HUL was the leading advertiser on television during 2023: T…

<p>Representative image</p>
Representative image

TAM has revealed its quarterly report on Television Advertising. Monitoring over 600 TV channels, the report focuses on understanding advertising trends in comparison to the past five years, monthly trends, top spenders (categories, advertisers and brands) and co-branding ads associated with movies and celebrity endorsements on TV.

TV ad volumes increased by one per cent in Jul-Sep’23 over Jan-Mar’23. However, Jul-Sept’23 observed a degrowth of four per cent in TV ad volumes compared to Jul-Sep’22.

During the Jul-Sep’23 period, food and beverage was the leading sector with a 21 per cent share of ad volumes. This was followed by personal care and hygiene (18%) and services (14%). The top ten sectors together added 89 per cent share of ad volumes in Jul-Sep’23.

As for categories, The top ten categories collectively added 33 per cent share of ad volumes on television advertising during Jul-Sep’23. During Jul-Sep’23, biscuits, tea and mosquito repellents were the new entrants in the top 10 list of categories compared to Apr-Jun’23.

Washing powder and liquids and milk beverages and shampoos observed a positive rank shift in Jul-Sep’23 compared to Apr-Jun’23.

As for leading advertisers, Hindustan Unilever and Reckitt Benckiser (India) retained their first and second positions during Q’1, Q’2 and Q’3 of Y 2023.

During Jul-Sep’23, the top ten advertisers contributed 49 per cent share of ad volumes on TV Advertising. Britannia Industries and Nestle India entered the top 10 list during Jul-Sept’23 and secured ninth and tenth positions compared to their 14th and 13th positions respectively in Apr-Jun’23.

<p>Top advertisers</p>
Top advertisers

As for brands, In Jul-Sep’23, the top ten brands together accounted for a ten per cent share of ad volumes on television advertising. Five of the top ten belonged to Reckitt Benckiser (India), and four to Hindustan Unilever. Five of the top ten also belonged to the personal care and hygiene sector.

<p>Top brands</p>
Top brands

Over 185 categories registered a positive growth in ad volumes. Milk beverages saw highest increase in ad volumes resulting in a 30 growth growth during Jul-Sep’23 compared to Apr-Jun’23 followed by ecom-online shopping with 76 per cent growth.

As for channels, compared to Jan-Mar’23, GEC and movies witnessed a minor rise in per cent share of ad volumes in Jul-Sep’23. Whereas news and the kids’ genre’s share was maintained throughout all three quarters. The top five genres together contributed more than 90 per cent share of ad volumes in each of the Q’1, Q’2 and Q’3 of Y 2023.

FMCG giants feel the pinch as regional players' reach widens

In a notable shift, local and regional firms have made significant inroads, reaching up to 31% more households in key segments like biscuits, soap, washing powder, and detergent during the September quarter. This trend has caught the attention of chief executives at major consumer goods companies, who are now acknowledging the resurgence of smaller brands and its consequential impact on their sales growth.

  • Published On Nov 18, 2023 at 11:30 AM IST

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