- In 2021, advertising in the music genre on TV saw 34% growth compared to 2017 levels, with the highest growth seen in the fourth quarter as volumes recovered from a dip in the second quarter due to the COVID-19 pandemic. - The top three advertisers in the music genre in both 2020 and 2021 were Reckitt Benckiser, HUL, and Cadbury India. Hindi music channels had the largest share of advertising volumes at over 30%. - Food and beverages was the leading sector with 25% share of ad volumes in the music genre, followed by personal care/hygiene. The fastest growing categories were toilet/floor cleaners and aerated soft drinks.

2. Highlights
01
02
03
04
05
In Y 2021, 34% indexed growth was observed on
Music genre compared to Y 2017*.
Reckitt Benckiser, HUL and Cadbury India were
the Top 3 advertisers in Music genre during both
Y 2020-21*.
During both Y 2020-21,Hindi Music channels
topped with more than 30% share of Music
genre’s Ad Volumes.
Count of Brands dropped by 15% in Q2’21 which
recovered by 17% in Q3’21 and 30% Q4’21 over
Q2’21.
Food & Beverages sector topped with 25% share
of Music genre’s Ad Volumes closely followed by
Personal Care & Hygiene with 24% share.
06
07
08
09
10
Toilet/Floor Cleaners saw highest increase in Ad
secondages, followed by Aerated Soft Drinks
during Y 2021 compared to Y 2020 in Music
Genre.
490+ advertisers & 1.9K+ brands exclusively
advertised in the Music genre during Y 2021
compared to Y 2020.
Regional and National GEC channels had 68% and
32% share of Ad Volumes respectively in Music
genre during Y 2021.
In Y 2021, 20-40 sec ads on Music genre
witnessed 44% growth in Ad Volumes compared
to Y 2020.
Toilet/Floor Cleaners category led the Music genre
with 8% share of ad volumes in Y 2021.

3. Trends in Ad Volumes of Music Genre: 34% rise in Y 2021 compared to Y 2017
100
114
107
94
134
Y 2017* Y 2018* Y 2019* Y 2020* Y 2021*
Indexed Growth in Music : Y 2018*-21* over Y 2017*
Index: Y 2017*=100
181
156
168 169
Jan-Mar'21 Apr-Jun'21 Jul-Sep'21 Oct-Dec'21*
Avg.
Ad
Volumes/Day
(In
Hours)
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2017*-21* (*Jan-28th Dec)
Quarterly Trends in Music : Y 2021*
Count of
Channels
56 57 61 62 57
Data till 28th Dec for all Years
Indexed
Ad
Volume
 In Y 2021, 34% indexed growth observed on Music genre compared to Y 2017* and 42% growth compared
to Y 2020*.
 Highest growth in Ad Volumes observed in Y 2021* compared to Y 2017*.
 Resurgence in Ad Volumes seen in Music genre during 3rd and 4th quarter i.e. recovering from 2nd quarter.

4. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
8.4%
9.1% 9.1% 9.0%
7.8%
6.3%
7.5%
8.4%
8.8%
9.2%
8.0%
8.5%
Jan'21 Feb'21 Mar'21 Apr'21 May'21 Jun'21 Jul'21 Aug'21 Sep'21 Oct'21 Nov'21 Dec'21
2nd Wave Covid
Period : Jan-Dec’21
Monthly Share of Avg. Ad Volumes/Day: Y 2021
 After a drop during May-Jun’21 due to 2nd wave of Covid, the ad volumes on Music genre recovered from
Jul’21 onwards and were highest during Oct’21.

5. 13% 13% 13% 11% 13%
87% 87% 87% 89% 87%
Y 2017 Y 2018 Y 2019 Y 2020 Y 2021
Music Genre Other Genres
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2017-21* (*Jan-28th Dec)
Share of the Music Genre in overall TV Advertising: Y 2017-21*
 Similar share of Ad Volumes observed in i.e. 13% in Music genre in Y 2017-19 and Y 2021.
 Music genre witnessed 2% rise in share during Y 2021* compared to Y 2020.

6. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
32%
17%
17%
8%
6%
19%
Hindi Music
Tamil Music
Punjabi Music
Marathi Music
Telugu Music
Others (7)
34%
18%
15%
9%
8%
17%
Hindi Music
Punjabi Music
Tamil Music
Telugu Music
Kannada Music
Others (7)
Subgenres of GEC
Y 2020
Subgenres of GEC
Y 2021*
Period : Y 2020-2021* (*Jan-28th Dec’21)
 During both Y 2020-21*, Hindi Music topped with more than 30% share of Music genre’s Ad Volumes.
 Tamil Music comes in 2nd place in Y 2021* replacing Punjabi Music.
 Top 5 subgenres accounted more than 80% share of Ad Volumes during both the periods.
Top 5 Subgenres of Music Genre

7. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
220+
210+
230+
235+
460+
390+
520+
560+
1160+
960+
1130+
1255+
Count of Categories Count of Advertisers Count of Brands
Q1’21
Q2’21
Q3’21
Q4’21
Q1’21
Q2’21
Q3’21
Q4’21
Q1’21
Q2’21
Q3’21
Q4’21
 Count of Categories on Music genre dropped by 5% in Q2’21 which recovered by 9% in Q3’21 and 12% Q4’21
over Q2’21.
 Count of Brands on Music genre dropped by 15% in Q2’21 which recovered by 17% and 30% respectively in
Q3’21 and Q4’21 over Q2’21.
Tally of Categories, Advertisers and Brands in Music Genre – Quarter wise

8. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
2
1
4
3
5
6
7
9
8
11
Others 7%
 Food & Beverages sector topped with 25% share of Music genre’s Ad Volumes followed by Personal
Care/Personal Hygiene with 24% share.
 Sectors at Rank 5, 6 and 7 retained their rankings in Y 2021* compared to Y 2020.
Leading Sectors: ‘Retail’ entered Top 10 list with substantial rise
% Share Rank in Y 2020
Rank Top Sectors – Y 2021*
1 Food & Beverages 25%
2 Personal Care/Personal Hygiene 24%
3 Household Products 12%
4 Services 8%
5 Personal Healthcare 8%
6 Hair Care 7%
7 Laundry 5%
8 Personal Accessories 2%
9 Auto 1%
10 Retail 1%

9. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
1
2
3
4
5
6
7
Toilet/Floor Cleaners
Toilet Soaps
Chocolates
Shampoos
Milk Beverages
Ecom-Media/Entertainment/Social Media
Tooth Pastes
6%
4%
4%
4%
3%
3%
8
9
Aerated Soft Drink
Washing Powders/Liquids
Hair Removers
3%
3%
3%
10
8% 2
1
7
4
9
3
5
24
6
10
Rank in Y 2020
Next 40 Categories 41%
Leading Categories : Toilet/Floor Cleaners (8%) led the Music genre in Y 2021
 Toilet Soaps lost its 1st position in Y 2021* over Y 2020.
 Top 10 categories added 41% share of Music genre’s Ad Volumes.
 3 categories each from F&B and 2 categories from Personal Care/Personal Hygiene sectors were present
among the Top 10 list.

10. Rank
Top Growing Categories (Y2021* vs. Y2020)
(based on highest increase in Ad Volumes) Growth
1 Toilet/Floor Cleaners 68%
2 Aerated Soft Drink 3.8 Times
3 Milk Beverages 2.3 Times
4 Chocolates 67%
5 Hair Removers 99%
6 Tea 80%
7 Face Wash 2.1 Times
8 Biscuits 77%
9 Household Cleaners 95%
10 Moisturising Lotion/Creams 61%
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
 Toilet/Floor Cleaners saw highest increase in Ad secondages, followed by Aerated Soft Drink during Y
2021 compared to Y 2020 in Music Genre.
 In terms of growth % among Top 10 categories, Aerated Soft Drink topped with highest growth of 3.8
Times.
 5 categories out of top 10 growing categories belonged to F&B sector.
Top Growing Categories : 175+ Categories registered Positive Growth

11. Top Advertisers (Y 2021*) [Total 960+]
Rank
(Y 2020)
1. Reckitt Benckiser (India) 1
2. Hindustan Unilever 2
3. Cadburys India 3
4. Brooke Bond Lipton India 5
5. Pepsi Company 15
6. Ponds India 7
7. Godrej Consumer Products 8
8. Wipro 6
9. Colgate Palmolive India 4
10. Procter & Gamble 11
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
Top 10 Advertisers
contributed 61% share of
Music genre’s Ad Volumes
Leading Advertisers: FMCG Players reign the Top 10 list
 Reckitt Benckiser, HUL and Cadbury India remained at top 3 positions in Music genre during both Y 2020-
21*.
 Cadbury India and Procter & Gamble was the new entrant among Top 10 list of the advertisers.
 Top 100 advertisers accounted for 91% share of overall Music genre advertising.

12. Rank Top Exclusive^ Advertisers (Y2021*) [Total 60+]
1 Hoichoi Technologies
2 Sri Ram Tutorial Clg
3 Sri Ram Community Clg (Cbt)
4 Ok Life Care
5 Scott Edil Pharmacia
6 Eterno Infotech
7 Hayagrivas Silk House
8 Film & Tele Inst Of Hyderabad (Ftih)
9 Brihans Natural Products
10 TV Vision
^ Present in Music genre but not in Other genres
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
Exclusive^ Advertisers in the Music Genre: Y 2021
 60+ advertisers advertised exclusively in Music genre during Y 2021.
 Hoichoi Technologies was the top exclusive^ advertiser in Music genre followed by Sri Ram Tutorial
Clg.

