TAM AdEx - 2023 Cross Media Advertising Recap - FMCG Sector.pdf

TAM AdEx :
2023 Cross Media Advertising
Recap – FMCG Sector
SOURCE: ADEX INDIA
A DIVISION OF TAM MEDIA RESEARCH

2.
3.
4.
1.
TV ad volumes witnessed growth of 36% for
FMCG Sector in Y 2023 over Y 2019.
Compared to 1st Quarter of Y 2023, ad volumes
of 4th Quarter increased by 2% for FMCG
Sector.
Ad space on Print medium increased by 3% in Y
2022 for FMCG Sector compared to Y 2019.
4th Quarter of Y 2023 witnessed growth in ad
space by 30% over 1st Quarter.
4 out of Top 10 Categories constitutes Food &
Beverages brands.
On TV, Rubs and Balms was a new category that
entered the top 10 list and secured 10th position
in Y 2023 over Y 2022.
52% of the FMCG Ads were in Hindi Publication
Language during Y 2023.
North Zone was the leading territory for FMCG
advertising with New Delhi being its leading city
in Y 2023.
Period : Y 2023
Highlights – Part 1
Television Print

7.
5.
6.
Indexed ad volumes of Radio, increased by 62% in
Y 2023 compared to Y 2019 for FMCG Sector.
Among Quarterly Trends of Y 2023, 4th Quarter
witnessed growth of 27% compared to 1st Quarter
for FMCG advertising.
Ad impressions on Digital medium increased by
almost 7 Times during Y 2023 over Y 2019 for
FMCG Sector.
Second Quarter of Y 2023 observed growth of
29% in ad impressions over First Quarter of Y
2023.
Gujarat was the leading state for FMCG
advertising with 25% share of ad volumes,
followed by Uttar Pradesh with 18% share.
Among Advertisers, Vishnu Packaging upheaved
to 1st position in Y 2023 over Y 2022.
Period : Y 2023
Highlights – Part 2
8.
Hear.Com was the leading brand from FMCG Sector
with 4% share of ad impressions on Digital.
Programmatic (85%) was the top transaction
method for Digital advertising of FMCG sector in Y
2023.
Radio Digital

Ad Volumes for FMCG sector on TV
100
109
133 132 136
Y 2019 Y 2020 Y 2021 Y 2022 Y 2023
Indexed Growth in Ad Volumes
Index: Y 2019=100
100
104 103 102
Jan-Mar'23 Apr-Jun'23 Jul-Sep'23 Oct-Dec'23
Indexed
Growth
in
Ad
Volumes
Quarterly Trends : Y 2023
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2019-23
 Ad Volumes for FMCG Sector witnessed growth of 36% in Y 2023 compared to Y 2019. Whereas, when we
compared Y 2023 with Y 2022, there was growth of only 3%. Also, ad volumes of Y 2020, Y 2021 and Y 2022
increased by 9%, 33% and 32% respectively over Y 2019.
 Among Quarterly Trends of Y 2023, 4th Quarter observed growth of 2% over 1st Quarter. Additionally, ad volumes
of both 2nd and 3rd Quarters increased by 4% and 3% respectively over 1st Quarter.

Monthly Ad Volume Trend of FMCG sector on TV
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan’23-Dec’23
 Television ad volumes for FMCG Sector were observed the highest during May’23 with 8.7% share, closely followed by
Oct’23 with 8.6% share.
8.3%
7.8%
8.3%
8.5%
8.7%
8.2%
8.4% 8.5%
8.3%
8.6%
8.2%
8.1%
Jan'23 Feb'23 Mar'23 Apr'23 May'23 Jun'23 Jul'23 Aug'23 Sep'23 Oct'23 Nov'23 Dec'23
Monthly Share of Ad Volumes

