As per the TAM AdEx report in 2023, the Music Genre experienced a 46% increase in ad volumes per channel compared to 2019. Conversely, it saw a 3% growth compared to 2022.

1. Media: TV, Print, Radio & Digital;
Period: Y 2022
REWINDING Y 2023 FOR
ADVERTISING IN MUSIC GENRE
SOURCE: AdEx INDIA
A DIVISION OF TAM MEDIA RESEARCH

2. Highlights : Music Genre
01
02
03
04
05
In the year 2023, the Movie Genre experienced a
46% increase in ad volumes per channel
compared to 2019. Conversely, it saw a 3%
growth compared to 2022.
Tamil Music was the leading Sub-Genre with
18% share of ad volumes in Y 2023.
F&B Sector retained its 1st position with 26%
share of ad volumes in Y 2023 over Y 2022.
The top 10 categories collectively added 42%
share of ad volumes in Y 2023 with Toilet Soaps
leading the list.
760+ Advertisers were present during Y 2023 in
which Reckitt Benckiser (India) secured 1st position.
06
07
08
09
10
Juniors Fashion Week was an exclusive advertiser
present only in Music Genre and not in other
Genres during Y 2023.
There were 295+ exclusive advertisers present
during Y 2023 in which Bacardi Martini India was
the top advertiser compared to Y 2022.
Prime Time in Time Bands had the highest share of
ad volumes of 32% during Y 2023.
Ad length of 20-40 seconds was highly preferred
by advertisers in Y 2023.
100+ Categories registered Positive Growth during
Y 2023 compared to Y 2022.

3. Trends: Ad Volumes/Channel in Music Genre: 46% rise in Y 2023 compared to
Y 2019
100
89
137 142 146
Y 2019 Y 2020 Y 2021 Y 2022 Y 2023
Indexed Growth in Music : Y 2020-23 over Y 2019
Index: Y 2019 =100
160
169
152
144
Q1 22 Q2 22 Q3 22 Q4 22
Avg.
Ad
Volumes/Day
(In
Hours)
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2019-23
Quarterly Trends in Music : Y 2023
Count of
Channels
49
61 61 56 51
Indexed
Ad
Volume/Channel
 Ad volumes for Movie Genre per channel witnessed growth during Y 2021 and Y 2022 with 37% and 42%
share compared to Y 2019.
 Whereas, Y 2023 observed growth in ad volumes by 3% over Y 2022 for Movie Genre.
 Compared to Q’4 of Y 2023, there was growth in ad volumes of 17% in Q’2 of Y 2023.

4. 13% 11% 13% 12% 12%
87% 87% 85% 84% 84%
Y 2019 Y 2020 Y 2021 Y 2022 Y 2023
Music Genre Other Genres
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2019-23
Share of Music Genre in overall TV Advertising: Y 2019-23
 Over the past five years, the Music Genre constituted a share of ad volumes ranging from 11% to 13%.

5. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
18%
13%
9%
8%
8%
12%
Tamil Music
Punjabi Music
Marathi Music
Telugu Music
Kannada Music
Others (7)
18%
15%
8%
7%
7%
11%
Tamil Music
Punjabi Music
Telugu Music
Marathi Music
Kannada Music
Others (7)
Subgenres of GEC
Y 2022
Subgenres of GEC
Y 2023
Period : Y 2022-2023
 Tamil and Punjabi Music sub-genre maintained their ranks in Y 2023 over Y 2022, with Tamil having 18%
share of ad volumes and Punjabi 13% share in Y 2023.
 Together, the top 5 Music Sub-Genres accounted for 55% share of ad volumes in Y 2023.
Top 5 Sub-Genres of Music Genre

6. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2023
Others 4%
 In the Y 2023, the F&B sector emerged as the top contributor to ad volumes within the Music Genre,
accounting for a 26% share.
 During Y 2023, the Top 8 Sectors retained their respective positions compared to Y 2022.
Leading Sectors: Top 10 sectors added 95% ad volume share for ‘Music’
Advertising
% Share Rank in Y 2022
Rank Top Sectors – Y 2023
1 Food & Beverages 26%
2 Personal Care/Personal Hygiene 23%
3 Household Products 14%
4 Personal Healthcare 9%
5 Services 7%
6 Hair Care 6%
7 Laundry 6%
8 Personal Accessories 2%
9 Auto 2%
10 Retail 1%
1
2
3
4
5
6
7
8
10
9

7. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2023
Leading Categories: Toilet Soaps (9%) led the Music Genre’s Category in Y 2023
 During Y 2023, the top 10 categories had a collective share of 42% with Toilet Soaps leading the list.
 Tea entered the top 10 list of categories in Y 2023 with 3% share of ad volumes compared to Y 2022.
 Out of the top 10 categories present in Y 2023, 5 of them belonged to Food & Beverages Sector.
Rank in Y 2022
1
2
3
4
5
6
7
8
9
10
Next 40 Categories 43%
Toilet Soaps 9%
Toilet/Floor Cleaners 8%
Chocolates 4%
Washing Powders/Liquids 3%
Biscuits 3%
Aerated Soft Drink 3%
Antiseptic Creams/Liquids 3%
Shampoos 3%
Milk Beverages 3%
Tea 3%
Rank Top 10 Categories in Y 2023 (Total 275+) % Share
2
1
4
8
6
3
9
5
7
12