13. Rank Top Brands (Y2021*) [Total 2.2K+]
1 Lizol
2 Harpic Bathroom Cleaner
3 Dettol Antiseptic Liquid
4 Dettol Toilet Soaps
5 Harpic Power Plus 10x Max Clean
6 Vanish Oxi Action
7 Veet Hair Removal System
8 Veet Cold Wax Strip
9 Dettol
10 Colin
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
Top 10 Brands contributed
16% share of Music Ad
Volumes
Leading Brands in Y 2021*: Lizol topped among the 2200+ brands advertising on
Music genre
 Lizol moved up to first place in Y 2021, from Third place in Y 2020.
 4 brands entered in Top 10 list during Y 2021 over Y 2020.

14. Rank Top Exclusive Brands (Y 2021*) [Total 1.9K+]
1 Dettol
2 Moov Strong Diclofenac Gel
3 Ponds Bright Beauty Face Wash
4 Mountain Dew Ice
5 Dettol Multi-Use Wipes
6 Dettol Foaming Handwash
7 Fanta
8 Google Search Engine
9 Pepsodent Germi Check 8
10 Travelxp Red
Rank Top Exclusive Advertisers (Y 2021*) [Total 490+]
1 Travelxp India
2 Fashnear Technologies
3 Abbott Health Care
4 Gokuldas Intimatewear
5 Sanghvi Beauty & Technologies
6 Actoserba Active Wholesale
7 Levi Strauss India
8 Manash Lifestyle
9 Dr Reddys Lab
10 Ashok & Company
^ Present in Y 2021* but not in Y 2020
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020-2021* (*Jan-28th Dec’21)
Leading Exclusive^ Advertisers and Brands: Y 2021
 490+ advertisers & 1.9K+ brands exclusively advertised in the Music genre during Y 2021.
 Travelxp India and Dettol were the top exclusive^ advertiser and brand respectively during Y 2021 compared
to Y 2020.

15. National TV Advertisements means airing or telecasting of an advertisement on National television channel – that are visible
nationwide and are broadcast in national or international languages like Hindi or English.
On the other hand, Regional channel target viewers from particular regions such as Punjab, Bihar, Maharashtra etc. The
channels are telecasted in the local spoken language depending on the region such as Punjabi, Bhojpuri, Marathi etc.
Regional Channels had more than 46% share of Ad Volumes
Advertising on National & Regional Channels of Music genre

16. Regional
Channels
National
Channels
65%
35%
Regional
Channels
National
Channels
68%
32%
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020-2021* (*Jan-28th Dec’21)
National & Regional Channels: Regional Music Channels had more than 60% share of Ad Volumes
 Regional and National Music channels had 68% and 32% share of Ad Volumes respectively in Music genre
during Y 2021.

17. Rank
Exclusive Advertisers
(Regional Channels)
1 Lalithaa Jewellery Mart
2 Aachi Masala Foods
3 Kaleesuwari Refinery
4 Hatsun Agro Product
5 Sathya Agencies
Rank
Exclusive Advertisers
(National Channels)
1 Ferrero
2 Levi Strauss India
3 Red Bull
4 L T Foods
5 Intl Sch Of Media&Enter Stu
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
[Total 105+] [Total 650+]
105+ Exclusive Advertisers on National & 650+ on Regional channels in Music genre during Y 2021*
 Ferrero and Lalithaa Jewellery Mart were leading Exclusive advertisers on National and Regional Music
channels respectively during Y 2021.

18. 10%
16%
26%
10%
32%
6%
Early Morning Morning Afternoon Evening Prime Time Night
Early Morning
6:00 to 08:59
Morning
09:00 to 11:59
Afternoon
12:00 to 15:59
Evening
16:00 to 17:59
Prime Time
18:00 to 22:59
Night
23:00 to 05:59
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
Advertising share by Time Bands in Music Genre
 Prime Time was the most preferred time-band on Music genre followed by Afternoon and Morning time-
bands.
 Prime Time, Afternoon & Morning time bands together added more than 70% share of ad volumes.

19. 70%
26%
3%
0.5%
20-40 Sec
< 20 Sec
40-60 Sec
> 60 Sec 68%
26%
5%
1%
20-40 Sec
< 20 Sec
40-60 Sec
> 60 Sec
Ad Length
Y2020*
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020-2021* (*Jan-28th Dec’21)
Ad Length
Y2021*
Ad Size in the Music Genre : Y 2021* and Y 2020*
 In Y 2021 & 2020, <20 sec ads of Music genre had 26% share of Ad Volumes.
 Ad Commercials of 20-40 seconds were most preferred for advertising on Music channels during both the
years.

20. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : *Jan-28th Dec’21
89%
11%
Y 2021*
 Commercial advertising added 89% share of Ad Volumes whereas Promos had 11% share in Y 2021
on Music genre.
Promotion vs. Commercial Ads in Music Genre

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