50% indexed growth was observed on GEC genre in the year 2021 as compared to 2017 and 29% growth compared to 2020. The highest growth in Ad Volumes was observed in 2021 compared to 2017. Resurgence in Ad Volumes was seen in GEC genre during the 3rd and 4th quarter which was the recovering phase from 2nd Covid-wave, according to TAM AdEx-Mirroring Y 2021 for Advertising in GEC Genre.
After a drop during the period May-Jun’21 due to 2nd wave of Covid, the ad volumes on GEC genre recovered from Jul’21 onwards and were the highest during Oct’21.
In overall TV advertising share from 2017- 2021, the year 2021 witnessed the highest share of ad volumes of 28.2 percent in GEC genre. GEC genre witnessed 1% rise in share during the year 2021 compared to 2020.
Hindi GEC topped with more than 20 percent share of GEC genre’s ad volumes in 2020 as well as 2021. Out of the Top 5 subgenres 1st two retained their ranks in 2021, Malayalam GEC dropped from 4th spot to the 5th spot replacing Kannada GEC in 2021. Top 5 subgenres accounted for around 67% share of Ad Volumes during both the periods.
Count of advertisers on GEC genre dropped by 10% in Q2 of 2021 which recovered by 1% in the Q3 and 17% in the Q4. Count of Brands on GEC genre dropped by 122% in Q2 of 2021 which recovered by 5% and 18% respectively in Q3 and Q4.
In the Leading Sectors, Food & Beverages topped the chart with 27% share of GEC genre’s Ad Volumes followed by Personal Care/Personal Hygiene with 23% share. Sectors at Rank 3, 4, 6, 8 and 9 retained their rankings in 2021 compared to 2020. Personal Accessories entered Top 10 list with substantial rise.
In the Leading Categories, Milk Beverages led the GEC genre in the year 2021 with 7% share of Ad Volumes. Toilet Soaps slipped to 2nd position in 2021 compared to 2020. Top 10 categories added 40% share of GEC genre’s Ad Volumes. 3 categories each from F&B and Personal Care/Personal Hygiene sectors were present among the Top 10 list.
235+ Categories registered positive growth in the Top Growing Categories.
Milk Beverages saw highest increase in Ad secondages, followed by Tea during 2021 compared to 2020 in GEC Genre. In terms of growth % among Top 10 categories, Aerated Soft Drink topped with highest growth of 2.2 Times. 4 categories out of top 10 growing categories belonged to F&B sector.
FMCG Players reigned the Top 10 list among the Leading Advertisers. HUL, Reckitt Benckiser and Brooke Bond Lipton India retained their top 3 positions in GEC genre during 2020 and 2021. Lakme Lever was the new entrant among Top 10 and moved up by 3 positions to achieve 10th rank. Top 100 advertisers accounted for 86% share of overall GEC genre advertising. Top 10 Advertisers contributed 53% share of GEC genre’s Ad Volumes.
Exclusive Advertisers in the GEC Genre for the year 2021
780+ advertisers advertised Exclusively in GEC genre in 2021. JCB Industries was the top Exclusive Advertiser in GEC genre followed by Timelesstoday Llc.
Horlicks topped the chart in the Leading Brands category for 2021 among the 5600+ brands that advertised on GEC genre. Horlicks jumped from fourth place to first place in 2021 compared to 2020. Four brands entered in Top 10 list in 2021 over 2020. Top 10 Brands contributed 10% share of GEC Ad Volumes.
1.3K+ Advertisers & 2.8K+ brands Exclusively advertised in the GEC genre during 2021.
EPX Uptech and Ponds Bright Beauty Face Wash were the top Exclusive Advertiser and Brand respectively during the year 2021 compared 2020.
Advertising on National & Regional Channels of GEC genre showed that Regional Channels had more than 75% share of Ad Volumes. Regional and National GEC channels had 78% and 22% share of Ad Volumes respectively in GEC genre in 2021.
120+ Exclusive Advertisers on National & 2290+ on Regional channels were present in GEC genre in the year 2021.
Diamond Producers Association ESV (Belgium) and Aachi Masala Foods were leading Exclusive Advertisers on National and Regional GEC channels respectively during 2021.
Prime Time was the most preferred time-band on GEC genre followed by Afternoon and Morning time-bands. Prime Time, Afternoon & Morning time bands together added more than 70% share of Ad Volumes.
In 2021 & 2020, <20 sec ads of GEC genre had 24% share of Ad Volumes. Ad Commercials of 20-40 seconds were most preferred for advertising on GEC channels during both the years.
Commercial advertising added 61% share of Ad Volumes whereas Promos had 39% share in 2021 on GEC genre.