TAM AdEx - Reviewing the GEC Genre in 2023.pdf

REVIEWING Y 2023 FOR ADVERTISING IN
GEC GENRE
Period: Y 2023
Media: TV, Print, Radio & Digital

Highlights : GEC
01
02
03
04
05
In Y 2023, there was a 32% increase compared
to Y 2019. While the growth was 2% compared
to Y 2022.
The F&B sector led the GEC genre's Ad Volumes
with a 28% share, followed by Personal
Care/Personal Hygiene at 22%.
In Y 2023, Toilet Soaps claimed the top spot with
an 8% share of Ad Volumes, and Ecom-
Media/Ent./Social Media entered the Top 10 list.
Sauce/Ketchup experienced the highest surge in
Ad secondages in Y 2023, followed by Home
Insecticides, compared to Y 2022.
HUL emerged as the top advertiser in Y 2023,
and the Top 100 advertisers collectively held an
88% share of overall GEC genre advertising.
06
07
08
09
10
Dettol Antiseptic Liquid claimed the top brand
position, followed by Lizol All In 1, among the
5200+ brands advertised on GEC genre.
Prime Time stood out as the most favored time-
band on GEC channel genre.
Ad Commercials lasting 20-40 seconds were the
preferred choice for advertising in Y 2023.
Second quarter of Year 2023 saw highest ad
volumes in GEC Genre during Y 2023.
The GEC genre boasted 720+ exclusive advertisers,
with S D Ceramics was the top exclusive^ advertiser
in GEC genre.

Trends in Ad Volumes of GEC Genre: 32% rise in Y 2023 compared to Y 2019
100 98
126 129 132
2019 2020 2021 2022 2023
Indexed Growth in GEC : Y 2020-23 over Y 2019
Index: Y 2019=100
384 396 392 384
Jan-Mar'23 Apr-Jun'23 Jul-Sep'23 Oct-Dec'23
Avg.
Ad
Volumes/Day
(In
Hours)
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2019-23
Quarterly Trends in GEC : Y 2023
Count of
Channels
155+
150+ 150+ 155+ 155+
Indexed
Ad
Volume
 Compared to Y 2022, 2% growth in Y 2023 for GEC advertising.
 Y 2023 had the highest ad volumes since Y 2019.
 Second quarter of Year 2023 saw highest ad volumes during Y 2023.

28% 27% 28% 28% 30%
72% 73% 72% 72% 70%
Y 2019 Y 2020 Y 2021 Y 2022 Y 2023
GEC Others
GEC share in TV Advertising: Stable GEC share in Y 2023 over Y 2022
 Y 2023 saw highest GEC share (30%) of overall TV Ad Volumes since Y 2019.

Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
24%
15%
11%
9%
9%
32%
Hindi GEC
Tamil GEC
Telugu GEC
Bengali GEC
Malayalam GEC
Others (10)
24%
15%
11%
10%
10%
31% Hindi GEC
Tamil GEC
Telugu GEC
Bengali GEC
Malayalam GEC
Others (10)
Subgenres of GEC
Y 2022
Subgenres of GEC
Y 2023
Period : Y 2022-2023
 During both Y 2023-22, Hindi GEC topped with more than 20% share of GEC channel genre’s Ad Volumes.
 Among top 5 GEC Genres, Hindi GEC accounted 2.4% growth in Y 2023 over Y 2022.
Top 5 Subgenres of GEC: No change in Top 5 subgenres compared to Y 2022

Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2023
330+
315+
320+
330+
1385+
1405+
1230+
1325+
2710+
2660+
2455+
2655+
Count of Categories Count of Advertisers Count of Brands
Q1’23
Q2’23
Q3’23
Q4’23
 Count of Categories and Advertisers on GEC genre dropped in Q2-Q3’22 over Q1’22 whereas count of Brands
peaked in Q1’22.
Tally of Categories, Advertisers and Brands in GEC Genre – Quarter wise
Q1’23
Q2’23
Q3’23
Q4’23
Q1’23
Q2’23
Q3’23
Q4’23

1
2
3
5
4
6
7
8
9
13
Others 7%
 Food & Beverages sector topped with 28% share of GEC genre’s Ad Volumes followed by Personal
Care/Personal Hygiene with 22% share.
 Sectors at Rank 4 and 10 observed positive rank shift in Y 2023 compared to Y 2022.
Leading Sectors: ‘Auto’ entered the Top 10 list of Y 2023
% Share Rank in Y 2022
Rank Top 10 Sectors – Y 2023
1 Food & Beverages 28%
2 Personal Care/Personal Hygiene 22%
3 Household Products 11%
4 Personal Healthcare 8%
5 Services 7%
6 Hair Care 7%
7 Laundry 6%
8 Building, Industrial & Land Materials/Equipments 2%
9 Personal Accessories 1%
10 Auto 1%

Leading Categories : Toilet Soaps (8%) led the GEC genre in Y 2023
 Ecom-Media/Entertainment/Social Media were the new entrant among the Top 10 categories.
 Toilet/Floor Cleaners, Tooth Pastes, Biscuits, and Tea saw positive rank shift.
 Top 10 categories added 39% share of GEC genre’s Ad Volumes.
1
3
2
4
6
9
8
5
7
11
Rank in Y 2022
1
2
3
4
5
6
7
8
9
10
Next 40 Categories 39%
Toilet Soaps 8%
Toilet/Floor Cleaners 5%
Milk Beverages 5%
Washing Powders/Liquids 5%
Tooth Pastes 4%
Biscuits 3%
Tea 3%
Shampoos 3%
Chocolates 3%
Ecom-Media/Entertainment/Social Media 2%
Rank Top 10 Categories in Y 2023 (Total 394) % Share

