Over 4000 exclusive brands advertised on television last year, when compared to 2023, according to the latest TAM report on TV advertising in 2024. 

However, ad volumes on television saw a decline of 4% in 2024, over the previous year.  The second quarter of 2024 saw a six percent growth, compared to the first quarter. 

FMCG players ruled among the top 10, with Hindustan Unilever (HUL) retaining its first position garnering a 16% share of ad volumes in 2024 over 2023. 

The top 10 advertisers together covered 45% ad volumes shares in 2024. During the year, Glaxo Smithkline was the only new entrant and secured seventh position compared to its 11th position in 2023.

Five out of top 10 brands were from Reckitt Benckiser (India) during 2024, while three brands were from HUL.

Food & Beverages sector topped with 21% share of ad volumes followed by Personal Hygiene /Personal Care sector with a 16% share. 

Co-branding ads with movies on TV

Co-branded advertising has garnered a lot of traction in the past few years, with a brand and movie both forming an alliance to work together. TAM AdEx monitored co-branding ads in association with movies on television in 2024, which have created symbiotic relationship between the brands and movies. 

Movies partnered with brands for over 770 hours of  TV ads in 2024, with Spotify app being the top brand associated with movies garnering a share of seven percent of co-branding ad volumes. 

Brands associated with Pushpa 2 covered 21% of the total share of co-brands ads during 2024. The top brand Eye Mantra Eye Drops partnered with two movies, including ‘Bhool Bhulaiyaa 3’. 

The movie ‘Fighter’ partnered with highest number of brands i.e. 13 in 2024.  ‘Bade Miyan Chote Miyan’ movie had 10 co-brandings while ‘Main Atal Hoon’ and ‘Maidaan’ associated with eight brands respectively last year.