FMCG advertisers spent more on digital and radio in H1 '2024

The FMCG sector's advertising volumes on TV and print witnessed a considerable decline in the first half of 2024, as compared to the same period in 2023, according to the TAM AdEx report.

Meanwhile, the FMCG ad volumes on digital and radio saw an increase in the same period.

TV

In the first half of 2024, FMCG ad volumes on television witnessed a de-growth of 6% over the same period last year.

May'24 had the highest share of FMCG ad volumes of 18%. Meanwhile, Feb’24 observed the lowest share of ad volumes.

According to the report, the GEC (37%) genre was the most preferred by FMGC players in H1’24, followed by movies (25%), news (16%), music(14%), kids (5%), and others (3%).

In terms of advertisers, Hindustan Unilever (HUL) had the highest ad volume share of 18% in H1'24 on TV.

This was followed by Reckitt Benckiser (India) with 18, Godrej Consumer Products with 6%, Brooke Bond Lipton India with 4%, Cadburys India with 4%, ITC with 4%, Coca Cola India, Procter & Gamble, Pepsi Co., and Wipro with 2% each.

In terms of the time bands, prime time, afternoon, and morning time bands together accounted for 72% share of ad volumes.

Print

The medium in H1'24 witnessed a decline of 6% in FMCG ad space compared to H1'23.

January of 2024 observed the highest share of FMCG ad space i.e. 20%, followed by March’24 with an 18% share in H1’24, the report said.

May’24, however, had the lowest share of ad space at 14% in H1’24.

In terms of advertisers, SBS Biotech had the highest share at 15%, followed by Amul (5%), Emami (4%), Munimjee & Sons (4%), Patanjali Ayurved (3%), K P Pan Foods (2%), Mankind Pharma (2%), Vicco Laboratories (2%), Shree Baidyanath Ayur Bhawan (1%) and Hamdard (1%).

Zone-wise, North Zone had a 38% of the total ad share of FMCG in H1'24, followed by West Zone 26%, South Zone 19% and East Zone 17%.

Meanwhile, Mumbai and New Delhi were the top two cities in Pan India during H1’24.

Radio

Ad volumes for the FMCG sector on radio medium increased by 1% during H1’24 over H1’23.

January’24 observed the highest share of FMCG ad volumes on radio i.e. 20%. Whereas, April’24 had the lowest share of ad volumes i.e. 14% in H1’24.

In terms of the leading advertisers, Amul lead the list with 8%, followed by SBS Biotech 8%, Sri Renuka Sugars (4%), Vadilal Enterprises (3%), Vishnu Packaging (3%), Hamdard (3%), Mother Dairy Fruit & Veg (3%), Patanjali Ayurved (2%), Sheth Brothers (2%) and Century Plyboards India (2%).

The top three states occupied a 58% share of ad volumes for the FMCG sector. Gujarat was in the first position, followed by Uttar Pradesh during H1’24.

Advertising for FMCG was preferred in the evening followed by the morning time-band on the radio. 68% share of the FMCG ad volumes were in evening and morning time-bands during H1’24.

Digital

The report shared that ad impressions in the digital medium witnessed an increase of 7% in H1’24 over H1’23.

In the digital medium, March’24 had the highest monthly ad impressions of 22%, whereas February’24 had the lowest share of ad impressions i.e. 13%.

The top ten advertisers included Hear.com (8%), Cadburys Bournvita (4%), Glaxo Smithkline (3%), Ikea Furniture and Nivea Soft (both at 3% each), Garnier Color Naturals, Serum Institute of India, Relispray, Optimum Nutrition, L'Oreal Total Repair 5 (each at 2%).

The report further shared that programmatic (84%) was the top transaction method for digital FMCG advertising based on impressions during H1’24.

Programmatic and programmatic/ad network transaction methods together captured 91% share of FMCG ad impressions on digital, in H1'24.