Top 10 Categories and Advertisers of FMCG on TV
Top 10 Categories % Share
Toilet Soaps 10%
Toilet/Floor Cleaners 6%
Washing Powders/Liquids 5%
Tooth Pastes 4%
Milk Beverages 4%
Biscuits 4%
Shampoos 3%
Tea 3%
Chocolates 3%
Rubs And Balms 2%
Top 10 Advertisers % Share
Hindustan Unilever 25%
Reckitt Benckiser (India) 19%
Godrej Consumer Products 6%
P&G 5%
Cadburys India 3%
ITC 3%
Coca Cola India 2%
Wipro 2%
Colgate Palmolive India 2%
PepsiCo 2%
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2023
 4 out of Top 10 Categories constituted of Food & Beverages brands Y 2023.
 Toilet Soaps and Toilet/Floor Cleaners retained their 1st and 2nd positions in Y 2023 over Y 2022. Also, the top 10 categories
collectively added 45% share of ad volumes for FMCG Sector on TV.
 In Y 2023, Rubs And Balms secured 10th position with 2% share of ad volumes compared to its 12th position in Y 2022.
 The top 10 advertisers together added 69% share of ad volumes with Hindustan Unilever leading the list.

Top 10 Brands from FMCG sector on TV
 Dettol Antiseptic Liquid was the leading brand from FMCG Sector in Y 2023 with 2% share of ad volumes.
 Out of the top 10 brands, 5 of them belonged to Reckitt Benckiser and 4 belonged to Hindustan Unilever.
 Together, the top 10 brands accounted for 14% share of ad volumes.
 During Y 2023, Santoor Sandal And Turmeric, Close Up Ever Fresh and Lifebuoy Toilet Soap entered the top 10
list compared to Y 2022.
Top 10 Brands % Share
Dettol Antiseptic Liquid 2%
Dettol Toilet Soaps 2%
Lizol All In 1 2%
Harpic Power Plus 10x Max Clean 2%
Harpic Bathroom Cleaner 1%
Glow & Lovely Advanced Multivitamin 1%
Santoor Sandal And Turmeric 1%
Close Up Ever Fresh 1%
Surf Excel Easy Wash 1%
Lifebuoy Toilet Soap 1%

Top Channel Genres preferred by advertisers of FMCG sector on TV
 GEC was the most preferred Channel Genre by the FMCG Players in Y 2023 with 37% share of ad volumes.
 The top 2 Channel Genres together contributed 62% share of ad volumes.
Channel Genres % Share
GEC 37%
Movies 25%
Music 15%
News 15%
Kids 5%
Others (6) 3%

Top 10 Program Genres preferred by advertisers of FMCG sector on TV
 Feature Films is the most commonly used genre for promoting FMCG brands on Television.
 Top 2 program genres i.e. Feature Films and Drama Soap together added more than 40% share of ad volumes on TV.
Program Genres % Share
Feature Films 28%
Drama/Soap 14%
News Bulletin 12%
Film Songs 12%
Cartoons/Animation 7%
Music Shows/Songs 5%
Religious/Devotional/Astrology 3%
Comedies 3%
Film Based Magazines 3%
Mythological/Costume Dramas 2%

Time band analysis for FMCG advertising on TV
 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.
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

Preference of ad size by advertisers of FMCG on TV
70%
28%
2%
20-40 sec <20 sec > 40 sec
 Advertisers of FMCG sector majorly preferred 20 - 40 secs ad size on TV.
 20-40 seconds and <20 seconds ads together covered more than 90% of share in Y 2023.

Ad Space for FMCG sector in Print
100
86
103
98
87
Y 2019 Y 2020 Y 2021 Y 2022 Y 2023
Indexed Growth in Ad Space
Index: Y 2019=100
100
106
112
130
Indexed
Growth
in
Ad
Sapce
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Y 2019-23
 In Print, ad space witnessed growth only in Y 2021 of 3% compared to Y 2023 for FMCG Sector. Whereas, Y 2020, Y
2022 and Y 2023 observed de-growth of 14%, 2% and 13% respectively over Y 2019. Compared to Y 2022, ad space
for FMCG was decreased by 10% in Y 2023.
 Indexed Growth in ad space was observed the highest i.e. 30% in Oct-Dec’23 compared to Jan-Mar’23. Additionally,
there was an increase in ad space of Apr-Jun’23 and Jul-Sept’23 of 6% and 12% respectively compared to Jan-Mar’23.

