Mumbai: TAM AdEx released a television advertising report in 2022. The report focused on understanding the advertising trends in comparison to the past five years, monthly trends, top spenders (categories, advertisers, & brands), co-branded ads associated with movies, & celebrity endorsements on TV. In 2022, more than 600 TV channels have been monitored by TAM AdEx.

The TV ad volumes increased by two per cent in 2022 compared to the previous year. Average ad volumes per day rose by three per cent in the fourth quarter of 2022, compared to the second quarter. The second quarter saw the lowest average ad volume, but it was still 10 per cent higher than the same quarter in 2021.

October continued to have the highest ad volume in the years 2021–2022, at 9.2 per cent, owing to the festive period. June remained the month with the lowest ad volume share in both 2021 and 2022.

The food and beverage industry topped the list with a 21 per cent share of ad volumes, followed by services with a 16 per cent share. In comparison to 2021, five of the top ten sectors retained their ranking in 2022.

Toilet soaps and toilet/floor cleaners categories retained their top two positions in 2022 and 2021, accounting for more than four per cent of ad volumes.

Aerated soft drinks moved up from the seventh position to achieve the eighth rank in 2022, displacing washing powders/liquids, whose ranking in four out of the top ten categories improved in 2022 in comparison to 2021.

The top 10 advertisers together accounted for 38 per cent of ad volumes in 2022.

Reckitt Benckiser, Godrej Consumer Products, Coca-Cola India, and Procter & Gamble were on the list of the top 10 advertisers with a positive rank shift compared to FY 2021.

Reckitt topped the list, followed by HUL. Coca-Cola India was the new entrant in the top 10 advertisers’ list.

Six out of the top ten brands were from Reckitt Benckiser, and three were from HUL. Mosquito repellents experienced the greatest increase in ad sales, increasing by 113 per cent.

In 2022, more than 5,200 exclusive advertisers advertised than in 2021. Supermarket grocery supplies were the top exclusive advertiser during 2022 compared to 2021. The services sector had three brands on the top ten exclusive list in 2022, while the education and personal accessories sectors had two brands each.

Since 2021, general entertainment channels (GEC) have overtaken news as the most popular channel genre in terms of advertising, and this trend will continue in 2022. The top five channel genres accounted for more than 90 per cent of ad volumes in both 2022 and 2021.

In 2022, national channels saw an eight per cent ad volume rise compared to 2021, while regional channels slipped by a marginal two per cent in 2022 over 2021. Regional channels will have the highest ad volume share in both 2021 and 2022.

There was over 730 hours of co-branding advertising with movies recorded on TV in 2022. Sting energy drink topped the list of brands associated with movies with a 10 per cent share of the co-branding ad volumes. Sting, the leading energy drink brand, collaborated with the film Raksha Bandhan.The top 10 brands accounted for nearly 50 per cent of co-branding ad volumes in 2022. Shabaash Mithu and Vikram Vedha were associated with eight co-branding ads.

During 2022, the number of movies opting for co-branding ads for promotion increased threefold, from 20 to 60.