Over 8,800 brands advertised on television in H1 2023: TAM Media

Television Ad Volumes grew by 3% in Jan-Jun’23 and in Jan-Jun’22 over Jan-Jun’21, as per TAM Media’s half yearly report (January-June 2023) on television advertising. According to the report, ad volumes remained stable in Jan-Jun’23 compared to Jan-Jun’22.

In Jan-Jun'23, ‘Food & Beverage’ led the Sector with 23% share of the ad volumes, followed by ‘Personal Care/ Personal Hygiene’ sector with 17% share. ‘Auto’ sector is the only new entrant in the Top 10 list during Jan-Jun’23. ‘Personal Care/ Personal Hygiene’ and ‘Household Products’ sectors saw positive rank shifts.

With an ad volume share of 5.8%, ‘Toilet Soaps’ led the categories during H1 2023. The Top 10 categories together added 31% share of the ad volumes in Jan-Jun’23. In Jan-Jun of this year, five categories showed a positive rank shifts compared to Jan-Jun’22. ‘Biscuits’ was the new entrant among the Top 10 categories during Jan-Jun’23. Four categories – ‘Aerated Soft Drinks’, ‘Milk Beverages’, ‘Biscuits’ and ‘Chocolates’ (ranked 6, 7, 8, 10, respectively) belonged to the ‘Food & Beverages’ sector.

Among Advertisers, FMCG players dominated the top 10 list. ‘HUL’ topped the list, followed by ‘Reckitt’ during Jan-Jun’23. The Top 10 advertisers together added 46% share of the ad volumes during Jan-Jun’23. ‘Godrej Consumer Products’ observed positive rank shift. ‘Wipro’ moved up by 11 positions in the rankings, securing a place among the Top 10.

‘Harpic Power Plus 10x Max Clean’ was the top brand on TV during Jan-Jun’23. Top 10 Brands contributed 10% share of the television ad volumes. During Jan-Jun’22, total 8.8K+ brands were present on Television. Five out of Top 10 brands were from ‘Reckitt Benckiser’ and two were from ‘HUL’.

Over 200+ categories registered positive growth in H1 2023. ‘Toilet Soaps’ category saw the highest increase in Ad secondages with growth of 88%, followed by ‘Toilet/ Floor Cleaners’ with 35% growth during Jan-Jun’23 compared to Jan-Jun’22. ‘Home Insecticides’ registered 5x growth in in Ad secondages during this period.

During Jan-Jun’23, ‘GEC’ outperformed ‘News’ channels as the leading genre for advertising, in contrast to its position during the same period in 2022. ‘News’ and ‘GEC’ genres had 55% share of the ad volumes in H1 2023. The Top 5 channels genres – ‘GEC’, ‘News’, ‘Movies’, ‘Music’, ‘Kids’ – accounted for more than 90% share of the ad volumes during both Jan-Jun’23 and Jan-Jun’22.