Monthly Ad Space Trend of FMCG sector in Print
Period : Jan’23-Dec’23
 FMCG Sector had the highest share of ad space of 10% in Oct’23 in Print, whereas, Feb’23 had the lowest share of ad
space i.e. 6%.
7.6%
6.0%
8.6%
7.4% 7.6%
8.7%
7.8%
9.2%
8.1%
10.4%
8.9%
9.7%
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 in Print
Range of OTC Products 7%
Digestives 5%
Rubs And Balms 5%
Pan Masala 5%
Spices 5%
Vitamins/Tonics/Health Supplements 5%
Range of Food Products 3%
Furniture 3%
Tooth Pastes 3%
Hair Oils 3%
SBS Biotech 13%
Patanjali Ayurved 5%
GCMMF (Gujarat Coop Milk Mkt Fed) 3%
Torque Pharma 3%
Divya Pharmacy 2%
Emami 2%
Munimjee & Sons 2%
K P Pan Foods 2%
Godrej Consumer Products 2%
Period : Y 2023
 In Categories, Range of OTC Products ascended to 1st position with 7% share of ad space in Y 2023 over Y 2022.
 During Y 2023, Spices and Tooth Pastes categories entered the top 10 list and secured 5th and 9th positions respectively compared to Y 2022.
 The top 10 categories had a collective share of 44% for FMCG Sector.
 Among the top advertisers, SBS Biotech secured 1st position with 13% share of ad space.
 In Y 2023, Munimjee & Sons and K P Pan Foods were the only new entrants present in the top 10 list over Y 2022. Also, the top 10 advertisers added
35% share of ad space for FMCG Sector.

Top 10 Brands from FMCG sector in Print
Period : Y 2023
 In Y 2023, Dr Ortho Oil ascended to 1st position with 3% share of ad space compared to Y 2022. Also, Patanjali Range of Products
descended to 6th position compared to its 1st position in Y 2022.
 The top 10 brands from FMCG Sector together accounted for 15% share of ad space during Y 2023.
 During Y 2023, there were 5 new entrants in the brand list for FMCG Sector compared to Y 2022.
 Also, out of the top 10 brands present in Y 2023, 5 of them belonged to SBS Biotech.
Dr Ortho Oil 3%
Patanjali Divya OTC Products 2%
Eye Mantra Eye Drops 2%
Pet Saffa Range 2%
Roop Mantra Ayur Face Cream 1%
Patanjali Range Of Products 1%
Ghadi Maha Shaktishali Det Powder 1%
Patanjali Range Of Products(Per) 1%
Rajshree Silver Coated Elaichi 1%
Sachi Saheli Ayurvedic Range Of Products 1%

Newspaper: Publication Language and Genre for FMCG sector in Print
Publication Genre % Share
General Interest 98%
Business/Finance/Economy 1%
Focus on Advertising on General Interest Newspapers by
advertisers
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Y 2023
 Hindi was the top Publication Language with 52% share of ad space in Y 2023. Together, the top 5
Publication Languages added 86% share of ad space.
 General Interest publication genre made a clean sweep with 98% of sector’s ad volume.
Publication Language % Share
Hindi 52%
English 13%
Marathi 11%
Kannada 6%
Telugu 4%
Others (8) 14%

Zone % Share
North Zone 38%
West Zone 25%
South Zone 20%
East Zone 17%
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
 North Zone topped with 38% share of FMCG advertising in Print in Y 2023.
 Mumbai & New Delhi were top 2 cities in Pan India for FMCG advertising in Print.

77% 21%
2%
Brand Promotion Sales Promotion Others
37%
22%
19%
13%
5%
4%
Volume Promotion Discount Promotion
Add On Promotion Multiple Promotion
Combination Promotion Others (2)
Sales Promo
Advertising Promotions of FMCG sector in Print
 Sales Promotion for ‘FMCG’ sector accounted for 21% of ad space share in Print medium.
 Among Sales Promotions, Volume Promotion occupied 37% share of the pie followed by Discount Promotion with 22%
share in Y 2023.

