TAM adex, Marketing & Advertising News, ET BrandEquity

Representative imageThe television advertising in 2024 saw a mixed performance, with ad volumes experiencing a 14 per cent increase compared to 2020 but a slight four per cent decline from the previous year, according to the TAM AdEx 2024 advertising recap report. While the second quarter of 2024 showed positive growth with a six per cent rise over the first quarter, the latter half of the year saw a slowdown, with the fourth quarter declining by six per cent compared to the third.

Despite these fluctuations, the year highlighted several key shifts in sector dominance, category growth, and brand activity, reflecting both the challenges and opportunities in the evolving advertising landscape. The report stated that the top five sectors in 2024 maintained the same positions as they did in 2023, although Laundry was the exception, making a positive rank shift during the year. The top ten sectors collectively accounted for 88 per cent of the total ad volumes in 2024, illustrating the continued dominance of these key categories.

As per the TAM adex report, toilet soaps, toilet/floor cleaners, and washing powders/liquids once again held the top three positions in terms of ad share, with a combined total of 14 per cent. A notable shift within the categories came from Rubs and Balms, which surged to the eighth position in 2024, up from eleventh in 2023. Together, the top ten categories accounted for 32 per cent of all ad volumes.

Hindustan Unilever (HUL) remained the leading advertiser with 16 per cent of ad volumes in 2024, holding steady as a top player in the market. The top ten advertisers together made up 45 per cent of the total ad volumes for the year. A notable shift came from GlaxoSmithKline, which climbed to seventh position in 2024, up from eleventh place the previous year. Reckitt Benckiser (India) dominated the brand rankings, with five of its brands making the top ten, while HUL contributed three brands to the list. A standout achievement was Harpic Power Plus 10x Advanced, which saw a remarkable jump from outside the top 60 in 2023 to claim the number one position in 2024, reflecting a major change in brand strategy and consumer appeal.

The year also saw explosive growth in certain categories, with the Paints sector leading the charge with a 51 per cent increase in ad secondages. Beauty accessories and products saw the most striking growth in terms of percentage, with a more than 300 times increase in ad volumes compared to the previous year. In 2024, over 4,000 exclusive advertisers were featured, marking a significant increase compared to the previous year. Among these, Velnik India emerged as the top exclusive advertiser.

Meanwhile, General Entertainment Channels (GEC) continued to dominate television advertising, maintaining a 30 per cent share of ad volumes in both 2023 and 2024, followed by news, movies and music. The top five channel genres collectively accounted for over 92 per cent of the total ad volumes, reaffirming the importance of these platforms for advertisers.

According to the report, cinema continued to be a significant avenue for brand partnerships, with over 770 hours of TV ads linked to films in 2024. Spotify emerged as the top brand associated with movies, accounting for seven per cent of co-branding ad volumes.

‘Pushpa 2’ was particularly successful in co-branding, with brands tied to the film contributing to 21 per cent of the total co-branding ad volumes. ‘Fighter’ was the standout film, partnering with 13 different brands, while ‘Bade Miyan Chote Miyan’ had 10, and both ‘Main Atal Hoon’ and ‘Maidaan’ saw 8 brand associations each.

• Published On Jan 29, 2025 at 08:11 AM IST

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