3% Dip In Ad Volumes In H1 2024 YoY: TAM TV Adex Report

According to TAM's TV AdEx report, television (TV) saw a 3 per cent decrease in ad volumes in the first half of 2024 (January–June) when compared to the same time the previous year. This is significant since the ICC World Cup and the Indian Premier League were staged in the H1.

Food and beverage (F&B) held a 24 per cent share of ad volumes throughout that period, according to the most recent study from TAM. The next highest percentages were 16 per cent for personal care and hygiene, 12 per cent for services, 9 per cent for household products, 8 per cent for personal healthcare, 5 per cent for hair care, 5 per cent for laundry, 3 per cent for vehicle, and 3 per cent for BFSI.

The only recently entering sector in the top 10 ranking for the time is BFSI.

According to the data, the category of ‘milk beverages’ experienced the biggest increase in advertisements, growing by 24 per cent, while the category of ‘rubs and balms’ saw a 40 per cent gain from January to June of 24 compared to January to June of 23.

FMCG companies dominated the top 10 list of advertisers. HUL was at the top of the list, followed by Reliance Jio Infocomm, Godrej Consumer Products, P&G, ITC, Cadbury's India, Coca-Cola India, Wipro, and PepsiCo.

Additionally, during the period, the top 10 advertisers collectively added a 45 per cent share of the ad volumes.

Additionally, from January to June 24, GEC channels surpassed News channels as the top category for advertising, mirroring the results from 2023. In H1 2024 and H1 2023, the top five channel genres accounted for almost 90 per cent of the total amount of ads.

TAM AdEx monitored over 600 TV channels for the study.