According to TAM AdEx Report on Rewinding Y 2022 for Music Channel Genre on TV, 11pc indexed growth observed compared to Y 2018 and 6pc decline compared to Y 2021. Highest growth of 17pc observed during Y 2021 compared to Y 2018. Resurgence in Ad Volumes seen in Music genre during 3rd quarter after a deep in 2nd quarter.
Compared to other television genres, Music genre accounted in range of 11-13pc share of ad volumes in last 5 years.
During both Y 2021-22, Hindi Music topped with more than 30pc share of Music genre’s Ad Volumes. Telugu Music saw positive rank shift in Y 2022 over Y 2021. Top 5 subgenres accounted to more than 80pc share of Ad Volumes during both the periods.
Among Leading Sectors, Food & Beverages topped with 29pc share of Music genre’s Ad Volumes followed by Personal Care/Personal Hygiene with 19pc share. Personal Healthcare and Retail observed positive rank shift in Y 2022 compared to Y 2021. Top 10 sector added 94pc in terms of ‘Music’ advertising.
In the Leading Categories, Toilet/Floor Cleaners led the list with 6pc share of ad volumes in Y 2022. Biscuits, Antiseptic Creams/Liquids and Non Aerated Soft Drink were new entrants among the Top 10 in Y 2022 compared to Y 2021. Aerated Soft Drink and Washing Powders/Liquids saw positive rank shift. Top 10 categories added 39pc share of Music genre’s Ad Volumes.
120+ Categories registered positive growth. Aerated Soft Drink saw highest increase of 70pc in Ad secondages followed by Non Aerated Soft Drink with 2.4 times during Y 2022 compared to Y 2021 in Music Genre. Three out of Top 5 growing categories belonged to F&B sector.
Among the Leading Advertisers in Y 2022, Reckitt Benckiser and HUL remained at Top 2 positions during both Y 2021-22 in Music genre. Coca Cola India and L ’Oreal India were the new entrants. Godrej Consumer Products saw positive rank shift. Top 10 Advertisers contributed 59pc share of Music genre’s Ad Volumes, while Top 100 advertisers accounted for 90pc share.
60+ Advertisers advertised Exclusively in Music genre during Y 2022. Leverage Edu was the top Exclusive Advertiser in Music genre followed by Loppipops.
380+ Advertisers Exclusively advertised during Y 2022 in the Music genre. One97 Communications (Paytm) was the top Exclusive Advertiser during Y 2022 compared to Y 2021.
Among Leading Brands, Dettol Antiseptic Liquid topped in Y 2022 followed by Lizol All In 1. Eight out of Top 10 brands belonged to Reckitt Benckiser. Top 10 Brands contributed 15pc share of Music Ad Volumes. Over 2200 brands present in the Music genre.
Prime Time and Afternoon had nearly same share of 27pc in Music genre during Y 2022. Prime Time, Afternoon & Morning time bands together added 70pc share of Music ad volumes.
In Y 2022, share for <20 sec ads of Music genre rose by 3pc over Y 2021. Ad Commercials of 20-40 seconds were most preferred for advertising during both Y 2021-22.
Commercial advertising added 88pc share of Ad Volumes whereas Promos had 12pc share in Y 2022 on Music genre.