This report summarizes television advertising trends for January to June 2023. Food and beverages was the top advertising sector, accounting for 23% of ad volumes. Toilet soaps was the leading product category. Hindustan Unilever and Reckitt Benckiser India were the top two advertisers. Harpic Power Plus 10x Max Clean from Reckitt Benckiser India was the most advertised brand. General entertainment channels had the largest share of advertising volumes, outpacing news channels. Overall television ad volumes grew slightly by 3% compared to the same period in 2021 and 2022.

1. Half Yearly Report (Jan-Jun’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
Television Ad Volumes grew by 3% in Jan-Jun’23
over Jan-Jun’21.
Food & Beverage Sector topped with 23%
during Jan-Jun’23.
Toilet Soaps led the categories during H1, 2023;
Biscuits was the new entrant among the Top 10.
5 out of Top 10 brands were from Reckitt Benckiser
and 2 brands from HUL during Jan-Jun’23.
During Jan-Jun’23, GEC outperformed News channels
as the leading genre for advertising, in contrast to its
position during the same period in 2022.
The Top 5 channels genres accounted for more than
90% share of TV Ad Volumes during both Jan-Jun’22
and Jan-Jun’23.
Toilet Soaps was also the top grown category in
terms of Ad Volumes in Jan-Jun’23 over Jan-
Jun’22.
FMCG players dominated the list of Top 10 advertisers
with HUL leading the list.

4. Television Ad Volumes in H1, 2021-22-23
100 103 103
Jan - Jun'21 Jan - Jun'22 Jan - Jun'23
Indexed Growth in Ad Volumes
Index: Jan - Jun’21 =100
 Jan-Jun'22 and Jan-Jun’23 both saw minor 3% rise in Ad Volumes over Jan-Jun'21.
 Ad volumes remained stable in Jan-Jun’23 compared to Jan-Jun’22.
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-Jun’21-22-23

5. Rank Top Sectors % Share
1 Food & Beverages 23%
2 Personal Care/Personal Hygiene 17%
3 Services 14%
4 Household Products 9%
5 Personal Healthcare 7%
6 Hair Care 5%
7 Laundry 4%
8 Building, Industrial & Land Materials/Equipments 3%
9 Auto 3%
10 Personal Accessories 2%
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 23% share of Ad Volumes
1
3
2
5
4
6
7
8
12
10
Others 12%
Rank in Jan-Jun’22
 In Jan-Jun'23, ‘Food & Beverage’ (23%) was on top followed by ‘Personal Care/Personal Hygiene’ sector with 17% share.
 ‘Auto’ is the only new entered sector in top 10 list during Jan-Jun’23.
 ‘Personal Care/Personal Hygiene’ and ‘Household Products’ saw positive rank shift.
Period : Jan-Jun’22-23
New Entrant

6. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
'Toilet Soaps' led the categories during H1, 2023
5.8%
4.7%
3.2%
3.0%
2.7%
2.5%
2.5%
2.3%
2.4%
2.1%
2
1
4
6
7
8
3
11
5
10
 The Top 10 categories together added 31% share of ad volumes in Jan-Jun’23.
 In Jan-Jun of this year, categories on the rank 1, 3, 4, 5 and 6 showed a positive rank shift compared to Jan-Jun’22.
 ‘Biscuits’ was the new entrant among the Top 10 categories during Jan-Jun’23.
 Categories on Rank 6,7,8 and 10 were from ‘Food & Beverages’ sector.
Period : Jan-Jun’22-23
1. Toilet Soaps
2. Toilet/Floor Cleaners
3. Ecom-Media/Ent./Social Media
4. Washing Powders/Liquids
5. Tooth Pastes
6. Aerated Soft Drink
7. Milk Beverages
8. Biscuits
9. Shampoos
10. Chocolates
New Entrant
Top 10 Categories
Rank Ranks - Jan-Jun’22

7. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Leading Advertisers: FMCG Players dominated the top 10 list
Top 10 Advertisers (Jan-Jun’23): [5,700+]
Rank
(Jan-Jun’22)
1. Hindustan Unilever 1
2. Reckitt Benckiser India 2
3. Godrej Consumer Products 5
4. Procter & Gamble 3
5. Cadburys India 4
6. Coca Cola India 6
7. ITC 7
8. Pepsi Co. 8
9. Wipro 20
10. Colgate Palmolive India 9
 ‘HUL’ topped the list followed by ‘Reckitt’ during Jan-Jun’23.
 The Top 10 advertisers together added 46% share of Ad Volumes during Jan-Jun’23.
 ‘Godrej Consumer Products’ observed positive rank shift.
 ‘Wipro' moved up by eleven positions in the rankings, securing a place among the top 10.
Period : Jan-Jun’22-23
New Entrant

8. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
‘Harpic Power Plus 10x Max Clean’ was the top brand on TV during Jan-Jun’23
Rank Top 10 Brands (Jan-Jun’23): [8,800+]
1 Harpic Power Plus 10x Max Clean
2 Dettol Antiseptic Liquid
3 Lizol All In 1
4 Dettol Toilet Soaps
5 Jiocinema App
6 Harpic Bathroom Cleaner
7 Glow & Lovely Advanced Multivitamin
8 Close Up Ever Fresh
9 Santoor Sandal And Turmeric
10 Colgate Dental Cream
Top 10 Brands contributed 10%
share of Television Ad Volumes
 During Jan-Jun’22, total 8.8K+ brands were present on Television.
 5 out of Top 10 brands were from ‘Reckitt Benckiser’ and 2 were from ‘HUL’.
Period : Jan-Jun’23

9. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Top Growing Categories : 200+ Categories registered Positive Growth
Rank
Top 10 Growing Categories (Jan-Jun’23)
(based on highest increase in actual Ad Volumes) Growth
1 Toilet Soaps 88%
2 Toilet/Floor Cleaners 35%
3 Biscuits 40%
4 Antiseptic Creams/Liquids 59%
5 Home Insecticides 5 Times
6 Cars 47%
7 Two Wheelers 60%
8 Retail Outlets-Jewellers 26%
9 Chocolates 19%
10 Ecom-Media/Entertainment/Social Media 9%
 ‘Toilet Soaps’ category saw highest increase in Ad secondages with growth of 88% followed by ‘Toilet/Floor Cleaners’ with 35%
growth during Jan-Jun’23 compared to Jan-Jun’22.
Period : Jan-Jun’22-23

10. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Top 5 Channel Genres Jan-Jun’23 : News and GEC had 55% of Ad Volumes
30%
25%
21%
12%
3%
8%
GEC
News
Movies
Music
Kids
Others (6)
28%
28%
20%
11%
3%
9%
News
GEC
Movies
Music
Kids
Others (7)
 During Jan-Jun’23, ‘GEC’ outperformed ‘News’ channels as the leading genre for advertising, in contrast to its position during
the same period in 2022.
 Top 5 channels genres accounted for more than 90% share of Ad Volumes during both Jan-Jun’23 and Jan-Jun’22.
Channel Genres
Jan-Jun’23
Channel Genres
Jan-Jun’22
Period : Jan-Jun’22-23

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assume and hereby expressly disclaim any and all liability to any party for any loss, damage, or disruption caused by
errors or omissions, whether such errors or omissions result from negligence, accident, or any other cause. The content
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advice regarding its usages. Before any reference or use of this report in manner kindly connect with TAM Media
Research Pvt. Ltd. All rights including copyright reserved with TAM Media Research Pvt. Ltd.

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