Regional channels take three quarters of India's GEC ad volumes

Advertising volumes on India’s general entertainment (GEC) channels recovered in the second half of 2021 to peak in October, according to a new TAM AdEx report, with regional channels leading the way.

By the numbers

• Regional channels claimed 78% of ad volumes in the GEC genre in 2021, compared to 22% for National channels.
• The top five language sub-genres accounted for two thirds of ad volumes; Hindi GEC was the largest, taking more than 20%.
• A total of 1,300 advertisers and 2,800 brands exclusively advertised in the GEC genre. 
• Ads of 20-40 seconds were preferred for advertising on GEC channels; shorter ads of fewer than 20 seconds accounted for just 24% share of ad volumes.
• The top two categories accounted for half of all ad volumes: Food & Beverages (27%) and Personal Care/Personal Hygiene (23%).
• The top 100 advertisers accounted for 86% of overall GEC genre advertising, with HUL, Reckitt Benckiser and Brooke Bond Lipton the top three.

Sourced from Economic Times [Image: Glenn Carstens-Peters on Unsplash]