TAM AdEx reports a 26% increase in TV ad volumes in year 2022 over year 2019

According to TAM AdEx's analysis of television advertising in 2022, ad volumes increased by 26% during the year 2022 compared to the year 2019 and by 21% compared to the year 2018. The second quarter saw the lowest average ad volumes, but it was still 10% higher than the same period in Y 2021. In the fourth quarter, compared to the second quarter, average ad volumes per day increased by 3%.

In the years 2021–2022, October remained the month with the highest ad volume, with television ad volumes reaching a share of 9.2% in Oct. 22 due to the holiday season. June continued to have the lowest Ad Volume share percentage in both Year 2022 and Year 2021.

Food & Beverage was the leading industry sector in 2021 and 2022, holding a 21% share of the market. The second-placed Services Sector, with a 16% share, moved up one position. Five of the Top 10 sectors kept their positions in Y 2022 compared to Y 2021.

With more than 4% of the ad volume, the categories for toilet soaps and toilet/floor cleaners kept their top 2 rankings in the years 2022 and 2021. Aerated Soft Drink replaced Washing Powders/ Liquids in position 8 by moving up by 7 spots in the year 2022. Four of the top ten categories saw an improvement in rankings from Y 2021 to Y 2022.

FMCG companies dominated the list of the top 10 advertisers. Top of the list was Reckitt Benckiser, followed by HUL. Together, the Top 10 advertisers increased their share of the Ad Volumes by 38% in Year 2022. Procter & Gamble, Godrej Consumer Products, Coca-Cola India, and Reckitt Benckiser were among the Top 10 advertisers with favourable rank shifts from Y 2021. The most recent addition to the Top 10 Advertisers list was Coca-Cola India.

The most popular brand in Y 2022 was Dettol Antiseptic Liquid. In Y 2022, Reckitt Benckiser had the top 5 brands, six of the top 10 brands, and three of the top 10 brands were from HUL. 14.2K+ brands were visible on TV overall in Y 2022. 9% of the television ad volumes were contributed by the Top 10 Brands.

More than 230 categories showed positive growth among the Top Growing Categories. The category of mosquito repellents saw the largest increase in advertising spending—a growth of 113%—followed by the category of aerated soft drinks—a growth of 54% in Y 2022 over Y 2021. The Vocational Training Institute category saw the highest growth percentage among the Top 10 in terms of growth percentages, which was 4.4x in the Year 2022.

In contrast to the Year 2021, there were over 5.2K exclusive advertisers during the Year 2022. When compared to Y 2021, Super Market Grocery Supplies was the top exclusive advertiser in 2022. During Y 2022, the Services Sector had three brands in the Top 10 exclusive list, while the Education and Personal Accessories Sectors each had two.

GEC and News accounted for 55% of the ad volumes across the Top 5 Channel Genres of 2022. In both Y 2022 and Y 2021, the Top 5 channels' genres accounted for more than 90% of the ad volume. As of Y 2021 and continuing into Y 2022, GEC surpassed News as the most-watched channel genre in terms of advertising.

Both in the year 2021 and the year 2022, regional channels dominated the Ad Volumes share. National channels experienced an 8% increase in ad volumes in Y 2022 compared to Y 2021, while regional channels experienced a marginal 2% decline.

Ads for Movies and Branding in 2022

In recent years, co-branded advertising has gained a lot of popularity. There were 730+ hours of co-branding Ad Volumes with movies that were recorded on TV in Y 2022. In Y 2022 compared to Y 2021, brands connected to movies experienced a massive 2.8x ad volume growth. With a 10% share of the Co-Branding Ad Volumes, Sting Energy Drink was the brand most closely associated with movies. With the "Raksha Bandhan" movie, the brand partnered. Nearly half of the co-branding ad volumes during the Year 2022 were made up by the Top 10 brands.

The number of films choosing co-branding advertisements for promotion increased three times, from 20+ to 60+, in the year 2022. The movies "Shabaash Mithu" and "Vikram Vedha" each had eight co-brandings in the year 2022.