Retail sector’s ad volumes on television were down 10 per cent in 2024 year-on-year. Consumer durables and electronics retailers, followed by clothing and apparel segments, led ad volumes in terms of share on TV for the retail sector in the past year. These advertisers broadly preferred shorter ads of 20-40 seconds on TV, as per the latest data released by TAM Media Research.
“Television ad volumes in the retail sector have shown robust growth since 2020, with year-on-year increases of 56 per cent in 2021, 87 per cent in 2022, 84 per cent in 2023, and 65 per cent in 2024. Despite this upward trajectory, there was a 10 per cent decline in 2024 ad volumes compared to 2023, indicating a shift in advertising strategy,” AdEx India, a division of TAM Media Research noted.
Consumer durables and electronics retailers led the ad volumes with 40 per cent share followed by apparel and clothing retailers with a share of 35 per cent. Other leading segments included home, interiors and furniture retailers and Departmental Stores
“The top five categories collectively accounted for 97 per cent of TV ad volumes of the retail sector in 2024,” the report noted. News was the highly preferred channel genre on TV by advertisers of Retail Sector with 49 per cent share of ad volumes in Y2024. Together, News and GEC accounted for 75 per cent share of ad volumes of the sector during this period, the report noted.
Retailers went for shorter ads on TV. Prime time had the highest share in terms of ad volumes on television channels, followed by afternoon and morning time-bands “Advertisers of retail sector preferred 20 - 40 secs ad size on TV. Ads of 20-40 seconds and less than 20 seconds ads together contributed 74 per cent share in 2024,” the AdEx report added.