TAM AdEx: Rewinding 2023 for advertising in music genre

TAM AdEx: Rewinding 2023 for advertising in music genre

Ad volumes in music genre witnessed 46 per cent rise in 2023 compared to 2019.


Mumbai: TAM AdEx India has released a report on television medium – reminiscing 2023 for advertising in music genre.

Trends: Ad volumes/channel in music genre: 46 per cent rise in 2023 compared to 2019

Ad volumes for movie genre per channel witnessed growth during 2021 and 2022 with 37 per cent and 42 per cent share compared to 2019. Whereas, 2023 observed growth in ad volumes by three per cent over 2022 for movie genre. Compared to Q’4 of 2023, there was growth in ad volumes of 17 per cent in Q’2 of 2023.

Share of music genre in overall TV advertising: 2019-23

Over the past five years, the music genre constituted a share of ad volumes ranging from 11 per cent to 13 per cent.

Top five sub-genres of music genre

Tamil and Punjabi Music sub-genre maintained their ranks in 2023 over 2022, with Tamil having 18 per cent share of ad volumes and Punjabi 13 per cent share in 2023. Together, the top five music sub-genres accounted for 55 per cent share of ad volumes in 2023.

Leading sectors: Top 10 sectors added 95 per cent ad volume share for ‘music’ advertising

In 2023, the F&B sector emerged as the top contributor to ad volumes within the music genre, accounting for a 26 per cent share. During 2023, the top eight sectors retained their respective positions compared to 2022.

Leading categories: Toilet soaps (nine per cent) led the music genre’s category in 2023

During 2023, the top 10 categories had a collective share of 42 per cent with Toilet Soaps leading the list. Tea entered the top 10 list of categories in 2023 with three per cent share of ad volumes compared to 2022. Out of the top 10 categories present in 2023, five of them belonged to Food & Beverages Sector.

Top growing categories: 100 plus categories registered positive growth

Toilet soaps saw the highest increase in ad seconds (55 per cent), while eye make up topped in terms of growth percent with eight times growth during 2023 compared to 2022 in music genre.

Leading advertisers: 2023 - 760 plus players were present in the music genre

Top 10 advertisers contributed 70 per cent share of music genre’s ad volumes. Reckitt Benckiser and HUL retained their first and second positions during 2023 with 24 per cent and 21 per cent share of ad volumes. ITC was the only new entrant during 2023 compared to 2022.

Exclusive^ advertisers present in music genre: Y 2023

Over 45 advertisers publicised exclusively in music genre during 2023. Juniors Fashion Week was the top exclusive^ advertiser in Music Genre followed by Jay EII Healthcare.

^ Present in music genre but not in other genres

Leading exclusive advertisers: 2023

Over 295 advertisers exclusively publicized during 2023 in the music genre. In the year 2023, Bacardi Martini India emerged as the leading exclusive advertiser over 2022.

Present in 2023 but not in 2022

Leading brands of 2023: Over 1,980 brands were present in music genre during 2023

The top 10 brands contributed 17 per cent share of music ad volumes. Dettol Antiseptic Liquid secured the first position with three per cent share of ad volumes in 2023. The top five brands retained their respective positions during 2023 over 2022. Veet Pure, Santoor Sandal, and Turmeric & Surf Excel Easy Wash were new entrants in 2023 compared to 2022. Mortein Smart Plus was an exclusive brand that entered the top 10 list and secured ninth position in 2023 over 2022.

Advertising share by time bands in music genre

Prime time garnered highest share of ad volumes of 32 per cent followed by afternoon with 27 per cent in 2023. Primetime, afternoon & morning time bands together added 74 per cent share of music genre ad volumes.

Ad size in the music genre: 2023 and 2022

Ad size of 20-40 seconds was majorly preferred by advertisers in both 2023 and 2022 with 72 per cent and 69 per cent share of ad volumes respectively.