TV advertising: 'Food & Beverages sector top spender in Jan-Sept 2024’

The Food & Beverages sector has emerged as the top spender in TV advertising in the January-September 2024 period, claiming 23% ad volume share, according to a report released by TAM AdEx.

The television advertising report, for the period January to September 2024, is focused on understanding the advertising trends in comparison to the previous year, the monthly trends, top spenders (Categories, advertisers & brands), co-branding ads associated with movies and celebrity endorsement on TV.

According to its findings, Following F&B was Personal Care/Personal Hygiene, Services, Household Products, Personal Healthcare, Hair Care.

All the top 10 sectors retained their respective ranking in Jan-Sep’24 as compared to Jan-Sep’23 wherein they together added 89% share of ad volumes during the period.

The top 10 categories collectively added 33% share of ad volumes on television advertising during Jan-Sep’24. During this period, Rubs and Balms was the only new entrant in the top 10 list of categories compared to Jan-Sep’23.

Other categories that made it to the list were Toilet/Floor Cleaners, Washing Powders/Liquids, Milk Beverages, Shampoos, Tooth Pastes, Biscuits in the order of their ranks.

Hindustan Unilever, Reckitt Benckiser (India), Godrej Consumer Products, Procter & Gamble, retained their positions as the top 4 advertisers during Jan-Sep’24 compared to Jan-Sep’23. During this period, the top 10 advertisers contributed 45% share of ad volumes on TV advertising.

ITC, Cadbury India, Coca-Cola India, Wipro, Britannia Industries were other names on the list. Colgate Palmolive India entered the top 10 list during Jan-Sept’24 compared to Jan-Sep’23.

During January to September of this year, the top 10 brands together accounted for 10% share of ad volumes on television advertising. Harpic Power Plus 10x Advanced, Dettol Toilet Soaps, Dettol Antiseptic Liquid, Jiocinema App, Lizol All In 1, Surf Excel Easy Wash, Santoor Sandal And Turmeric were the top advertised brands in the same order.

Out of the top 10 brands present in Jan-Sep’24, 5 of them belonged to Reckitt Benckiser (India) and 2 belonged to Hindustan Unilever. In total, more than 15,850 brands advertised on TV during these months.

The Rubs and Balms category saw an increase in ad volumes of 56% growth during Jan-Sep’24 compared to Jan-Sep’23. Similarly, Cement grew by 77%, Milk Beverages by 23%, Washing Powders/Liquids by19%, Toilet Soaps by 9%, Ecom-Online Shopping by 42%, Paints by 55%, Vitamins/Tonics/Health Supplements by 65% and Wafer/Chips by 64%.

Compared to Jan-Sep’23, GEC, News and Kids Genre retained its percentage share of ad volumes in Jan-Sep’24. Whereas, Movie and Music Genre's share declined by 1% each for the same set of periods. 

The ad volume contributions of top 5 genres together grew consistently across each Jan-Sep period for the last 2 years, according to the report.