TV Ad Volume Drops 2% in 2024 Despite F&B Leadership
TAM AdEx’s insights on TV ad volumes in 2024, revealing trends, leading sectors, emerging categories, and a surprising 2% dip compared to 2023.
Deepanjali
Television advertising has witnessed a 2% drop in ad volumes during January to September 2024 compared to the same period in 2023, as per TAM AdEx's quarterly report. Despite the decline, key sectors and advertisers continue to dominate the TV ad space. The Food & Beverage sector emerged as the leader, contributing a substantial 23% share of ad volumes, followed by Personal Care/Personal Hygiene with 18% and the Services sector at 14%. Together, these sectors have upheld their rankings from the previous year, cementing their influence in the advertising landscape.
The report also revealed that the top 10 sectors retained their positions, collectively contributing 89% of the total ad volumes. Notably, Rubs and Balms made its debut in the top 10 categories, recording an impressive 56% growth in ad volumes. Similarly, Cement saw an astonishing 77% growth, indicating a shift in advertising priorities for these products. These trends highlight how emerging categories are reshaping the advertising space even amidst overall volume decline.
When it comes to leading advertisers, Hindustan Unilever (HUL) continued its reign, followed by Reckitt Benckiser (India), Godrej Consumer Products, and Procter & Gamble, maintaining their positions for two consecutive years. Together, the top 10 advertisers accounted for 45% of TV ad volumes, underscoring their dominance and consistency in the market.
In terms of TV genres, the General Entertainment Channels (GEC), News, and Kids' segments experienced a slight increase in their share of ad volumes. However, the Movies and Music genres saw a noticeable decline. This change reflects shifting audience preferences and strategies adopted by advertisers to capture relevant audiences effectively.
While the overall dip in ad volumes signals a challenging period for the TV ad industry, the consistent performance of major sectors and advertisers, alongside the rise of emerging categories like Rubs and Balms, paints a dynamic picture of resilience and adaptability.
