As per TAM AdEx’s latest report, Rewinding year 2022 for Advertising in Music Genre, in the year 2022, the Music genre observed 11% indexed growth when compared to the year 2018 and a 6% decline compared to the year 2021.
In the year 2022, the F&B sector accounted for the highest share of advertising volumes at 29%, while the Personal Healthcare and Retail industries experienced a positive rank change compared to the year 2021.
In both the years 2021 and 2022, Reckitt Benckiser and HUL maintained their positions as the top two companies. Coca-Cola India and L’Oreal India joined the list of the top 10 companies as new entrants.
As per the report, in 2022, the share of 20-second advertisements in the Music Genre rose by 3% over the year 2021 while Ad commercials of 20-40 seconds were most preferred for advertising during both years 2021-2022.
Trends: Ad Volumes in Music Genre: 11% rise in Y 2022 compared to Y 2018
In the year 2022, 11% indexed growth was observed compared to the year 2018 and 6% declined compared to the year 2021 on the music genre. Highest growth in Ad Volumes observed during the year 2021 (17%) compared to the year 2018. Resurgence in Ad Volumes seen in the music genre during 3rd quarter after a deep in 2nd quarter.
Share of the Music Genre in Overall TV Advertising: Y 2018-22
Compared to other television genres, the music genre accounted for a range of 11-13% share of ad volumes in the last 5 years.
Top 5 Subgenres of Music Genre
During both the years 2021-22, Hindi Music topped with more than 30% share of the Music genre’s Ad Volumes. Telugu Music saw a positive rank shift in the year 2022 over 2021. Top 5 subgenres accounted for more than 80% share of Ad Volumes during both the periods.
Leading Sectors: Top 10 sector added 94% in terms of ‘Music’ advertising
Food & Beverages sector topped with 29% share of Music genre’s Ad Volumes followed by Personal Care/Personal Hygiene with 19% share. Personal Healthcare and Retail observed a positive rank shift in the year 2022 compared to the year 2021.
Leading Categories : Toilet/Floor Cleaners (6%) led the Music genre in Y 2022
Top 10 categories added 39% share of Music genre’s Ad Volumes. Biscuits, Antiseptic Creams/Liquids and Non Aerated Soft Drink were new entrants among the Top 10 in the year 2022 compared to year 2021. Aerated Soft Drink and Washing Powders/Liquids saw a positive rank shift.
Top Growing Categories : 120+ Categories registered Positive Growth
Aerated Soft Drink saw the highest increase in Ad secondages (70%), followed by Non Aerated Soft Drink (2.4 times) during the year 2022 compared to the year 2021 in Music Genre. 3 out of the Top 5 growing categories belonged, to the F&B sector.
Leading Advertisers: Y 2022 – 890+ Players in the Music Genre
Reckitt Benckiser and HUL remained at Top 2 positions in the music genre during both the years 2021-22. Coca Cola India and L ’Oreal India were the new entrants among the Top 10 advertisers. Godrej Consumer Products saw a positive rank shift. Top 100 advertisers accounted for 90% share of overall music genre advertising.
Exclusive^ Advertisers in the Music Genre: Y 2022
60+ advertisers advertised exclusively in the music genre during the year 2022. Leverage Edu was the top exclusive^ advertiser in the music genre, followed by Loppipops.
Leading Brands In Y 2022: Over 2200 brands present in the Music genre
Dettol Antiseptic Liquid topped in the year 2022 followed by Lizol All In 1. 8 out of Top 10 brands belonged to Reckitt Benckiser.
Advertising share by Time Bands in Music Genre
Prime Time and Afternoon had nearly the same share, i.e. 27% in th Music genre during the year 2022. Prime Time, Afternoon & Morning Time bands together added 70% share of music and volumes.
Ad Size in the Music Genre : Y 2022 and Y 2021
In the year 2022, share for <20 sec ads of the Music genre rose by 3% over the year 2021. Ad commercials of 20-40 seconds were most preferred for advertising during both years 2021-22.
Promotion vs. Commercial Ads in Music Genre
Commercial advertising added 88% share of Ad Volumes whereas Promos had 12% share in the year 2022 on the Music genre.