According to TAM AdEx-Mirroring Year 2021 for Music Genre, Ad Volumes witnessed 34% indexed growth in the year 2021 compared to 2017 and 42% growth compared to 2020.
Highest growth was observed in 2021 compared to 2017. Resurgence in Ad Volumes seen in Music genre during 3rd and 4th quarter i.e. recovering from 2nd quarter.
After a drop during May-Jun’21 due to second wave of Covid, the ad volumes on Music genre recovered from Jul’21 onwards and were highest during Oct’21.
In overall TV Advertising, share of Ad Volumes in Music genre remained same i.e. 13% during 2017-19 and 2021. Music genre witnessed 2% rise in share in the year 2021 compared to 2020.
Hindi Music topped with more than 30% share of Music genre’s Ad Volumes during both 2020-21.
Tamil Music claimed the 2nd position by replacing Punjabi Music in 2021. Top 5 subgenres accounted more than 80% share of Ad Volumes during both the periods.
In the quarter wise tally, count of Categories on Music genre dropped by 5% in Q2’21 which recovered by 9% in Q3’21 and 12% in Q4’21 over Q2’21. Count of Brands on Music genre dropped by 15% in Q2’21 which recovered by 17% and 30% respectively in Q3’21 and Q4’21 over Q2’21.
Among the Leading Sectors, Food & Beverages topped with 25% share of Music genre’s Ad Volumes followed by Personal Care/Personal Hygiene with 24% share. Sectors at Rank 5, 6 and 7 retained their positions in 2021 compared to 2020. Retail entered the Top 10 list with substantial rise.
Among the Leading Categories, Toilet/Floor Cleaners led the Music genre’s Ad Volumes with 8% share in the year 2021. Toilet Soaps slipped to 2nd position compared to 2020. Top 10 categories added 41% share of Music genre’s Ad Volumes. 3 categories each from F&B and 2 categories from Personal Care/Personal Hygiene sectors were present among the Top 10 list.
175+ Categories registered Positive Growth in the Top Growing Categories.
Toilet/Floor Cleaners saw highest increase in Ad secondages, followed by Aerated Soft Drink during 2021 compared to 2020 in Music Genre. In terms of growth % among Top 10 categories, Aerated Soft Drink topped with highest growth of 3.8 Times. 5 categories out of top 10 growing categories belonged to F&B sector.
In the Leading Advertisers category, the Top 3 positions remained unchanged in Music genre with Reckitt Benckiser at the top spot followed by HUL and Cadbury India during both 2020-21. Pepsi Company and Procter & Gamble were the new entrants among Top 10 list of the advertisers. Top 100 Advertisers accounted for 91% share of overall Music genre advertising. Top 10 Advertisers contributed 61% share of Music genre’s Ad Volumes.
60+ Advertisers advertised Exclusively in Music genre in the year 2021.
Hoichoi Technologies was the top Exclusive Advertiser in Music genre followed by Sri Ram Tutorial College.
In the Leading Brands category, Lizol topped among the 2200+ brands that advertised on Music genre. Lizol leaped to the first place in 2021 from third place compared to 2020. 4 brands entered in the Top 10 list during 2021 over 2020. Top 10 Brands contributed to 16% share of Music Ad Volumes.
490+ Advertisers & 1.9K+ Brands Exclusively advertised in the Music genre during 2021. Travelxp India and Dettol were the Top Exclusive Advertiser and Brand respectively during 2021 compared to 2020.
Among National and Regional Channels, Regional Music Channels had more than 60% share of Ad Volumes. Regional and National Music channels had 68% and 32% share respectively in Music genre during 2021.
105+ Exclusive Advertisers on National & 650+ on Regional channels advertised in Music genre during Y 2021.
Ferrero and Lalithaa Jewellery Mart were leading Exclusive Advertisers on National and Regional Music channels respectively during Y 2021.
Prime Time was the most preferred time-band on Music genre followed by Afternoon and Morning time-bands. Prime Time, Afternoon & Morning time bands together added more than 70% share of Ad Volumes.
In 2021 & 2020, <20 sec ads of Music genre had 26% share of Ad Volumes. Ad Commercials of 20-40 seconds were most preferred for advertising on Music channels during both the years.
Commercial advertising added 89% share of Ad Volumes whereas Promos had 11% share in 2021 on Music genre.