Hindi GEC tops GEC genre’s ad volumes in H1 FY'22: TAM Media report

50 per cent indexed growth was observed in GEC in H1 FY22

Mumbai : TAM media research’s subdivision AdEx India has released the half yearly report for advertising in the general entertainment channel (GEC genre). According to recent data, Hindi GEC tops with 24 per cent share of GEC genre’s ad volumes in H1 FY22 and  50 per cent indexed growth was observed. 

GEC contributes 28 per cent of the ad volume share of overall advertising across different genres (H1 FY'21 and H1 FY'22). The GEC genre has five key sub-genres which include Hindi GEC, Tamil GEC, Telugu GEC, Malayalam GEC, Bengali GEC, and other languages GEC.

During both periods (H1 FY'21 and H1 FY'22), Hindi GEC topped with 24 per cent share of the GEC genre’s ad volumes.  Three out of the top five subgenres retained their ranks in H1 FY'22. The top five subgenres accounted for more than 65 per cent share of ad volumes during both periods. 

HUL, Reckitt Benckiser, and Brooke Bond Lipton India remained in the top three positions in the GEC genre in both periods  (H1 FY'21 and H1 FY'22). 960 plus advertisers and 2000 plus brands exclusively advertised in the GEC genre during H1 FY'22.

May 2022 had the highest ad volume share that is 17.4 per cent during H1 FY'22. H1 FY'21 saw the highest share of ad volumes that is 27.9 per cent in GEC.

580 plus advertisers advertised exclusively in GEC genre during H1 FY'22. JCB Industries was the top exclusive advertiser in the GEC genre followed by Mangalam Coca-Cola India and Pepsi Co were the new entrants among the top 10 list.

Tata Play and Lizol All In One were the top exclusive advertiser and brand respectively during H1 FY'22 compared to H1 FY'21.

The food & beverages industry topped with 29 per cent share of GEC genre’s ad volumes followed by personal care/personal hygiene with 20 per cent share.

All industries except services, household products and personal accessories retained their rankings in H1 FY'22 compared to H1 FY'21.

Prime time was the most preferred time-band on GEC genre followed by afternoon and morning time bands. Prime time, afternoon and morning time bands together added more than 70 per cent share of ad volumes.

In H1 FY'21 and H1 FY'22,  less than 20-sec ads of the GEC genre had 28 per cent and 23 per cent share of ad volumes respectively. Ad commercials of 20-40 seconds were most preferred for advertising on GEC channels during H1 FY'21 and H1 FY'22.

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