In calendar year 2023, there was a noticeable uptick in advertising volumes for fast-moving consumer goods (FMCG) companies on TV and radio, as reported by TAM Media’s ad expenditure data. Conversely, there was a decline in advertising activity on print and digital platforms compared to the previous year, 2022. Experts highlight that FMCG brands dominated advertising spending in the Indian market, estimated to be between INR 1,00,000 crore to INR 1,50,000 crore.
Advertising volumes for fast-moving consumer goods (FMCG) on television increased by more than 3% during the past calendar year, driven by robust expansion particularly in the second and third quarters.
Among the top 10 advertisers, their collective contribution amounted to 69% of TV ad volumes, with Hindustan Unilever emerging as the dominant entity on the list.
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FMCG firms showed a strong preference for general entertainment and movie channels, which collectively accumulated 62% of TV ad volumes.
In 2023, advertising space for the FMCG sector in print experienced a decline of 10%. Despite this, the sector maintained its dominance in print advertising, securing the highest share of ad space at 10% in October 2023. The lowest share of ad space for FMCG was recorded in February 2023, at 6%.
The over-the-counter (OTC) product range claimed the top position among categories, commanding a 7% share of ad space.
The top five publication languages—Hindi, English, Marathi, Kannada, and Telugu—collectively accounted for 86% of the print ad space. Hindi emerged as the dominant language, commanding a 52% share of the ad space.
Digital impressions for FMCG ads saw a 23% decline overall in 2023. In Q2 and Q4, impressions rose by 29% and 10% respectively compared to Q1, but experienced a 6% decrease in Q3.
November 2023 witnessed the FMCG sector reaching its peak ad impressions on digital media, commanding an 11% share, whereas the lowest share was recorded in February 2023, accounting for 6.5%.
Pharma & healthcare emerged as the leading advertising category within the FMCG sector on digital platforms.
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