Radio continues its dream run in 2023, as digital falters in FMCG ad volumes over 2022: TAM Adex

Radio emerged as the favourite platform for FMCG companies in 2023 witnessing an 18% growth in ad volumes in 2023, when compared to 2022. Television stood second, albeit with just a 3% growth in the same period. 

 

Print and digital didn’t find favour with the FMCGs in 2023 over the previous year as they recorded a de-growth of 10% and 23%, respectively, in ad volumes.

 

These figures have been summarised by TAM in its recent report, ‘2023 Cross Media Advertising Recap - FMCG Sector’.

 

Television

 

 

Though witnessing only a 3% growth in ad volumes in 2023, it was still an upward trend from 2022 where television actually saw a de-growth of 0.75% over 2021.

 

Among the quarterly trends of 2023, the fourth quarter observed a growth of 2% over the first quarter. Television ad volumes for FMCGs were observed the highest during May’23 with 8.7% share, closely followed by Oct’23 with 8.6% share.

 

F&B brands accounted for four out of top 10 categories while toilet soaps and floor cleaners maintained their first and second spots in 2023 too. Rubs and balms made their debut in top 10 with a 2% share of ad volumes. Forty five per cent of ad volumes for FMCGs were taken up by the top 10 categories.

 

Dettol Antiseptic Liquid was the leading brand from FMCG sector in 2023 with 2% share of ad volumes. Santoor Sandal and Turmeric, Close Up Ever Fresh and Lifebuoy Toilet Soap entered the top 10 list in 2023.

 

Of the top 10 brands, five came from Reckitt Benckiser and four belonged to Hindustan Unilever.

The top 10 advertisers together added 69% share of ad volumes with Hindustan Unilever leading the list with 25%, followed by Reckitt Benckiser (India) at 19% and at Godrej Consumer Products 6% share of ad volumes.

 

Within the GEC category that topped the list, feature films was the most preferred genre and together with drama soaps, they added more than 40% share of ad volumes on TV in 2023.The FMCG advertisers preferred 20 - 40 seconds ad size on TV.

 

Print

 

 

It has been tough last few years for print, except for 2021 which witnessed a positive growth. In quarterly results of 2023, growth in ad space for highest in the fourth quarter at 30% when compared to the first quarter. 

 

In categories, range of OTC Products ascended to the top spot with a 7% share of ad space in 2023 over the preceding year. Spices and tooth pastes were the new entrants in the top 10 categories that together accounted for 44% of ad space from FMCGs.

 

Amongst advertisers, SBS Biotech, with 13% share, was a clear first with five of its brands making it to the top 10, followed by Patanjali Ayurveda at 5%. Munimjee & Sons and K P Pan Foods were the only new entrants present in the top 10 list of advertisers over 2022.

 

Dr Ortho Oil ascended to the first position amongst brands with 3% share of ad space replacing Patanjali range of products that fell down to number six in 2023. The top 10 brands from FMCG sector together accounted for 15% share of ad space during 2023. 

 

General interest publication genre made a clean sweep with 98% of sector’s ad volume.

 

Hindi was the top publication language with 52% share of ad space in 2023 (over 2022) followed by English and Marathi at 13% and 11% respectively.  North Zone topped with 38% share of FMCG advertising in print in 2023, with New Delhi and Mumbai emerging as top 2 cities pan India for print advertising.

 

Radio

 

Radio has been having a dream run in the last few years and has seen a surge of 62% in 2023 when compared to 2019. With an exception of 2020 that saw a de-growth, radio has had a steady run.

 

Compared to Jan-Mar’23, Oct-Dec’23 had the highest growth of 27% in the quarterly trends of 2023.

 

The top 10 categories from FMCG Sector collectively added 59% share of ad volumes with pan masala leading the list. Amongst advertisers, Vishnu Packaging ascended to the first position with 10% share of ad space in 2023 over 2022, followed by SBS Biotech at 7% and Himalaya Well Company at 4%. Also, the top 10 advertisers together covered 40% share of ad volumes. Of the top 10 advertisers present in 2023, four of them were new entrants compared to 2022. 

 

On radio, Vimal Pan Masala upheaved to the first position with 10% share of ad volumes compared to its third position in 2023 over 2022. The top 10 brands present in 2023 together accounted for 28% share of ad volumes. During 2023, there were three exclusive brands present among the top 10.

 

For the FMCG Sector, Gujarat maintained its top position with 25% share on radio, followed by Uttar Pradesh and Maharashtra. 

 

Digital

 

 

Digital medium observed a de-growth in ad impressions of 23% in 2023 over 2022. While analyzing the quarterly trends, a growth was seen in ad impressions in Q’2 and Q’4 of  2023 by 29% and 10% respectively over Q’1 of the same year.

 

In categories, corporate-pharma/healthcare entered the top 10 list and secured the first position during 2023 over 2022, whereas chocolates dropped one spot to now being the runner up. 

 

The top 10 categories on digital medium had a combined share of 41% in 2023. L’Oreal India retained its numero uno spot with the highest share of 7% in 2023 over 2022. Among the top 10 advertisers on digital medium, there were three new entrants in 2023. Also, there was a collective share of 43% for the top 10 advertisers on digital medium.

 

Top 10 brands accounted for 18% share of ad impressions in  2023 for FMCG advertising. Apart from Hear.com and Maaza, all the brands present in the top 10 list were new entrants in 2023.

 

Programmatic (85%) was the top transaction method for digital advertising of FMCG sector in  2023. Programmatic and ad network transaction methods together captured 93% share of F