Ad volumes in music genre had 11% rise in 2022 - TAM AdEx report

The highest growth in ad volumes was observed in 2021.

Mumbai: TAMAdEx has released a recent report on advertising in the music genre. According to the report, ad volumes in the music genre increased by 11 per cent in 2022 when compared to 2018.

In 2022, there was an 11 per cent index growth compared to 2018 and a six per cent decline compared to 2021 on music genres.

The highest growth in ad volumes was observed in 2021 (17 per cent) compared to 2018. After a strong second quarter, ad volumes in the music genre increased in the third quarter.

Share of the music genre

Music accounted for between 11 and 13 per cent of ad volumes in the last five years, compared to other television genres.

Top subgenres

During both 2021 and 2022, Hindi music accounted for more than 30 per cent  of the genre's ad volumes. Telugu music had a positive rank shift in 2022 over 2021. During both periods, the top five subgenres accounted for more than 80 per cent of ad volumes.

Leading sectors

The food and beverage sector had a 29 per cent share of the music genre's ad volumes, followed by personal care/personal hygiene, which had a 19 per cent share. Personal healthcare and retail saw a positive rank shift in 2022 versus 2021.

Leading categories

The top 10 categories had added 39 per cent of the music genre’s ad volumes. Biscuits, antiseptic creams/liquids and non-aerated soft drinks had new entrants among the top 10 in 2022 compared to 2021. Aerated soft drinks and washing powders/liquids had positive rankshifts.

Top growing categories

Aerated soft drinks had the highest increase in ad spending (70 per cent), followed by non-aerated soft drinks (2.4 times) in 2022 compared to 2021 in the music genre. The food and beverage industry accounted for three of the top five fastest growing categories.

Leading advertisers

Reckitt Benckiser and HUL remained the top two brands in the music category in both 2021 and 22. Coca Cola India and L’Oreal India were the new entrants among the Top 10 advertisers. Godrej Consumer Products had a positive rank shift. Top 100 advertisers accounted for 90 per cent share of overall music genre advertising.

Exclusive advertisers

More than 60 advertisers advertised exclusively in the music genre during 2022. Leverage Edu was the top exclusive advertiser in the music genre, followed by Lollipops.

Leading exclusive

380+ advertisers had exclusively advertised in the music genre in 2022. One97 Communications (Paytm) was the top exclusive advertiser during 2022 compared to 2021.

Leading brands

Dettol Antiseptic Liquid topped in 2022 followed by Lizol all in one. Eight out of top 10 brands belonged to Reckitt Benckiser.

Advertising shared by time bands

During 2022, prime time and afternoon had nearly the same share of the music genre, i.e., 27 percent. Prime time, afternoon, and morning bands combined for a 70 per cent share of music ad volumes.

Ad size

The share of less than 20-second ads for a specific music genre increased by 3% in 2022 compared to 2021.  Ad Commercials of 20-40 seconds were most preferred for advertising during both 2021-22.

Promotion vs. commercial ads

In 2022, commercial advertising accounted for 88 percent of ad volumes, while promotions accounted for 12 percent in the music genre.

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