TAM Media Report Reveals Over 1,980 Brands Engaged In Music Genre In 2023

TAM Media's comprehensive analysis of advertising trends within the Music Genre unveils a notable surge in ad volumes across various channels during the years 2021 and 2022, marking a 37% and 42% increase, respectively, compared to figures from 2019. In 2023, this upward trajectory continued with a remarkable 46% surge in ad volumes per channel compared to the baseline year of 2019, although it represented a marginal 3% growth from the previous year, 2022. Notably, the second quarter of 2023 witnessed a notable uptick in ad volumes, marking a 17% increase compared to the fourth quarter of the same year.

Over the past five years spanning from 2019 to 2023, the Music Genre has consistently maintained a share of ad volumes ranging between 11% to 13%. Sub-genres such as Tamil and Punjabi held their ground in 2023, maintaining their respective ranks from the previous year. Specifically, Tamil accounted for an 18% share of ad volumes, while Punjabi held a 13% share. Together, the top five sub-genres, including Marathi, Telugu, and Kannada, collectively commanded a substantial 55% share of ad volumes in 2023.

Within the Music Genre, the Food & Beverage (F&B) sector emerged as the primary contributor to ad volumes in 2023, securing a significant 26% share, closely followed by Personal Care/Personal Hygiene with a 23% share. The top ten sectors combined contributed to 95% of the ad volume share for Music Genre advertising, with the top eight sectors maintaining their positions from the previous year.

In terms of categories, the top ten collectively held a 42% share of ad volumes in 2023, with Toilet Soaps leading the pack with a 9% share. Notably, five out of the top ten categories belonged to the Food & Beverage sector, with Tea making its debut in the top ten list in 2023 with a 3% share of ad volumes compared to the previous year.

Over 100 categories registered positive growth in 2023, with Toilet Soaps witnessing the highest increase in ad secondages at 55%, while Eye Make Up topped in growth percentage with an impressive 8x increase compared to 2022.

A significant presence of over 760 players was observed in the Music Genre in 2023, with the top ten advertisers contributing to 70% of the genre's ad volumes. Notably, Reckitt Benckiser and HUL retained their positions as the top two advertisers, while ITC emerged as a new entrant compared to the previous year.

Additionally, over 45 advertisers exclusively promoted their products or services within the Music Genre in 2023, with Juniors Fashion Week emerging as the top exclusive advertiser followed by Jay EII Healthcare.

Overall, the Music Genre in 2023 showcased a robust ecosystem with over 1,980 brands actively participating, with the top ten brands contributing to a significant 17% share of ad volumes. Dettol Antiseptic Liquid secured the top position among brands with a 3% share of ad volumes in 2023, while new entrants such as Veet Pure, Santoor Sandal & Turmeric, and Surf Excel Easy Wash made their mark. Notably, Mortein Smart Plus emerged as an exclusive brand entrant, securing the ninth position in 2023 compared to the previous year.

Prime Time continued to dominate in terms of ad volume share, capturing 32% of the total, followed by the Afternoon time band with 27%. Ad sizes ranging from 20-40 seconds remained the preferred choice for advertisers, comprising 72% and 69% of the ad volumes in 2023 and 2022, respectively.