TAM AdEx - Half Yearly Advertising Report

Half Yearly Advertising Report for
1
FMCG Sector
MEDIA: TV, PRINT, RADIO & DIGITAL
PERIOD: JAN-JUN’23 (H1’23)

2.
3.
4.
1.
In Jan-Jun’23, FMCG ad volumes on Television
witnessed a growth of 6% over Jan-Jun’22.
May’23 had the highest share of ad volumes i.e.
17.5% followed by Apr’23 with 17.1% in H1’23.
Jan-Jun’23 witnessed a decline of 25% in FMCG ad
space compared to Jan-Jun’22.
Jun’23 saw the highest share of ad space i.e. 18.9%,
followed by Mar’23 with 18.8% share in H1’23.
Toilet Soaps (9%) moved to 1st rank in H1’23 over 2nd
rank in H1’22.
Among the Top 10 FMCG brands, 6 belonged to
Reckitt Benckiser (India).
Digestives moved up by 3 positions to achieve 1st
rank in H1’23 over H1’22.
Hindi publications had more than half of FMCG ad
space in H1’23.
Period : Jan-Jun’22 & Jan-Jun’23
Highlights – Part 1
Television Print

7.
5.
6.
FMCG ad volumes on Radio increased by 7% in H1’23
over H1’22.
May’23 witnessed the highest share of ad volumes
i.e. 20% on Radio in H1’23.
FMCG ad impressions on Digital witnessed degrowth
of 28% in H1’23.
In Digital Medium, Apr’23 & Jun’23 both had the
highest share of ad impressions i.e. 20% in H1’23.
Gujarat was the leading state for FMCG Advertising
on Radio with 27% share of ad volumes in H1’23.
Advertising for FMCG was preferred in Evening and
Morning time-band on Radio.
Period : Jan-Jun’22 & Jan-Jun’23
Highlights – Part 2
8.
Top 10 Advertisers accounted for 44% share of ad
impressions in H1’23 with Coca Cola India leading the list.
Programmatic (81%) was the top transaction method for
Digital FMCG advertising based on impressions during H1’23.
Radio Digital

Ad Volumes for FMCG sector on TV : Jan-Jun’23 (H1 ’23)
100
106
Jan-Jun'22 Jan-Jun'23
Indexed Growth in Ad Volumes
Index: Jan-Jun’22= 100
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-Jun’22 and Jan-Jun’23
 In Jan-Jun’23, FMCG ad volumes on Television witnessed a growth of 6% over Jan-Jun’22.

Monthly Ad Volume Trend of FMCG sector on TV : Jan-Jun’23
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-Jun’23
 May’23 had the highest share of ad volumes i.e. 17.5% followed by Apr’23 with 17.1%.
 On the opposite, Feb’23 observed the lowest share of ad volumes of 15.6%.
17%
16%
17%
17% 17%
16%
Jan'23 Feb'23 Mar'23 Apr'23 May'23 Jun'23
Monthly Share of Ad Volumes

Top 10 Categories and Advertisers of FMCG on TV
Top 10 Categories % Share
Toilet Soaps 9%
Toilet/Floor Cleaners 7%
Washing Powders/Liquids 5%
Tooth Pastes 4%
Aerated Soft Drink 4%
Milk Beverages 4%
Biscuits 4%
Shampoos 3%
Chocolates 3%
Antiseptic Creams/Liquids 3%
Top 10 Advertisers % Share
Hindustan Unilever 23%
Reckitt Benckiser India 20%
Godrej Consumer Products 5%
Procter & Gamble 5%
Cadburys India 4%
Coca Cola India 3%
ITC 3%
Pepsi Co 2%
Wipro 2%
Colgate Palmolive India 2%
 4 out of Top 10 Categories were of Food & Beverages.
 Toilet Soaps (9%) moved to 1st rank in H1’23 over 2nd rank in H1’22.
 The top 10 Categories together added 45% share of ad volumes during Jan-Jun’23.
 Hindustan Unilever was 1st with 23% share of ad volumes among the FMCG advertisers.
 Top 10 Advertisers accounted 68% share of ad volumes in Jan-Jun’23.

