TV ad volumes drop 4% in Q1 2024: TAM Report

Television advertising volumes for January to March 2024 decreased by four percent compared to the same period in 2023, according to the TAM AdEx India quarterly report. The top 10 advertisers collectively contributed 46% of ad volumes, with Hindustan Unilever at the forefront.

The report highlights that the food and beverages sector maintained its dominant position, capturing a 26% share of ad volumes in the first quarter of 2024, an improvement from the same period in 2023. Among the top-growing categories, over 165 showed positive growth, with mutual funds experiencing a ninefold increase year-over-year.

General entertainment channels (GEC) emerged as the leading genre for advertising, accounting for 30% of ad volumes in both quarters. The top five channel genres, including GEC and news channels, comprised more than 90% of ad volumes, with news channels alone capturing 26% in the first quarter of 2024.

The top five sectors in television advertising remained consistent, including food and beverages, personal care or personal hygiene, services, household products, and personal healthcare. The top 10 brands contributed 10% of ad volumes, with five brands from Reckitt Benckiser. Harpic Power Plus 10x Advanced led the brand list, and three of the top 10 brands were in the toilet or floor cleaners category.

Overall, the top five channel genres in the first quarter of 2024 accounted for 93% of ad volumes, underscoring the concentration of advertising in a few dominant sectors and channels. Financial Express