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Tag: TAM Media Research Pvt Ltd

  • TAM AdEx: A pixelated view into digital advertising trends for 2023

    TAM AdEx: A pixelated view into digital advertising trends for 2023

    Mumbai: TAM AdEx India has released a report on digital advertising trends for 2023.

    Ad impressions on digital medium increased by almost four times in 2023 over 2019. Also, 2021 and 2022 witnessed massive growth two folds and three times in terms of ad impressions respectively over 2019. Compared to 2022, there was increase in ad impressions by 31 per cent in 2023 on digital medium. In quarterly trends, Q’4 of 2023 observed a significant growth of 71 per cent compared to Q’1 of 2023. Additionally, both Q’2 & Q’3 of 2023 witnessed growth in ad impressions by 60 per cent & 43 per cent respectively over Q’1 of 2023.

    The highest share of digital ad impressions was observed in Nov’23 i.e. 11.5 per cent. Whereas, Feb’23 had the lowest ad impression share of 5.4 per cent.

    Both services and computers sectors retained their first and second positions during 2023 over 2022. During 2023, telecom products and corporate/brand image were the new entrants compared to 2022 in the top sectors and secured seventh & ninth positions respectively. The top two sectors added more than 55 per cent share of ad impressions on digital medium.

    Ecom-media/entertainment/social media was the leading category with 11 per cent share of ad impressions in 2023. Corporate IT and cellular phones-smart phones were the new entrants in top categories in 2023 over 2022. Together, the top 10 categories added 48 per cent share of ad impressions.

    Amazon Online India maintained its first position in the top advertisers list during 2023 over 2022. In 2023, Google descended to sixth position compared to its second position in 2022. More than 99K advertisers were present on digital medium during 2023. The top 10 advertisers contributed

    16 per cent share of ad impressions in digital.

    Amazon.in ascended to first position and became the leading brand in 2023 compared to its third position in 2022. SquareX.Com was an exclusive brand in 2023 and secured eighth position compared to 2022. Out of the top 10 brands present in 2023, five of them were new entrants. Among the top brands, three of them belonged to Amazon Online India. The top 10 brands contributed 12 per cent share of digital ad impressions.

    In terms of the highest increase in ad impressions, ecom-other services category topped with 90 per cent increase in 2023 compared to 2022 followed by ecom-media/entertainment/social media with 57 per cent increase.

    58 K plus advertisers exclusively publicized during 2023 compared to 2022. SquareX was the top exclusive advertiser in 2023 on digital medium.

    Among web publishers, Twitter.com had the highest share of ad impressions of 31 per cent in 2023. During 2023, the top five web publishers had 25 per cent share of ad impressions.

    Twitter Display topped with 31 per cent of digital ad impressions during 2023 followed by In APP Display on second position with 17 per cent share. Programmatic was the most popular method for promoting ads on digital platforms, accounting for 78 per cent of total ad impressions, followed by ad network method with 11 per cent share in 2023.

    Video ads grabbed the highest impressions (33 per cent) on digital, followed by single image ads with 29 per cent share.

  • TAM AdEx: Male movie actors contributed 42 per cent of the ad endorsement share

    TAM AdEx: Male movie actors contributed 42 per cent of the ad endorsement share

    Mumbai: TAM AdEx India has released a celebrity endorsement report for the year 2023.

    Celebrity vs non-celebrity ads

    Male movie actors contributed 42 per cent of the ad endorsement share. More than 25 per cent share of the ads’ telecast on TV were endorsed by celebrities. From the celebrity professions, film stars together added 80 per cent share of advertising during 2023 followed by sports person and TV stars that added 12 per cent and seven percent share respectively.

    Index growth of celebrity-endorsed ads for last three years

    In the year 2023, there was a two per cent increase in the ad volumes for ads that featured celebrities compared to the year 2021. Celebrity-endorsed ads increased by 11 per cent in year 2022 as compared to year 2021. During the Oct-Dec’23 quarter had the highest ad volumes/day (in hours).

    Monthly ad volume trends of celebrity-endorsed ads: Year 2023

    The highest ad volumes share observed during Oct’23 and the lowest share seen during Jul’22. During Aug-Oct’23, steady growth was observed.

