NEW DELHI: Cleanliness and hygiene seem to be occupying our mindspace, with advertisers keenly tapping into this trend. Toilet soaps and floor cleaners dominate TV advertising volumes, maintaining their top position y-o-y, even as the top 10 categories collectively added 33% share of ad volumes during the first quarter (Jan-March) this year.
The food & beverages sector solidified its top position with a 26% share in the quarter, surpassing its performance from 22% in the corresponding period last year.It was followed by personal care, with a 15% share, and services at 12%. Among top 10 categories, two were from the personal care/personal hygiene sector. General entertainment content (GEC), which includes soap operas and reality shows and news among the genres cornered a majority 55% of ad volumes, the TAM data said. Overall, TV advertising volumes for Jan-March decreased 4% y-o-y, the latest data from AdEx India, a division of TAM Media Research said.
Among companis, Hindustan Unilever & Reckitt Benckiser (India) retained their rank as top advertisers, with PepsiCo India and GlaxoSmithkline being the new entrants this year. TAM AdEx monitors over 600 TV channels to understand the advertising trends in terms of top spenders — categories, advertisers and brands. Among growing categories, mutual funds experienced a nine-fold increase this year.
Over 165 top-growing categories witnessed positive growth during the quarter. Among top growing categories, milk beverages witnessed the highest increase of 27% in ad volumes. Further, wafers, tea and cement were the other growing sectors in the list. The major mover during this period was tea, which moved up to ninth slot from 14th in Jan-March 2023.
During calendar 2023, toilet soaps and floor cleaners retained their top slots with a 7% and 4% ad volumes’ share respectively over 2022. Biscuits jumped to the seventh position in the year, compared to its 10th position in 2022. Toilet soaps among categories showed the highest increase in ad volumes with a growth of 56% year on year. Reckitt Benckiser (India) and Hindustan Unilever were among the top advertisers on TV for the calendar year, the data said.
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