Ad volumes on television grew by 14% during 2024 compared to 2020 and a 4% decline compared to 2023, according to TAM AdEx recent report ‘2024 Television Advertising Recap: Unraveling The Year’. Additionally, 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 and beverages sector topped with 21% share of ad volumes followed by Personal Care/Personal Hygiene Sector with 16% share. Top 10 sectors collectively added 88% share of ad volumes during 2024.
During 2024, Toilet Soaps, Toilet/Floor Cleaners and Washing Powders/Liquids categories retained their Top 3 positions with 6%, 4% and 4% ad volumes share respectively over 2023. Together, the top 10 categories added 32% share of ad volumes, as per the report.
Hindustan Unilever retained its first position with 16% share of ad volumes in 2024 over 2023. Five out of top 10 brands were from Reckitt Benckiser (India) and three brands from HUL during 2024. Top 10 advertisers together covered 45% ad volume shares in 2024.
According to the report, paints among the categories saw the highest increase in ad secondages with growth of 51%, while in terms of percent growth, Beauty Accessories/Products led among top 10 with 300+ time growth during 2024 compared to 2023.
4.0 K+ exclusive advertisers were present during 2024 compared to 2023. Velnik India was the top exclusive advertiser during 2024.
GEC was the leading channel genre with 30% share of ad volumes in both 2023 and 2024. Top five channels genres accounted for more than 92% share of ad volumes during both 2023-24. Top 5 channels genres accounted for more than 92% share of ad volumes during both 2024 and 2023.
Toilet Soaps category dominate the ad volumes shares during both 2023-24. Brands associated with Pushpa 2 covered 21% of the total share of co-brands ads during 2024.
Spotify app was the top brand associated with movies with 7% share of Co-Branding ad volumes. The top brand Eye Mantra Eye Drops partnered with 2 movies and one of them was ‘Bhool Bhulaiyaa 3’. The movie ‘Fighter’ partnered with the highest number of brands i.e. 13 in 2024. ‘Bade Miyan Chote Miyan’ movie had 10 Co-Brandings while ‘Main Atal Hoon’ and ‘Maidaan’ were associated with 8 brands respectively in 2024, the report stated.
