FMCG ad volumes on TV witnessed a growth of 6% in H1: TAM AdEx Report

As per a recent report by TAM AdEx, over Jan-Jun’22, FMCG ad volumes on television witnessed a growth of 6%. Toilet soap, toilet/floor cleaners, and washing powders/liquids were the top 3 categories with 9%, 7%, and 5% share respectively. The top 10 categories together added a 45% share of ad volumes during Jan-Jun’23.



Hindustan Unilever, Reckitt Benckiser India, Godrej Consumer Products, Procter & Gamble, and Cadburys India were the top 5 advertisers of FMCG on TV. Among the Top 10 FMCG brands, 6 belonged to Reckitt Benckiser (India).

The report said that print witnessed a decline of 25% in FMCG ad space compared to Jan-Jun’22. The top 10 categories together added 44% share of FMCG ad space in Print during Jan-Jun’23 while the top 10 advertisers together added 37% share of ad space during H1’23.

TAM AdEx report further stated that ad volumes for the FMCG sector in radio medium increased by 7% during H1’23 over H1’22. The top 10 categories collectively added a 65% share of ad volumes while the top 10 advertisers together added a 45% share of FMCG ad volumes in H1’23.

As per the report, ad impressions in digital mediums witnessed a drop of 28% in H1’23 over H1’22. Aerated soft drinks and energy drinks were the top two categories in FMCG for digital. The top 10 brands together added 21% of ad impressions’ share during Jan-Jun’23.

Lastly, the report also stated that Prime Time garnered the highest advertising on TV followed by Afternoon and Morning time bands on TV, and accounted for 72% share of ad volumes. While on the radio, the ads were preferred in the Evening followed by the Morning time band, and constituted 68% share of the FMCG ad volumes.

Here's the full report: