TAM AdEx released the Cross Media Report for Rewinding year 2022 for Advertising in FMCG Sector on TV, Print, Radio and Digital.
TV
In the year 2022, FMCG ad volumes on Television rose by 21pc over 2020. Compared to first quarter of year 2022, Q3 and Q4 witnessed 5pc and 9pc increase in ad volumes.
Television ad volumes had highest share during Oct’22, whereas Feb’22 saw lowest advertising in the year 2022.
In the Top 10 Categories and Advertisers of FMCG for TV, five categories belonged to Food & Beverages brands. Top 10 Advertisers accounted to 59pc share of ad volumes in 2022 with Reckitt Benckiser leading the list.
Among the Top 10 FMCG brands, initial six belonged to Reckitt. Top 10 Brands accounted to 14pc share of ad volumes in 2022 with Dettol Antiseptic Liquid topping the list.
GEC channel genre was the most preferred by FMGC players during Y 2022. Top two channel genres on TV together accounted to 60pc of ad volumes share.
Feature Films was the most commonly used genre for promoting FMCG brands on Television. Top two program genres, Feature Films and Drama Soap together added more than 41pc share of ad volumes on TV.
Prime Time garnered highest advertising on TV followed by Afternoon and Morning time-bands. Prime Time, Afternoon & Morning time bands together accounted for 72pc share of ad volumes.
Advertisers of FMCG sector preferred 20 to 40 secs ad size on TV. 20 to 40 seconds and <20 seconds ads together covered 98pc shares in 2022.
Ad Space for FMCG sector in Print witnessed a hike of 20pc and 14pc for 2021 and 2022 respectively as compared to 2020. Q3 and Q4 of year 2022 witnessed 28pc and 16pc ad space decline as compared to the first quarter.
Even though initial months of the year 2022 observed a decent share of ad space, Dec’22 witnessed decline in ad share by 6pc.
Among the Top 10 Categories and Advertisers of FMCG for Print in 2022, five out of Top 10 categories constituted Personal Healthcare brands. Top 10 Advertisers accounted for more than 43pc share of ad space with SBS Biotech retaining its 1st position.
In the Top 10 Brands from FMCG sector in Print, Patanjali Range of Products topped the list. Top 10 Brands accounted for 17pc share of ad space in 2022.
Top 5 Publication Languages accounted for 85pc share of sector’s Ad space. General Interest publication genre made a clean sweep with 98pc of sector’s ad space.
North Zone topped with 36pc share of FMCG advertising in Print in Y 2022. Mumbai and Nagpur were top two cities in West Zone as well as Pan India.
Sales Promotion for ‘FMCG’ sector accounted for 21pc of ad space share in Print medium. Among Sales Promotions, Volume Promotion occupied 37pc share of the pie followed by Add On Promotion with 23pc share in Y 2022.
RADIO
In 2022, FMCG ad volumes increased by 51pc on Radio over 2020. Compared to first quarter of year 2022, Q4 witnessed decline of 2pc ad volume share. The lowest Ad Volume was observed in third quarter.
FMCG ad volumes on Radio witnessed the lowest share of 6pc during Jul’22 while Mar’22 had the highest share of 12pc.
In the Top 10 Categories and Advertisers of FMCG for Radio in 2022, seven categories belonged to Food & Beverages. Top 10 Advertisers accounted for 45pc share of ad volumes with Vicco Laboratories leading the list.
Among the Top 10 Brands from FMCG sector on Radio, Vicco Vajradanti Paste led the list. Top 10 Brands accounted for 32pc share of ad volumes in 2022.
The Top three states occupied 50pc share of ad volumes for the FMCG sector in 2022. Gujarat topped the states with 21pc share.
Advertising for FMCG on Radio was preferred in Evening closely followed by Afternoon time-band. 69pc share of the FMCG ad volumes were in Evening and Afternoon time-bands in 2022.
DIGITAL
Ad insertions for FMCG sector on Digital saw 2.8 Times rise in the year 2022 compared to 2020 and 81pc gain in 2021 over 2020. Compared to Q1, Q4 witnessed the lowest share of ad volumes.
On Digital, share of FMCG ad insertions was the lowest in Nov’22. Initial five months of year 2022 witnessed double digit share of ad insertions with Apr’22 observing the highest share.
In the Top 10 Categories and Advertisers of FMCG for Digital in 2022, the categories mainly constituted of Personal Healthcare, Hygiene, Food and Beverages. Top 10 Advertisers accounted for 37pc share of ad insertions with L’ Oreal India retaining its first position.
Top 10 Brands from FMCG sector on Digital accounted for 20pc share of ad insertions in 2022 with Hear.Com leading the list.
Programmatic with 59pc share was the top transaction method for Digital advertising of FMCG sector in 2022. Programmatic and Ad Network transaction methods together captured 87pc share of FMCG ad insertions on Digital.
