TV ad volumes see 4% decline in 2024; co-branded ads register 5% growth

Ad Volumes on Television grew by 14% during 2024 compared to 2020, however, TV ad volumes saw a 4% decline when compared to 2023, as per TAM Media report on 2024 Television Advertising Recap. The second Quarter of 2024 saw a 6% growth compared to the first quarter, while the fourth quarter decreased by 6% compared to the third quarter.

‘Food & Beverages’ was the Sector with 21% share of the TV Ad Volumes. The Top 10 sectors collectively added 88% share of the ad volumes during Y 2024. Compared to 2023, the Top 5 Sectors retained their respective positions in 2024. Laundry was the only sector that observed positive rank shift in 2024 over 2023.

Together, the Top 10 Categories added 32% share of the ad volumes. During 2024, Toilet Soaps, Toilet/ Floor Cleaners & Washing Powders/ Liquids categories retained their Top 3 positions with 6%, 4% and 4% ad volumes share, respectively, over 2023. Rubs And Balms ascended to the 8th position in 2024 compared to its 11th position in 2023, while ‘Tea’ entered in the Top 10 list.

Among Advertisers, FMCG players ruled among the Top 10. In 2024, Hindustan Unilever was the leading advertiser with 16% share of the ad volumes. The Top 10 advertisers together covered 45% ad volumes shares in 2024. During Y 2024, Glaxo Smithkline was the only new entrant and secured 7th position compared to its 11th position in 2023.

The Top 10 Brands contributed 10% share of the Television Ad Volumes. Out of the Top 10 brands present in 2024, 5 of them belonged to Reckitt Benckiser (India) and 3 belonged to Hindustan Unilever. Compared to 2023, Harpic Power Plus 10x Advanced jumped more than 60 positions to rank 1st in 2024. Also, there were 2 new entrants in 2024 compared to 2023.

Over 180+ Categories registered positive growth. Paints among the categories saw highest increase in Ad secondages with growth of 51%, while in terms of percent growth, Beauty Accessories/ Products led among the Top 10 with 300+ time growth during 2024 compared to 2023.

Over 4.0K+ exclusive advertisers publicized during 2024 compared to 2023. Velnik India was the top exclusive advertiser during 2024, followed by Canva, Express Broadcasting, Comfort Grid Technologies, and Kirloskar Brothers.

GEC was the leading Channel Genre with 30% share of the ad volumes in both 2023 and 2024. GEC and News claimed 56% share of the TV of Ad Volumes in 2024. The Top 5 channels genres accounted for more than 92% share of the ad volumes during both 2024 and 2023.

Co-branded advertising

TAM Media notes that co-branded advertising has garnered a lot of traction in past few years. A brand and movie both form an alliance to work together, creating marketing synergy. On television, there have been various co-branding efforts, which have created fantastic symbiotic relationship between the brands and movies.

According to TAM Media’s report, 5% growth was seen in Co-branded ads in 2024 over 2023. Spotify App was the top brand associated with movies with 7% share of the Co-Branding Ad Volumes, followed by Dr Ortho Strong Oil with 6% share. The top brand Eye Mantra Eye Drops partnered with 2 movies, including ‘Bhool Bhulaiyaa 3’. Brands associated with ‘Pushpa 2’ covered 21% of the total share of co-brands ads during 2024.

Total 60+ movies partnered with brands in 2024. The movie ‘Fighter’ partnered with the highest number of brands at 13 in 2024. ‘Bade Miyan Chote Miyan’ movie had 10 Co-Brandings, while ‘Main Atal Hoon’ and ‘Maidaan’ associated with 8 brands, respectively, in 2024. ‘Pushpa 2’ had 6 Co-Brandings.

Also Read: Tata Play brings super value packs with new TVC