TV ad volumes see 4% degrowth in Jul-Sept’23 compared to Jul-Sep’22: TAM

Ad Volumes on Television Advertising witnessed growth of 5% in Apr-Jun’23 and 1% growth in Jul-Sep’23 compared to Jan-Mar’23, as per TAM AdEx quarterly report on Television Advertising in July-September 2023. The report further said, Jul-Sept’23 observed de-growth of 4% in TV ad volumes compared to Jul-Sep’22.

Food & Beverages retained its top position compared to Apr-Jun’23, covering 1/4th of the Ad Volumes in Jul-Sep’23. Auto sector observed a positive rank shift and was ranked eighth. Banking/ Finance/ Investment entered the Top 10 list of Sectors during Jul-Sep’23 compared to Apr-Jun’23. The Top 10 Sectors together added 89% share of the ad volumes in Jul-Sep’23.

The top 10 categories collectively added 33% share of ad volumes on Television Advertising during Jul-Sep’23, with Toilet Soaps leading the list. The Top 2 Categories – Toilet Soaps and Toilet/ Floor Cleaners – maintained their rankings in Jul-Sep’23 over Apr-Jun’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/ Liquids, Milk Beverages and Shampoos observed positive rank shifts in Jul-Sep’23 compared to Apr-Jun’23.

Hindustan Unilever and Reckitt Benckiser (India) retained their 1st and 2nd positions, respectively, during Q1, Q2 and Q3 of Y 2023. During Jul-Sep’23, the Top 10 advertisers contributed 49% share of ad volumes on TV Advertising. Britannia Industries and Nestle India entered the Top 10 list during Jul-Sept’23 and secured 9th and 10th positions, compared to their 14th and 13th positions, respectively, in Apr-Jun’23.

In Jul-Sep’23, the Top 10 brands together accounted for 10% share of the ad volumes on Television Advertising. Out of the Top 10 brands present in Jul-Sep’23, 5 of them belonged to Reckitt Benckiser (India) and 4 belonged to Hindustan Unilever. Also, 5 of the Top 10 brands belonged to Personal Care/ Personal Hygiene Sector during Jul-Sep’23.

Over 185+ Categories registered positive growth during Jul-Sep’23. Milk Beverages saw the highest increase in Ad Volumes, resulting in 30% growth during Jul-Sep’23 compared to Apr-Jun’23, followed by Ecom-Online Shopping which registered a growth of 76%.

GEC and News genres added 56% share of the Ad Volumes in Jul-Sep’23. Compared to Jan-Mar’23, GEC and Movies genres witnessed minor rise in % share of ad volumes in Jul-Sep’23, whereas, News and Kids Genres’ share was maintained throughout all three quarters. The top 5 genres together contributed more than 90% share of the ad volumes in Q1, Q2 and Q3 of Y 2023.