According to TAM AdEx-Mirroring Year 2021 for Music Genre, Ad Volumes witnessed 34% indexed growth in the year 2021 compared to 2017 and 42% growth compared to 2020. The highest growth in Ad Volumes was observed in 2021 compared to 2017. Resurgence in Ad Volumes was seen in the Music genre during the 3rd and 4th quarter, showcasing a recovering from the 2nd quarter.
The report indicates that during both 2020 and 2021, Hindi Music channels topped with more than 30% share of the Music genre’s Ad Volumes. The count of brands dropped by 15% in Q2, 2021 which recovered by 17% in Q3 2021 and 30% in Q4 2021 over Q2 2021.
The food and beverages sector topped with a 25% share of the Music genre’s Ad Volumes closely followed by Personal Care and Hygiene with a 24% share. Toilet/Floor cleaners saw the highest increase in ad secondages, followed by Aerated Soft Drinks during the year 2021 compared to the year 2020 in Music Genre. The toilet/floor cleaners category also led the Music genre with an 8% share of ad volumes in 2021.
In terms of advertisers, 490+ advertisers and 1.9K+ brands exclusively advertised in the Music genre during the year 2021 compared to the year 2020. Regional and National GEC channels had 68% and 32% share of Ad Volumes respectively in the Music genre during 2021.
Amongst the advertisers’ category, the top three positions remained unchanged in the Music genre with Reckitt Benckiser at the top spot followed by HUL and Cadbury India during both 2020-21.
Pepsi Company and Procter & Gamble were the new entrants among the Top 10 list of advertisers. The report also stated that Travelxp India and Dettol were the top exclusive advertiser and brands respectively during the year 2021 compared to the year 2020.
You can access the entire report here:
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