Ad volumes on television grew by 22% during 2023 compared to 2019. The second quarter of 2023 saw a five percent growth compared to the first quarter, while the fourth quarter increased by two percent compared to the third quarter. The average ad volume per channel for 2023 witnessed a four percent decline compared to 2022. Additionally, May 2023 had the highest share of ad volumes of nine percent for television advertising.
Food and Beverages sector topped with a 22% share of ad volumes followed by Personal Care/Personal Hygiene Sector with an 18% share. Banking/Finance/Investment was the only new entrant during 2023 over 2022 with a two percent share of ad volume. The top 10 sectors collectively added 88% share of ad volumes during 2023.
During 2023, Toilet Soaps & Toilet/Floor Cleaners categories retained their first and second positions with seven percent and four percent ad volumes share over 2022. Furthermore, Biscuits ascended to seventh in 2023 compared to its 10th in 2022. Together, the top 10 categories added a 32% share of ad volumes.
Hindustan Unilever retained its first position with a 17% share of ad volumes in 2023 over 2022. The top 10 advertisers together covered 46% ad volume shares in 2023. Moreover, during 2023, Wipro was the only new entrant and secured 10th position compared to its 17th position in 2022. Additionally, five out of the top 10 brands were from Reckitt Benckiser (India) and three brands from HUL during 2023. Compared to 2022, Dettol Antiseptic Liquid maintained its position in 2023. Also, there were five new entrants in 2023 compared to 2022.
Toilet Soaps among the categories saw the highest increase in ad secondages with a growth of 56% while in terms of percent growth. However, Namkin leads among the top 10 with 57% growth during 2023 compared to 2022. More than 4300 exclusive advertisers were present during 2023 compared to 2022. Piramal Capital and Housing Finance was the top exclusive advertiser during 2023, followed by Varmora Granito and Torrent Pharmaceuticals.
The top five channel genres accounted for more than 90% share of ad volumes during both 2022-23. Regional channels dominate the ad volume shares during both 2022-23. GEC was the leading channel genre with a 30% share of ad volumes in 2023. While ad volumes of regional channels remain nearly the same, ad volumes of national channels decreased in 2023 compared to 2022.
Shehzada, Fukrey 3 and Tu Jhooti Main Makkaar were associated with five co-branding ads. Bholaa partnered with the highest number of brands, approximately 12 in 2023. Eye Mantra Eye Drops was the top brand associated with movies with a 15% share of co-branding ad volumes. Moreover, The top brand Eye Mantra Eye Drops partnered with four movies and one of them was OMG 2. Additionally, the top 10 brands accounted for a 60% share of co-branding ad volumes during 2023.