    Quarterly ad volume trends of celebrity-endorsed ads: Year 2022-23

    During Oct-Dec’23, the highest celebrity endorsement ads were seen compared to the other three quarters of 2023.

    Celebrities endorsed ads by sector

    More than 50 per cent of the ads endorsed by celebrities fall under the top three sectors and more than 80 per cent of the ads fall under the top seven sectors. The F&B sector had the highest share of celebrity ad volumes followed by ‘Personal Care/Personal Hygiene’. Four out of the top 10 sectors have the same rank position for the current year to last year and the rest of the five sector rank remain changed.

    Gender dominance split in the top two sectors

    The top two sectors viz. ‘F&B’ was dominated by ads endorsed by male celebrities and ‘personal care/personal hygiene’ was dominated by female celebrities during 2023. Ads under the ‘telecom/internet service providers’ and ‘fuel/petroleum products’ sectors were only endorsed by male celebrities.

    Top 10 category of ads endorsed by celebrity

    The top 10 categories accounted 36 per cent share of overall ads carrying celebrities to endorse it. ‘Toilet Soaps’ was the top category with seven per cent share of celebrity ad volumes during 2023 followed by ‘toilet/floor cleaners’ with six per cent share.

    Top 10 categories based on no of celebrities endorsing brands under it

    ‘Ecom-Gaming’ was the top category for which most celebrities from different professions endorsed brands followed by ‘ecom-online shopping’.

    Top 10 most visible endorsers of 2023

    With an average visibility of 29 hrs/day across all channels, Akshay Kumar topped the list of the most visible celebrities followed by Amitabh Bachchan with 16 hrs/day through endorsements done on TV. The top 10 list had six male and four female celebrities. Celebrities like Ajay Devgan, Sara Ali Khan, and Virat Kohli are new entrants to the top 10 list of 2023 compared to 2022.

    Top 10 celebrities endorsing quantum of brands in year’23 vs year’22

    Amitabh Bachchan endorsed the maximum number of brands in 2023. Six out of the top 10 celebrities were endorsing more brands in 2023 compared to 2022, viz; Amitabh Bachchan, Virat Kohli, Shahrukh Khan, Alia Bhatt, Ajay Devgan, and Kiara Advani.

    Top 10 celebrity couples endorsing in 2023

    50 per cent of ads were endorsed by four celebrity couples – Akshay Kumar/Twinkle Khanna, Anushka Sharma/Virat Kohli, Amitabh Bachchan/Jaya Bachchan, and Ranbir Kapoor/Alia Bhatt and the couples had endorsed 38, 48, 53 and 47 brands respectively during 2023.

    Note: Couple celebrity endorsing ads include ads done by the couple together as well as individually.

  • TAM AdEx: Rewinding 2023 for advertising in music genre

    TAM AdEx: Rewinding 2023 for advertising in music genre

    Mumbai: TAM AdEx India has released a report on television medium – reminiscing 2023 for advertising in music genre.

    Trends: Ad volumes/channel in music genre: 46 per cent rise in 2023 compared to 2019

    Ad volumes for movie genre per channel witnessed growth during 2021 and 2022 with 37 per cent and 42 per cent share compared to 2019. Whereas, 2023 observed growth in ad volumes by three per cent over 2022 for movie genre. Compared to Q’4 of 2023, there was growth in ad volumes of 17 per cent in Q’2 of 2023.

    Share of music genre in overall TV advertising: 2019-23

    Over the past five years, the music genre constituted a share of ad volumes ranging from 11 per cent to 13 per cent.

    Top five sub-genres of music genre

    Tamil and Punjabi Music sub-genre maintained their ranks in 2023 over 2022, with Tamil having 18 per cent share of ad volumes and Punjabi 13 per cent share in 2023. Together, the top five music sub-genres accounted for 55 per cent share of ad volumes in 2023.

    Leading sectors: Top 10 sectors added 95 per cent ad volume share for ‘music’ advertising

    In 2023, the F&B sector emerged as the top contributor to ad volumes within the music genre, accounting for a 26 per cent share. During 2023, the top eight sectors retained their respective positions compared to 2022.

