Mumbai: In Jan-June 2024, the FMCG ad volumes on Television witnessed a degrowth of 6% over Jan-June 2023. May 2024 had the highest share of FMCG ad volumes i.e. 18%.
Tam has published the Tam AdEx – Ad Report on the FMCG sector (Jan-June 2024).
Other findings:
Television:
Toilet Soaps (10%)remained first in H1 2024 and in H1 2023.
Hindustan Unilever was first with an 18% share of ad volumes among the FMCG advertisers.
Digestives
Jan-June 2024 witnessed a decline of 6% in the FMCG ad space compared to Jan-June 2023.
Jan 2024 observed the highest share of FMCG ad space i.e. 20%, followed by March 2024 with 18% share in H1 2024.
Digestives maintained the top position among categories in H1 2024 and in H1 2023.
Munimjee & Sons, Mankind Pharma,Vicco Laboratories, Shree Baidyanath AyurBhawan and Hamdard were the new entrants in the top 10 list of advertisers in H1’24 over H1 2023.
Radio
Ad Volumes for the FMCG Sector on Radio medium was increased by 1% during H1 2024 over H1 2023.
Jan 2024 observed the highest share of FMCG ad volumes on Radio i.e. 20%.
Pan Masala (7%) was on first position during H1 2024. Sugar was the new entrant in the top 10 list of categories during H1 2024 over to H1 2023.
Gujarat was on first position, followed by Uttar Pradeshduring H1 2024.
Digital
Ad Impressions in the Digital Medium witnessed a increase of 7% in H1 2024 over H1 2023.
In the Digital Medium, March 2024 had the highest monthly ad impressions of 22%, whereas Feb 2024 had the lowest share of ad impressions i.e. 13%.
Hearing Aids (8%) was first among the categories in H1 2024.
Programmatic (84%) was the top transaction method for Digital FMCG advertising based on impressions during H1 2024.
This is a detailed analysis for each segment
TV
Ad Volumes for FMCG sector on TV : Jan-June 2024 (H1 2024)
- In Jan-June 2024, FMCG ad volumes on Television witnessed a degrowth of 6% over Jan-June 2023.
The Monthly Ad Volume Trend of FMCG sector on TV: Jan-June 2024
- May 2024 had the highest share of FMCGad volumes i.e. 18%.
- On the opposite, Feb 2024 observed the lowest share of ad volumes.
The Top 10 Categories and Advertisers of FMCG on TV. Top 10 Categories % Share
- 4 out of the Top 10 Categories were of Food & Beverages.
- Toilet Soaps (10%) remained first in H1 2024 and in H1 2023.
- The top 10 Categories together added 46% share of ad volumes during Jan-June 2024.
- Hindustan Unilever was first with a 18% share of ad volumes among the FMCG advertisers.
- Top 10 Advertisers accounted for a 61% share of ad volumes in Jan-June 2024.
The Top 10 Brands of the FMCG sector on TV
- Among the Top 10 FMCGbrands, 6belonged to Reckitt Benckiser (India).
- Harpic Power Plus 10x Advanced was 1stin Jan-June 2024.
- Top 10 Brands accounted 14%share of ad volumes in Jan-June 2024.
The Top Channel Genres preferred by advertisers of the FMCG sector on TV
- GEC genre most preferred by FMGCplayers in H1’24.
- The Top two channel genres i.e. GECand Moviestogether accounted 63%of the ad volumes’ share for the FMCG sector during H1’24.
Time band analysis for FMCG advertising on TV
- Prime Time garnered the highest FMCG advertising on TV followed by Afternoon and Morning time-bands.
- Prime Time, Afternoon and Morning time bands together accounted for a 72% share of ad volumes.
Ad Space for the FMCG sector in Print
- Jan-June 2024 witnessed a decline of 6% in the FMCG ad space compared to Jan-June 2023.
The Monthly Ad Space Trend of the FMCG sector in Print
- Jan 2024 observed the highest share of FMCG ad space i.e. 20%, followed by March 2024 with an 18% share in H1 2024.
- Whereas, May 2024 had the lowest share of ad space of 14% in H1 2024.
