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In a comprehensive review of 2024’s television advertising landscape, TAM AdEx has released a report revealing key trends that defined the medium's performance over the past year. While ad volumes climbed significantly compared to 2020, they marginally declined year-on-year, reflecting a recalibration after post-pandemic surges.
Television advertising volumes in 2024 saw a 14% rise over 2020 levels, indicating a strong long-term recovery.
However, the volumes registered a 4% decline when compared to 2023, signalling a slowdown. Quarter-wise, the second quarter of 2024 witnessed a 6% increase in ad volumes compared to the first, but this momentum tapered off in the final quarter, which recorded a 6% drop versus Q3.
Top Sectors
With a 21% share, the Food & Beverages sector emerged as the top contributor to ad volumes in 2024, maintaining its position from the previous year. Interestingly, while the top five sectors retained their rankings from 2023, the Laundry sector saw an upward shift in position. Together, the top 10 sectors accounted for 88% of total ad volumes, underscoring a concentration of advertising investments in key consumer categories.
Toilet Soaps, Toilet/Floor Cleaners, and Washing Powders/Liquids remained the top three product categories, securing 6%, 4%, and 4% of ad volume share respectively. Notably, the 'Tea' category broke into the top 10 list in 2024. Rubs and Balms rose from 11th to 8th place year-on-year, and the top 10 categories collectively commanded a 32% share of total ad volumes.
FMCG players continued to dominate the advertising landscape. Hindustan Unilever led the list with a commanding 16% share of ad volumes. The top 10 advertisers together contributed 45% of all TV ad volumes in 2024. GlaxoSmithKline emerged as a new entrant, entering the top 10 by climbing from the 11th position in 2023 to 7th in 2024.
‘Harpic Power Plus 10x Advanced’ claimed the top spot among advertised brands, surging over 60 ranks from its 2023 position. Reckitt Benckiser (India) dominated the brand rankings with five entries in the top 10, while Hindustan Unilever featured three. Two brands debuted in the top 10 this year, illustrating evolving consumer priorities and brand strategies.
Over 180 categories recorded positive growth in 2024. Paints led in terms of overall increase in ad secondages, while Beauty Accessories/Products witnessed a staggering 300-fold growth compared to the previous year, topping the charts in percentage growth. Additionally, more than 4,000 exclusive advertisers made their television debut in 2024. Velnik India emerged as the most prominent among these new entrants.
TV Genres
Genre-wise, General Entertainment Channels (GECs) maintained their lead, holding a 30% share in both 2023 and 2024. Along with News, the top two genres comprised 56% of ad volumes. The top five channel genres together accounted for over 92% of total television advertising, indicating a strong preference for mass-reach platforms.
Movie Biz
Movies partnered with brands for over 770 hours of TV ads in 2024, highlighting the growing prominence of film marketing integrations. There was a 5% year-on-year increase in co-branded ads, further underscoring the value marketers see in associating with cinema. Spotify App emerged as the top co-branded advertiser with a 7% share of co-branded ad volumes. Among specific brand-film tie-ups, Eye Mantra Eye Drops stood out by partnering with two films, one of which was Bhool Bhulaiyaa 3. Notably, brands associated with Pushpa 2 alone accounted for 21% of all co-branded ad volumes in the year.
A total of over 60 films engaged in brand partnerships in 2024. Fighter led the way with 13 brand collaborations, followed by Bade Miyan Chote Miyan with 10 tie-ups. Main Atal Hoon and Maidaan each partnered with eight brands, reflecting a deepening integration between Bollywood releases and advertising strategies on television.
While the report primarily quantified ad volumes, it also highlighted the growing influence of co-branded campaigns and celebrity-led storytelling. These partnerships, often timed around high-profile film releases, continue to enhance brand visibility while driving synergy across entertainment and commerce.
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