Brands
TAM report: SBS Biotech was the leading advertiser during Q’1, Q’2 and Q’3 of 2023
Mumbai: TAM AdEx India has released a quarterly advertising report on FMCG sector for Jul-Sept’23.
TV:
Ad volumes on television for the FMCG sector witnessed growth in Apr-Jun’23 and Jul-Sept’23 by four per cent and three per cent over Jan-Mar’23. Also, Jul-Sept’23 observed growth of two per cent in ad volumes over Jul-Sept’22 for the FMCG sector.
May’23 had the highest share of ad volumes of 12 per cent for the FMCG sector. Whereas, Feb’23 had the lowest share of ad volumes on television advertising for the FMCG sector.
Toilet Soaps, Toilet/Floor Cleaners and Washing Powders/Liquids retained their first, second and third positions respectively in Jul-Sept’23 compared to Apr-Jun’23. Tea and Mosquito Repellents were the only new entrants in the top 10 category list during Jul-Sept’23 over Apr-Jun’23. The top 10 categories collectively added 47 per cent share of ad volumes on TV for the FMCG sector.
Hindustan Unilever and Reckitt Benckiser (India) retained their first and second positions throughout first, second and third quarters of year 2023.
Together, the top 10 advertisers covered 71 per cent share of ad volumes on TV advertising for the FMCG sector. The top seven advertisers present in all the quarters of the year 2023 i.e. Jan-Sep. Britannia Industries and Nestle India entered the top 10 advertisers list and secured ninth and tenth positions compared to their 12th and 11th positions in Apr-Jun’23.
The top 10 brands collectively added the highest share of ad volumes of 17 per cent in Apr-Jun’23. Out of the top 10 brands present in Jul-Sept’23, five of them belonged to Reckitt Benckiser (India), four belonged to Hindustan Unilever and one belonged to Wipro. Dettol Toilet Soaps ascended to first position in Jul-Sept’23 compared to its fourth position in Apr-Jun’23. Santoor Sandal and Turmeric, Lifebuoy Toilet Soap and Surf Excel Easy Wash were the new entrants in the top 10 brand list in Jul-Sept’23 over Apr-Jun’23.
GEC channel genre was majorly preferred by the FMCG sector advertisers in Jul-Sept’23 with 37 per cent share of ad volumes. The top two channel genres i.e. GEC and Movies together accounted 63 per cent of the ad volumes’ share for the FMCG sector during Jul-Sept’23.
Feature films is the most commonly used genre for promoting FMCG brands on television with 28 per cent share. The top two program genres i.e. feature films and drama soap together added 43 per cent share of ad volumes on TV.
Prime time had the highest advertising share on TV followed by afternoon and morning time-bands. Prime time, afternoon & morning time bands together accounted for 72 per cent share of ad volumes.
Advertisers of the FMCG sector majorly preferred 20 – 40 secs ad size on TV with 70 per cent share of ad volumes followed by <20 secs ads.
Print:
Ad space in print medium for FMCG sector witnessed growth of six per cent and 12 per cent during both the quarters Apr-Jun’23 and Jul-Sept’23 respectively. Also, Jul-Sept’23 observed growth of seven per cent in ad space for FMCG sector compared to Jul-Sept’22.
The highest share of ad space on print medium was observed in Aug’23 with 13 per cent and the lowest share of ad space was in Feb’23 with nine per cent for FMCG sector.
During Jul-Sept’23, the range of OTC products ascended to first position with nine per cent share of ad space compared to its third position in Apr-Jun’23. Tooth pastes and range of food products were the new entrants in the top 10 category list during Jul-Sept’23 over Apr-Jun’23. The top categories together contributed 47 per cent share of ad space in Jul-Sept’23.
SBS Biotech was the leading advertiser during Q’1, Q’2 and Q’3 of Y 2023. It had 14 per cent share of ad space during Jul-Sept’23. The top 10 advertisers together added 41 per cent share of ad space in Jul-Sept’23. Divya Pharmacy was an exclusive advertiser that entered the top 10 advertiser list and secured third position compared to AprJun’23. Hindustan Unilever, Dabur India, and K P Pan Foods were the new entrants in the top 10 advertisers list in Jul-Sept’23 over Apr-Jun’23.
