From January to June 2024, the FMCG category ad volumes on television witnessed a decline of 6% as compared to the same time period in 2023, as per TAM AdEx Report.
May 2024 had the highest share of FMCG ad volumes at 18%. On the other hand, February 2024 observed the lowest share of ad volumes.
Four out of the top 10 categories were Food and Beverages. In addition, Toilet Soaps (10%) remained at first in H1 2024 and H1 2023. The top 10 categories added 46% share of ad volumes during H1 2024.
Furthermore, Hindustan Unilever was the first with an 18% share of ad volumes among FMCG advertisers. The top 10 advertisers accounted for a 61% share of ad volumes from January to June 2024.
Six of the top 10 FMCG brands belonged to Reckitt Benckiser (India). Moreover, Harpic Power Plus 10x Advanced was 1st in the first half of 2024. The top 10 brands accounted for a 14% share of ad volumes in H1 2024.
The GEC genre was the most preferred by FMCG players in H1 2024. Additionally, the top two channel genres i.e. GEC and Movies together accounted for 63% of the ad volumes’ share for the FMCG sector during this period.
Prime time garnered the highest FMCG advertising on TV followed by afternoon and morning time bands. Meanwhile, prime time, afternoon, and morning time bands together accounted for a 72% share of ad volumes.
In print, the first half of 2024 witnessed a decline of 6% in FMCG ad space compared to H1 2023.
January 2024 observed the highest share of FMCG ad space i.e. 20%, followed by March 2024 with an 18% share in H1 2024. Whereas, May 2024 had the lowest share of ad space at 14% during this time.
Digestives maintained the first position among categories in H1 2024 and H1 2023. Furthermore, the top 10 categories together added a 48% share of FMCG ad space in print during H1 2024.
Munimjee & Sons, Mankind Pharma, Vicco Laboratories, Shree Baidyanath Ayur Bhawan, and Hamdard were the new entrants in the top 10 list of advertisers in H1 2024 over H1 2023. The top 10 advertisers together added a 40% share of ad space during the first half of 2024.
Meanwhile, Dr Ortho Oil held out the first position in the top 10 brands from the FMCG sector in print from January to June 2024 compared to the same period in 2023. The top 10 brands together added a 16% share of ad space in print during H1 2024.
The north zone was the leading territory in terms of advertising for the FMCG sector with a 38% share of ad space during H1 2024. Mumbai and New Delhi were the top two cities in Pan India in the first half of 2024.
The Sales Promotion for the FMCG sector accounted for a 22% share of ad space in the print medium. Also, among Sales Promotions, Volume Promotion occupied a 35% share of the pie followed by Discount Promotion with a 29% share in H1 2024.
The ad volumes for the FMCG sector on the radio medium increased by 1% from January to June 2024 over the same time in 2023.
January 2024 observed the highest share of FMCG ad volumes on radio i.e. 20%. Whereas, April 2024 had the lowest share of ad volumes i.e. 14% in H1 2024.
Pan Masala (7%) was in the first position during the first half of 2024. Sugar was the new entrant in the top 10 list of categories during H1 2024 over the same period in 2023.
The top 10 categories collectively added a 57% share of ad volumes in H1 2024. GCMMF (Amul) moved to the first position with an 8% share of FMCG ad volumes in H1 2024 compared to 3rd in H1 2023. The top 10 advertisers together added 38% share of FMCG ad volumes in the first half of 2024.
Madhur Sugar ascended to the first position with a 4% share of ad volumes from January to June 2024 as compared to its seventh position in H1 2023. The top 10 brands together accounted for a 26% share of FMCG ad volumes in H1 2024.
The top three states occupied a 58% share of ad volumes for the FMCG sector. Moreover, Gujarat was in the first position, followed by Uttar Pradesh in the first half of 2024.
Advertising for FMCG was preferred during the evening followed by the morning time band on the radio. Further, 68% share of the FMCG ad volumes were during the evening and morning time bands during H1 2024.
The ad impressions in the digital medium witnessed an increase of 7% from January to June 2024 over the same period in 2023. In the digital medium, March 2024 had the highest monthly ad impressions of 22%, whereas February 2024 had the lowest share of ad impressions i.e. 13%.
Hearing Aids (8%) was the first among the categories in H1 2024. The top 10 categories together accounted for a 51% share of ad impressions in H1 2024. Moreover, L’Oreal India topped among the FMCG advertisers with a 9% share of ad impressions in the same period. The top 10 advertisers together added a 47% share of ad impressions in H1 2024.
Hear.com retained its 1st position with an 8% share of ad impressions in H1 2024 over H1 2023. The top 10 brands together added 31% of ad impressions’ share from January to June 2024.
Programmatic (84%) was the top transaction method for digital FMCG advertising based on impressions during the first half of 2024. Programmatic and Programmatic/Ad Network transaction methods together captured a 91% share of FMCG ad impressions on digital.
