FMCG Advertising Trends 2024: Key Insights Across TV, Print, Radio & Digital
Table Of Content
- 1. Why does multi-channel ad spend analysis matter?
- 2. Key Factors Shaping FMCG Advertising Strategies in 2024
- 3. Digital advertising takes the center stage
- 4. TV advertising maintaining the relevance with strategic shifts
- 5. TV advertising stats for 2022, 2023, and 2024.
- 6. Actionable strategies for FMCG advertisers
- 7. Key trends and future of future of FMCG advertising
Fasting Moving Consumer Goods (FMCG) market of India is witnessing a revolutionizing phase due to advancements in technology and the introduction of platforms like social media, digital marketing, influencer marketing, and programmatic ads, which were not available in the traditional form of marketing. Traditional marketing mediums such as TV, print, and radio still hold the prominence, but new mediums are providing more growth and making omnichannel ad advertising and marketing more important than ever.
With consumer attention spread across multiple mediums, FMCG brands must allocate their budgets wisely to optimize reach, ensure cost-effectiveness, and maximize results and engagement.
key takeaways:
- Digital Advertising has grown by 24%, which signifies that it is important to reshape your FMCG marketing strategies.
- TV remains a dominant platform with prime time slots and celebrity endorsements that drives engagement.
- Print and radio remain a strong influence in regional marketing that offers hyperlocal advertising advantage.
Why does multi-channel ad spend analysis matter?
As discussed earlier, due to the introduction of new platforms the engagement of consumers has grown to multi-channel platforms like social media, TV, print, and radio that makes it a diverse marketing strategy very important. Understanding where to invest and how to invest in advertising will help a lot for FMCG brands.
- Analyse the highest ROI media platforms.
- Adapt to the current consumer behavior and media consumption habits.
- Utilize seasonal trends, such as festivals or sale seasons like Amazon Prime Day, to drive higher consumer engagement.
Actionable insights
As stated by the Nielsen FMCG Advertising Report 2024 brands that utilize multiple channel marketing strategies like TV, digital and regional media experience 35% higher ad recall rates as compared to single channel campaigns.
Key Factors Shaping FMCG Advertising Strategies in 2024
Digital advertising takes the center stage
FMCG brands are focusing more and more on digital platforms that lead to 24% rise every year.
Top digital platforms chosen by FMCG brands
Lets also understand why digital marketing is growing at a rapid pace?
Mobile-first audience behavior has led to increased engagement with short-form videos, influencer marketing, and interactive ads, making these formats essential for brand visibility. AI-based ad targeting further enhances marketing efforts by delivering personalized advertisements, resulting in higher conversion rates. Additionally, e-commerce integration through platforms like Amazon, Flipkart, and BigBasket enables brands to drive direct sales, creating a user-friendly shopping experience for consumers.
Facebook holds the highest ad spend share at 54%, making it the leading platform for digital advertising. YouTube follows with 29%, dominating the short-form video marketing space and capturing audience attention effectively. Meanwhile, X (formerly Twitter) accounts for 9% of ad spend, proving to be a strong platform for real-time brand engagement and conversations.
Key takeaways
FMCG brands that invest in digital-first marketing are seeing increased brand loyalty and higher engagement ratio as compared to traditional marketing mediums.
TV advertising maintaining the relevance with strategic shifts
Regardless of the growth in digital platforms, TV remains the leading advertising platform, especially for mass-market FMCG brands like Coca-cola, Nestle, Hindustan Unilever, and so on.
Key TV trends in 2024
Prime time (6 PM – 10 PM) dominates FMCG TV advertising, with 53% of ads airing during this period to maximize audience reach. Celebrity-backed campaigns account for 32% of total TV ad duration, leveraging star power for greater impact. Among the most popular ad slots, General Entertainment Channels lead with 41%, followed by Sports at 30% and Movies at 14%, reflecting consumer viewing preferences.
Top TV advertisers of 2024
Hindustan Unilever leads the FMCG sector with a 13% share, primarily focusing on personal care and hygiene products. Reckitt Benckiser follows with a 9% share, specializing in healthcare and home essentials. Parle Products holds a 6% share, dominating the packaged foods and snacking segment, catering to widespread consumer demand.
