According to a report published by TAM Media, advertising volume in the TV FMCG sector decreased in the first half of this year, but in contrast, the number of digital ad impressions increased.
The report noted that from January to June, the amount of FMCG advertising on TV fell by 6% compared to the same period last year.
At the same time, digital media ad impressions by FMCG companies increased by 7% in the first six months of this year compared to the same period last year.
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During this period, Hindustan Unilever was the top FMCG advertiser on television in terms of advertising volume, closely followed by Reckitt India. Godrej Consumer, Brooke Bond Lipton, Mondelez India (Cadbury), ITC, Coca-Cola India, P&G India, PepsiCo India and Wipro were featured as top 10 advertisers on TV.
“The top 10 FMCG advertisers accounted for 61% of the ad volume share in the January-June period,” added TAM Media Research.
home care brands
Soaps, toilet and floor cleaners, milk drinks, detergents and liquid detergents, toothpaste, biscuits, shampoos, rubs and balms, chocolates and teas are in the top 10 most advertised categories with 46% of ad volume. did.
During this period, general entertainment channels continued to capture the majority (37%) of advertising volume from FMCG companies, followed by movie channels and news channels.
Ad impressions on digital media for FMCG advertisers increased by 7% in the second half of 20124 compared to the second half of 20123, the report added. Beauty major L’Oréal India has emerged as the top advertiser in digital media with a 9% share of ad impressions.
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Other top advertisers in the digital medium during this period include Soundrise Hearing Solutions, Nivea India, Mondelez India, Coca-Cola India, GSK, Ikea India, JNTL Consumer Health (India) and HUL.
“The top 10 FMCG advertisers combined had a 47% share of ad impressions on digital media in the first half of 2024,” the report added.
Health care shines
There was also some contrast in categories that seemed to be heavily promoted digitally.
Hearing aids, vitamins and dietary supplements, healthcare, carbonated drinks, furniture, milk drinks, moisturizing lotions and creams, biscuits, hair dyes, massage and balms are the most advertised on digital platforms in terms of ad share. It was in the top 10 of the category. thoughts.
“Programmatic (84%) was the leading way to transact digital FMCG advertising based on impressions in the first half of 2024. It captured 91% of the share of advertising impressions for goods,” added TAM Media Research.
