Food & Beverage was the leading Sector with 21% share of ad volumes during Jul-Sep’23. HUL was the leading advertiser during all 3 quarters of 2023.

1. Quarterly Report (Jul–Sep’23)
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 1% in Jul-Sep’23 over Jan-
Mar’23.
Food & Beverage was the leading Sector with 21%
share of ad volumes during Jul-Sep’23.
HUL was the leading advertiser during all 3 quarters of
2023.
Milk Beverages saw highest increase in Ad Volumes
resulting in 30% growth during Jul-Sep’23 compared
to Apr-Jun’23.
News and GEC were the most preferred channel
genres on television during Jan-Sep’23 with combined
advertising share of 56%.
The top 5 channel genres contributed more than 90%
share of ad volumes in Q’1, Q’2 and Q’3 of 2023.
5 out of Top 10 brands were from Reckitt Benckiser
(India). The Top 10 brands added 10% to the total TV
Ad Volumes in Jul-Sep’23.
Toilet Soaps Category retained its 1st position with 7%
share of ad volumes in Jul-Sep’23 over Apr-Jun’23.
Period : Jan-Mar’23, Apr-Jun’23 and Jul-Sep’23

4. “ “
TV Ad Volumes increased by 1% in Jul-Sep’23 over Jan-Mar’23
100
105 101
Jan-Mar'23 Apr-Jun'23 Jul-Sep'23
Indexed Growth In Ad Volumes
Index: Jan-Mar’23=100
 Ad Volumes on Television Advertising witnessed growth of 5% in Apr-Jun’23 and 1% growth in Jul-Sep’23 compared
to Jan-Mar’23.
 Also, Jul-Sept’23 observed de-growth of 4% in TV ad volumes compared to Jul-Sep’22.
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Q1-Q2-Q3’23

5. “ “
2%
3%
3%
5%
6%
8%
9%
14%
18%
21%
Rank Top Sectors: Jul–Sep’23 % Share
1 Food & Beverages
2 Personal Care/Personal Hygiene
3 Services
4 Household Products
5 Personal Healthcare
6 Hair Care
7 Laundry
8 Auto
9 Building, Industrial & Land Materials/Equipments
10 Banking/Finance/Investment
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
‘Food & Beverages’: The Leading Sector covering 1/4th of Ad Volumes
1
2
3
4
5
6
7
10
8
13
Others 11%
Rank in Apr-Jun’23
 Food & Beverages retained its top position compared to Apr-Jun’23; Auto sector observed positive rank shift.
 Banking/Finance/Investment entered the top 10 list of Sectors during Jul-Sep’23 compared to Apr-Jun’23.
 The top 10 Sectors together added 89% share of ad volumes in Jul-Sep’23.
Period : Jul-Sep’23

6. “ “
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Top 2 Categories maintained their rankings in Jul-Sep’23 over Apr-Jun’23
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
Washing Powders/Liquids
Milk Beverages
Shampoos
Tooth Pastes
Biscuits
Tea
Mosquito Repellents
Ecom-Media/Ent./Social Media
7%
4%
3%
3%
3%
3%
3%
2%
3%
2%
1
2
4
6
3
5
9
11
13
15
 The top 10 categories collectively added 33% share of ad volumes on Television Advertising during Jul-Sep’23.
 During Jul-Sep’23, Biscuits, Tea and Mosquito Repellents were the new entrants in the top 10 list of categories compared to
Apr-Jun’23.
 Washing Powder/Liquids, Milk Beverages and Shampoos observed positive rank shift in Jul-Sep’23 compared to Apr-
Jun’23.
Period : Jul-Sep’23
Rank in Apr-Jun’23
TOP 10 Categories

