TAM AdEx released the Half Yearly Advertising Report for FMCG Sector from Jan-Jun’23 on TV, Print, Radio and Digital.
TV
FMCG ad volumes on Television witnessed a growth of 6pc in Jan-Jun’23 over Jan-Jun’22.
Monthly trend of FMCG sector showed that May’23 had the highest, 17.5pc share of ad volumes followed by Apr’23 with 17.1pc. Feb’23 observed the lowest share of 15.6pc.
Four out of Top 10 Categories were from Food & Beverages. Toilet Soaps bagged the top spot with 9pc share in H1’23 over the second spot in H1’22. The top 10 categories together added 45pc share of ad volumes during Jan-Jun’23.
Among the FMCG Advertisers, Hindustan Unilever topped with 23pc share of ad volumes. Top 10 advertisers accounted to 68pc share of ad volumes in Jan-Jun’23.
In the Top 10 FMCG Brands, six belonged to Reckitt Benckiser (India). Harpic Power Plus 10x Max Clean retained its first position in Jan-Jun’23 compared to Jan-Jun’22. Close Up Ever Fresh, Colgate Dental Cream, Colin & Santoor Sandal and Turmeric were the new entrants in the top 10 list. Top 10 Brands accounted for 15pc share of ad volumes in Jan-Jun’23.
GEC genre was the most preferred by FMCG players in H1’23. Top 2 channel genres, GEC and Movies together accounted for 62pc share of ad volumes for FMCG sector.
In the Time band analysis for FMCG advertising on TV, Prime Time garnered highest advertising followed by Afternoon and Morning time-bands. Prime Time, Afternoon and Morning time bands together accounted for 72pc share of ad volumes.
Jan-Jun’23 witnessed a decline of 25pc in FMCG ad space in Print compared to Jan-Jun’22.
The monthly ad space trend of FMCG sector in Print showed Jun’23 with the highest share of 18.9pc followed by Mar’23 with 18.8pc share in H1’23. Feb’23 had the lowest share of ad space of 13.2pc.
The top 10 Categories together added 44pc share of FMCG ad space in Print during Jan-Jun’23. Digestives moved up by 3 positions to achieve first spot in H1’23 over H1’22.
Among Advertisers, SBS Biotech retained its first position in H1’23 compared to H1’22. Sheth Brothers, Godrej Consumer Products, Rohit Surfactants and K P Pan Foods were the new entrants in the top 10 list. The top 10 advertisers together added 37pc share of ad space.
Among the Top 10 Brands, Dr Ortho Oil retained its first position in H1’23 compared to H1’22. The top 10 brands together added 14pc share of ad space in Print. Kayam Churna Advance Granules and Torque Orthomac Gel were exclusive to brands’ list. Brands on rank 4, 6 and 10 were the new entrants in the top 10 list during H1’23 compared to H1’22.
In the Zone wise advertising share of FMCG sector in Print, North Zone was the leading territory with 39pc share of ad space during H1’23. Mumbai and New Delhi were top two cities in Pan India.
Sales Promotion for ‘FMCG’ sector accounted for 21pc share of ad space in Print medium. Among Sales Promotions, Volume Promotion occupied 36pc share of the pie followed by Discount Promotion with 24pc share in H1’23.
RADIO
Ad Volumes for FMCG Sector in Radio medium increased by 7pc during H1’23 over H1’22.
The monthly ad volume trend of FMCG sector on Radio showed May’23 with the highest share of 20pc followed by Mar’23 with 19pc share. Jan’23 and Feb’23 had the lowest share of 14pc in H1’23.
In the Top 10 list of Categories, Pan Masala with 18pc share of FMCG ad volumes ascended to first position from fourth position during H1’23 compared to H1’22. Range of OTC Products and Ice Cream/Frozen Desserts were the new entrants. The top 10 categories collectively added 65pc share of ad volumes in H1’23.
Among the Top 10 Advertisers, Vishnu Packaging moved to first position from seventh position with 12pc share of FMCG ad volumes in H1’23 compared to H1’22. The top 10 advertisers together added 45pc share of FMCG ad volumes.
In the Top 10 Brands of FMCG sector on Radio, Vimal Pan Masala ascended to first position from seventh position with 12pc share of ad volumes in H1’23 over H1’22. Himalaya Ashvagandha, Pfizer and Himalaya Gasex Fizz were exclusive brands present in H1’23. The top 10 brands together accounted for 34pc share of FMCG ad volumes.
The Top three states occupied 56pc share of ad volumes for the FMCG sector. Gujarat retained its first position and Uttar Pradesh moved one spot up to achieve second position during H1’23 over H1’22.
Advertising for FMCG was preferred in Evening followed by Morning time-band on Radio. 68pc share of the FMCG ad volumes were in Evening and Morning time-bands during H1’23.
DIGITAL
Ad Impressions in Digital Medium witnessed a drop of 28pc in H1’23 over H1’22.
In Digital medium, Apr’23 and Jun’23 both had the highest monthly ad impressions of 20pc, whereas Feb’23 had the lowest share of ad impressions of 12pc.
Among the Top 10 Categories, Aerated Soft Drink with 9pc share of ad impressions moved to first spot from tenth spot in H1’23 compared to H1’22. The top 10 categories together accounted for 45pc share of ad impressions.
In the Top 10 FMCG Advertisers, Coca Cola leaped to first position from seventh position with 7pc share of ad impressions in H1’23 compared to H1’22. The top 10 advertisers together added 44pc share of ad impressions. Hell-Energy was an exclusive advertiser among the top 10.
Among the Top 10 Brands of FMCG sector on Digital, Hear.com retained its first position with 3pc share of ad impressions in H1’23 over H1’22. The top 10 brands together added 21pc share of ad impressions. Hell Energy Drinks and Hell Energy Coffee were exclusive brands present among the top 10.
Programmatic with 81pc share was the top transaction method for Digital FMCG advertising based on impressions during H1’23. Programmatic and Ad Network transaction methods together captured 91pc share of FMCG ad impressions on Digital.
Feedback: [email protected]