Top 10 Brands of FMCG sector on TV
 Among the Top 10 FMCG brands, 6 belonged to Reckitt Benckiser (India).
 Harpic Power Plus 10x Max Clean retained its 1st position in Jan-Jun’23 compared to Jan-Jun’22.
 Close Up Ever Fresh, Colgate Dental Cream, Colin & Santoor Sandal and Turmeric were the new entrants in the
top 10 list in H1’23 compared to H1’22.
 Top 10 Brands accounted 15% share of ad volumes in Jan-Jun’23
Top 10 Brands % Share
Harpic Power Plus 10x Max Clean 3%
Dettol Antiseptic Liquid 2%
Lizol All In 1 2%
Dettol Toilet Soaps 1%
Harpic Bathroom Cleaner 1%
Glow & Lovely Advanced Multivitamin 1%
Close Up Ever Fresh 1%
Santoor Sandal and Turmeric 1%
Colgate Dental Cream 1%
Colin 1%

Top Channel Genres preferred by advertisers of FMCG sector on TV
 GEC genre most preferred by FMGC players in H1’23.
 Top 2 channel genres i.e. GEC and Movies together accounted 62% of the ad volumes’ share for FMCG sector
during H1’23.
Channel Genres % Share
GEC 37%
Movies 25%
Music 16%
News 14%
Kids 5%
Others (6) 3%

Time band analysis for FMCG advertising on TV
11%
18%
23%
11%
31%
6%
Early Morning
6:00 to 08:59
Morning
09:00 to 11:59
Afternoon
12:00 to 15:59
Evening
16:00 to 17:59
Prime Time
18:00 to 22:59
Night
23:00 to 05:59
 Prime Time garnered highest advertising on TV followed by Afternoon and Morning time-bands.
 Prime Time, Afternoon & Morning time bands together accounted for 72% share of ad volumes.

Ad Space for FMCG sector in Print
100
75
Indexed Growth in Ad Space
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Jan-Jun’22 and Jan-Jun’23
 Jan-Jun’23 witnessed a decline of 25% in FMCG ad space compared to Jan-Jun’22.

Monthly Ad Space Trend of FMCG sector in Print
Period : Jan-Jun’23
 Jun’23 observed the highest share of FMCG ad space i.e. 18.9%, followed by Mar’23 with 18.8% share in H1’23.
 Whereas, Feb’23 had the lowest share of ad space of 13.2% in H1’23.
17%
13%
19%
16%
17%
19%
Monthly Share of Ad Space
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads

Top 10 Categories and Advertisers of FMCG for Print
Digestives 6%
Range of OTC Products 6%
Pan Masala 5%
Vitamins/Tonics/Health Supplements 5%
Rubs And Balms 5%
Spices 4%
Hair Oils 4%
Tooth Pastes 3%
Furnitures 3%
Biscuits 3%
SBS Biotech 13%
Torque Pharma 5%
GCMMF (Amul) 4%
Patanjali Ayurved 3%
Godrej Consumer Products 3%
Emami 2%
Sheth Brothers 2%
K P Pan Foods 2%
Rohit Surfactants 2%
Period : Jan-Jun’22 and Jan-Jun’23
 Digestives moved up by 3 positions to achieve 1st rank in H1’23 over H1’22.
 The top 10 Categories together added 44% share of FMCG ad space in Print during Jan-Jun’23.
 SBS Biotech among advertisers retained its 1st position in H1’23 compared to H1’22.
 Sheth Brothers, Godrej Consumer Products, Rohit Surfactants and K P Pan Foods were the new entrants in the top 10 list of
advertisers in H1’23 over H1’22.
 The top 10 advertisers together added 37% share of ad space during H1’23.

