Mumbai: The recently released TAM AdEx Report throws light on the advertising taken up by the FMCG sector for the period Jan-Jun’23, in the four mediums – television, print, radio and digital.
Television
In Jan-Jun’23, FMCG ad volumes on television witnessed a growth of 6 per cent over Jan-Jun’22.
As per the monthly ad volume trend of FMCG sector on TV for the period Jan-Jun’23, May’23 had the highest share of ad volumes i.e. 17.5 per cent followed by Apr’23 with 17.1 per cent. On the opposite, Feb’23 observed the lowest share of ad volumes of 15.6 per cent.
Amongst the top categories on TV, four out of the top 10 categories were of food & beverages. Toilet soaps (nine per cent) moved to the first rank in H1’23 over 2nd rank in H1’22. The top 10 categories together added 45 per cent share of ad volumes during Jan-Jun’23.
In terms of the top advertisers, Hindustan Unilever was first with 23 per cent share of ad volumes among the FMCG advertisers. The top 10 advertisers accounted for 68 per cent share of ad volumes in Jan-Jun’23.
Among the top 10 FMCG brands, six belonged to Reckitt Benckiser (India). Harpic Power Plus 10x Max Clean retained its first position in Jan-Jun’23 compared to Jan-Jun’22. Close Up Ever Fresh, Colgate Dental Cream, Colin & Santoor Sandal and Turmeric were the new entrants in the top 10 list in H1’23 compared to H1’22. The top 10 brands accounted for 15 per cent share of ad volumes in Jan-Jun’23.
As per the report, the GEC genre was most preferred by FMGC players on TV in H1’23. The top two channel genres i.e. GEC and movies together accounted 62 per cent of the ad volumes’ share for FMCG sector during H1’23.
When it comes to the time band analysis for FMCG advertising on TV, prime time garnered highest advertising on TV followed by afternoon and morning time-bands. Prime time, afternoon and morning time bands together accounted for 72 per cent share of ad volumes.
When it comes to ad space for the FMCG sector in print, Jan-Jun’23 witnessed a decline of 25 per cent in FMCG ad space compared to Jan-Jun’22.
As per the monthly ad space trend of FMCG sector in print, Jun’23 observed the highest share of FMCG ad space i.e. 18.9 per cent, followed by Mar’23 with 18.8% share in H1’23. Whereas, Feb’23 had the lowest share of ad space of 13.2 per cent in H1’23.
Amongst the top 10 categories of FMCG for print, digestives moved up by three positions to achieve the first rank in H1’23 over H1’22. The top 10 categories together added 44 per cent share of FMCG ad space in print during Jan-Jun’23.
From the top 10 advertisers, SBS Biotech retained its first position in H1’23 compared to H1’22. Sheth Brothers, Godrej Consumer Products, Rohit Surfactants and K P Pan Foods were the new entrants in the top 10 list of advertisers in H1’23 over H1’22. The top 10 advertisers together added 37 per cent share of ad space during H1’23.
The report brings out that amongst the top 10 brands from FMCG sector in print, Dr Ortho Oil retained its 1st position in H1’23 compared to H1’22. The top 10 brands together added 14 per cent share of ad space in print during Jan-Jun’23. Among the top 10, Kayam Churna Advance Granules & Torque Orthomac Gel were exclusive to H1’23 brands’ list. Brands on rank four (Roop Mantra Ayur Face Cream), six (Ghadi Maha Shaktishali Detergent Powder) and 10 (Dilbagh Signature Finest Silver Elaichi) were the new entrants in the top 10 list during H1’23 compared to H1’22.
As per zone-wise advertising share of FMCG sector in print, the North Zone was the leading territory in terms of advertising for FMCG sector with a 39 per cent share of ad space during H1’23. Mumbai & New Delhi were the top two cities in pan India during H1’23.
The report points out that when it comes to advertising promotions of FMCG sector in print, sales promotion for ‘FMCG’ sector accounted for 21 per cent share of ad space in the print medium. Among sales promotions, volume promotion occupied a 36 per cent share of the pie followed by discount promotion with a 24 per cent share in H1’23.
Radio
The ad volumes for FMCG Sector on radio increased by seven per cent during H1’23 over H1’22.
As per the monthly ad volume trend of FMCG sector on radio, May’23 observed the highest share of FMCG ad volumes on radio i.e. 20 per cent followed by Mar’23 with a 19 per cent share. Whereas, Jan’23 & Feb’23 had the lowest share of ad volumes of 14 per cent in H1’23.
Amongst the top 10 categories of FMCG for radio, pan masala (18 per cent) ascended to the first position during H1’23 compared to 4th in H1’22. Range of OTC Products, and Ice Cream/Frozen Desserts were the new entrants in the top 10 list of categories during H1’23 over to H1’22. The top 10 categories collectively added 65 per cent share of ad volumes in H1’23.
In the list of top 10 advertisers, Vishnu Packaging moved to the first position with a 12 per cent share of FMCG ad volumes in H1’23 compared to seventh in H1’22. The top 10 advertisers together added a 45 per cent share of FMCG ad volumes in H1’23.
Talking about the top 10 brands of FMCG sector on radio, Vimal Pan Masala ascended to the first position with 12 per cent share of ad volumes in H1’23 over H1’22 where it was on the seventh position. Himalaya Ashvagandha, Pfizer & Himalaya Gasex Fizz were exclusive brands present in H1’23 compared to H1’22. The top 10 brands together accounted for 34 per cent share of FMCG ad volumes in Jan-Jun’23.
As per the state-wise share of FMCG advertising on radio, the top three states occupied 56 per cent share of ad volumes for the FMCG sector. Gujarat retained its first position and Uttar Pradesh moved up by one position to achieve the second rank during H1’23 over H1’22.
The report discusses about the time band analysis for FMCG advertising on radio - advertising for FMCG was preferred in the evening followed by the morning time band on radio. 68 per cent share of the FMCG ad volumes were in the evening and morning time bands during H1’23.
Digital
The ad Impressions of the FMCG sector in the digital medium witnessed a drop of 28 per cent in H1’23 over H1’22.
As per the monthly ad impression trend of FMCG sector on digital in H1’23, Apr’23 and Jun’23 both had the highest monthly ad impressions of 20 per cent, whereas Feb’23 had the lowest share of ad impressions i.e. 12 per cent.
From the top 10 categories of FMCG for digital, aerated soft drink (nine per cent) was first in H1’23 compared to its 10th position in H1’22. The top 10 categories together accounted for 45 per cent share of ad impressions in H1’23.
Amongst the top 10 advertisers on the digital medium, Coca Cola topped among FMCG advertisers with a seven per cent share of ad impressions in H1’23 compared to seventh position in H1’22. The top 10 advertisers together added 44 per cent share of ad impressions in H1’23. Hell-Energy was an exclusive advertiser among the top 10 during H1’23.
In the list of the top 10 brands of FMCG sector on digital, Hear.Com retained its first position with a three per cent share of ad impressions in H1’23 over H1’22. The top 10 brands together added 21 per cent of ad impressions’ share during Jan-Jun’23. Hell Energy Drinks & Hell Energy Coffee were exclusive brands present among the top 10 during H1’23 over H1’22.
The reports mentions that amongst the transaction methods of digital advertising in the FMCG sector, programmatic (81 per cent) was the top transaction method for digital FMCG advertising based on impressions during H1’23. Programmatic and ad network transaction methods together captured 91 per cent share of FMCG ad impressions on digital.
