2% growth in GEC ad volumes: TAM AdEx report

It witnessed a 29 per cent rise in 2022 compared to 2018.

Mumbai: TAM AdEx has released a report for ad spending in the general entertainment channels (GEC).

According to the report, trends in GEC ad volumes witnessed a 29 per cent rise in 2022 compared to 2018. It further reported that compared to 2021 the growth in 2022 was two per cent for GEC advertising. 2022 had the highest ad volumes since 2018. The third and fourth quarters of 2022 saw higher ad volumes than the first and second.

2022 saw the highest GEC share (28.5 per cent) of overall TV ad volumes since 2018.

Top five subgenres

The top five subgenres of GEC in 2022 were Hindi, Tamil, Telugu, Bengali and Malayalam GEC.

In both 2022 and 2021, Hindi GEC dominated the genre, accounting for more than 20 per cent of ad volumes. The top five subgenres accounted for around 69 per cent  share of ad volumes during 2022.

The count of categories and advertisers on GEC genre dropped in Q3 FY22 and Q4 FY22 over Q2 FY22 whereas the count of brands peaked in Q3 FY22.

Leading sectors

The food & beverage industry led the way with a 28 per cent share of GEC genre ad volumes, followed by personal care and personal hygiene at 20 per cent. Sectors at ranks three, five, and nine observed a positive rank shift in 2022 compared to 2021.

Biscuits and aerated soft drinks were the new entrants among the top ten categories. Toilet soaps, toilet/floor cleaners, and chocolates saw a positive rank shift.  The top ten categories accounted for 37 per cent of GEC genre ad volumes.

Top growing categories

180 plus categories registered positive growth. Mosquito repellents saw the highest increase in ad secondages, followed by biscuits during 2022 compared to 2021. Four out of the top ten growing categories belonged to the F&B sector.

HUL, Reckitt Benckiser, and Brooke Bond Lipton India remained one of the top three advertisers in both 2021 and 2022. Coca-Cola India and Procter & Gamble Home Products were the new entrants among the top ten in 2022. Godrej Consumer Products saw a positive rank shift. The top 100 advertisers accounted for 86 per cent of total GEC genre advertising.

Exclusive advertisers

There were over 800 plus exclusive advertisers in GEC genre in 2022. Ullu Digital was the top exclusive advertiser in the GEC genre, followed by Mangalam In GEC, there were over 1200 exclusive advertisers and brands that were present in 2022 but not in 2021.

Super market grocery supplies was the top exclusive advertiser during 2022 compared to 2021.

Leading brands

5,600 plus brands advertised on GEC genre. Dettol Antiseptic Liquid was the top brand, followed by Harpic Power Plus 10x Max Clean. The top four brands were from Reckitt Benckiser (India).

Prime time was the most preferred time band on GEC, followed by the afternoon and morning time bands. Prime time, afternoon, & morning bands combined contributed more than 60 per cent of ad volumes.

Share for less than 20 sec GEC ads rose by five per cent in 2022 over 2021. Ad commercials of 20 to 40 seconds were most preferred for advertising on GEC channels during both years. However, their share fell by four per cent in 2022 compared to 2021.

In 2022, commercial advertising accounted for 61 per cent of ad volumes, while promotions accounted for 39 per cent in the GEC genre.

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