Brands
TAM report: TV ad volumes in the GEC genre showed a steady four per cent increase
Mumbai: TAM India has released a quarterly advertising report on GEC channel genre for Jul-Sept’23.
Television ad volumes in the GEC genre showed a steady four per cent increase during both the periods of Apr-Jun’23 and Jul-Sept’23 when compared to Jan-Mar’23. Additionally, Jul-Sept’23 saw a one per cent rise compared to Jul-Sept’22 in the GEC genre.
Food & beverages, personal care/personal hygiene and household products sectors maintained their rankings as first and second and third respectively, during Jul-Sept’23 compared to Apr-Jun’23. ‘Banking/Finance/Investment’ and ‘Babycare’ emerged as newcomers in the top 10 list of sectors during Jul-Sept’23, surpassing their positions in Apr-Jun’23. Together, the top 10 sectors accounted for 94 per cent of the ad volumes during Jul-Sept’23.
The toilet soaps category maintained its leading position, securing nine per cent of ad volumes during Jul-Sept’23 as it did in Apr-Jun’23. Additionally, toothpastes, biscuits, and chocolates preserved their rankings at fifth, eighth, and ninth places, respectively, in Jul-Sept’23 compared to Apr-Jun’23. Collectively, the top 10 categories contributed 43 per cent of ad volumes in Jul-Sept’23. Among these, mosquito repellents emerged as the sole new entry in the top 10 list of categories during Jul-Sept’23 when compared to Apr-Jun’23.
Hindustan Unilever and Reckitt Benckiser (India) retained their first and second positions during Q’1, Q’2 and Q’3 of Y 2023. Together, the top 10 advertisers contributed 66 per cent share of ad volumes in Jul-Sept’23.
In Jul-Sept’23, Britannia Industries was the only new entrant in the top 10 list of advertisers.
Dettol Toilet Soaps ascended to first position in Jul-Sept’23 compared to its seventh position in Apr-Jun’23. The top 10 brands together covered 12 per cent share of ad volumes in Jul-Sept’23. Lifebouy Toilet Soap, Horlicks and Clinic Plus.
The ‘Ecom-Online Shopping’ category experienced the highest surge in ad secondages, boasting an 83 per cent increase in television advertising for GEC genre. Among the top 10 categories, Diapers exhibited the most substantial growth percentage, skyrocketing fourfold during Jul-Sept’23.
Shampoo were the new entrants in the top 10 brands list in Jul-Sept’23 over Apr-Jun’23. Out of the top 10 brands, four of them belonged to Reckitt Benckiser (India) and six belonged to Hindustan Unilever in Jul-Sept’23.
In Jul-Sept’23, Hindi GEC maintained its leading position, claiming a 24 per cent share of ad volumes compared to Apr-Jun’23. The top five channel subgenres collectively represented 68 per cent of ad volumes during Jul-Sept’23.
Brands
UK’s OnlyFans seeks US investor at $3bn valuation after owner’s death
The adult video platform is seeking stability after the death of its billionaire owner
LONDON: OnlyFans is looking for a new partner. The London-based adult video platform is in advanced talks to sell a minority stake of less than 20 per cent to Architect Capital, a San Francisco-based investment firm, in a deal that would value the business at more than $3bn (£2.2bn).
The move is driven by an urgent need for stability. Leonid Radvinsky, the Ukrainian-American billionaire who owned OnlyFans, died of cancer last month at the age of 43, leaving the future of one of Britain’s most profitable privately held businesses suddenly uncertain.
The choice of Architect Capital is not arbitrary. The firm has deep expertise in financial services, which aligns neatly with OnlyFans’ ambitions to offer banking products to its creators, many of whom have long struggled to access basic financial services because of the nature of their work.
The numbers behind OnlyFans are, by any measure, staggering. The platform posted revenues of $1.4bn in the year to 30th November 2024, with a pre-tax profit of $684m, up four per cent on the prior year. Payments to creators totalled $7.2bn over the same period, a rise of nearly ten per cent. Radvinsky personally collected $701m in dividends from the business in 2024 alone, on top of more than $1bn in such payments he had already received. The platform, run through its parent company Felix International, hosts 4.6m creator accounts, with performers keeping 80 per cent of subscription proceeds and the platform pocketing the remaining 20 per cent. It has 377m fan accounts in total.
The current minority stake talks represent a notable scaling back of ambitions. In January, OnlyFans was reported to be in discussions with Architect about selling a majority stake of 60 per cent. Before that, the company had explored a sale to a consortium led by Forest Road Company, a Los Angeles-based investment firm. Neither deal materialised.
OnlyFans has built an enormously lucrative business on content that mainstream finance has long refused to touch. Now, with its owner gone and a $3bn valuation on the table, it is looking for the kind of respectable institutional backing that might finally persuade the banks to take its calls.
