GEC ad volumes drop 6% in cricket, poll-dominated H1 2024: TAM AdEx

GEC Ad volumes saw a 6% drop in Jan-Jun’24 compared to Jan-Jun’23, as per TAM AdEx’s half yearly (Jan-Jun’24) report on advertising on GEC TV channels. The first half this year was dominated by the IPL 2024, followed by the ICC Men’s T20 World Cup and the Lok Sabha elections.

‘Food & Beverages’ was the leading sector with 31% share of the GEC ad volumes during Jan-Jun’24, followed by ‘Personal Care/Personal Hygiene’ sector with 21% share. ‘BFSI’ is the only new entered sector in top 10 list of sectors during Jan-Jun’24. ‘Laundry’ and ‘BFSI’ saw positive rank shifts.

The Top 10 categories together added more than 40% share of the GEC ad volumes in Jan-Jun’24. 'Toilet Soaps' led the GEC categories during H1, 2024.

In Jan-Jun of this year, Toilet Soaps (Rank 1), Washing Powders/ Liquids (Rank 4), Tooth Pastes (Rank 5), and Biscuits (Rank 6) maintained their ranking compared to Jan-Jun’23. Four Categories out of the Top 10 were from the ‘Food & Beverages’ sector.

The Top 10 advertisers together added 63% share of GEC Ad Volumes during Jan-Jun’24, with FMCG players dominating the Top 10 list. ‘HUL’ topped the list in GEC advertising, followed by ‘Reckitt’ during Jan-Jun’24. ‘ITC’, ‘Nestle India’ and ‘Glaxo Smithkline’ observed positive rank shifts, with ‘Glaxo Smithkline' moving up by four positions in the rankings, securing a place among the Top 10.

The Top 10 Brands contributed 12% share of the Television Ad Volumes. ‘Harpic Power Plus 10x Advanced’ was the top brand on GECs during Jan-Jun’24. Five out of Top 10 brands were from ‘Reckitt’ and 4 were from ‘HUL’. During Jan-Jun’24, total 3.3K+ brands were present on Television.

Over 125+ Categories registered positive growth. ‘Milk Beverages’ category saw the highest increase in Ad secondages with growth of 19%, followed by ‘Wafer/ Chips’ with 75% growth during Jan-Jun’24 compared to Jan-Jun’23.

During both Jan-Jun’24 and Jan-Jun’23, ‘Hindi GEC’ was the leading genre for advertising with 24% share of ad volumes. The Top 5 channels genres – Hindi GEC, Tamil GEC, Malayalam GEC, Bengali GEC, and Telugu GEC – accounted for more than 65% share of the Ad Volumes during both Jan-Jun’24 and Jan-Jun’23.

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