India's television advertising volumes demonstrated a robust long-term recovery in 2024, showing a 14% increase compared to 2020, according to a report from TAM AdEx.
However, there was a 4% decline in volumes when set against 2023, suggesting a recent slowdown. Quarterly analysis reveals that the second quarter of 2024 experienced a 6% rise in ad volumes over the first quarter. This growth, however, did not sustain, as the final quarter recorded a 6% drop compared to the third quarter.
With a 21% share, the Food & Beverages sector emerged as the top contributor to ad volumes in 2024, maintaining its position from the previous year.
Interestingly, while the top five sectors retained their rankings from 2023, the Laundry sector saw an upward shift in position.
Together, the top 10 sectors accounted for 88% of total ad volumes, underscoring a concentration of advertising investments in key consumer categories. Toilet Soaps, Toilet/Floor Cleaners, and Washing Powders/Liquids remained the top three product categories, securing 6%, 4%, and 4% of ad volume share respectively.
Notably, the 'Tea' category broke into the top 10 list in 2024. Rubs and Balms rose from 11th to eighth place year-on-year, and the top 10 categories collectively commanded a 32% share of total ad volumes.
In 2024, over 180 categories experienced positive growth in television advertising. Paints led in terms of the overall increase in ad seconds. Notably, Beauty Accessories/Products saw a remarkable 300-fold growth compared to the previous year, topping the charts in percentage growth. The year also welcomed over 4,000 new advertisers to television, with Velnik India emerging as the most prominent among these new entrants.
Among brands, Hindustan Unilever Ltd. commanded a 16% share in ad volumes. The top 10 advertisers together contributed 45% of all TV ad volumes last year.
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