FMCG ad volumes witness 6% decline on Television and Print in H1’24: TAM Media

FMCG ad volumes saw a 6% decline on Television and Print in Jan-Jun’24 over Jan-Jun’23, while it grew marginally on Radio. Ad impressions in Digital medium witnessed a increase of 7% in H1’24 over H1’23, as per TAM AdEx’s Half Yearly Advertising Report for the FMCG sector.

Television

In Jan-Jun’24, FMCG ad volumes on Television witnessed a degrowth of 6% over Jan-Jun’23. May’24 had the highest share of FMCG ad volumes at 18%. On the opposite, Feb’24 observed the lowest share of ad volumes on Television.

The Top 10 Categories together added 46% share of the ad volumes during Jan-Jun’24. Four out of the Top 10 Categories belonged to Food & Beverages. Toilet Soaps (10%) remained 1st in H1’24 and in H1’23, followed by Toilet/ Floor Cleaners at 6%. The Top 10 Advertisers accounted for 61% share of the ad volumes in Jan-Jun’24. Hindustan Unilever was 1st with 18% share of the ad volumes among the FMCG advertisers, closely followed by Reckitt Benckiser (India).

The Top 10 Brands accounted for 14% share of the ad volumes in Jan-Jun’24. Among the Top 10 FMCG brands, six belonged to Reckitt Benckiser (India). Harpic Power Plus 10x Advanced was 1st in Jan-Jun’24, followed by Dettol Toilet Soaps and Lizol All-In-1.

GEC genre was the most preferred by FMGC players in H1’24, followed by Movies and News. The Top 2 channel genres, that is, GEC and Movies, together accounted for 63% of the ad volumes’ share for FMCG sector during H1’24.

Prime Time garnered the highest FMCG advertising on TV, followed by Afternoon and Morning time-bands. Prime Time, Afternoon and Morning time-bands together accounted for 72% share of the ad volumes.

Print

Ad space for FMCG sector in Print witnessed a decline of 6% in Jan-Jun’24 compared to Jan-Jun’23. Jan’24 observed the highest share of FMCG ad space, that is, 20%, followed by Mar’24 with 18% share in H1’24, whereas, May’24 had the lowest share of ad space of 14% in H1’24.

The Top 10 Categories together added 48% share of the FMCG ad space in Print during Jan-Jun’24. Digestives maintained 1st position among categories in H1’24 and in H1’23, followed by Spices and Rubs & Balms. The Top 10 advertisers together added 40% share of ad space during H1’24. Munimjee & Sons, Mankind Pharma, Vicco Laboratories, Shree Baidyanath Ayur Bhawan, and Hamdard were the new entrants in the Top 10 list of advertisers in H1’24 over H1’23.

The Top 10 brands together added 16% share of the ad space in Print during Jan-Jun’24. Dr Ortho Oil held on to its 1st position in H1’24 compared to H1’23, followed by Pet Saffa Range and Roop Mantra Ayur Face Cream.

As far as Zone wise advertising share of FMCG sector in Print is concerned, North Zone was the leading territory in terms of advertising with 38% share of the ad space during H1’24. Mumbai and New Delhi were the Top 2 cities in pan-India during H1’24.

Sales Promotion for the FMCG sector accounted for 22% share of ad space in Print medium. Among Sales Promotions, Volume Promotion occupied 35% share of the pie, followed by Discount Promotion with 29% share in H1’24.

Radio

Ad Volumes for the FMCG sector on Radio medium increased marginally by 1% during H1’24 over H1’23. As far as Monthly Ad Volume trend of the FMCG sector on Radio is concerned, Jan’24 observed the highest share of FMCG ad volumes on Radio at 20%, whereas Apr’24 had the lowest share of ad volumes at 14% in H1’24.

The Top 10 Categories collectively added 57% share of the ad volumes on Radio in H1’24. Pan Masala (7%) was in the 1st position during H1’24, closely followed by Spices, Digestives and Milk. Sugar was the new entrant in the Top 10 list of categories during H1’24 over to H1’23. The Top 10 Advertisers together added 38% share of the FMCG ad volumes in H1’24. GCMMF (Amul) moved to the 1st position with 8% share of the FMCG ad volumes in H1’24 compared to 3rd in H1’23. At a close No. 2 was SBS Biotech, followed by Sri Renuka Sugars.

The Top 10 Brands together accounted for 26% share of the FMCG ad volumes in Jan-Jun’24. Madhur Sugar ascended to the 1st position with 4% share of the ad volumes in H1’24 compared to its 7th position in H1 2023. Placed at No. 2 was Amul Milk, followed by Vadilal Ice Cream.

When it came to the State-wise share of FMCG advertising on Radio, Gujarat was in the 1st position, followed by Uttar Pradesh and Maharashtra during H1’24. The Top 3 states occupied 58% share of the ad volumes on Radio for the FMCG sector.

Time-band analysis for FMCG advertising on Radio shows that 68% share of the FMCG ad volumes were in the Evening and Morning time-bands during H1’24. Advertising for FMCG was preferred in Evening, followed by Morning time-band on Radio.

Digital

Ad Impressions of FMCG sector on Digital witnessed an increase of 7% in H1’24 over H1’23. Looking at the Monthly Ad Impression Trend of the FMCG sector in the Digital Medium, Mar’24 had the highest monthly ad impressions of 22%, whereas Feb’24 had the lowest share of ad impressions of 13%.

The Top 10 categories together accounted for 51% share of the ad impressions in H1’24. Hearing Aids (8%) was 1st among the categories in H1’24, followed by Vitamins/ Tonics/ Health Supplements, and Corporate-Pharma/ Healthcare. The Top 10 Advertisers together added 47% share of the ad impressions in H1’24. L’Oreal India topped among the FMCG Advertisers with 9% share of the ad impressions in H1’24, followed by Soundrise Hearing Solutions and Nivea India.

The Top 10 Brands together added 31% of the ad impressions’ share during Jan-Jun’24. Hear.com retained its 1st position with 8% share of the ad impressions in H1’24 over H1’23, followed by Cadburys Bournvita and Glaxo Smithkline.

Programmatic (84%) was the top transaction method for Digital FMCG advertising based on impressions during H1’24. Programmatic and Programmatic/ Ad Network transaction methods together captured 91% share of the FMCG ad impressions on Digital.

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