According to TAM AdEx Report on Rewinding year 2022 for Advertising in GEC Genre on TV, 2pc growth observed compared to year 2021 and 29pc rise compared to year 2018, and also had the highest ad volumes since 2018. Third and fourth quarters of year 2022 saw more ad volumes than the first and second.
Y 2022 saw highest GEC share of 28.5pc of overall TV Ad Volumes since Y 2018.
During both Y 2022-21, Hindi GEC topped with more than 20pc share of GEC channel genre’s Ad Volumes. Top 5 subgenres accounted around 69pc share of Ad Volumes during Y 2022.
Count of Categories and Advertisers on GEC genre dropped in Q3-Q4’22 over Q2’22 whereas count of Brands peaked in Q3’22.
In the Leading Sectors, Food & Beverages topped with 28pc share of GEC genre’s Ad Volumes followed by Personal Care/Personal Hygiene with 20pc share. Sectors at Rank 3, 5 and 9 observed positive rank shift in Y 2022 compared to Y 2021. ‘Durables’ entered the Top 10 list of Y 2022.
Among the Leading Categories, Toilet Soaps led the GEC genre with 6pc share of ad volumes in Y 2022. Toilet Soaps, Toilet/Floor Cleaners and Chocolates saw positive rank shift. Top 10 categories added 37pc share of GEC genre’s Ad Volumes. Biscuits and Aerated Soft Drinks were the new entrants among the Top 10 categories.
In the Top Growing Categories in GEC, 180+ Categories registered Positive Growth. Mosquito Repellents saw highest increase in Ad secondages, followed by Biscuits during Y 2022 compared to Y 2021. Four out of top 10 growing categories belonged to F&B sector.
Among the leading Advertisers, HUL, Reckitt Benckiser and Brooke Bond Lipton India remained at Top 3 positions during both Y 2021-22. Coca-Cola India and Procter & Gamble Home Products were the new entrants among the Top 10 in Y 2022. Godrej Consumer Products saw positive rank shift. Top 10 Advertisers contributed to 53pc share of GEC genre’s Ad Volumes and Top 100 advertisers accounted for 86pc share. FMCG Players reign the Top 10 list.
In the Exclusive Advertisers in GEC for Y 2022, Ullu Digital topped the list followed by Mangalam Matrimony.com. 800+ Exclusive Advertisers present in GEC genre.
In the leading Exclusive Advertisers in Y 2022, Super Market Grocery Supplies topped the list compared to Y 2021. 1.2K+ Exclusive Advertisers were present.
Among the Leading Brands in Y 2022, Dettol Antiseptic Liquid was the top brand followed by Harpic Power Plus 10x Max Clean. Top four brands were from Reckitt Benckiser (India). Top 10 Brands contributed 11pc share of GEC Ad Volumes. 5600+ brands advertised on GEC genre.
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 60pc share of ad volumes.
Share for <20 sec GEC ads rose by 5pc in Y 2022 over Y 2021. Ad Commercials of 20-40 seconds were most preferred for advertising on GEC channels during both the years. However, their share decreased by 4pc in Y 2022 over Y 2021.
Commercial advertising added 61pc share of Ad Volumes whereas Promos had 39pc share in Y 2022 on GEC genre.
