TV Ad Volumes up 26% during Y 2022 compared to Y 2019: TAM AdEx

Ad Volumes on Television grew by 26% during Y 2022 compared to Y 2019, and 21% compared to Y 2018, as per TAM AdEx’s overview of advertising on television in 2022. The lowest average ad volumes were observed in the 2nd quarter, but it was still 10% more compared to the same quarter of Y 2021. Average Ad Volumes/ Day rose by 3% in the 4th quarter compared to the 2nd quarter.

In Year 2021–2022, October continued to have the largest ad volume, with Television Ad Volumes clocking 9.2% ad volume share in Oct’22 owing to the festive period. June remained the month with the lowest percentage of Ad Volume share in both Y 2022 and Y 2021.

With a 21% share, Food & Beverage was the top industry sector in both calendar years 2022 as well as 2021. The Services Sector jumped up one spot to the 2nd position with 16% share. In comparison to Y 2021, five of the Top 10 sectors retained their rankings in Y 2022.

Toilet Soaps & Toilet/ Floor Cleaners categories maintained their top 2 positions during Y 2022 and Y 2021 with more than 4% share of the Ad Volumes. Aerated Soft Drink moved up by 7 positions to achieve 8th rank in Y 2022, displacing Washing Powders/ Liquids. Rankings of four out of Top 10 categories improved in Y 2022 against their rankings in Y 2021.

FMCG players ruled among the Top 10 leading Advertisers. Reckitt Benckiser topped the list followed by HUL. The Top 10 advertisers together added 38% share of the Ad Volumes during Y 2022. Reckitt Benckiser, Godrej Consumer Products, Coca Cola India and Procter & Gamble were in the list of Top 10 advertisers with positive rank shifts compared to Y 2021. Coca Cola India was the new entrant in Top 10 advertisers’ list.

Dettol Antiseptic Liquid topped the list of leading Brands in Y 2022. The Top 5 brands were from Reckitt Benckiser during Y 2022, while six out of the Top 10 brands were from Reckitt Benckiser and three were from HUL. During Y 2022, total 14.2K+ brands were present on TV. The Top 10 Brands contributed 9% share of the Television Ad Volumes.

Among the Top Growing Categories, 230+ Categories registered positive growth. Mosquito Repellents among the Categories saw the highest increase in Ad secondages with growth of 113%, followed by Aerated Soft Drinks with 54% growth during Y 2022 compared to Y 2021. In terms of growth percentages, Vocational Training Institute category witnessed highest growth percentage among the Top 10, that is, 4.4x in the Y 2022.

Over 5.2K exclusive advertisers advertised during Y 2022 compared to Y 2021. Super Market Grocery Supplies was the top exclusive advertiser during Y 2022 compared to Y 2021. Services Sector had their 3 brands in the Top 10 exclusive list during Y 2022, while Education and Personal Accessories Sectors had 2 brands each.

Among the Top 5 Channel Genres Y 2022, GEC and News had 55% of the Ad Volumes. The Top 5 channels genres accounted for more than 90% share of Ad Volumes during both Y 2022 and Y 2021. Since Y 2021, GEC overtook News as the most popular channel genre in terms of advertising and continuing in Y 2022.

Regional channels dominated the Ad Volumes share during both Y 2021 and Y 2022. In Y 2022, National channels saw 8% rise in ad volumes compared to Y 2021, while Regional channels slipped by marginal 2% in Y 2022 over Y 2021.

Co-Branding Ads with Movies in Y 2022

Co-branded advertising has garnered a lot of traction in past few years. During Y 2022, 730+ hours of co-branding Ad Volumes with movies were recorded on TV. Brands associated with Movies saw a huge 2.8x ad volume growth in Y 2022 over Y 2021. Sting Energy Drink topped among the brands associated with movies with 10% share of the Co-Branding Ad Volumes. The brand partnered with ‘Raksha Bandhan’ movie. The Top 10 brands accounted for nearly 50% share of the Co-Branding Ad Volumes during Y 2022.

The number of movies opting for co-branding ads for promotion during Y 2022 grew 3x, that is, 20+ to 60+. ‘Shabaash Mithu’ and ‘Vikram Vedha’ movie had 8 Co-Brandings each in Y 2022.