GEC Ad Volume Declines By 6% In H1 2024

General entertainment channels (GEC) saw a 6 per cent decrease in advertising volumes in the first half of 2024 (January–June) compared to the same period the previous year.

According to TAM Media Research research, Tamil GEC channels came in second place with 15 per cent of the ad share in the H1 of 2024, while Hindi channels led the charts in the total GEC genre with a share of 24 per cent.

Food and drink accounted for 31 per cent of GEC ad volumes in the first half, and was followed by personal care/personal hygiene (21per cent), domestic items (10 per cent), and personal healthcare (8 per cent).

Hindustan Unilever was the top advertiser on the list, followed by Godrej Consumer Products, ITC, Cadbury, P&G, Nestle India, Britannia, The Coca-Cola India, Nestle India, and Glaxo Smithkline. In the first half of 2024, the combined share of GEC ad volumes added by these top 10 advertisers was 63 per cent.

Glaxo Smithkline went up four spots in the rankings to secure a spot in the top 10, while ITC, Nestle India, and Glaxo Smithkline all saw favourable rank shifts at the same time.

According to the survey, there were over 3,300 brands available on TV between January and June of 2024; of those, five were from Reckitt and four from HUL.

The category with the most growth in ads during the first half of 2024 compared to the same period the previous year was Milk Beverages, with a 19 per cent increase, followed by Wafer/Chips with a 75 per cent gain.