The top 10 brands in Jul-Sept’23 together added the highest share of ad space of 20 per cent. Patanjali Divya OTC products was an exclusive brand that entered the top 10 list and secured first position in Jul-Sept’23 over Apr-Jun’23. Dr Ortho Oil descended to the second position in Jul-Sept’23 compared to its first position in Apr-Jun’23. Patanjali range of products, Patanjali Dant Kanti and Pushp Tikha Tadka Mirch Powder were the entrants in the top 10 brand list in Jul-Sept’23 over Apr-Jun’23. Out of the top 10 brands present in Jul-Sept’23, four of them belonged to SBS Biotech and two belonged to Patanjali Ayurved.
In the period of Jul-Sept’23, Publication with the Hindi language dominated by securing a 51 per cent share of advertising space. The top five publication languages together accounted for 85 per cent share of ad space.
North Zone was the leading territory for advertising with 36 per cent share of ad space during Jul-Sept’23 for the FMCG sector. Mumbai & Kolkata were the top two cities in Pan India during Jul-Sept’23.
Sales promotion for ‘FMCG’ sector accounted for 18 per cent share of ad space in the print medium. Among sales promotions, volume promotion occupied 39 per cent share of the pie followed by discount promotion with 22 per cent share in Jul-Sept’23.
Radio:
The FMCG sector observed growth in ad volumes on Radio Medium by 12 per cent and 19 per cent during Apr-Jun’23 and Jul-Sept’23 respectively. Compared to Jul-Sept’22, ad volumes of the FMCG sector observed growth of 48 per cent in Jul-Sept’23.
May’23 and Aug’23 had the highest share of ad volumes of 13 per cent on radio medium for the FMCG sector. Whereas, Jan’23 & Feb’23 had the lowest share of ad volumes of nine per cent.
In Jul-Sept’23, Pan Masala category retained its first position with 14 per cent share of ad volumes compared to Apr-Jun’23. Range of Hair Car was a new category that entered the top 10 category list and secured seventh position in Jul-Sept’23 over AprJun’23. The top 10 categories together added 59 per cent share of ad volumes during Jul-Sept’23. Edible oil and rubs and balms were the new entrants in the top 10 category list in Jul-Sept’23 over Apr-Jun’23.
Vishnu Packaging secured first position in the first three quarters of Y 2023. Together, the top 10 advertisers added 46 per cent share of ad volumes in Jul-Sept’23. Compared to Apr-Jun’23, Vishnu Packaging and SBS Biotech retained their first and second positions with 11 per cent and 8 per cent share of ad volumes in Jul-Sept’23. DN Global Marketing and Lakshmi Snacks were exclusive brands that entered the top 10 advertiser list in Jul-Sept’23 over AprJun’23.
Vimal Pan Masala was consistent in securing the first position during the first three quarters of the year 2023. Jan-Mar’23 had the highest collective ad volume share of the top 10 brands with 35 per cent for FMCG category. There were four exclusive advertisers present in Jul-Sept’23 compared to Apr-Jun’23. Glaxo Smithkline entered the top 10 list in Jul-Sept’23 and secured third position, compared to its 34th position in Apr-Jun’23.
Gujarat was the leading state with 24 per cent share of ad volumes on Radio for the FMCG sector. The top three states occupied 56 per cent share of ad volumes for the FMCG sector.
Advertising for FMCG was preferred in the evening followed by morning time-band on the radio. Together, evening and morning time bands added 70 per cent share of ad volumes on radio advertising for FMCG sector.
Digital:
Ad impressions on Digital medium for the FMCG sector witnessed growth of 29 per cent during Apr-Jun’23 compared to Jan-Mar’23. Whereas, Jul-Sept’23 observed a de-growth of six per cent over Jan-Mar’23. Also, ad impressions decreased by 29 per cent in Jul-Sept’23 compared to Jul-Sept’22.
In digital medium, Apr’23 & Jun’23 both had the highest monthly ad impressions of 14 per cent, whereas Feb’23 and Jul’23 had the lowest share of ad impressions i.e. nine per cent.
