TAM AdEx-Half Yearly Advertising Report on GEC TV Channels.pdf

The overall advertising volumes on GEC channels witnessed a 6% decline in the first half of 2024 compared to the same period in 2023. This downturn reflects changing market dynamics and perhaps a more cautious approach by advertisers.

2. HalfYearlyReport(Jan-Jun’24)
ADVERTISINGONGECTVCHANNELS
Source:AdExIndia(ADivisionofTAMMediaResearch)

4. ATelevisionadvertisement(alsocalledatelevisioncommercial,commercial,adTVadvertorsimplyanadvert)isaspanoftelevisionprogrammingproducedandpaidforby
anorganization.Itconveysamessage,aimedtomarketaproductorservice.
TAMAdExmonitorsmorethan600+TVChannels
ThissectionmainlyfocusesonunderstandingtheGECadvertisingtrendsincomparisonto
thepreviousHalfYearlyPeriodJan-Jun,TopSpenders(Categories,Advertisers&Brands)
andChannelGenres.
HighlightsJAN-JUN‘24:GEC
01020304
GECAdvolumessaw6%drop
inJan-Jun’24comparedto
Jan-Jun’23.
‘BFSI’sectorenteredamongthetop10listofsectorsduring
Jan-Jun’24overJan-Jun’23.
‘ToiletSoaps’ledthecategoriesduringH1,2024with9%share
‘HUL’toppedthelistintheGECadvertisingduringJan-Jun’24.
‘GlaxoSmithkline'wasthenew
entrantamongthetop10.
05

5. 0607
‘HarpicPowerPlus10x
Advanced’wasthetopbrand
onGEC.5outofTop10brands
werefrom‘HUL’andremaining
4from‘Reckitt’.
‘MilkBeverages’categorysawhighestincreaseinAd
secondageswithgrowthof19%.
125+categoriesregistered
Positivegrowth.
DuringbothJan-Jun’24andJan-Jun’23,‘HindiGEC’wasthe
leadinggenreforadvertising
with24%shareofadvolumes.

6. TliiAdVl iGECdiH1202324

7. IndexedGrowthinAdVolumes
100 94
Jan-Jun'23Jan-Jun'24
Index:Jan-Jun’23=100
▪Jan-Jun’24observed6%declineinGECadvolumesoverJan-Jun'23.
Source:TAMAdExNote:FiguresarebasedonSecondagesforTV;Commercialadsonly;excludingpromosandsocialadsPeriod:Jan-Jun’23-24

8. ‘Food&Beverages’:TheLeadingSectorwith31%shareofGECAdVolumes
RankTopSectors%Share1Food&Beverages31%2PersonalCare/PersonalHygiene21%3Household

9. Products10%4PersonalHealthcare8%5Laundry7%6
HairCare7%7Services6%8Building,Industrial&Land
Materials/Equipments3%
RankinJan-Jun’231
2
3
4
7
6
5
8
12
9Banking/Finance/Investment1%
9
10PersonalAccessories1%
Others7%
NewEntrant
▪InJan-Jun'24,‘Food&Beverage’(31%)wasontopfollowedby‘PersonalCare/PersonalHygiene’sectorwith21%share.▪
‘BFSI’istheonlynewenteredsectorintop10listofsectorsduringJan-Jun’24.
▪‘Laundry’and‘BFSI’sawpositiverankshift.
Source:TAMAdExNote:FiguresarebasedonSecondagesforTV;Commercialadsonly;
excludingpromosandsocialads
Period:Jan-Jun’23-24
'ToiletSoaps'ledtheGECcategoriesduringH1,2024RankTop10
CategoriesRanks-Jan-Jun’23

10. 1.ToiletSoaps
2.MilkBeverages
3.Toilet/FloorCleaners4.Washing
Powders/Liquids5.ToothPastes
6.Biscuits
7.Chocolates
8.Tea
9.Shampoos
10.RubsAndBalms
1
9%
3
5%
25%
4
5%
5
4%
6
4%
8
3%
10
3%

11. 7
3%
13
2%
NewEntrant
▪TheTop10categoriestogetheraddedmorethan40%shareofGEC
advolumesinJan-Jun’24.▪InJan-Junofthisyear,categoriesranking
1,4,5and6maintainedtheirrankingcomparedtoJan-Jun’23.▪4
Categoriesoutoftop10werefrom‘Food&Beverages’sector.
Source:TAMAdExNote:FiguresarebasedonSecondagesforTV;Commercialadsonly;
excludingpromosandsocialads
Period:Jan-Jun’23-24