    Leading categories: Toilet soaps (nine per cent) led the music genre’s category in 2023

    During 2023, the top 10 categories had a collective share of 42 per cent with Toilet Soaps leading the list. Tea entered the top 10 list of categories in 2023 with three per cent share of ad volumes compared to 2022. Out of the top 10 categories present in 2023, five of them belonged to Food & Beverages Sector.

    Top growing categories: 100 plus categories registered positive growth

    Toilet soaps saw the highest increase in ad seconds (55 per cent), while eye make up topped in terms of growth percent with eight times growth during 2023 compared to 2022 in music genre.

    Leading advertisers: 2023 – 760 plus players were present in the music genre

    Top 10 advertisers contributed 70 per cent share of music genre’s ad volumes. Reckitt Benckiser and HUL retained their first and second positions during 2023 with 24 per cent and 21 per cent share of ad volumes. ITC was the only new entrant during 2023 compared to 2022.

    Exclusive^ advertisers present in music genre: Y 2023

    Over 45 advertisers publicised exclusively in music genre during 2023. Juniors Fashion Week was the top exclusive^ advertiser in Music Genre followed by Jay EII Healthcare.

    ^ Present in music genre but not in other genres

    Leading exclusive advertisers: 2023

    Over 295 advertisers exclusively publicized during 2023 in the music genre. In the year 2023, Bacardi Martini India emerged as the leading exclusive advertiser over 2022.

    Present in 2023 but not in 2022

    Leading brands of 2023: Over 1,980 brands were present in music genre during 2023

    The top 10 brands contributed 17 per cent share of music ad volumes. Dettol Antiseptic Liquid secured the first position with three per cent share of ad volumes in 2023. The top five brands retained their respective positions during 2023 over 2022. Veet Pure, Santoor Sandal, and Turmeric & Surf Excel Easy Wash were new entrants in 2023 compared to 2022. Mortein Smart Plus was an exclusive brand that entered the top 10 list and secured ninth position in 2023 over 2022.

    Advertising share by time bands in music genre

    Prime time garnered highest share of ad volumes of 32 per cent followed by afternoon with 27 per cent in 2023. Primetime, afternoon & morning time bands together added 74 per cent share of music genre ad volumes.

    Ad size in the music genre: 2023 and 2022

    Ad size of 20-40 seconds was majorly preferred by advertisers in both 2023 and 2022 with 72 per cent and 69 per cent share of ad volumes respectively.

  • TAM AdEx: Reflections of 2023 for advertising in movies genre

    TAM AdEx: Reflections of 2023 for advertising in movies genre

    Mumbai: TAM AdEx India has released a report on television medium – reflections of 2023 for advertising in movies genre.

    Trends in ad volumes of movie genre: 27 per cent rise in 2023 as compared to 2019. In 2023, there was a four per cent increase in advertising volumes compared to 2022. Advertising volumes in the second quarter of 2023 were five per cent higher than those in the fourth quarter of the same year.

    In 2024, the movies channel genre secured the second-highest share of advertising volumes among various channel genres.

    Hindi movies maintained their dominance in terms of ad volumes, holding a share of over 40 per cent in both 2023 and 2022. The top four sub-genres maintained their positions from 2022 to 2023. In 2023, the top five sub-genres collectively accounted for 77 per cent of the advertising share.

    The count of categories, advertisers and brands consistently increased over the period, but, it was seen highest during Q’4 of 2023.

    During 2023, the top four sectors retained their respective positions compared to 2022. The combined contribution of the top 10 sectors accounted for 93 per cent of the advertising volumes in 2023. Among top 10 sectors, the BFSI sector was the sole newcomer in 2023 compared to 2022.

    Toilet soaps retained its first position with nine per cent share of ad volumes in 2023 compared to 2022. Washing powders/liquids ascended to second position with four per cent share of ad volumes compared to its third position in 2022. Together, the top 10 categories covered 38 per cent share of ad volumes in 2023. In 2023, biscuits was the only new entrant with three per cent share of ad volumes over 2022.

    During 2023, toilet soaps saw the highest increase in ad secondages as compared to 2022, followed by washing powders/liquids with 54 per cent and 15 per cent ad volumes growth respectively. In terms of growth percentage among the top 10 categories, air fresheners topped with the highest growth of three times.

