HUL tops TV ad volumes with 16% share in 2024: TAM AdEx

The advertising volumes on television in India witnessed a 14% increase in 2024 compared to 2020 but experienced a 4% decline compared to 2023. This was revealed in the latest report by TAM Adex, '2024 Television Advertising Recap: Unraveling the Year.' The second quarter of 2024 recorded a 6% growth over the first quarter, while the fourth quarter observed a 6% decrease compared to the third quarter.

The study by TAM AdEx provides insights into television advertising trends over the past five years, covering fluctuations in ad volumes, top advertisers, leading categories, and co-branded advertising strategies.

The food and beverages sector led television advertising in 2024 with a 21% share of total ad volumes, followed by the personal care/personal hygiene sector (16%). The services sector controlled 13% share, while household products and personal healthcare accounted for 9% and 8%, respectively. The top 10 sectors represented 88% of total ad volumes on television, with laundry being the only sector to improve its ranking in 2024 over 2023.

Among advertising categories, toilet soaps retained the top position, accounting for 6% of total ad volumes. Toilet/floor cleaners and washing powders/liquids followed with 4% shares each. The tea category entered the top 10 list for the first time, while rubs and balms moved up to the eighth position from the eleventh in 2023. The e-commerce, media, and social media category secured the tenth spot.

Hindustan Unilever Ltd (HUL) emerged as the top most advertiser, accounting for 16% of total television ad volumes in 2024. Reckitt Benckiser (India) ranked second, followed by Godrej Group, P&G, and Cadbury’s India. The top 10 advertisers together contributed 45% of ad volumes. GlaxoSmithKline entered the top ten list in 2024, moving from the eleventh position in 2023 to seventh place.

'Harpic Power Plus 10x Advanced' topped the list of brands in 2024, leaping ahead by more than 60 positions from its ranking in 2023. Dettol Toilet Soaps and Dettol Antiseptic Liquid secured the second and third spots, respectively. Jio Cinema app and Lizol All In 1 ranked fourth and fifth. Among the top 10 brands, five were from Reckitt Benckiser (India), and three from HUL. Collectively, the top 10 brands contributed 10% of television ad volumes.

General Entertainment Channels (GECs) led television advertising, accounting for 30% of total ad volumes, both in 2023 and 2024. The top five channel genres—GEC, News, Movies, Music, and Kids—contributed over 92% of total ad volumes in 2024.

Co-branded advertisements experienced a 5% growth in 2024 compared to 2023. Brands partnered with movies for more than 770 hours of TV ads during the year. Brands associated with 'Pushpa 2' accounted for 21% of total co-branded ad volumes.

Spotify app emerged as the top brand in co-branding, contributing 7% of ad volumes, followed by Dr Ortho Strong Oil and Comfort Fabric Conditioner. 'Fighter' led among movies, collaborating with 13 brands, followed by 'Bade Miyan Chote Miyan' with ten brand associations.

The Paints category registered the highest increase in advertising duration, growing by 51% in 2024 over 2023. The beauty accessories/products category experienced 303-fold growth, making it the highest percentage gainer across categories. Travel and tourism doubled its ad volumes, while sanitary napkins, vitamins/tonics/health supplements, and two wheelers recorded growth between 19% and 39%.

Exclusive advertisers played a significant role in shaping television advertising trends in 2024, with more than 4,000 advertisers entering the market who were not present in 2023. Velnik India topped the list of exclusive advertisers, followed by Canva, Express Broadcasting, and Comfort Grid Technologies. Other key entrants included PhonePe Wealth Broking and Reliance BP Mobility.