Most visible celebrity on television
Celebrity-endorsed ads accounted for 32% of the total ad duration on TV for the FMCG sector, highlighting the strong influence of star power in brand promotions. Akshay Kumar led as the top celebrity in terms of television ad duration within the FMCG sector, reinforcing his appeal among advertisers. Other prominent celebrities also played a significant role in driving brand visibility. The increasing reliance on celebrity endorsements reflects the industry's strategy to enhance consumer trust and engagement. As competition intensifies, brands continue to invest in high-profile ambassadors to create impactful advertising campaigns.
TV advertising stats for 2022, 2023, and 2024.
Key takeaways
TV advertising remains a powerhouse, but brands must strategically integrate it with digital and influencer-led campaigns.
Print and radio still the strong advertising channels
Print advertising continues to be a major investment across different regions, with the North Zone leading at 46%, primarily focusing on publications like Hindustan, Dainik Bhaskar, and Amar Ujala. The West Zone follows with 24%, where newspapers such as the Times of India, Lokmat, and Daily Sakal dominate. Meanwhile, the South and East Zones contribute between 14% and 17%, leveraging popular regional newspapers like Eenadu, Ananda Bazar Patrika, and Vijay Karnataka to engage their audiences effectively.
Despite the rise of digital media, print advertising remains effective due to its strong regional appeal. Localized content helps brands connect with specific consumer groups, while high-impact, full-color front-page ads account for 34% of total print placements that maximizes visibility. Additionally, print is a trusted medium, particularly for healthcare, ayurvedic, and personal care brands, reinforcing credibility and consumer trust.
Radio advertising still holds its ground despite the introduction of digital media
Radio advertising is also experiencing a resurgence, with a 19% growth in ad spending in 2024. This medium is particularly effective in Tier-2 and Tier-3 cities, where listenership remains high. Strategic ad placements during morning and evening commutes ensure maximum engagement. As a result, localized audio branding through radio ads and jingles is making a strong comeback, especially in regional markets, helping brands maintain a direct and personal connection with their target audience.
Actionable strategies for FMCG advertisers
To boost advertising impact, FMCG brands should prioritize digital strategies by leveraging social media, video content, and AI-driven programmatic ads. Integrating TV with digital campaigns through celebrity endorsements and sports sponsorships can enhance visibility. Regional marketing is also a key investment in vernacular print ads and radio promotions helps brands connect with regional audiences. Additionally, focusing on mobile-first video content, such as YouTube Shorts, and Instagram Reels, ensures higher engagement.
AI and data analytics play an important role in optimizing ad performance in real time, improving ROI and campaign efficiency. If you're looking to maximize your FMCG brand’s reach, Excellent Publicity, a leading advertising agency can help craft data-driven, multi-channel campaigns to drive engagement and growth.
Key trends and future of future of FMCG advertising
Digital advertising has become the primary growth driver for FMCG brands, with social media and video platforms dominating ad spends. However, traditional media still holds significant value. TV remains strong, particularly during Prime Time, where celebrity-endorsed ads continue to drive engagement. Meanwhile, print and radio play an important role in regional and hyperlocal marketing, especially in tier-2 and tier-3 cities, where localized content resonates deeply with audiences.
Looking ahead, short-form video and influencer marketing are shaping the future of FMCG advertising, as consumers increasingly prefer bite-sized, interactive content. AI and programmatic advertising will further enhance marketing efficiency by enabling hyper-targeted and cost-effective ad placements. Additionally, omnichannel integration easily blends with TV, digital, and regional media. This will be the key for brands looking to maximize ad recall and consumer engagement.
To stay ahead in FMCG markets brands must remain dynamic, invest in data-driven marketing, and maintain a balance between traditional media and digital-first strategies. The rise of video marketing and social commerce is set to redefine consumer interactions, while localized and multilingual content will be essential for regional expansion. Excellent Publicity can help FMCG brands maximize visibility, engagement, and ROI through customized, multi-channel advertising solutions. Visit Excellent Publicity today to craft a winning strategy for your brand!
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