Top 10 Brands from FMCG sector in Print
 Dr Ortho Oil retained its 1st position in H1’23 compared to H1’22.
 The top 10 brands together added 14% share of ad space in Print during Jan-Jun’23.
 Among the Top 10, Kayam Churna Advance Granules & Torque Orthomac Gel were exclusive to H1’23 brands’ list.
 Brands on rank 4, 6 and 10 were the new entrants in the top 10 list during H1’23 compared to H1’22.
Dr Ortho Oil 2%
Pet Saffa Range 2%
Eye Mantra Eye Drops 2%
Roop Mantra Ayur Face Cream 1%
No Scars Range of Products 1%
Ghadi Maha Shaktishali Detergnt Powder 1%
Kayam Churna Advance Granules 1%
Patanjali Range Of Products 1%
Torque Orthomac Gel 1%
Dilbagh Siggnature Finest Silver Elaichi 1%

Zone % Share
North Zone 39%
West Zone 25%
South Zone 20%
East Zone 16%
Top 2 Cities - East Zone
Kolkata
Patna
Top 2 Cities - West Zone
Mumbai
Nagpur
Top 2 Cities - North Zone
New Delhi
Lucknow
Zone wise Advertising share of FMCG sector in Print
Top 2 Cities - South Zone
Bangalore
Hyderabad
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Jan-Jun’23
 North Zone was the leading territory in terms of advertising for FMCG sector with 39% share of ad space during
H1’23.
 Mumbai & New Delhi were top 2 cities in Pan India during H1’23.

77%
21%
2%
Brand Promotion Sales Promotion Others
36%
24%
21%
9%
10%
Volume Promotion Discount Promotion
Add On Promotion Multiple Promotion
Others (3)
Sales Promo
Advertising Promotions of FMCG sector in Print
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Jan-Jun’23
 Sales Promotion for ‘FMCG’ sector accounted for 21% share of ad space in Print medium.
 Among Sales Promotions, Volume Promotion occupied 36% share of the pie followed by Discount Promotion with 24%
share in H1’23.

Ad Volumes for FMCG sector on Radio : H1’23
100
107
Indexed Growth in Ad Volumes
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-Jun’22 and Jan-Jun’23
 Ad Volumes for FMCG Sector in Radio medium was increased by 7% during H1’23 over H1’22.

Monthly Ad Volume Trend of FMCG sector on Radio
 May’23 observed the highest share of FMCG ad volumes on Radio i.e. 20% followed by Mar’23 with 19% share.
 Whereas, Jan’23 & Feb’23 had the lowest share of ad volumes of 14% in H1’23.
14% 14%
19%
17%
20%
16%
Monthly Share of Ad Volumes
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads

Top 10 Categories and Advertisers of FMCG for Radio
Pan Masala 18%
Spices 7%
Digestives 7%
Range of OTC Products 6%
Corporate-Pharma/Healthcare 6%
Edible Oil 5%
Ice Cream/Frozen Desserts 5%
Range of Food Products 4%
Milk 4%
Sweets/Other Milk Products 3%
Vishnu Packaging 12%
SBS Biotech 7%
GCMMF (Amul) 6%
Himalaya Wellness Company 6%
Vadilal Enterprises 3%
Hamdard 2%
Pfizer 2%
Sri Renuka Sugars 2%
N K Proteins 2%
Greenply Industries 2%
 Pan Masala (18%) ascended to 1st position during H1’23 compared to 4th in H1’22.
 Range of OTC Products & Ice Cream/Frozen Desserts were the new entrants in the top 10 list of categories during H1’23 over to H1’22.
 The top 10 Categories collectively added 65% share of ad volumes in H1’23.
 Vishnu Packaging moved to 1st position with 12% share of FMCG ad volumes in H1’23 compared to 7th in H1’22.
 The top 10 Advertisers together added 45% share of FMCG ad volumes in H1’23.

