondages in Jul-Sep’22 vis-a-cis Apr-Jun’22, that is, 1.5 times. The ‘Mosquito Repellents’ category witnessed the highest growth % at 2.2 times in Jul-Sep’22 versus Apr-Jun’22.

Among the top Channel Genres, GEC and News added nearly 55% share of the Ad Volumes. Share of Ad volumes on News genre saw a decrease in Jul-Sep’22, compared to the previous 2 quarters. The top 5 genres contributed 90% to the total TV advertising volumes in the 3 quarters of Y 2022.