GEC ad volume increased by 50% in 2021 compared to 2017
Genre General Entertainment Channels (GEC) saw 29% growth in advertising volume in 2021 compared to 2020, data from TAM AdEx revealed. This is the strongest growth in ad volumes since 2017, according to the report.
The genre saw an indexed growth of 50% compared to 2017. Additionally, the third and fourth quarters also saw an upsurge in advertising volumes, perhaps due to the economic stimulus seen in various sectors during the ebb of the pandemic.
This revival comes after a drop over the period May-June 21 due to the second confinement. Ad volumes on the GEC genre recovered from July 21 to peak on October 21, thanks to the holiday season.
GEC’s share in the overall TV advertising scenario has been steadily increasing, except for the COVID-hit 2020. For example, in 2017, GEC’s share was 26% and increased to 27% in 2018 and 28% in 2019. However, in 2020 the share fell to 27%.
In 2021, Hindi GECs continued to dominate the overall genre with over 20% share in ad volumes. Additionally, two of the top five subgenres retained their rank in 2021, while GEC Malayalam replaced GEC Kannada. Interestingly, the top five subgenres accounted for approximately 67% of ad volumes in both time periods.
The report indicates that the number of advertisers on the GEC genre fell by 10% in Q2 21 and recovered by 1% in Q3 21. It still increased by 17% in Q4 21 compared to Q2 21. The number of GEC-like brands also fell 122% in Q2 21 and recovered 5% and 18% respectively in Q3 21 and Q4 21 compared to Q2 21.
Meanwhile, the food and beverage industry topped the list with a 27% share of ad volumes in the GEC genre, followed by personal care/personal hygiene with a 23% share. Toilet soaps lost their top position to milk drinks in 2021 compared to 2020. The top ten categories made up 40% of ad volumes in the GEC genre.
HUL, Reckitt Benckiser and Brooke Bond Lipton India remained in the top three positions of the GEC genre in 2020 and 2021. Lakme Lever was the new entrant in the top 10 and climbed three positions to 10and rank. The top 100 advertisers accounted for 86% of overall GEC genre advertising share.
More than 780 advertisers advertised exclusively in the GEC genre in 2021, with JCB Industries leading the genre’s exclusive advertiser, followed by Timelesstoday Llc.
On the brand side, more than 5600 brands were present on TV in the GEC genre. Horlicks moved up to #1 in 2021 from #4 in 2020. All four brands entered the top ten list in 2021 compared to 2020. Additionally, more than 1,300 and 2,800 advertisers and brands exclusively advertised in the GEC genre with EPX Uptech and Ponds Bright Beauty Face Wash as the first exclusive advertiser and brand respectively in the past year.
The report also added that regional and national GEC channels held 78% and 22% of ad volumes in the GEC genre, respectively, in 2021. Diamond Producers Association ESV (Belgium) and Aachi Masala Foods were the top exclusive advertisers on the channels. National and regional GECs respectively. Last year.
Prime Time was the most preferred timeslot in the GEC genre, followed by afternoon and morning timeslots. The Prime Time, Afternoon and Morning time slots together represent more than 70% of advertising volumes.
In 2021 and 2020, ads under 20 seconds in the GEC genre had a 24% share of ad volumes. The 20-40 second commercials were the most preferred for advertising on GEC channels in both years. Meanwhile, commercial advertising added a 61% share of ad volumes while promos had a 39% share in 2021 in the GEC genre.
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