    Top 10 advertisers contributed 57 per cent share of movies genre’s ad volumes. HUL was the leading advertiser with 22 per cent share of ad volumes in 2023. Along with HUL, Reckitt Benckiser (India) and P&G retained their respective positions in 2023 over 2022. Nestle India was a new entrant and secured the 10th position in 2023 compared to its 11th position in 2022.

    In the movie genre, Devdarshan Dhoop Industries stood out as the primary exclusive advertiser among the 35 plus advertisers prominently featured in the 2023.

    The top 10 brands contributed 11 per cent share of movies ad volumes. Compared to 2022, Dettol Toilet Soaps retained its first position in 2023.

    Sandoor Sandal and Turmeric, Lifebouy Toilet Soap and Colgate Dental Cream were new entrants during 2023 over 2022. Out of the top 10 brands present in 2023, four of them belonged to Reckitt Benckiser (India) and four belonged to Hindustan Unilever.

    470 plus advertisers & 1.4K plus brands exclusively advertised in movie genre during 2023 as compared to 2022. Piramal Capital & Housing Finance and Lux Jasmine & Vitamin C+E were the top exclusive advertisers and brands respectively during 2023 as compared to 2022.

    Prime time was the most preferred time band on movie genre followed by afternoon and morning time bands. Primetime, afternoon & morning time bands together added more than 70 per cent share of ad volumes.

    In both 2023 and 2022, ads lasting for 20-40 seconds dominated the advertising landscape of the movie genre on TV, accounting for over half of the total ad volumes. Following closely, commercials lasting less than 20 seconds emerged as the second most favored choice for advertising on movie channels in both years.

  • TAM AdEx: Reviewing the TV news genre in 2023 report

    TAM AdEx: Reviewing the TV news genre in 2023 report

    Mumbai: TAM AdEx India has released a report on television medium – reviewing the TV news genre in 2023 report.

    In year 2023, a drop of eight percent in ad volumes was seen over year 2022 and growth of six per cent compared to the year 2019. The highest growth in ad volumes was observed in year 2021 since the year 2019. The second quarter of 2023 witnessed the highest ad volumes (on per day basis).

    The lowest share on the news genre was during Feb’23. Ad volumes started peaking up again post-Sep’23 i.e. during the festive period.

    In the year 2020, the news genre reached its peak (at 30 per cent).

    Hindi news topped with 19 per cent share of the news genre’s ad volumes during both the year 2023 and the year 2022. The top five subgenres accounted for around 56 per cent share of ad volumes during both periods.

    The services sector maintained its first rank in the year 2023 followed by food & beverages on the second position. Auto, banking/finance/investment and personal accessories saw positive rank shift. The top 10 sector added 80 per cent share in the news genre.

    Retail outlets – jewellers category topped the news genre in year 2023; followed by ‘cars’. Toilet soaps, toilet/floor cleaners, and multiple courses were the new entrants among the top 10 in year 2023. The top 10 categories added 26 per cent share of the news genre’s ad volumes.

    Honey saw the highest rise of three times in ad secondages, followed by school during year 2023 compared to year 2022. Three out of 10 categories belonged to the food & beverages sector.

    Reckitt Benckiser retained its first position, followed by Hindustan Unilever*. Lalithaa Jewellery Mart and Reliance Retail were the new entrants among the top 10. Top 100 advertisers accounted for 53 per cent share of overall news genre advertising.

    Webart Softech was the top exclusive advertiser in the news genre followed by Bonnie Foi Group during the year 2023.

    3.7K plus advertisers exclusively advertised during year 2023 over year 2022 in the news genre. Piramal Capital & Housing Finance and Bonnie Foi Group were the top two exclusive advertisers of 2023 compared to 2022.

    Around 300 plus brands covered 50 per cent of news genre ad volumes in 2023.

    The regional and national channels had 75 per cent and 25 per cent share of ad volumes respectively in the news genre during 2023.

    Nims University and Lalithaa Jewellery Mart were leading exclusive advertisers on national and regional news channels respectively during Y 2023.

    Primetime, afternoon & morning time bands together added 70 per cent share of ad volumes.

    20-40 seconds ads had the highest share of 64 per cent in 2023.