8. Rank
Top Growing Categories (Y 2023 vs. Y 2022)
(based on highest increase in Ad Volumes) Growth
1 Toilet Soaps 55%
2 Toilet/Floor Cleaners 23%
3 Washing Powders/Liquids 25%
4 Tea 32%
5 Condoms 2 Times
6 Hair Removers 24%
7 Tooth Pastes 22%
8 Biscuits 12%
9 Energy Drink 44%
10 Eye Make Up 8 Times
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2023
 Toilet Soaps saw highest increase in Ad secondages (55%), while Eye Make Up topped in term of growth
perent with 8 times growth during Y 2023 compared to Y 2022 in Music Genre.
Top Growing Categories : 100+ Categories registered Positive Growth

9. Top Advertisers (Y 2023) [Total 760+]
Rank
(Y 2022)
1. Reckitt Benckiser (India) 1
2. Hindustan Unilever 2
3. Godrej Consumer Products 5
4. Cadburys India 4
5. P&G 6
6. Coca Cola India 3
7. Pepsi Co 7
8. ITC 11
9. Wipro 10
10. Britannia Industries 9
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2023
Top 10 Advertisers
contributed 70% share of
Music Genre’s Ad Volumes
Leading Advertisers: Y 2023 - 760+ Players were present in Music Genre
 Reckitt Benckiser and HUL retained their 1st and 2nd positions during Y 2023 with 24% and 21% share of ad
volumes.
 ITC was the only new entrant during Y 2023 compared to Y 2022.

10. Rank Top Exclusive^ Advertisers (MUSIC) [Total 45+ ]
1 Juniors Fashion Week
2 Jay Ell Healthcare
3 Wings Lifestyle
4 Style Union
5 Gs Visa Point
6 Bigmuscles Nutrition
7 Aesthetic Nutrition
8 Hayagrivas Silk House
9 SA Nutrition
10 Rose Gold Beauty Parlours
^ Present in Music genre but not in Other genres
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2023
Exclusive^ Advertisers present in Music Genre: Y 2023
 45+ advertisers publicized exclusively in Music Genre during Y 2023.
 Juniors Fashion Week was the top exclusive^ advertiser in Music Genre followed by Jay EII Healthcare.

11. Rank Top Exclusive Advertisers (Y 2023) [Total 295+]
1 Bacardi Martini India
2 Junglee Games India
3 Facebook Inc
4 Devyani Food Industries
5 Indeed Ireland Operations
6 Indo Canadian Transport Co
7 National Payments Corp of India
8 Eicher Motors
9 1xbatsporting.Com
10 Spectraa Care
^ Present In Y 2023 but not in Y 2022
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2023
Leading Exclusive Advertisers^ : Y 2023
 295+ advertisers exclusively publicized during Y 2023 in Music Genre.
 In the year 2023, Bacardi Martini India emerged as the leading exclusive advertiser over 2022.

12. Rank Top Brands (Y 2023) [Total 1980+]
1 Dettol Antiseptic Liquid
2 Lizol All In 1
3 Harpic Power Plus 10x Max Clean
4 Dettol Toilet Soaps
5 Harpic Bathroom Cleaner
6 Colin
7 Veet Pure
8 Santoor Sandal And Turmeric
9 Mortein Smart Plus
10 Surf Excel Easy Wash
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2023
Top 10 Brands contributed 17%
share of Music Ad Volumes
Leading Brands of 2023: Over 1,980 brands were present in Music Genre during Y 2023
 Dettol Antiseptic Liquid secured 1st position with 3% share of ad volumes in Y 2023.
 The Top 5 brands retained their respective positions during Y 2023 over Y 2022.
 Veet Pure, Santoor Sandal And Turmeric & Surf Excel Easy Wash were new entrants in Y 2023 compared to Y 2022.
 Mortein Smart Plus was an exclusive brand that entered the top 10 list and secured 9th position in Y 2023 over Y 2022.

13. 10%
16%
27%
10%
32%
6%
Early Morning Morning Afternoon Evening Prime Time Night
Early Morning
6:00 to 08:59
Morning
09:00 to 11:59
Afternoon
12:00 to 15:59
Evening
16:00 to 18:59
Prime Time
19:00 to 22:59
Night
23:00 to 05:59
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2023
Advertising share by Time Bands in Music Genre
 Prime Time garnered highest share of ad volumes of 32% followed by Afternoon with 27% in Y 2023.
 Prime Time, Afternoon & Morning time bands together added 74% share of Music Genre ad volumes.

14. 72%
26%
2%
0.4%
20-40 sec
<20 sec
45-60 sec
>60 sec 69%
29%
2%
0.2%
20-40 sec
<20 sec
45-60 sec
>60 sec
Ad Length
Y2022
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2022-2023
Ad Length
Y2023
Ad Size in the Music Genre : Y 2023 and Y 2022
 Ad size of 20-40 seconds was majorly preferred by advertisers in both Y 2023 and Y 2022 with 72% and 69%
share of ad volumes respectively.

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