TV, Print See 6% Slump As FMCG Ad Spend Goes Digital In H1 2024

The TAM AdEx report indicates that the FMCG sector's advertising volumes on TV and print saw a decline in the first half of 2024 compared to the same period in 2023. Conversely, digital and radio FMCG ad volumes grew during this timeframe.

In H1 2024, FMCG advertising volumes on television decreased by 6 per cent compared to H1 2023. May 2024 recorded the highest share of FMCG ad volumes at 18 per cent while February had the lowest. General Entertainment Channels (GECs) were the top choice for FMCG advertisers, capturing a 37 per cent share, followed by movies (25 per cent), news (16 per cent), music (14 per cent), kids (5 per cent) and other genres (3 per cent).

Among advertisers, Hindustan Unilever (HUL) led with an 18 per cent share of TV ad volumes in H1 2024, followed by Reckitt Benckiser (18 per cent), Godrej Consumer Products (6 per cent), Brooke Bond Lipton India (4 per cent), Cadbury India (4 per cent), ITC (4 per cent) and Coca-Cola India, Procter & Gamble, PepsiCo and Wipro, each with 2 per cent.

Primetime, afternoon and morning time slots collectively represented 72 per cent of the ad volume share on TV.

In H1 2024, FMCG ad space in print media declined by 6 per cent compared to the same period in 2023. January led with the highest ad space share at 20 per cent, followed by March at 18 per cent. May 2024 had the lowest ad space share, reaching 14 per cent.

SBS Biotech was the top print advertiser, accounting for 15 per cent of the ad space, with Amul (5 per cent), Emami (4 per cent), Munimjee & Sons (4 per cent) and Patanjali Ayurved (3 per cent) following. Zone-wise, the North Zone dominated with 38 per cent of the FMCG ad share, trailed by the West Zone (26 per cent), South Zone (19 per cent) and East Zone (17 per cent). Mumbai and New Delhi were the leading cities for FMCG print advertising during H1 2024.

Radio saw a one per cent increase in FMCG ad volumes in H1 2024 compared to H1 2023. January was the peak month, with 20 per cent of ad volumes while April recorded the lowest share at 14 per cent. Amul led radio advertising for FMCG with an 8 per cent share, followed by SBS Biotech (8 per cent), Sri Renuka Sugars (4 per cent), Vadilal Enterprises (3 per cent) and others.

The top three states contributed 58 per cent of FMCG ad volumes on radio, with Gujarat and Uttar Pradesh as leaders. Advertising in the evening and morning time bands was preferred, accounting for 68 per cent of FMCG radio ad volumes in H1 2024.

FMCG ad impressions on digital platforms rose by 7 per cent in H1 2024 compared to H1 2023. March saw the highest ad impressions at 22 per cent, with February at the lowest with 13 per cent. Key advertisers included Hear.com (8 per cent), Cadbury Bournvita (4 per cent), GlaxoSmithKline (3 per cent), Ikea Furniture (3 per cent) and Nivea Soft (3 per cent).

Programmatic transactions were the leading method for digital FMCG advertising, capturing 84 per cent of impressions. When combined with programmatic/ad network transactions, they made up 91 per cent of digital FMCG ad impressions in H1 2024.