TV ad volumes see 4% de-growth in Jul-Sep’23 compared to Jul-Sep’22: TAM AdEx

Ad Volumes on Television witnessed growth of 5% in Apr-Jun’23 and 1% growth in Jul-Sep’23 compared to Jan-Mar’23, as per TAM AdEx’s quarterly (Jul-Sep’23) report on Television Advertising. The report further reveals that Jul-Sept’23 observed de-growth of 4% in TV ad volumes compared to Jul-Sep’22.

Food & Beverages retained its top position as the leading Sector, compared to Apr-Jun’23; Auto sector observed positive rank shift. Banking/ Finance/ Investment entered the Top 10 list of Sectors during Jul-Sep’23 compared to Apr-Jun’23. The top 10 Sectors together added 89% share of ad volumes in Jul-Sep’23.

The top 10 categories collectively added 33% share of ad volumes on Television Advertising during Jul-Sep’23. The Top 2 Categories – Toilet Soaps and Toilet/ Floor Cleaners – maintained their rankings in Jul-Sep’23 over Apr-Jun’23 During Jul-Sep’23, Biscuits, Tea, and Mosquito Repellents were the new entrants in the Top 10 list of Categories compared to Apr-Jun’23. Washing Powder/ Liquids, Milk Beverages and Shampoos observed positive rank shifts in Jul-Sep’23 compared to Apr-Jun’23.

Hindustan Unilever and Reckitt Benckiser (India) retained their 1st and 2nd positions across three quarters of Y 2023. During Jul-Sep’23, the Top 10 advertisers contributed 49% share of the ad volumes on TV Advertising. Britannia Industries and Nestle India entered the Top 10 list during Jul-Sept’23 and secured 9th and 10th positions, compared to their 14th and 13th positions, respectively, in Apr-Jun’23.

In Jul-Sep’23, the Top 10 brands together accounted for 10% share of ad volumes on Television Advertising. Out of the Top 10 brands present in Jul-Sep’23, five of them belonged to Reckitt Benckiser (India) and four belonged to Hindustan Unilever. Also, five of the Top 10 brands belonged to Personal Care/ Personal Hygiene Sector during Jul-Sep’23.

Over 185+ Categories registered positive growth in Jul-Sep’23. Milk Beverages saw highest increase in Ad Volumes, resulting in 30% growth during Jul-Sep’23 compared to Apr-Jun’23, followed by Ecom-Online Shopping with 76% growth.

Among the top channel genres, GEC and News added 56% share of the ad volumes in Jul-Sep’23. Compared to Jan-Mar’23, GEC and Movies Genre witnessed minor rise in % share of ad volumes in Jul-Sep’23, whereas News and Kids Genre’s share was maintained throughout all three quarters. The Top 5 genres together contributed more than 90% share of the ad volumes in Q1, Q2 and Q3 of Y 2023.