Over 1,980 brands were present in the Music Genre during Y 2023: TAM Media

Ad volumes for the Music Genre per channel witnessed growth during Y 2021 and Y 2022 with 37% and 42% share, respectively, compared to Y 2019, as per TAM Media’s lookback at Music Genre advertising in Y 2023. In the year 2023, the Music Genre experienced a 46% increase in ad volumes per channel compared to 2019. Conversely, it saw a 3% growth compared to 2022. Compared to Q’4 of Y 2023, there was growth in ad volumes of 17% in Q’2 of Y 2023.

Over the past five years – from 2019 to 2023 – the Music Genre constituted a share of ad volumes ranging from 11% to 13%.

Tamil and Punjabi Music sub-genres maintained their ranks in Y 2023 over Y 2022, with Tamil having 18% share of the ad volumes and Punjabi 13% share in Y 2023. Together, the Top 5 Music Sub-Genres – Tamil, Punjabi, Marathi, Telugu, Kannada – accounted for 55% share of the ad volumes in Y 2023.

In the Y 2023, the F&B sector emerged as the top contributor to ad volumes within the Music Genre, accounting for a 26% share, followed by Personal Care/ Personal Hygiene with a 23% share. The Top 10 sectors added 95% of the ad volume share for Music Genre advertising. During Y 2023, the Top 8 Sectors retained their respective positions compared to Y 2022.

During Y 2023, the Top 10 categories had a collective share of 42%, with Toilet Soaps leading the list with a 9% share. Out of the Top 10 categories present in Y 2023, five of them belonged to the Food & Beverages Sector. Tea entered the Top 10 list of categories in Y 2023 with 3% share of the ad volumes compared to Y 2022.

Over 100+ Categories registered positive growth in Y 2023. Toilet Soaps saw the highest increase in Ad secondages (55%), while Eye Make Up topped in terms of growth percentage with 8x growth during Y 2023 compared to Y 2022 in the Music Genre.

Over 760+ players were present in the Music Genre in Y 2023. The Top 10 Advertisers contributed 70% share of the Music Genre’s ad volumes. Reckitt Benckiser and HUL retained their 1st and 2nd positions during Y 2023 with 24% and 21% share of the ad volumes, respectively. ITC was the only new entrant during Y 2023 compared to Y 2022.

Over 45+ advertisers publicised exclusively in the Music Genre during Y 2023. Juniors Fashion Week was the top exclusive advertiser in Music Genre, followed by Jay EII Healthcare.

Over 295+ advertisers exclusively publicised during Y 2023 in the Music Genre. In the year 2023, Bacardi Martini India emerged as the leading exclusive advertiser over 2022.

Over 1,980 brands were present in the Music Genre during Y 2023. The Top 10 Brands contributed 17% share of the Music Genre ad volumes. Dettol Antiseptic Liquid secured 1st position with 3% share of the ad volumes in Y 2023. The Top 5 brands retained their respective positions during Y 2023 over Y 2022. Veet Pure, Santoor Sandal & Turmeric, and Surf Excel Easy Wash were the new entrants in Y 2023 compared to Y 2022. Mortein Smart Plus was an exclusive brand that entered the Top 10 list and secured 9th position in Y 2023 over Y 2022.

Prime Time garnered highest share of ad volumes of 32%, followed by Afternoon with 27% in Y 2023. Prime Time, Afternoon and Morning time bands together added 74% share of the Music Genre ad volumes.

Ad size of 20-40 seconds was majorly preferred by advertisers in both Y 2023 and Y 2022m with 72% and 69% share of the ad volumes, respectively.