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5% rise in news genre ad volumes in H1 2024 versus H1 2023: TAM AdEx
In the H1 of 2024, Hindi news was the leading subgenre for advertising with a 19% share of ad volumes, followed by Tamil news with 10%.
In the H1 2024, food & beverages (F&B) stood food as the leading sector with 15% share of News Genre ad volumes. (Image source: Unsplash)
News genre advertising volumes saw a 5% rise in January -June (H1) 2024 as compared to January -June 2023, according to the latest TAM AdEx report.
In the H1 of 2024, Hindi news was the leading subgenre for advertising with a 19% share of ad volumes, followed by Tamil news with 10%, Hindi regional and Bengali news with 9%, Kannada and Telugu news with 8% each, Assam news with 7%, Marathi news at 6%, and Gujarati and Malayalam at 5% each.
The top five channel subgenres accounted for 56% share of ad volumes during the first half of 2024.
Advertisers interest
In terms of the categories, food and beverage stood as the leading sector with 15% share of News Genre ad volumes, the report added. The category was followed by the Sector at 13%, Building, Industrial and Land Materials/Equipments at 11%, Personal Healthcare at 8%, Personal care, Auto and BFSI at 7%.
The top 10 sectors together added 81% share of ad volumes during Jan-Jun’24. Personal Healthcare observed positive rank shift as compared to the last year.
In terms of the advertisers, Reckitt Benckiser (India) & Hindustan Unilever retained their first and second positions during H1 2024 compared to the same period last year. The top 10 advertisers together added 21% share of ad volumes during the H1 2024.
The top 25 advertisers include Reckitt Benckiser, HUL, Patanjali Ayurved, LIC, GCMMF (Amul), SBS Biotech, Ultratech Cement, Godrej Consumer Products and Tata Motors.
The report highlighted that during the first half of 2024, more than 6,000 brands were present on Television. Three out of the top 10 brands were from ‘Reckitt Benckiser (India)’.
The top 10 brands contributed an 8% share of television ad volumes.
The top 10 brands included Ultratech Cement, Harpic Power Plus 10x Advanced, Kaveri Mehendi, Dr Ortho Oil & Capsule, Dettol Toilet Soaps, Kaveri Easy Fast Hair Color, Lizol All In 1, Rungta Steel Tmt Bar, Policybazaar.Com and Santoor Sandal And Turmeric.
‘Cement’ category saw the highest increase in ad secondages with a growth of 41%.
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