According to TAM AdEx-Mirroring Year 2021, FMCG Ad volumes on Television rose by 33% in the year 2021 over 2019. The growth was 22% when compared to 2020. Compared to the 1st Quarter of 2021, Q3 and Q4 witnessed a 5% and 4% decline in ad volumes.
Television Ad Volumes had the highest share during Mar’21 whereas Jun’21 saw the lowest advertising in 2021.
Among the Top 10 categories and advertisers of FMCG for TV, 4 out of the Top 10 categories constitutedFood & Beverages brands. The top 10 Advertisers accounted for 60% share of ad volumes in 2021 with HUL topping the list.
Among the Top 10 FMCG brands, the Top 6 belonged to Reckitt. Top 10 Brands accounted 12% share of ad volumes in 2021 with Lizol topping the list.
In the Top Channel Genres, GEC was the most preferred by FMGC players during 2021.Top 2 channel genres on TV together accounted for almost 60% of ad volume share for the FMCG sector in the year 2021.
In the Top 10 Program Genres, Feature Films was the most commonly used genre for promoting FMCG brands on Television. The top 2 program genres i.e. Feature Films and News Bulletin together added more than 40% share of ad volumes on TV.
According to Time band analysis for FMCG advertising on TV, Prime Time garnered highest advertising followed by Afternoon and Morning time-bands.
Prime Time, Afternoon&Morning time bands together accounted for more than 70% share of ad volumes.
Advertisers of the FMCG sector preferred 20-40 secs ad size on TV. 20-40 seconds and <20 seconds ads together covered more than 95% shares in Y 2021.
According to Ad Space for the FMCG sector in Print, it rose by 3%in the year 2021 compared to 2019 and 20% compared to 2020. Compare to the 1st Quarter of Y 2021, Q3 and Q4 witnessed 23% and 2% ad space decline. Due to Wave-II of Covid-19, the lowest Ad Volumes were observed in 2ndquarter.
A significant drop in Print Ad Space was observed during Apr-May’21 due to Covid Wave-II. Ad Space started to recover from Jun’21 and reached double-digits in terms of % share during Oct’21.
Among the Top 10 Categories and Advertisers of FMCG for Print, 6categories constituted Personal Healthcare brands. The top 10 Advertisers accounted for more than 45% share of ad space in 2021 with SBS Biotech leading the list.
Among the Top 10 Brands from the FMCG sector in Print, Dr. Ortho Oil led the chart with 4% share.Top 10 Brands accounted for a 20% share of ad space in the year 2021.
Among the Publication Language and Genre for FMCG sector in Print, Top 5 Publication Languages accounted for 87% share of sector’s Ad space.The General Interest publication genre made a clean sweep with 99% of the sector’s ad volume.
In the Zone wise Advertising share of the FMCG sector in Print, North Zone topped with 38% share in the year 2021. Mumbai & Nagpur were the top 2 cities in West Zone as well as in overall India.
Sales Promotion for ‘FMCG’ sector accounted more than 20% of ad space share in Print medium.Among Sales Promotions, Volume Promotion occupied 41% share of the pie followed by Add On Promotion with 23% share in 2021.
RADIO
In 2021, FMCG ad volumes soared up by 29% on Radio over 2019. Growth number rose to 42% as compared to Y 2020.Q3 and Q4 witnessed 4% and 34% ad volume growth compared to 1st Quarter of Y 2021.Due to Covid-19 Wave II, the lowest Ad Volumes were observed in 2nd quarter.
FMCG Ad Volumes on Radio started declining from Apr’21 and were lowest in May’21.3 out of last 5 months of Y 2021 witnessed double-digit share of Ad Volumes on Radio.
Among the Top 10 Categories and Advertisers of FMCG for Radio, 7 Food & Beverages categories were present in the Top 10 list during 2021.Top 10 Advertisers accounted for more than 40% share of ad volumes in 2021 with Mother Dairy Fruit & Veg leading the list.
Among the Top 10 Brands from the FMCG sector on Radio, Mother Dairy Milk led the chart with 6% share.Top 10 Brands accounted for more than 1/4th share of ad volumes in the year 2021.
In the state-wise share of FMCG advertising on Radio, Gujarat topped with almost 1/4th share of the sector’s ad volumes in 2021. The Top 3 states occupied more than 45% share of Ad Volumes for the FMCG sector.
According to the Time band analysis for FMCG advertising on Radio, the Evening time-band was more preferred, closely followed by the Afternoon time-band. 69% share of the FMCG Ad Volumes were in Evening and Afternoon time-bands in 2021.
DIGITAL
Ad Insertions for the FMCG sector on Digital saw 16% gain in the year 2021 over 2019 and 81% rise in ad volumes as compared to 2020. Q4 witnessed 62% ad insertions’ growth compared to 1st Quarter of 2021.
On Digital, the share of FMCG ad insertions was the lowest in Jun’21. The last 3 months of 2021 witnessed a double-digit share of ad insertions on Digital with Nov’21 on the peak.
Among the Top 10 Categories and Advertisers of FMCG for Digital, the categories mainly constituted of Personal Healthcare, Hygiene, Food and Beverages brands in 2021. Top 10 Advertisers accounted for more than 30% share of ad insertions with L’ Oreal India leading the list 2021.
Top 10 Brands accounted for 14% share of ad insertions in the year 2021 with Itcstore.in leading the chart.
Programmatic with a 56% share of ad insertions was the top transaction method for Digital advertising of the FMCG sector in 2021.
Programmatic and Ad Network transaction methods together captured more than 85% share of FMCG ad insertions on Digital.
