Television advertising volumes dipped by 2% in the first nine months of 2024 compared to the same period last year, according to TAM AdEx.
Steady Sectors Maintain Dominance
Despite the overall decline, the top 10 sectors kept their spots from the previous year, contributing a whopping 89% of the total ad volumes. Leading the pack was the Food & Beverage sector, capturing 23% of the share. Not far behind, Personal Care and Personal Hygiene took up 18%, while the Services sector held steady at 14%.
It’s interesting to see these sectors sticking around at the top. They clearly understand the value of TV advertising. Businesses in these areas seem to rely heavily on reaching a broad audience through television.
New Players and Rising Stars
The landscape of advertising categories saw some fresh faces this year. Rubs and Balms made its debut in the top 10 categories, boasting an impressive 56% growth in ad volumes. Cement followed with a staggering 77% increase, signaling a strong comeback.
- Key Growth Areas:
- Rubs and Balms: +56%
- Cement: +77%
- [Other categories as applicable]
This surge indicates that even in a declining market, certain products are finding innovative ways to capture viewer attention. It’s a testament to the dynamic nature of the advertising industry.
Leading Brands Hold Their Ground
Top advertisers continued to dominate the TV space, accounting for 45% of all ad volumes. The big names like Hindustan Unilever, Reckitt Benckiser (India), Godrej Consumer Products, and Procter & Gamble remained at the forefront, maintaining their leadership from the previous year.
These brands know how to stay relevant. Their consistent presence on TV underscores their commitment to maintaining a strong market presence.
Shifts in Channel Preferences
There were some noticeable shifts in the types of channels gaining or losing ad space. General entertainment channels, news, and kids’ genres saw a slight uptick in their share of ad volumes. On the flip side, the movies and music genres experienced a decline.
| Channel Genre | Change in Ad Volume Share |
|---|---|
| General Entertainment | Increased |
| News | Increased |
| Kids | Increased |
| Movies | Decreased |
| Music | Decreased |
These changes reflect evolving viewer preferences and possibly the strategies of advertisers adapting to where their audiences are most engaged.
