FMCG advertising witnesses decline of 6% in July-September 2023 as compared to January-March 2023 in digital reveals TAM report

FMCG ad volumes on television witnessed a growth of three percent over January-March 2023 in July-September 2023. July-September 2023 observed growth of two percent in ad volumes over July-September 2022 for the FMCG sector. May 2023 had the highest share of ad volumes, approximately 12% whereas February 2023 had the lowest share of ad volumes on television advertising for the FMCG sector, according to a report by TAM.

Tea and Mosquito Repellents were the only new entrants in the top 10 category list during July-September 2023 over April-June 2023. Together, the top 10 advertisers covered 71% share of ad volumes on television advertising. Meanwhile, the top seven advertisers present in all the quarters of 2023, from January-September. Britannia Industries and Nestle India entered the top 10 advertisers list and secured 9th and 10th positions compared to their 12th and 11th positions in April-June 2023. The top 10 categories collectively added 47% share of ad volumes on TV for the FMCG Sector.

GEC channel genre was majorly preferred by FMCG sector advertisers in July-September 2023 with 37% share of ad volumes. Additionally, the top two channel genres, namely GEC and movies together accounted for 63% of the ad volumes’ share for the FMCG sector during the third quarter of 2023. Toilet Soaps retained its position with a 10% share of ad volumes in July-September 2023 over April-June 2023. Among the top 10 FMCG brands, five of them belonged to Reckitt Benckiser (India).

Prime Time had the highest advertising share on TV followed by Afternoon and Morning time-bands and together accounted for 72% share of ad volumes.

Moreover, Ad space in print medium for the FMCG Sector witnessed a growth of six percent and 12% during both the second and third quarters of 2023 respectively. The highest share of ad space on the print medium was observed in August at 13% and the lowest share of ad space was in February with nine percent for the FMCG sector.

Additionally, the range of OTC products ascended to the top with nine percent share of ad space during the third quarter of 2023 compared to its third position in the second quarter. Toothpastes and range of food products were the new entrants in the top 10 category list during the third quarter over April-June. Moreover, the top categories together contributed 47% share of ad space in July-September.

SBS Biotech was the leading advertiser during the first, second and third quarters of 2023. It had a 14% share of ad space during the third quarter. The top 10 advertisers together added 41% share of ad space in July-September 2023 while Divya Pharmacy was an exclusive advertiser that entered the top 10 advertiser list and secured third position compared to the second quarter. . Furthermore, Hindustan Unilever, Dabur India and K P Pan Foods were the new entrants in the top 10 advertisers list in the third quarter over the second quarter. The top 10 brands in Jul-Sept’23 together added the highest share of ad space of 20%.

Patanjali Divya OTC Products was an exclusive brand that entered the top 10 list and secured the top position in the third quarter over the second quarter of 2023. Dr Ortho Oil descended to second position in July-September compared to its top position in April-June. Additionally, Patanjali Range of Products, Patanjali Dant Kanti and Pushp Tikha Tadka Mirch Powder were the entrants in the top 10 brand list in July-September over April-June. Out of the top 10 brands present in July-September, four of them belonged to SBS Biotech and two belonged to Patanjali Ayurveda.

Publication in the Hindi language dominated by securing a 51% share of advertising space in the third quarter of 2023. The top five publication languages together accounted for an 85% share of ad space. North Zone was the leading territory for advertising with a 36% share of ad space during the third quarter for the FMCG sector whereas Mumbai and Kolkata were the top two cities in pan-India during July-September.

In addition to that, the FMCG sector observed growth in ad volumes on radio medium by 12% and 19% during the second and third quarter of 2023, respectively. Compared to July-September 2022, ad volumes of the FMCG Sector observed growth of 48% in July-September 2023. May and August had the highest share of ad volumes of 13% on radio medium for the FMCG Sector whereas January and February had the lowest share of ad volumes of nine percent.

Pan Masala category retained its position with 14% share of ad volumes in the third quarter compared to the second quarter of 2023. Range of Hair Car was a new category that entered the top 10 category list and secured the seventh position in July-September 2023 over April-
June 2023. The top 10 categories together added 59% share of ad volumes during the third quarter. Edible Oil and Rubs and Balms were the new entrants in the top 10 category list in third quarter over second quarter.

Vishnu Packaging secured the top position in the first three quarters of 2023. Together, the top 10 advertisers added 46% share of ad volumes in July-September 2023. Compared to April-June 2023, Vishnu Packaging and SBS Biotech retained their positions with 11% and 8% share of ad volumes in the third quarter of 2023. DN Global Marketing and Lakshmi Snacks were exclusive brands that entered the top 10 advertiser list in the third quarter over the second quarter. Moreover, the first quarter of 2023 had the highest collective ad volume share of the top 10 brands with 35% for FMCG Category. There were four exclusive advertisers present in the third quarter as compared to the second.

Gujarat was the leading state with a 24% share of ad volumes on radio for the FMCG Sector.
The top three states occupied a 56% share of ad volumes for the FMCG sector. Advertising for FMCG was preferred in Evening followed by Morning time-band on Radio. Together, Evening and Morning time bands added 70% share of ad volumes on Radio advertising for FMCG Sector.

Ad impressions on digital medium for FMCG sector witnessed growth of 29% during second quarter of 2023 compared to the first whereas the third quarter of 2023 observed negative growth of six percent over the first quarter. Additionally, ad impressions decreased by 29% in July-September 2023 compared to July-September 2022.

April and June both had the highest monthly ad impressions of 14%, whereas February and July had the lowest share of ad impressions, accounting for nine percent.