Ad Volumes for FMCG sector on Radio
100
91
129
137
162
Y 2019 Y 2020 Y 2021 Y 2022 Y 2023
Indexed Growth in Ad Volumes
Index: Y 2019=100
100
112
120
127
Indexed
Growth
in
Ad
Volumes
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Y 2019-23
 Indexed ad volumes observed a significant surge of 62% for FMCG Sector during Y 2023 compared to Y 2019 on Radio. Also, there
was growth in ad volumes of 18% in Y 2023, when compared to Y 2022.
 Y 2021 and Y 2022 witnessed growth in ad volumes for FMCG Sector of 29% and 37% respectively compared to Y 2019. Whereas, ad
volumes for FMCG Sector on Radio had de-growth of 9% in Y 2020 over Y 2019.
 Compared to Jan-Mar’23, Oct-Dec’23 had the highest growth of 27% in the Quarterly Trends of Y 2023. Additionally, Q’2 and Q’3 of Y
2023 observed growth of 12% and 20% respectively over Q’1 of Y 2023.

Monthly Ad Volume Trend of FMCG sector on Radio
 Ad volumes on Radio were observed the highest in Nov’23 with 10% share for FMCG Sector. Whereas, Jan’23 had the
lowest share of ad volumes of 6.5%.
6.5% 6.6%
8.7%
8.0%
9.1%
7.3%
8.1%
9.3%
8.7%
9.9% 10.0%
7.7%
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 on Radio
Pan Masala 15%
Digestives 6%
Corporate-Pharma/Healthcare 6%
Edible Oil 6%
Spices 6%
Milk 5%
Range of OTC Products 5%
Range of Food Products 4%
Furniture Related Items 3%
Ice Cream/Frozen Desserts 3%
Vishnu Packaging 10%
SBS Biotech 7%
Himalaya Wellness Company 4%
Mother Dairy Fruit & Vegetable 4%
GCMMF (Gujarat Coop Milk Mkt Fed) 4%
Patanjali Ayurved 3%
Hamdard 2%
Glaxo Smithkline Pharmaceutic 2%
Pfizer 2%
Century Plyboards India 2%
Period : Y 2023
 The top 10 categories from FMCG Sector collectively added 59% share of ad volumes with Pan Masala leading the
list. During Y 2023, there were 4 categories that entered the top 10 list compared to Y 2022.
 Among Advertisers from FMCG Sector, Vishnu Packaging ascended to 1st position with 10% share of ad space in Y
2023 over Y 2022. Also, the top 10 advertisers together covered 40% share of ad volumes.
 Out of the top 10 advertisers present in Y 2023, 4 of them were new entrants compared to Y 2022.

Top 10 Brands from FMCG sector on Radio
Period : Y 2023
 On Radio, Vimal Pan Masala upheaved to 1st position with 10% share of ad volumes compared to its 3rd position
in Y 2023 over Y 2022.
 The top 10 brands present in Y 2023 together accounted for 28% share of ad volumes.
 During Y 2023, there were 3 exclusive brands present among the Top 10.
Vimal Pan Masala 10%
Pet Saffa 3%
Amul Milk 2%
Dr Ortho Range Of Products 2%
Mother Dairy Milk 2%
Himalaya Ashvagandha 2%
Glaxo Smithkline 2%
Pfizer 2%
Patanjali Range Of Products 2%
Roop Mantra Face Wash 2%

25%
18%
13%
8%
8%
6%
6%
6%
5%
4% 1%
Gujarat Uttar Pradesh Maharashtra Delhi
West Bengal Rajasthan Madhya Pradesh Andhra 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 : Y 2023
 For FMCG Sector, Gujarat maintained its 1st position with 25% share on Radio.
 The top 5 states contributed 72% share of ad volumes for FMCG Sector.