The Top 10 Categories and Advertisers of FMCG for Print. The Top 10 Categories % Share
- Digestives maintained the top spot among categories in H1 2024 and in H1 2023.
- The top 10 Categories together added 48% share of FMCGad space in Print during Jan-June 2024.
- Munimjee & Sons, Mankind Pharma, Vicco Laboratories, Shree Baidyanath Ayur Bhawanand Hamdard were the new entrants in the top 10 list of advertisers in H1 2024 over H1 2023.
- The top 10 advertisers together added 40% share of ad space during H1 2024.
The Top 10 Brands from FMCG sector in Print
- Dr Ortho Oilhold out its 1stposition in H1’24 compared to H1 2023.
- The top 10 brands together added 16% share of ad space in Print during Jan-June 2024.
Zone wise Advertising share of FMCG sector in Print
- North Zonewas the leading territory in terms of advertising for FMCGsector with 38% share of ad space during H1 2024.
- Mumbai and New Delhi were top 2 cities in Pan India during H1 2024.
Radio
Ad Volumes for FMCG sectoron Radio: H1 2024
- Ad Volumes for FMCG Sector on Radio medium was increased by 1% during H1 2024 over H1 2023.
Monthly Ad Volume Trend of FMCG sectoron Radio
- Jan 2024 observed the highest share of FMCG ad volumes on Radio i.e. 20%.
- Whereas, April 2024 had the lowest share of ad volumes i.e. 14% in H1 2024.
Top 10 Categories and Advertisers of FMCG for Radio Top 10 Categories % Share
- Pan Masala (7%) was on 1stposition during H1 2024.
- Sugar was the new entrant in the top 10 list of categories during H1 2024 over to H1 2023.
- The top 10 Categories collectively added 57% share of ad volumes in H1 2024.
- GCMMF (Amul) moved to 1stposition with 8% share of FMCG ad volumes in H1 2024 compared to third in H1 2023.
- The top 10 Advertisers together added 38% share of FMCGad volumes in H1 2024.
The Top 10 Brands of FMCG sector on Radio
- Madhur Sugar ascended to the top spot with a 4% share of ad volumes in H1 2024 compared to its seventh position in H1 2023.
- The top 10 Brands together accounted for a 26% share of FMCG ad volumes in Jan-June 2024.
State-wise share of FMCG advertising on Radio
- The Top three states occupied 58%share of ad volumes for the FMCG sector.
- Gujarat was on first position, followed by Uttar Pradesh during H1 2024.
Time band analysis for FMCG advertising on Radio
- Advertising for FMCG was preferred in Evening followed by Morning time-band on Radio.
- 68% share of the FMCG ad volumes were in Evening and Morning time-bands during H1 2024.
Digital
Ad Impressions of FMCG sector on Digital : H1’24
- Ad Impressions in the Digital Medium witnessed a increase of 7% in H1 2024 over H1 2023.
Monthly Ad Impression Trend of FMCG sectoron Digital : H1’24
- In the Digital Medium, March 2024 had the highest monthly ad impressions of 22%, whereas Feb 2024 had the lowest share of ad impressions i.e. 13%.
The Top 10 Categories and Advertisers of FMCG for Digital. The Top 10 Categories % Share
- Hearing Aids (8%) was 1stamong the categoriesin H1’24.
- The top 10 categories together accounted for 51% share of ad impressions in H1 2024.
- L’Oreal India topped among FMCGadvertisers with 9% share of ad impressions in H1 2024.
- The top 10 advertisers together added 47% share of ad impressions in H1 2024.
The Top 10 Brands of FMCG sector on Digital
- Hear.com retained its 1stposition with 8% share of ad impressions in H1 2024 over H1 2023.
- The top 10 brands together added 31% ofad impressions’ share during Jan-June 2024.
Transaction Methods of Digital Advertising in the FMCG sector
- Programmatic (84%)was the top transaction method for Digital FMCG advertising based on impressions during H1 2024.
- Programmatic and Programmatic/Ad Network transaction methods together captured a 91% share of FMCG ad impressions on Digital.
