Television advertising in India witnessed a 14% increase in ad volumes in 2024 compared to 2020, even as it registered a 4% decline compared to 2023, according to data from TAM AdEx. The report highlights shifting trends in advertising, with certain sectors gaining prominence, co-branding partnerships growing, and established players maintaining dominance.
The Food & Beverages sector led television advertising in 2024, securing a 21% share of ad volumes, followed by Personal Care/Personal Hygiene at 16%. Hindustan Unilever (HUL) retained its top position among advertisers with a 16% share, while Reckitt Benckiser contributed five out of the top ten most-advertised brands. Ad spending also fluctuated throughout the year. The second quarter of 2024 saw a 6% rise compared to the first quarter, though there was a 6% drop in the fourth quarter compared to the third quarter. Among product categories, Toilet Soaps, Toilet/Floor Cleaners, and Washing Powders/Liquids retained their top three positions, collectively making up 14% of total ad volumes. Notably, Paints saw the highest surge in ad duration, with a 51% increase, while Beauty Accessories/Products recorded a staggering 300% growth over 2023.
Co-branding gains traction
Co-branded advertising—where brands collaborate with movies for promotional tie-ups—continued to grow in 2024, with over 60 films partnering with brands for 770+ hours of TV ads. The biggest contributor was Pushpa 2, which accounted for 21% of total co-branded ad volumes. Other notable collaborations included Fighter, which partnered with 13 brands, making it the most brand-associated movie of the year, followed by Bade Miyan Chote Miyan with 10 partnerships. Spotify emerged as the leading brand in co-branding ads, commanding 7% of the total share.
Shifts in market dynamics
While the top five advertising sectors maintained their positions, Laundry was the only sector that climbed in rank compared to 2023. Among advertisers, GlaxoSmithKline entered the top 10, securing the seventh position, while Harpic Power Plus 10x Advanced jumped over 60 spots to become the most advertised brand in 2024.
Despite a slight decline compared to 2023, the data underscores television’s enduring relevance as a powerful advertising platform. With General Entertainment Channels (GECs) leading in ad volume share at 30%, and digital-first brands increasingly leveraging TV, the evolving landscape continues to reflect shifting consumer preferences and strategic brand positioning.