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 : Y 2023
 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 in Y 2023.

Ad Impressions for FMCG sector on Digital
Index: Y 2019=100
100
129
94
110
Indexed
Growth
in
Ad
Impressions
Note: Figures are based on Impressions for Digital; Period : Y 2019-23
 Digital medium observed a massive surge in ad impressions for FMCG Sector in Y 2022 of almost 9 Times compared to Y 2019. Also,
compared to Y 2022, there was de-growth in ad impressions of 23% in Y 2023.
 Compared to Y 2019, there was significant growth during Y 2021 and Y 2023 i.e. 4 Times and 7 Times respectively for FMCG Sector.
 While analyzing the Quarterly Trends, a growth was seen in ad impressions in Q’2 and Q’4 of Y 2023 by 29% and 10% respectively
over Q’1 of Y 2023. Whereas, ad impressions in Jul-Sept’23 were decreased by 6% compared to Jan-Mar’23.
100 119
409
895
690
Y 2019 Y 2020 Y 2021 Y 2022 Y 2023
Indexed Growth in Ad Impressions

Monthly Ad Impressions Trend of FMCG sector on Digital
 FMCG Sector ad impressions were highest during Nov’23 with 11% share on Digital medium and the lowest was
observed in Feb’23 with 6.5% share.
8.3%
6.5%
8.3%
10.3%
9.1%
10.3%
6.7%
7.5% 7.5% 7.4%
11.0%
7.0%
Monthly Share of Ad Impressions
Note: Figures are based on Impressions for Digital;

Top 10 Categories and Advertisers of FMCG for Digital
Corporate-Pharma/Healthcare 6%
Chocolates 6%
Aerated Soft Drink 5%
Energy Drink 5%
Non Aerated Soft Drink 4%
Hearing Aids 4%
Vitamins/Tonics/Health Supplements 3%
Moisturising Lotion/Creams 3%
Hair Dyes 3%
Face Wash 3%
L Oreal India 7%
Cadburys India 7%
Coca Cola India 6%
Nivea India 4%
ITC 4%
Soundrise Hearing Solutions 4%
PepsiCo 3%
Ferrero India 2%
PepsiCo India Holding 2%
Period : Y 2023
 In Categories, Corporate-Pharma/Healthcare entered the top 10 list and secured 1st position during Y 2023 over Y 2022, whereas
Chocolates descended to 2nd position in Y 2023 compared to its 1st position in Y 2022.
 The top 10 categories on Digital medium had a combined share of 41% in Y 2023.
 L Oreal India retained its 1st position in FMCG advertising with the highest share of 7% in Y 2023 over Y 2022.
 Among the top 10 advertisers on Digital medium, there were 3 new entrants for FMCG Sector during Y 2023 compared to Y 2022.
Also, there was a collective share of 43% for the top 10 advertisers on Digital medium.

Top 10 Brands from FMCG sector on Digital
Period : Y 2023
 Top 10 Brands accounted 18% share of ad impressions in Y 2023 for FMCG advertising.
 Apart from Hear.com and Maaza, all the brands present in the top 10 list were new entrants during Y 2023 over Y
2022.
Hear.com 4%
Cadburys Bournvita 2%
Garnier Color Naturals 2%
Nivea Soft 2%
Thums Up 1%
Sting Energy Drink 1%
Maaza 1%
Glaxo Smithkline 1%
Red Bull Energy Drink 1%
Rin Detergent Cake 1%

85%
8%
3%
2% 2%
Programmatic Ad Network
Programmatic Direct Direct
Programmatic/Ad Network
Transaction Methods of Digital Advertising in FMCG Sector
Period : Y 2023
 Programmatic (85%) was the top transaction method for Digital advertising of FMCG sector in Y 2023.
 Programmatic and Ad Network transaction methods together captured 93% share of FMCG ad impressions on
Digital.

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TAM AdEx - 2023 Cross Media Advertising Recap - FMCG Sector.pdf

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TAM AdEx - 2023 Cross Media Advertising Recap - FMCG Sector.pdf