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F&B Attracts Highest Ad Volume Shares, HUL Continues To Rule As Top Advertiser

The top 10 categories added 31% share of advertising volumes in January-June 2023.

| Published on August 1, 2023

F&B Attracts Highest Ad Volume Shares, HUL Continues To Rule As Top Advertiser

The quarterly ADEx Report by TAM Media Research brought to light that television advertising has increased by 3%, from the period between January-June 2023. This is when compared with stats from the period between January to June 2021.

F&B Attracts Highest Ad Volume Shares, HUL Continues To Rule As Top Advertiser

As per this quarterly report, ad volumes too saw a minor rise of 3% during the same period between January to June’23 over the period of Jan-Jun’21.

Top sectors and categories

During the period between January-June 2023, here are the top sectors with highest share of ad volumes.

F&B Attracts Highest Ad Volume Shares, HUL Continues To Rule As Top Advertiser

Food and Beverage topped the charts with 23% share of ad volumes, followed by personal care/ personal hygiene, with a 17% share. Services sector closed in on the third rank with 14%.

Auto, at number 9, became the only newly sector to enter the top 10 list during the marked time period.

F&B Attracts Highest Ad Volume Shares, HUL Continues To Rule As Top Advertiser

In the top categories list that held the highest share of ad volumes, toilet soaps have been ranked first. Followed by toilet/floor cleaners and then by Ecom-media/entertainment/ social media.

Four categories in this top ten list were from the food and beverages sector – aerated soft drinks ranked 6th, milk beverages ranked 7th, chocolates ranked 10th and a new entrant on the list-biscuits, ranked 8th.

The top 10 categories added 31% share of advertising volumes in January-June 2023.

Leading advertisers and Top Brands

F&B Attracts Highest Ad Volume Shares, HUL Continues To Rule As Top Advertiser

The top 10 advertisers on the list during January-June 2023 added 46% share of ad volumes, with Hindustan Unilever becoming the top advertiser for the period.

Reckitt Benckiser and Godrej Consumer Products finished second and third respectively. P7G came fourth, followed by Cadburys India.

Wipro entered the top ten list at number 9, moving 11 ranks up from the previous list.

F&B Attracts Highest Ad Volume Shares, HUL Continues To Rule As Top Advertiser

The top ten brands on TV during January-June 2023 contributed 10% share of television ad volumes. Also, 5 brands out of the top ten brands were from Reckitt Benckiser and two brands were from HUL.

The top five brands were as follows- Harpic Power plus 10x Max Clean, Dettol Antiseptic Liquid, Lizol All in 1, Dettol Toilet Soaps and JioCinema App.

Channel Genres

F&B Attracts Highest Ad Volume Shares, HUL Continues To Rule As Top Advertiser

During Jan-Jun’23, ‘GEC’ became the leading genre for advertising, followed by News and then Movies. Music and Kids emerged fourth and fifth respectively.

The first two genres News and GEC contributed to 55pc share of ad volumes.

Top 5 channel genres accounted for more than 90pc share of ad volumes during both Jan-Jun’23 and Jan-Jun’22.

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