FMCG ad volumes on TV grew by 6% in H1’23: TAM report

FMCG ad volumes on television witnessed a growth of 6% over Jan-Jun’22, while print saw a decline of 25% during the same period, according to TAM AdEx, a half-yearly advertising report for the FMCG sector (Jan-Jun’23).

 

During the same period, FMCG ad impressions on digital witnessed a degrowth of 28% while FMCG ad volumes on radio increased by 7% over the corresponding period in 2022.

 

Hindustan Unilever remained the top FMCG advertiser on television with a 23% share of ad volumes, with the top 10 advertisers accounting for a 68% share of ad volumes in the half-yearly report.

 

Among the top 10 FMCG brands that advertised on TV, six belonged to Reckitt (India). Harpic Power Plus 10x Max Clean retained its top position, while Close Up Ever Fresh, Colgate Dental Cream, Colin & Santoor Sandal and Turmeric were the new entrants in the top 10 list in H1’23 compared to H1’22. These top 10 brands accounted for a 15% share of ad volumes during the half-yearly period.

 

GECs were the most preferred channel genre by advertisers of the FMCG sector on TV, with a 37% share while the movies genre came second followed by music channels with a share of 25% and 16% respectively.