TV ad volumes see 4% decline in Jan-Mar 2024: TAM AdEx

Television advertising volumes for Jan-Mar’24 decreased by 4% compared to the same period in 2023, as per TAM AdEx’s quarterly report (January-March 2024) on Television Advertising.

The Food & Beverages sector solidified its top position with a 26% share in Jan-Mar’24, surpassing its performance from Jan-Mar’23. Personal Care/ Personal Hygiene was placed second with a share of 15%. Together, the Top 10 Sectors added 90% share of ad volumes, with Food & Beverages leading the list. Also, the Top 5 Sectors maintained their respective positions during Jan-Mar’24 compared to Jan-Mar’23.

Five out of the Top 10 Categories – Milk Beverages (No. 4), Biscuits (No. 5), Chocolates (No. 8), Tea (No. 9), and Aerated Soft Drink (No. 10) – belonged to Food & Beverages Sector in Jan-Mar’24. Among the Top 10 categories, two of them were from Personal Care/Personal Hygiene Sector. During Jan-Mar’24, Toilet Soaps and Toilet/ Floor Cleaners retained their 1st and 2nd positions, respectively, compared to Jan-Mar’23. Tea upheaved its way to 9th position in Jan-Mar’24, compared to its 14th position in Jan-Mar’23. The top 10 categories collectively added 33% share of the ad volumes.

The Top 10 advertisers together contributed 46% share of the ad volumes, with Hindustan Unilever leading the list. Hindustan Unilever and Reckitt Benckiser (India) retained their positions during Jan-Mar’24 over Jan-Mar’23. Pepsi Co India Holding and Glaxo Smithkline were new entrants during Jan-Mar’24 compared to Jan-Mar’23.

The Top 10 Brands contributed 10% share of the Television Ad Volumes. Five out of the Top 10 Brands belonged to Reckitt Benckiser. Harpic Power Plus 10x Advanced dominated the brand list for Television Advertising during Jan-Mar’24, followed by Dettol Toilet Soaps and Dettol Antiseptic Liquid. Overall, there were 4 new entrants present in the Top 10 brand list during Jan-Mar’24. Among the Top 10 brands, three of them belonged to Toilet/ Floor Cleaners Category.

Over 165+ top growing Categories witnessed positive growth. Placed at No. 1, Milk Beverages witnessed the highest increase in Ad Secondages of 27%. Among the growing categories, Mutual Funds experienced a remarkable nine-fold increase, the highest growth, in Jan-Mar’24 compared to Jan-Mar’23.

During Jan-Mar’24, GEC dominated as the most popular channel genre for advertising. GEC was the top channel genre during Jan-Mar’23 as well. GEC and News together had 55% share of the Ad Volumes. The Top 5 channel genres in Jan-Mar’24 – GEC (30% share), News (26% share), Movies (22% share), Music (11% share), Kids (4% share) – accounted for 93% share of the Ad Volumes.