FMCG ad volumes on television experienced a decline of six percent in the first half of 2024 compared to the same period in 2023, according to a recent report by TAM media.

Print media followed the trend seen in television, with FMCG ad space in this medium also witnessing a six percent drop in the first half of 2024.

Radio advertising for FMCG brands, however, saw a marginal one percent growth in ad volumes during H1 2024, unlike the other traditional media. 

Digital advertising, on the other hand, witnessed a growth, with ad impressions for FMCG brands increasing by seven percent in H1 2024 compared to H1 2023. March saw the highest digital ad impressions, accounting for 22%. 

For TV, May 2024 accounted for the peak share of ad volumes at 18% despite the drop, while February saw the lowest share. Toilet soaps led the top 10 FMCG categories, holding 10% of the total ad volume. Other leading categories included toilet/floor cleaners, milk beverages, and washing powders, each contributing between five to six percent. Hindustan Unilever remained the top FMCG advertiser on television, with an 18% share, alongside Reckitt Benckiser.

January led the period for Print, with a 20% share of ad space, while May saw the lowest at 14%. The most advertised categories in print included digestives, spices, and rubs/balms, each holding six percent of ad space. Advertisers such as SBS Biotech and Amul featured prominently, with SBS Biotech capturing a significant 15% share.
In terms of geographic distribution, the North Zone led FMCG print advertising with 38% of ad space, followed by the West Zone with 26%. New Delhi and Mumbai were the top cities for FMCG print ads, emphasizing the regional dominance in ad placements.

In digital, hearing aids emerged as the top FMCG category notably, holding eight percent of ad impressions, followed by vitamins and health supplements. L’Oreal India led the digital advertising sector with a nine percent share, as programmatic advertising dominated the landscape, contributing 84% of digital ad transactions.

For radio, January recorded the highest share of ad volumes at 20%, while April saw the lowest. Categories such as pan masala, spices, and digestives were the top performers, each holding a seven percent share of radio ad volumes. Amul moved up to become the top FMCG advertiser on radio, with an eight percent share of ad volumes.