The TAM AdEx quarterly report for January to September 2024 has revealed a marginal 2% decline in television ad volumes compared to the same period in 2023. The report highlights trends in sectors, categories, advertisers, and channel genres, offering a comprehensive view of the evolving TV advertising landscape in India.

Sector Analysis
The top 10 sectors continued to dominate the TV advertising space, collectively accounting for 89% of total ad volumes during Jan-Sep 2024. Notably, the rankings of these sectors remained unchanged from 2023. The Food and Beverage sector led the list with a 23% share of ad volumes, followed by Personal Care/Personal Hygiene at 18%, and the Services sector at 14%. These three sectors underlined their influence by maintaining their stronghold in the advertising domain.

Category Growth
The top 10 categories contributed 33% to the total TV ad volumes during this period. A notable development was the entry of Rubs and Balms into the top 10 categories, recording an impressive 56% growth in ad volumes compared to 2023. Similarly, the Cement category showcased remarkable growth, registering a 77% increase. These changes highlight shifting priorities among advertisers and the emergence of new opportunities in the TV advertising market.

Top Advertisers
The report revealed that the top 10 advertisers were responsible for 45% of the total ad volumes on television during Jan-Sep 2024. Hindustan Unilever, Reckitt Benckiser (India), Godrej Consumer Products, and Procter & Gamble retained their top four positions from the previous year, reaffirming their dominance and consistent investment in television as an advertising medium.

Channel Genre Performance
While General Entertainment Channels (GEC), News, and Kids genres saw a slight rise in their share of ad volumes during Jan-Sep 2024, the Movies and Music genres experienced a marginal decline. This shift suggests that advertisers are increasingly targeting genres with diverse and engaged audiences to optimize their campaigns.

Conclusion
The TAM AdEx report highlights a dynamic advertising environment where growth in specific categories like Rubs and Balms and Cement reflects emerging trends, even as traditional sectors such as Food and Beverage continue to lead. Despite the overall dip in ad volumes, television remains a critical medium for advertisers, and its landscape is evolving with shifting consumer preferences and innovative strategies.

Author: Sonali kamble