Rank
Top Growing Categories (Y2023 vs. Y2022)
(based on highest increase in Ad Volumes) Growth
1 Toilet Soaps 56%
2 Toilet/Floor Cleaners 23%
3 Biscuits 23%
4 Washing Powders/Liquids 16%
5 Tea 17%
6 Sauce/Ketchup 67%
7 Home Insecticides 64%
8 Tooth Pastes 9%
9 Air Fresheners 44%
10 Scourers 25%
 Toilet soaps took the lead in terms of the most significant increase in ad seconds, while Sauce/Ketchup
experienced the highest percentage growth, followed by Home Insecticides in the Y 2023 compared to 2022.
 3 out of top 10 growing categories belonged to Food & Beverages sector.
Top Growing Categories in GEC : 150+ Categories registered Positive Growth

Top GEC Advertisers (Y 2023) [Total 2.5 K+]
Rank
(Y 2022)
Hindustan Unilever 1
Reckitt Benckiser (India) 2
Godrej Consumer Products 4
Brooke Bond Lipton India 3
Cadburys India 5
ITC 8
Ponds India 6
Procter & Gamble 9
Procter & Gamble Home Products 10
Coca Cola India 7
Top 10 Advertisers
contributed 57% share of
GEC genre’s Ad Volumes
Leading Advertisers: FMCG Players reign the Top 10 list
 HUL and Reckitt Benckiser remained at Top 2 positions during both Y 2022-23.
 Godrej Consumer Products, ITC, Ponds India, Procter & Gamble, and Procter & Gamble Home Products saw
positive rank shift.
 Top 100 advertisers accounted for 88% share of overall GEC genre advertising.

Rank Top Exclusive^ Advertisers (GEC) [Total 720+]
1 S D Ceramics
2 Wyndham Hotels And Resorts
3 Ullu Digital Pvt Ltd
4 Channel Eight Virtual Estudios Ltd
5 Timelesstoday Llc
6 Srm Inst For Medical Sci
7 V K Trust
8 Makkal Tholai Thodarpu Kuzhumam Ltd
9 Angel Television Pvt Ltd
10 Royal Enterprises
^ Present in GEC genre but not in Other genres
Exclusive^ Advertisers in GEC- Y 2023 : 720+ exclusive advertisers in GEC genre
 S D Ceramics was the top exclusive^ advertiser in GEC genre followed by Wyndham Hotels and Resorts
that didn’t advertised on any other Genre.

Rank Top Exclusive Advertisers (Y 2023) [Total 1K+]
1 Torrent Pharmaceuticals
2 Varmora Granito
3 Devyani Food Industries
4 SRM Global Hospitals
5 SRMPR Global Railways
6 Piramal Capital & Housing Finance
7 V K Trust
8 Ashok Leyland
9 Lovable Lingerie
10 Fitpro Fitness Acdemy
^ Present in Y 2023 but not in Y 2022 in GEC genre
Leading Exclusive^ Advertisers and Brands- Y 2023 : 1K+ exclusive Advertisers
 Torrent Pharmaceuticals was the top exclusive^ advertiser during Y 2023 compared to Y 2022.

Rank Top Brands (Y2023) [Total 5.2K+]
1 Dettol Toilet Soaps
2 Lizol All In 1
3 Dettol Antiseptic Liquid
4 Harpic Power Plus 10x Max Clean
5 Glow & Lovely Advanced Multivitamin
6 Close Up Ever Fresh
7 Lifebuoy Toilet Soap
8 Surf Excel Easy Wash
9 Horlicks
10 Harpic Bathroom Cleaner
Top 10 Brands contributed
12% share of GEC Ad Volumes
Leading Brands in Y 2023: 5200+ brands advertised on GEC genre
 Dettol Antiseptic Liquid was the top brand followed by Lizol All In 1.
 Top 4 brands were from Reckitt Benckiser (India).

10%
18%
23%
11%
32%
6%
Early Morning Morning Afternoon Evening Prime Time Night
Early Morning
6:00 to 08:59
Morning
09:00 to 11:59
Afternoon
12:00 to 15:59
Evening
16:00 to 18:59
Prime Time
19:00 to 22:59
Night
23:00 to 05:59
Advertising share by Time Bands in GEC Genre
 Prime Time was the most preferred time-band on GEC genre followed by Afternoon and Morning time-
bands.
 Prime Time, Afternoon & Morning time bands together added more than 70% share of ad volumes.

27%
70%
3%
< 20 sec
20-40 sec
> 40 sec
29%
68%
3%
< 20 Sec
20-40 Sec
> 40 sec
Ad Length
Y2022
Ad Length
Y2023
Ad Size in the GEC Genre : Y 2023 and Y 2022
 Ad Commercials of 20-40 seconds were most preferred for advertising on GEC channels during both the
years.

Foranyquerieswriteto: taminsights@tamindia.com
Website Link: www.tamindia.com

TAM AdEx - Reviewing the GEC Genre in 2023.pdf

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TAM AdEx - Reviewing the GEC Genre in 2023.pdf