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Television ad volumes see slight uptick in July-September amid yearly dip


New Delhi: TV advertising volume grew a modest 1% sequentially in the July-September quarter but declined 4% year-on-year (YoY), according to a TAM AdEx report that analyzed commercial, non-promos and social ad seconds in the included.

The slight increase in the number of advertisements during July-September was led by the food & beverage sector, which commanded a 21% share, emerging as the main contributor. Although the quarterly growth was modest overall, it was the trend from year to year, influenced by seasonal variations and changes in the market.

The FMCG conglomerate Hindustan Unilever Ltd. (HUL) was consistently the top advertiser across all quarters of 2023. Milk beverages were mostly seen in the food & beverage segment, with a 30% increase in advertising volume compared to the previous quarter.

News and general entertainment (GEC) channels were the best in TV ad volume, with a combined 56% share from January to September, underscoring the dominance of these genres which accounted for over 90% of volumes the announcements during the year.

Reckitt Benckiser India maintained a strong advertising presence, with half of the top 10 advertised brands coming from its portfolio. These leading brands contributed significantly to the quarter’s total TV ad volumes.

In sector changes, although food & beverage retained its leading position in the third quarter, the automotive sector moved up the ranks. The banking, finance and investment sector entered the top 10 sectors.

New categories such as biscuits, tea, and mosquito repellents were in the top 10 advertising categories for the quarter, while washing powders, milk drinks and shampoos also moved up the ranks.

Advertisers HUL and Reckitt Benckiser India maintained their lead in the advertising space, with the top 10 advertisers collectively claiming 49% of the total TV ad space. Britannia Industries and Nestle India broke into the top 10 this quarter, with the leading brands retaining a 10% share of total TV ads.

Out of these ten brands, five belonged to Reckitt Benckiser, four belonged to Hindustan Unilever, and five belonged to the personal care and hygiene sector.

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Updated: 17 November 2023, 04:57 PM IST

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