12. Leading AdvertisersGEC:FMCG
Playersdominatedthetop
10list Top10Advertisers
(Jan-Jun’24):[1,680+]
Rank
(Jan-Jun’23)
1.HindustanUnilever1
2.ReckittBenckise
3.GodrejConsume
ITC
5.CadburysIndia
6.Procter&Gambl
CocaColaIndia
NestleIndia
9.BritanniaIndustr
0.GlaxoSmithkline
▪‘HUL’toppedthelistfollowedby‘Reckitt’inthe
GECadvertisingduringJan-Jun’24.▪TheTop10
advertiserstogetheradded63%shareofGECAd
VolumesduringJan-Jun’24.▪‘ITC’,‘NestleIndia’
and‘GlaxoSmithkline’observedpositiverankshift.

13. NewEntrant
▪‘GlaxoSmithkline'movedupbyfourpositionsintherankings,securingaplaceamongthetop10.Source:TAMAdExNote:FiguresarebasedonSecondagesforTV;Commercialadsonly;excludingpromosandsocialads
Period:Jan-Jun’23-24
‘HarpicPowerPlus10xAdvanced’wasthetopbrandon
GECduringJan-Jun’24 Rank Top10

14. Brands(Jan- Jun’24) :[3,340+]
1HarpicPowerPlus10xAdvanced
2DettolToiletSoaps
3LizolAllIn1
4DettolAntisepticLiquid
5SurfExcelEasyWash
6Horlicks
7CloseUpEverFresh
8SurfExcelMaticLiquid
9UltratechCement
10HarpicBathroomCleaner
▪DuringJan-Jun’24,total3.3K+brandswerepresenton
Television.▪5outofTop10brandswerefrom‘Reckitt’and
4werefrom‘HUL’.

15. Top10Brandscontributed12%shareofTelevisionAd
Volumes
Source:TAMAdExNote:FiguresarebasedonSecondagesforTV;
Commercialadsonly;excludingpromosandsocialads
Period:Jan-Jun’24

17. Rank
Top10GrowingCategories(Jan-Jun’24)
(basedonhighestincreaseinactualAdVolumes)
Growth
1MilkBeverages19%
2Wafer/Chips 75%
3ToiletSoaps 7%
4RubsAndBalms 28%
5Tea 14%
6Cement 57%
7Vitamins/Tonics/HealthSupplements55%
8PrePostWashProducts 19%
9WashingPowders/Liquids 6%
10Noodles/Pasta 56%
▪‘MilkBeverages’categorysawhighestincreaseinAdsecondageswithgrowthof19%followedby‘Wafer/Chips’with75%
growthduringJan-Jun’24comparedtoJan-Jun’23.
Source:TAMAdExNote:FiguresarebasedonSecondagesforTV;Commercialadsonly;
excludingpromosandsocialads
Period:Jan-Jun’23-24

18. Top5ChannelGenresin

19. GEC:Jan-Jun’23-24
4%3%4%
HindiGEC
TamilGEC
4%3%
3%
HindiGECTamilGEC
7%
7%
ChannelGenres
24%
MalayalamGECBengaliGEC
TeluguGEC
KannadaGEC
6%
7%
8%
24%
ChannelGenres
TeluguGEC
BengaliGECMalayalamGEC
BhojpuriGEC
8%
9%
Jan-Jun’24
10%
10%
15%
BhojpuriGEC
MarathiGECAssam
GECOriyaGEC
Others(5)
9%
Jan-Jun’23
10%
11%
15%
KannadaGEC
MarathiGECAssam
GECOriyaGEC
Others(5)
▪DuringbothJan-Jun’24andJan-Jun’23,‘HindiGEC’wastheleadinggenreforadvertisingwith24%shareofadvolumes.▪Top5channelsgenresaccountedmorethan65%shareofAdVolumesduringbothJan-Jun’24andJan-Jun’23.
Source:TAMAdExNote:FiguresarebasedonSecondagesforTV;Commercialadsonly;
excludingpromosandsocialads
Period:Jan-Jun’23-24

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