TAM AdEx-Quarterly Report on Television Advertising_2024.pdf

According to the report, there was a 4% decrease in television advertising volumes compared to the same period in 2023, indicating shifts in advertising strategies or market dynamics.

1. Quarterly Report
(Jan-Mar’24)
TELEVISIONADVERTISING
Source: AdEx India (A Division of TAM Media Research)

2. ATelevisionadvertisement(alsocalledatelevisioncommercial,commercial,ad
TVadvertorsimplyanadvert)isaspanoftelevisionprogrammingproducedandpaidfor
byanorganization.Itconveysamessage,aimedtomarketaproductorservice.
TAM AdEx monitors more than 600+ TV Channels
Thissectionmainlyfocusesonunderstandingtheadvertisingtrendsincomparisontothe
past5years,MonthlyTrends,TopSpenders(Categories,Advertisers&Brands),Co-
BrandingAdsassociatedwithMovies&CelebrityEndorsementonTV.
Advertising Overview on Television

3. Highlights
05
06
07
08
01
02
03
04
Television advertising volumes for Jan-Mar’24
decreased by 4% compared to the same period in
2023.
Food & Beveragessector solidified its top position
with a 26% share in Jan-Mar’24, surpassing its
performance from Jan-Mar’23.
The top 10 advertisers together contributed 46%
share of ad volumes with Hindustan Unilever leading
the list.
165+Top Growing Categories witnessed positive
growth.
During Jan-Mar’24, GEC dominated as the most
popular channel genre for advertising.
Top 5 channels genres accounted for more than 90%
share of Ad Volumes during Jan-Mar’24.
5out of Top 10 brands were from Reckitt Benckiser
during Jan-Mar’24.
Among the growing categories, Mutual Funds
experienced a remarkable ninefoldincrease in Jan-
Mar’24 compared to Jan-Mar’23.

4. Television Ad Volumes in Jan-Mar’24, Jan-Mar’23 over Jan-Mar’22
100
93
89
Jan - Mar'22 Jan - Mar'23 Jan - Mar'24
INDEXED GROWTH IN AD VOLUMES
Index: Jan-Mar’22= 100
Compared to Jan-Mar’23, ad volumes of Jan-Mar’24 reflected de-growth of 4%.
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period: Jan-Mar’22-24

5. RankTop Sectors % Share
1 Food & Beverages 26%
2 Personal Care/Personal Hygiene 15%
3 Services 12%
4 Household Products 9%
5 Personal Healthcare 7%
6 Laundry 5%
7 Hair Care 5%
8 Building, Industrial & Land Materials/Equipments4%
9 Banking/Finance/Investment 3%
10Auto 3%
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
‘Food & Beverages’ retained its 1
st
position during Jan-Mar’24
1
2
3
4
5
7
6
9
10
8
Others 10%
Rank in Jan-Mar’23
Together, the top 10 Sectors added 90% share of ad volumes with Food & Beverages leading the list.
Also, the top 5 Sectors maintained their respective positions during Jan-Mar’24 compared to Jan-Mar’23.
Period: Jan-Mar’23-24

6. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
5 out of the Top 10 Categories belonged to Food & Beverages Sector in Jan-
Mar’24
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Rank 6
Rank 7
Rank 8
Rank 9
Rank 10
Toilet Soaps
Toilet/Floor Cleaners
Washing Powders/Liquids
Milk Beverages
Tooth Pastes
Ecom-Media/Ent./Social Media
Chocolates
Tea
Aerated Soft Drink
Biscuits
6%
4%
4%
3%
3%
3%
3%
2%
3%
2%
Ranks -Jan-Mar’231
2
4
8
5
3
7
9
14
6
During Jan-Mar’24, Toilet Soaps and Toilet/Floor Cleaners retained their 1
st
and 2
nd
positions compared to Jan-Mar’23.
Tea upheaved its way to 9
th
position in Jan-Mar’24, compared to its 14
th
position in Jan-Mar’23.
The top 10 categories collectively added 33% share of ad volumes.
Among the top 10 categories, 2 of them were from Personal Care/Personal Hygiene Sector.
Period: Jan-Mar’23-24
3%
3%
3%

7. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Leading Advertisers: Hindustan Unilever retained its 1
st
position
Top 10 Advertisers (Jan-Mar’24): [3,400+]
Rank
(Jan-Mar’23)
1. Hindustan Unilever 1
2. Reckitt Benckiser (India) 2
3. Godrej Consumer Products 4
4. P&G 3
5. Cadburys India 5
6. Coca Cola India 6
7. ITC 7
8. Britannia Industries 9
9. Pepsi Co India Holding 24
10. Glaxo Smithkline 15
Hindustan Unilever & Reckitt Benckiser (India) retained their positions during Jan-Mar’24 over Jan-Mar’23.
Top10advertiserstogethercovered46%shareofadvolumes.
PepsiCoIndiaHoldingandGlaxoSmithklinewerenewentrantsduringJan-Mar’24comparedtoJan-Mar’23.
Period: Jan-Mar’23-24

8. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
5out of Top 10 Brands belonged to ‘Reckitt Benckiser’
Rank Top 10 Brands (Jan-Mar’24):[5,300+]
1Harpic Power Plus 10x Advanced
2Dettol Toilet Soaps
3Dettol Antiseptic Liquid
4Lizol All In 1
5Lays
6Maaza
7Surf Excel Easy Wash
8Ultratech Cement
9Jiocinema App
10Harpic Bathroom Cleaner
Top 10 Brands contributed 10%
share of Television Ad Volumes
Harpic Power Plus 10x Advanced dominated the brand list for Television Advertising during Jan-Mar’24.
Overall, there were 4 new entrants present in the top 10 brand list during Jan-Mar’24.
Among the top 10 brands, 3 of them belonged to Toilet/Floor Cleaners Category.
Period: Jan-Mar’23-24

9. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Top Growing Categories : 165+Categories registered Positive Growth
Rank
Top 10 Growing Categories (Jan-Mar’24)
(based on highest increase in Ad Volumes)
Growth
1Milk Beverages 27%
2Wafer/Chips 2 Times
3Tea 38%
4Cement 50%
5Washing Powders/Liquids 15%
6Edible Oil 25%
7Travel & Tourism 2.5 Times
8Mutual Funds 9 Times
9Noodles/Pasta 2 Times
10Vitamins/Tonics/Health Supplements 45%
Milk Beverages witnessed highest increase in Ad Secondages of 27%. In terms of growth %, Mutual Funds reflected the
highest growth of 9Times.
Period: Jan-Mar’23-24

10. Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Top 5 Channel Genres Jan-Mar’24: GEC and News had 55% of Ad Volumes
30%
26%
22%
11%
4%
7%
GEC
News
Movies
Music
Kids
Others (6)
30%
25%
21%
12%
3%
8%
GEC
News
Movies
Music
Kids
Others (6)
GEC was the top channel genre during both Jan-Mar’24 and Jan-Mar’23.
Top 5 channels genres in Jan-Mar’24 accounted for 93%share of Ad Volumes.
Channel Genres
Jan-Mar’24
Channel Genres
Jan-Mar’23
Period: Jan-Mar’23-24

11. DISCLAIMER
TAM has made every effort to ensure that the information in this report is appropriate/correct, however TAM does not
assume and hereby expressly disclaim any and all liability to any party for any loss, damage, or disruption caused by
errors or omissions, whether such errors or omissions result from negligence, accident, or any other cause. The content
of the report is only for information and awareness purposes only and not intended to substitute any professional
advice regarding its usages. Before any reference or use of this report in manner kindly connect with TAM Media
Research Pvt. Ltd. All rights including copyright reserved with TAM Media Research Pvt. Ltd.

12. Website Link: www.tamindia.com