The general entertainment channels (GEC) experienced a 6% decline in ad volumes during the first half of 2024 compared to the same period in 2023, according to the TAM AdEx – Advertising on GEC TV Channels Half Yearly Report.
In January-June 2024, the Food and Beverage sector was on top at 31% following Personal Care/Personal Hygiene sector with a 21% share.
The BFSI sector entered the top 10 list of sectors during the first half of 2024 becoming the only new sector to enter the race. The laundry sector too saw a positive rank shift by two positions.
Furthermore, the top 10 categories together added more than of 40% share combined, of the ad volumes in H1 2024. Toilet Soaps led the categories during H1 2024 with 9% share. In January-June of this year, categories ranking 1, 4, 5 and 6 maintained their ranking compared to January-June 2023. Four categories out of top 10 were from Food and Beverage sector.
Additionally, HUL topped the list in the GEC advertising during January-June 2024, followed by Reckitt, and Glaxo Smithkline was the new entrant among the top 10.
The top 10 advertisers together added 63% share of GEC ad volumes during January-June 2024. ITC, Nestle India and Glaxo Smithkline observed a positive rank shift and the latter moved up by four positions in the rankings, securing a place among the top 10.
Harpic Power Plus 10x Advanced was the top brand on GEC during H1 2024. Five out of the top 10 brands were from HUL and four were from Reckitt. During the first half of this year, a total of 3,300 brands were present on TV.
Milk Beverages category saw the highest increase in ad secondages with growth of 19%. As many as 125+ categories registered a positive growth.
During both January-June 2024 and January-June 2023, Hindi GEC was the leading genre for advertising with 24% share of ad volumes. Top five channels genres accounted more than 65% share of ad volumes during both H1 of 2024 and 2023.
