In the first half of 2024, the advertising landscape for Fast-Moving Consumer Goods (FMCG) has shifted significantly, according to TAM AdEx’s latest report. While television and print ad volumes declined by 6% compared to the same period in 2023, digital ad impressions surged by 7%, indicating a strong shift towards online engagement.
FMCG ad volumes on television—a traditionally robust medium—dropped by 6% in H1 2024, with May recording the highest ad share at 18%. The toilet soaps category led the top 10 FMCG segments on TV, holding a 10% share, followed by toilet cleaners, milk beverages, and washing powders, each between 5-6%. Hindustan Unilever Limited (HUL) held the top spot as the primary FMCG advertiser on television with an 18% share, followed closely by Reckitt Benckiser.
Mirroring television’s trend, print ad space for FMCG brands also saw a 6% decline in H1 2024. January took the lead in ad space usage with 20%, while May had the lowest at 14%. Digestives, spices, and rubs/balms were among the top categories, each commanding 6% of the print ad space. SBS Biotech led print advertising with a notable 15% share, followed by Amul as a key player.
In stark contrast to traditional media, FMCG digital advertising flourished, achieving a 7% growth in ad impressions over H1 2023. March saw peak digital activity, accounting for 22% of impressions. Hearing aids emerged as the most advertised digital FMCG category with an 8% share, while vitamins and health supplements followed closely. L’Oréal India was the standout digital advertiser, contributing 9% to digital FMCG ads, with programmatic advertising making up a significant 84% of digital transactions.
While print and television ads faced declines, radio ad volumes saw a slight 1% rise. January led radio ad activity with 20% of ad volumes, and April observed the lowest. Categories like pan masala, spices, and digestives each represented 7% of the total radio ad volume, with Amul leading FMCG radio ads at 8%.
Television ad volumes were most heavily concentrated in the prime-time evening slot (6:00 PM – 11:00 PM), contributing 31% to the total, while radio advertising peaked between 5:00 PM – 9:00 PM, making up 37% of ad volumes.
In print, the North Zone led FMCG ad space with 38%, trailed by the West Zone at 26%, with New Delhi and Mumbai standing out as top cities for FMCG print ads, highlighting regional preferences in ad placement.
The shifting trends underscore digital’s growing importance in the FMCG advertising mix, with brands adapting their ad spend to meet evolving media consumption patterns.