TV Ad Volumes Rise By 2%, HUL & Reckitt Dominate Market: Report

Television advertising in India witnessed a 2 per cent growth in ad volumes from January to September 2024 compared to the same period in 2023, according to a TAM report.

September 2024 stood out as the most impactful month, contributing 13 per cent of the total ad volumes, a surge attributed to festive seasons and high-impact programming that attracted advertiser interest.

The top 10 advertisers accounted for 45 per cent of the total TV ad volumes. Colgate-Palmolive India made an entry into this list for the first time, signalling its increased advertising investments.

The services sector led the way, contributing 16 per cent of total ad volumes, followed closely by the personal care and personal hygiene sector at 15 per cent and the food and beverages sector at 14 per cent. Notably, personal care/personal hygiene saw the highest growth among the top sectors, with a 20 per cent increase compared to 2023.

Toilet/floor cleaners emerged as the fastest-growing product category, recording a 31 per cent rise in ad volumes. Within the services sector, education maintained its dominance, contributing 28 per cent of ad volumes. Additionally, mosquito repellents saw the sharpest growth, increasing by 1.6 times over last year.

Hindustan Unilever (HUL) retained its position as the top TV advertiser, followed by Reckitt Benckiser. Among brands, Lizol reported the highest surge in ad volumes, increasing by 2.8 times year-on-year, aligning with the strong growth of the toilet/floor cleaner category.

Live sports programming continued to attract heavy advertising. The IPL alone contributed seven per cent of total ad volumes during the Jan to Sep period, with digital wallets emerging as the most advertised sector in this space, led by brands like PhonePe.

Languages played a critical role in audience targeting. Hindi remained dominant, commanding 56 per cent of ad volumes, followed by Tamil and Telugu, which contributed 12 per cent and one per cent, respectively. This underscores the importance of regional content in engaging diverse viewership.

On the creative front, ad durations reflected a strategic shift. Ads lasting 20-40 seconds accounted for 62 per cent of total ad volumes, while shorter ads (under 20 seconds) registered the fastest growth rate, indicating advertisers’ preference for concise and impactful messaging.

News and entertainment remained the leading genres, together contributing 77 per cent of ad volumes. Breaking it down, news channels led with a 43 per cent share, while general entertainment channels (GECs) followed at 34 per cent, reaffirming their stronghold in the TV ad landscape.