TV ad volumes grew 2% in in July-Sept’22 vs Jan-Mar’22: TAM AdEx report

TV ad volumes grew 2% in in July-Sept’22 vs Jan-Mar’22: TAM AdEx report

F&B industry topped with 21 per cent during the same period.


Mumbai: On Wednesday, TAM AdEx released a television advertising quarterly report from July to September 2022. According to the report, the TV ad volume increased by two per cent for the same period over January to March 2022 and by four per cent over April to June 2022.

The top three industries of advertising on television maintained their ranks during the period as compared to April to June' 22.

According to the report, food & beverage (F&B) topped with 21 per cent, while auto registered the highest positive shift in ranking, i.e., from 13th to ninth. Household products and education were among the other industries with positive rank shifts. Personal healthcare was the only sector among the top 10 to move down in rank, the report added.

From July to September 22, the top ten categories added a 29 percent share of ad volumes.

Mosquito repellents and ecommerce (online shopping) were the new entrants in the top 10 list. Shampoo moved down from third place in April to June’22 to ninth place in July to September ’22.

FMCG players ruled the list of the top 10 advertisers, with Reckitt leading the list. HUL, Reckitt, and Brooke Bond remained the top three advertisers, with Reckitt replacing HUL in the top position from July to September’22.

For the current period, the top 10 advertisers together contributed 40 per cent of ad volumes. Six out of the top 10 brands were from Reckitt Benckiser.

The top 10 brands added 11 per cent to the total TV ad volumes from July to September ’22.

Procter & Gamble home products and Colgate Palmolive India were the new entrants in the top 10 list.

Adding to this, July to September ’22 had the highest number of brands compared to the previous two quarters.

In terms of categories, toilet soaps topped the list with the highest growth in ad secondages in July to September ’22 vs. April to June’22 i.e. 1.5 times, while mosquito repellents witnessed the highest growth per cent, i.e. 2.2 times, in comparison to April to June’22.

News and GEC (general entertainment channels) were the most popular genres on television, with more than 55 per cent of ad volumes. When compared to the previous two quarters, the volume share of news ads decreased from July to September 22.

The top five genres contributed 90 per cent to the total TV advertising volumes in the first three quarters of 2022.