New Delhi: The fast-moving consumer goods (FMCG) advertising landscape in India underwent significant changes in the first half of 2024, as revealed by the latest TAM AdEx report. While traditional media like television and print witnessed a decline in ad volumes, digital advertising continued its upward trajectory.
Television:
- HUL Takes the Lead: Hindustan Unilever (HUL) emerged as the top FMCG advertiser on television, capturing an 18% share of ad volumes.
- Toilet Soaps Dominate: Toilet soaps were the leading category, contributing 10% of the total ad volume.
- Prime Time Focus: A significant portion of FMCG TV ads, 31%, was concentrated during prime time (6:00 PM – 11:00 PM).
Print:
- SBS Biotech Leads: SBS Biotech was the top FMCG advertiser in print, commanding a 15% share of ad space.
- Digestives, Spices, and Balms: These categories were among the top performers in print advertising.
- North Zone Dominance: The North Zone led FMCG print advertising, accounting for 38% of ad space.
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Digital:
- L’Oreal Takes the Reins: L’Oreal India emerged as the leading digital advertiser, securing a 9% share of digital ad impressions.
- Hearing Aids Top Category: Hearing aids led the FMCG category in digital advertising, capturing 8% of impressions.
- Programmatic Advertising: Programmatic advertising played a significant role, accounting for 84% of digital ad transactions.
Radio:
- Amul Leads the Way: Amul emerged as the top FMCG advertiser on radio, holding an 8% share of ad volumes.
- Pan Masala, Spices, and Digestives: These categories were prominent in radio advertising.
- Evening Slot Dominance: The evening slot (5:00 PM – 9:00 PM) was the most active period for FMCG radio ads, contributing 37% of ad volumes.
Overall, the FMCG advertising landscape in India is evolving rapidly. While traditional media continues to face challenges, digital advertising is experiencing substantial growth. As consumer behavior shifts towards digital platforms, brands are increasingly allocating their advertising budgets to digital channels to reach their target audience effectively.
