GEC and News channel genres garner 56% share of TV ad volumes in Jul-Sep’24

TV ad volumes dropped marginally by 2% in Jan-Sep’24 over Jan-Sep’23, as per TAM Media’s quarterly report (January-September 2024) on Television Advertising. However, ad volumes on Television Advertising witnessed growth of 5% in Apr-Jun’23 and 1% growth in Jul-Sep’23, compared to Jan-Mar’23. Also, Jul-Sept’23 observed de-growth of 4% in TV ad volumes compared to Jul-Sep’22.

Food & Beverages was the leading sector, topped the rankings with 23% ad volume share or nearly one-fourth of the ad volumes. This is followed by Personal Care/ Personal Hygiene (18%) and Services (14%). All the Top 10 sectors retained their respective ranking in Jan-Sep’24 as compared to Jan-Sep’23. The Top 10 Sectors together added 89% share of ad volumes in Jan-Sep’24.

The Top 10 Categories collectively added 33% share of ad volumes on Television Advertising during Jan-Sep’24. Five among the Top 10 Categories maintained their rankings in Jan-Sep’24 over Jan-Sep’23. During Jan-Sep’24, Rubs And Balms was the only new entrant in the Top 10 list of categories compared to Jan-Sep’23. Washing Powder/ Liquids, Milk Beverages and Rubs and Balms observed positive rank shift in Jan-Sep’24 compared to Jan-Sep’23.

The Top 4 Advertisers retained their positions during Jan-Sep’24 compared to Jan-Sep’23. During Jan-Sep’24, the Top 10 advertisers contributed 45% share of ad volumes on TV Advertising. Colgate Palmolive India entered the Top 10 list during Jan-Sept’24 compared to Jan-Sep’23. HUL was the leading advertiser during both periods – that is Jan-Sep’24 and Jan-Sep’23.

In Jan-Sep’24, the Top 10 brands together accounted for 10% share of the ad volumes on Television Advertising. Out of the Top 10 brands present in Jan-Sep’24, five of them belonged to Reckitt Benckiser (India) and two belonged to Hindustan Unilever. Also, three brands each out of Top 10 belonged to Personal Care/ Personal Hygiene Sector and Household Products during JanSep’24.

Over 215+ Categories registered positive growth. Rubs And Balms saw the highest increase in ad volumes resulting in 56% growth during Jan-Sep’24 compared to Jan-Sep’23, followed by Cement with 77% growth.

Among the top Channel Genres, GEC and News added 56% share of the ad volumes in Jul-Sep’24. Compared to Jan-Sep’23, GEC, News and Kids Genre witnessed a minor rise in % share of ad volumes in Jan-Sep’24. Whereas, Movies and Music Genres’ share declined marginally for same set of periods. Ad Volume contribution of the Top 5 channel genres together grew consistently across each Jan-Sep period for the last two years.

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