Corporate-pharma/healthcare ascended to first position with 11 per cent share of ad impressions compared to its second position in Apr-Jun’23. Out of the top 10 categories, five of them were new entrants in Jul-Sept’23 compared to Apr-Jun’23. The top 10 categories together added 45 per cent share of ad volumes during Jul-Sept’23.
Hindustan Unilever ascended to first position in Jul-Sept’23 with seven per cent share of ad impressions compared to its third position in Apr-Jun’23. Out of the top 10 advertisers present in Jul-Sept’23, four of them were new entrants compared to Apr-Jun’23. The top 10 advertisers together accounted for 48 per cent share of ad volumes on radio in Jul-Sept’23 for the FMCG sector.
Hear.Com retained its first position in Jul-Sept’23 compared to Apr-Jun’23.
The top 10 brands of Jan-Mar’23 and Jul-Sept’23 had the maximum share of ad impressions i.e. 28 per cent. Fortune Xpert Total Balance and Britannia Nutri Choice Seeds were exclusive brands present in Jul-Sept’23. Out of the top 10 brands present in Jul-Sept’23, seven of them were new entrants compared to Apr-Jun’23.
Programmatic (86 per cent) was the top transaction method for digital FMCG advertising based on impressions during Jul-Sept’23. Programmatic and ad network transaction methods together captured 94 per cent share of FMCG ad impressions on digital.
Brands
Uber launches hotel bookings feature in partnership with Expedia
From hotel bookings to room service at your door, the ride-hailing giant is making its boldest push yet into everyday life
CALIFORNIA: Uber is done being just a taxi app. At its annual GO-GET product event, the world’s leading mobility and delivery platform unveiled a sweeping set of new features designed to plant itself at the centre of how people travel, eat and shop, hotel bookings included.
The headline move is a partnership with Expedia Group that lets Uber users in the United States book hotels directly within the Uber app, with access to a catalogue that will eventually grow to more than 700,000 properties worldwide. Uber One members get 10 per cent back in Uber One credits on all hotel bookings and savings of at least 20 per cent on a rolling list of more than 10,000 hotels globally. Vacation rentals from Vrbo, Expedia Group’s home-rental brand, will be added later this year. The partnership is expected to expand beyond the United States. From June, Uber rides will also be integrated directly into the Expedia app, with push notifications sent to travellers ahead of hotel check-in to book discounted Uber rides for the duration of their stay.
Dara Khosrowshahi, chief executive of Uber, framed the expansion in terms of the modern condition. “Uber is becoming an app for everything, helping people go, get, and now travel all in one place,” he said. “We’re all living through a moment of real cognitive overload: too many apps, too many decisions, too much noise. At the end of the day, our job is to help people reclaim their time, spending less of it managing the logistics of life and more of it actually living.”
Ariane Gorin, chief executive of Expedia Group, struck a similarly ambitious note. “Travel should feel effortless, and this partnership gets us one step closer to offering a seamless traveller experience,” she said. “By connecting our two-sided marketplace with Uber, we’re bringing Uber rides directly into the Expedia app and Expedia Group’s lodging inventory into the Uber app through our Rapid API technology. Together, we’re helping travellers spend less time planning and more time enjoying the journey.”
Beyond hotels, the product announcements come thick and fast. Travel Mode, available within both the Uber and Uber Eats apps, offers curated recommendations on local favourites, tourist destinations, OpenTable restaurant reservations and on-demand delivery to hotel rooms. Uber One International means the membership programme now works globally, allowing members to earn credits on rides abroad that can be redeemed once back home. A new Shop for Me feature lets users request items from any store, even those not listed on the app. Eats for the Way allows riders in select cities booking an Uber Black or Uber Black SUV to have a drink or snack waiting for them in the car. Voice Bookings, powered by artificial intelligence, lets users book a ride conversationally, without touching their phone. And a redesigned One Search bar consolidates results for places, food and items across the entire Uber platform in a single query.
Uber has now logged more than 72 billion trips since it launched in 2010. The question it is now answering is what comes after the ride. The answer, apparently, is everything else. Whether users want a hotel in Paris, a coffee in the back of a car or a snake plant from the local garden centre, Uber would very much like to be the one to provide it. The app economy’s land grab has a new front-runner.
NOTE: The image used is AI generated and only for representational purposes.
