Mumbai : TAM India has released its report on Advertising in FMCG Sector in 2022. According to report, 21 per cent ad volume growth for FMCG on television in 2022 over 2020 compared to the first quarter of 2022, Q3 and Q4 witnessed five per cent and nine per cent increase in ad volumes.
Five out of the top ten categories constitutes food & beverages brands. GEC (36 per cent) was the most popular channel genre in 2022, followed by movies (24 per cent).
Television ad volumes had the highest share during October 22, whereas February 2022 saw the lowest advertising in 2022.
Top ten advertisers accounted for 59 per cent share of ad volumes in 2022 with Reckitt Benckiser leading the list. Top ten brands accounted for 14 per cent share of ad volumes in 2022 with Dettol Antiseptic Liquid topping the list.
Top two channel genres on TV together accounted 60 per cent of ad volumes share for FMCG sector during 2022.
Prime Time highest advertising on TV followed by the afternoon and morning time-bands. Prime Time, Afternoon & Morning time bands together accounted for 72 per cent share of ad volumes
Advertisers in the FMCG industry preferred 30- to 40-second TV commercials. 20-40 seconds and less than 20 seconds ads together covered 98 per cent of shares in 2022.
As compared to 2020, both 2021 & 2022 witnessed a hike of 20 per cent and 14 per cent in ad volumes respectively. As compared to first Quarter of 2022, Q3 and Q4 witnessed 28 per cent and 16 per cent ad space decline.Out of the top ten Categories,Top ten Brands accounted for 17 per cent share of ad space in 2022 with Patanjali Range of Products leading the list
Top ten brands accounted for 17 per cent share of ad space in 2022 with Patanjali range of products leading the list. Out of the Top ten Categories, seven of them belonged to food & beverages
Radio
In 2022, FMCG ad volumes increases by 51 per cent on Radio over 2020 Compare to first quarter of 2022, Q4 witnessed decline of 2 per cent ad volume growth.
The lowest ad Volume was observed in third quarter. Top ten brands accounted for 32 per cent share of ad volumes in 2022 with Vicco Vajradanti Paste leading the list.
Digital
81 per cent ad insertions’ gain for FMCG ads on Radio in 2021 over 2020 Compared to 2020, 2021 saw 2.8 times rise in ad volumes. Compared to Q1, Q4 witnessed the lowest share of ad volumes.
On digital, the share of FMCG ad insertions was the lowest in November 2022. The initial five months of 2022 witnessed double-digit share of ad insertions on digital with April 2022 observing the highest share of ad volumes.
The top ten categories mainly constitutes Personal Healthcare, Hygiene, Food, and Beverages brands in 2022 on Digital.
Top ten advertisers accounted for 37 per cent share of ad insertions in 2022 with L’ Oreal India retaining its first position.
Top ten brands accounted for 20 per cent share of ad insertions in 2022 with Hear.Com leading the list.
Programmatic (59 per cent) was the top transaction method for digital advertising of FMCG sector in 2022. Programmatic and ad network transaction methods together captured 87 per cent share of FMCG ad insertions on digital.
