Television Advertising
Television advertising allows you to tap into the power of sight, sound, and motion, evoking emotions and influencing consumer behavior. It remains a powerful and influential medium to captivate the masses which helps your brand reach millions of households and connect with diverse audiences.
Through strategic ad placements across popular channels and time slots, we ensure your brand receives maximum visibility and exposure. Whether it’s a captivating commercial or a compelling infomercial, we create television advertisements that leave a lasting impression.
Television advertising in India has been on an upward growth trajectory since 2017. According to industry reports, the TV advertising market in India was valued at around $4.5 billion in 2017 and is projected to grow at a compound annual growth rate (CAGR) of 11.2% to reach $7.7 billion by 2022.
With over 197 million TV households in India, television advertising has remained a crucial medium for brands to reach their target audience. In addition, advancements in technology have opened up new avenues for targeted advertising and real-time audience engagement.
At Allegiance, we understand the power of television advertising and leverage our expertise to help brands achieve their marketing objectives. From identifying the right channels and shows to creating impactful ad campaigns.
TV advertising expenditure (TV ADEX) increased by 9% despite a 3% decrease in Free Commercial Time (FCT). This was attributed to the rise of sports programming, which has high value but low FCT. TV advertising expenditure increased from Rs. 22,508 crores in 2020 to Rs. 30,662 crores in 2022, having a growth rate of 8.9%.
FMCG remains the dominant category in TV ADEX. E-commerce saw a significant increase in its share, rising from 5% in 2019 to 20% in the past year. Auto and real estate maintained their shares of 5% and 4% respectively. Hindi GEC continued to lead in TV ADEX, but there was an increase in advertisers using second-line GEC channels for efficiency. The number of advertisers on sports channels increased from around 370 in 2021 to around 470 in 2022.