Top 10 Brands of FMCG sector on Radio
 Vimal Pan Masala ascended to 1st position with 12% share of ad volumes in H1’23 over H1’22 where it was on 7th
position.
 Himalaya Ashvagandha, Pfizer & Himalaya Gasex Fizz were exclusive brands present in H1’23 compared to H1’22.
 The top 10 Brands together accounted for 34% share of FMCG ad volumes in Jan-Jun’23.
Vimal Pan Masala 12%
Himalaya Ashvagandha 4%
Pet Saffa 3%
Amul Milk 3%
Vadilal Ice Cream 3%
Pfizer 2%
Madhur Sugar 2%
Pan Parag Pan Masala 2%
Himalaya Gasex Fizz 2%
Patanjali Range of Products 2%

27%
18%
10%
8%
7%
7%
6%
6%
5%
4% 1%
Gujarat Uttar Pradesh Maharashtra Delhi
West Bengal Andhra Pradesh Rajasthan Madhya Pradesh
Karnataka Tamil Nadu Kerala
State-wise share of FMCG advertising on Radio
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-Jun’23
 The Top 3 states occupied 56% share of ad volumes for the FMCG sector.
 Gujarat retained its 1st position and Uttar Pradesh moved up by 1 position to achieve 2nd rank during H1’23 over
H1’22.

32%
30%
36%
2%
Time band analysis for FMCG advertising on Radio
Morning
6:00 to 10:59
Afternoon
11:00 to 16:59
Evening
17:00 to 21:59
Night
22:00 to 05:59
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-Jun’23
 Advertising for FMCG was preferred in Evening followed by Morning time-band on Radio.
 68% share of the FMCG ad volumes were in Evening and Morning time-bands during H1’23.

Ad Impressions of FMCG sector on Digital : H1’23
100
72
Indexed Growth in Ad Impressions
Note: Figures are based on Impressions for Digital; Period : Jan-Jun’22 and Jan-Jun’23
 Ad Impressions in Digital Medium witnessed a drop of 28% in H1’23 over H1’22.

Monthly Ad Impression Trend of FMCG sector on Digital : H1’23
 In Digital Medium, Apr’23 & Jun’23 both had the highest monthly ad impressions of 20%, whereas Feb’23 had the
lowest share of ad impressions i.e. 12%.
16%
12%
16%
20%
17%
20%
Monthly Share of Ad Impressions
Note: Figures are based on Impressions for Digital;

Top 10 Categories and Advertisers of FMCG for Digital
Aerated Soft Drink 9%
Energy Drink 8%
Non Aerated Soft Drink 5%
Corporate-Pharma/Healthcare 4%
Chocolates 3%
Vitamins/Tonics/Health Supplements 3%
Hearing Aids 3%
Biscuits 3%
Furnitures 3%
Breath Fresheners 3%
Coca Cola India 7%
Pepsi Co 6%
L Oreal India 6%
ITC 5%
Ferrero India 4%
Hell-Energy 4%
Soundrise Hearing Solutions 3%
Cadburys India 3%
Nivea India 3%
 Aerated Soft Drink (9%) was 1st in H1’23 compared to it’s 10th position in H1’22.
 The top 10 categories together accounted for 45% share of ad impressions in H1’23.
 Coca Cola topped among FMCG advertisers with 7% share of ad impressions in H1’23 compared to 7th position in H1’22.
 The top 10 advertisers together added 44% share of ad impressions in H1’23.
 Hell-Energy was an exclusive advertiser among the top 10 during H1’23.

Top 10 Brands of FMCG sector on Digital
 Hear.Com retained its 1st position with 3% share of ad impressions in H1’23 over H1’22.
 The top 10 brands together added 21% of ad impressions’ share during Jan-Jun’23.
 Hell Energy Drinks & Hell Energy Coffee were exclusive brands present among the top 10 during H1’23 over H1’22.
Hear.Com 3%
Thums Up 2%
Sting Energy Drink 2%
Hell Energy Drink 2%
Red Bull Energy Drink 2%
Glaxo Smithkline 2%
Hell Energy Coffee 2%
Bisleri Mineral Water 2%
Tic Tac 2%
Garnier Color Naturals 2%

81%
10% 4%
3% 2%
Programmatic Ad Network
Programmatic Direct Direct
Programmatic/Ad Network
Transaction Methods of Digital Advertising in FMCG sector
 Programmatic (81%) was the top transaction method for Digital FMCG advertising based on impressions during
H1’23.
 Programmatic and Ad Network transaction methods together captured 91% share of FMCG ad impressions on
Digital.

Website Link: www.tamindia.com For any queries write to: taminsights@tamindia.com

TAM AdEx - Half Yearly Advertising Report

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