Research agency TAM Media Research has released a new report on television advertising for the quarter July-September 2022. As per TAM's report, Reckitt replaced Hindustan Unilever as the top advertiser in the quarter. It was followed by Godrej Consumer Products, Coca-Cola India and Cadbury India, who were the top advertisers on television in the quarter.

1. Quarterly Report (Jul – Sep’22)
TELEVISION ADVERTISING
Source: AdEx India (A Division of TAM Media Research)

2. A Television advertisement (also called a television commercial, commercial, ad
TV advert or simply an advert) is a span of television programming produced and paid for
by an organization. It conveys a message, aimed to market a product or service.
TAM AdEx monitors more than 600+ TV Channels
This section mainly focuses on understanding the advertising trends in comparison to the
past 5 years, Monthly Trends, Top Spenders (Categories , Advertisers & Brands), Co-
Branding Ads associated with Movies & Celebrity Endorsement on TV.
Advertising Overview on Television

3. Highlights
05
06
07
08
01
02
03
04
TV Ad Volumes increased by 2% in Jul-Sep’22 over
Jan-Mar’22.
Food & Beverage Sector topped with 21% during Jul-
Sep’22.
FMCG players ruled the list of Top 10 advertisers with
Reckitt leading the list.
‘Mosquito Repellents’ category witnessed highest
growth % i.e. 2.2. times in Jul-Sep’22 vs. Apr-Jun’22.
‘News’ and ‘GEC’ were the most preferred channels
genres on television with more than 55% share of Ad
volumes.
The top 5 channel genres contributed 90% to the total
TV advertising volumes in 3 quarters of Y 2022.
6 out of Top 10 brands were from Reckitt Benckiser.
The Top 10 brands added 11% to the total TV Ad
Volumes.
‘Toilet Soaps’ was the top category with highest
growth in Ad secondages in Jul-Sep’22 vs. Apr-Jun’22
i.e. 1.5 times

4. TV Ad Volumes increased by 2% in Jul-Sep’22 over Jan-Mar’22
100 98 102
Jan-Mar'22 Apr-Jun'22 Jul-Sep'22
Indexed Growth In Ad Volumes
Index: Jan - Mar’22=100
 Compared to Apr-Jun'22, TV Ad Volumes grew by 4% in Jul-Sep'22.
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan – Sep’22

5. 3%
3%
3%
4%
5%
8%
9%
16%
16%
21%
Rank Top Sectors: Jul – Sep’22 % Share
1 Food & Beverages
2 Services
3 Personal Care/Personal Hygiene
4 Household Products
5 Personal Healthcare
6 Hair Care
7 Laundry
8
Building, Industrial &
Land Materials/Equipments
9 Auto
10 Education
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
‘Food & Beverages’: The Leading Sector with 21% share of Ad Volumes
1
2
3
5
4
6
7
8
13
11
Others 12%
Rank in Apr-Jun’22
 The top 3 sectors advertising on TV maintained their ranks in Jul-Sep’22 compared to Apr-Jun22.
 ‘Auto’ sector registered highest positive shift in ranking, i.e. 13th to 9th. ‘Household Products’ and ‘Education’ were among the
other sectors with positive rank shift.
 ‘Personal Healthcare’ was the only sector among the Top 10 which moved down in the rank.
Period : Apr – Sep’22

6. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
In Jul-Sep’22, 'Toilet Soaps' and 'Toilet/Floor Cleaners' maintained their rankings
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Rank 6
Rank 7
Rank 8
Rank 9
Rank 10
Toilet Soaps
Toilet/Floor Cleaners
Ecom-Media/Ent./Social Media
Milk Beverages
Aerated Soft Drink
Washing Powders/Liquids
Mosquito Repellents
Shampoos
Ecom-Online Shopping
Tooth Pastes
5.2%
4%
2.8%
2.8%
2.6%
2.5%
2.5%
2.3%
2.4%
2.3%
Ranks –
Apr-Jun’22
1
2
8
4
6
5
7
20
3
13
 The Top 10 categories together added 29% share of ad volumes in Jul-Sep’22.
 ‘Mosquito Repellents’ and ‘Ecom – Online Shopping’ were the new entrant in the top 10 list of categories of Jul-Sep’22.
 Category ‘Shampoos’ moved down from 3rd rank in Apr-Jun’22 to 9th rank in Jul-Sep’22.
Period : Apr– Sep’22

7. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Leading Advertisers: Across 3 quarters of Y 2022
 ‘HUL’, ‘Reckitt’ and ‘Brooke Bond’ remained the top 3 advertisers with ‘Reckitt’ replacing ‘HUL’ from the top position in Jul-
Sep’22.
 The Top 10 advertisers together added 40% share of Ad Volumes during Jul-Sep’22.
 ‘Procter & Gamble Home Products’ and ‘Colgate Palmolive India’ were the new entrants in the Top 10 list of Jul-Sep’22.
Period : Jan-Sep’22
Leading Advertisers: Jan-Mar’22
Hindustan Unilever
Reckitt Benckiser
Brooke Bond Lipton India
Cadburys India
Coca Cola India
Godrej Consumer Products
Ponds India
ITC
Procter & Gamble
Amazon Online India
Leading Advertisers: Apr-Jun’22
Hindustan Unilever
Reckitt Benckiser
Brooke Bond Lipton India
Godrej Consumer Products
Cadburys India
Ponds India
Coca Cola India
ITC
Pepsi Co
Procter & Gamble
Leading Advertisers: Jul-Sep’22
Reckitt Benckiser
Hindustan Unilever
Godrej Consumer Products
Coca Cola India
Cadburys India
Brooke Bond Lipton India
Procter & Gamble
Amazon Online India
Procter & Gamble Home Products
Colgate Palmolive India
Total Advertisers: 4,021 Total Advertisers: 4,046 Total Advertisers: 4,423

8. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Leading Brands: Across 3 quarters of Y 2022
 The top 10 brands contributed nearly 11% to the total advertising on TV in Jul-Sep’22.
 Jul-Sep’22 had highest number of brands compared to previous 2 quarters. 6 out of the top 10 brands of Jul-Sep’22 were
from ‘Reckitt’.
Period : Jan-Sep’22
Leading Brands: Jan-Mar’22 (8%)
Harpic Power Plus 10x Max Clean
Dettol Antiseptic Liquid
Ultratech Cement
Harpic Bathroom Cleaner
Lizol All In 1
Dettol Toilet Soaps
Clinic Plus Shampoo
Surf Excel Easy Wash
Amazon.In
Vanish Oxi Action
Leading Brands: Apr-Jun’22 (9%)
Lizol All In 1
Dettol Antiseptic Liquid
Harpic Power Plus 10x Max Clean
Dettol Toilet Soaps
Horlicks
Dettol Intense Cool Soap
Ultratech Cement
Glow & Lovely Advanced Multivitamin
Clinic Plus Shampoo
Lalithaa Jewellery
Leading Brands: Jul-Sep’22 (11%)
Dettol Antiseptic Liquid
Lizol All In 1
Dettol Toilet Soaps
Harpic Power Plus 10x Max Clean
Mortein Insta
Maaza
Amazon.In
Airtel Xstream Box
Harpic Bathroom Cleaner
Colgate Dental Cream
Total Brands: 6200+ Total Brands: 6100+ Total Brands: 6700+

9. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Top Growing Categories : 190+ Categories registered Positive Growth
Rank
Top 10 Growing Categories (Jul-Sep’22)
(based on highest increase in Ad Volumes) Growth
1 Toilet Soaps 1.5 Times
2 Mosquito Repellents 2.2 Times
3 Chocolates 1.7 Times
4 Ecom-Online Shopping 1.6 Times
5 Rubs And Balms 1.8 Times
6 Toilet/Floor Cleaners 1.2 Times
7 Cars 2.0 Times
8 Antiseptic Creams/Liquids 1.6 Times
9 Biscuits 1.4 Times
10 Two Wheelers 2.1 Times
 ‘Toilet Soaps’ was the top category with highest growth in Ad secondages in Jul-Sep’22 vs. Apr-Jun’22 i.e. 1.5 times.
 ‘Mosquito Repellents’ category witnessed highest growth % i.e. 2.2 times in Jul-Sep’22 vs. Apr-Jun’22.
Period : Jan-Sep’22

10. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Top Channel Genres : GEC and News added nearly 55% share of Ad Volumes
28% 28% 29%
29% 27% 26%
20% 20% 21%
11% 11% 12%
3% 4% 4%
8% 10% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan-Mar'22 Apr-Jun'22 Jul-Sep'22
GEC News Movies Music Kids Others
 Share of Ad volumes on News genre saw a decrease in Jul-Sep’22 compared to previous 2 quarters.
 The top 5 genre contributed 90% to the total TV advertising volumes in 3 quarters of Y 2022.
Period : Jan-Sep’22

11. Website Link: www.tamindia.com