E-commerce Growth Drives 42% Increase in Ad Volume with HUL On Top in TV Advertising

E-commerce continues to be a driving force in the world of advertising, with a 42% increase in ad volume growth. Hindustan Unilever Limited (HUL) remains a leader in TV advertising, showcasing their ongoing success in reaching consumers through this medium.

In a comparison between January-September 2024 and the same period in 2023, Colgate Palmolive India made its debut in the top 10 list of advertisers. The services sector took the lead, contributing 16% of the total ad volumes, followed closely by personal care and personal hygiene products at 15%, and the food and beverages sector at 14%.

During this time frame, the top 10 advertisers collectively accounted for 45% of ad volumes on television. A notable highlight was the month of September, which boasted the highest ad volumes of the year, making up 13% of the total ad volumes. This surge can be attributed to festivals and high-impact programming that captured advertiser interest.

Personal care and personal hygiene products experienced significant growth during this period, with a 20% increase in ad volumes compared to 2023. Additionally, toilet/floor cleaners emerged as the fastest-growing category, with a remarkable 31% rise in ad volumes.

HUL maintained its foothold as the top advertiser on television, with Reckitt Benckiser following closely behind. The services sector and education subcategory stood out, contributing significantly to the overall ad volumes.

Live sports programming, particularly the IPL, attracted a considerable amount of advertising, with digital wallets like PhonePe leading the way. Language also played a crucial role in ad distribution, with Hindi dominating the television ad space at 56%, followed by Tamil and Telugu at 12% and 11%, respectively.

Television ads varied in duration, but 20-40 second ads made up 62% of the total ad volume. The news and entertainment genres remained the most popular, capturing 77% of the ad volumes, with news channels holding a 43% share and general entertainment channels at 34%.

Overall, the landscape of TV advertising continues to evolve, with brands strategically positioning themselves to connect with diverse audiences through engaging and impactful messaging.