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 2023
 Hindustan Unilever and Reckitt Benckiser (India) retained their 1st and 2nd positions during Q’1, Q’2 and Q’3 of Y 2023.
 During Jul-Sep’23, the top 10 advertisers contributed 49% share of ad volumes on TV Advertising.
 Britannia Industries and Nestle India entered the top 10 list during Jul-Sept’23 and secured 9th and 10th positions compared
to their 14th and 13th positions respectively in Apr-Jun’23.
Leading Advertisers: Jan-Mar’23
Hindustan Unilever
Reckitt Benckiser (India)
P&G
Godrej Consumer Products
Cadburys India
Coca Cola India
Itc
Pepsi Co
Britannia Industries
Colgate Palmolive India
Leading Advertisers: Apr-Jun’23
Hindustan Unilever
Reckitt Benckiser (India)
Godrej Consumer Products
P&G
Cadburys India
Itc
Coca Cola India
Pepsi Co
Wipro
Reliance Jio Infocomm
Leading Advertisers: Jul-Sep’23
Hindustan Unilever
Reckitt Benckiser (India)
Godrej Consumer Products
P&G
Cadburys India
Itc
Coca Cola India
Wipro
Britannia Industries
Nestle India
Total Advertisers: 3,976 Total Advertisers: 3,817 Total Advertisers: 3,786
Period : Q1-Q2-Q3’23

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 2023
 In Jul-Sep’23, the top 10 brands together accounted for 10% share of ad volumes on Television Advertising.
 Out of the top 10 brands present in Jul-Sep’23, 5 of them belonged to Reckitt Benckiser (India) and 4 belonged to Hindustan
Unilever. Also, 5 of the top 10 brands belonged to Personal Care/Personal Hygiene Sector during Jul-Sep’23.
Leading Brands: Jan-Mar’23 (11%)
Harpic Power Plus 10x Max Clean
Dettol Antiseptic Liquid
Lizol All In 1
Dettol Skincare Soap
Harpic Bathroom Cleaner
Dettol Toilet Soaps
Thums Up
Airtel Xstream Box
Maaza
Jiocinema App
Leading Brands: Apr-Jun’23 (11%)
Dettol Antiseptic Liquid
Harpic Power Plus 10x Max Clean
Lizol All In 1
Dettol Toilet Soaps
Jiocinema App
Dettol Lime Cool Soap
Glow & Lovely Advanced Multivitamin
Harpic Bathroom Cleaner
Colin
Phonepe
Leading Brands: Jul-Sep’23 (10%)
Dettol Toilet Soaps
Dettol Antiseptic Liquid
Harpic Power Plus 10x Max Clean
Lizol All In 1
Santoor Sandal And Turmeric
Glow & Lovely Advanced Multivitamin
Lifebuoy Toilet Soap
Surf Excel Easy Wash
Close Up Ever Fresh
Harpic Bathroom Cleaner
Total Brands: 6185+ Total Brands: 5875+ Total Brands: 5970+
Period : Q1-Q2-Q3’23

9. “ “
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Top Growing Categories : 185+ Categories registered Positive Growth
Rank
Top 10 Growing Categories (Jul-Sep’23)
(based on highest increase in Ad Volumes) Growth
1 Milk Beverages 30%
2 Ecom-Online Shopping 76%
3 Tea 42%
4 Mosquito Repellents 46%
5 Toilet Soaps 10%
6 Diapers 5 Times
7 Rubs And Balms 54%
8 Biscuits 27%
9 Namkin 3 Times
10 Shampoos 18%
 Milk Beverages saw highest increase in Ad Volumes resulting in 30% growth during Jul-Sep’23 compared to Apr-Jun’23
followed by Ecom-Online Shopping with 76% growth.
Period : Jul-Sep’23

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 56% share of Ad Volumes in Jul-Sep’23
30% 29% 31%
25% 25% 25%
21% 22% 22%
12% 13% 12%
3% 3% 3%
8% 8% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan-Mar'23 Apr-Jun'23 Jul-Sep'23
GEC News Movies Music Kids Others(6)
 Compared to Jan-Mar’23, GEC and Movies Genre witnessed minor rise in % share of ad volumes in Jul-Sep’23. Whereas,
News and Kids Genre’s share was maintained throughout all 3 quarters.
 The top 5 genre together contributed more than 90% share of ad volumes in each of the Q’1, Q’2 and Q’3 of Y 2023.
Period : Q1-Q2-Q3’23

11. Website Link: www.tamindia.com