Regional Networks Maintains Dominant TV Ad Share: Study

TV ad volume saw a two per cent increase in 2022 compared to 2021

Regional networks maintained a dominant TV ad share, according to the survey, which included more than 600 TV channels. The share of regional channels in 2022 stood at 63 per cent, while it was 65 per cent in 2021.

TV ad volume saw a two per cent increase in 2022 compared to 2021. But in contrast to 2019, the same increased by 26 per cent in 2022, as per the TAM AdEx report.

The small decline in advertising interest in news channels was another intriguing phenomenon.

According to the study, news networks and general entertainment channels (GECs) together controlled 55 per cent of the overall TV ad share in 2022. News had 27 per cent of the overall volume of ads, down one per cent from 2021, while GECs held 28 per cent of the market. 2021 saw a 28 per cent share for both categories. For both 2021 and 2022, the food and beverage industry remained the top advertiser on television.

In comparison, the services and personal hygiene industries held 16 per cent and 15 per cent of the total ad volumes, respectively.

In terms of top TV advertisers in 2022, Reckitt rose to the top. Following Godrej Consumer Products in third place is Hindustan Unilever (HUL), which dropped to second place.

The top 10 TV advertising brands, according to the study, accounted for nine per cent of the overall volume of advertisements.

The top three brands advertised in 2022 were Dettol Antiseptic Liquid (Reckitt), Harpic (Reckitt), and Lizol (Reckitt).

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