Mumbai, Dec 15: According to Kantar estimates, NCCS A is India’s biggest opportunity with the number of urban households having doubled in the last 5 years from 24 million in 2019 to 46 million in 2024, representing a growing audience segment for brands to leverage.
The report indicates that despite this growth in NCCS A population, large FMCG brands are witnessing a drop in penetration and volume share among the cohort. Kantar Analysis also reveals that 20% of the large FMCG brands are seeing a decline in their household penetration, whereas 30% are witnessing a drop in volume share. 86% of brands which have declined in equity scores among NCCS A, have also declined in volume share, underscoring the importance of strong brand equity for sustainable performance.
A Meta-Analysis of Kantar Cross Media Campaign Evaluation studies reiterates the critical role of TV in the media mix of FMCG brands in order to build their brand equity in India.
BARC data for FY25 also indicates that affluent urban homes continue to watch TV as before and contribute nearly 34% to overall TV viewership, further signifying an opportunity for brands to drive higher engagement and strengthen perception.
Ebu Isaac, VP – Media & Analytics, Kantar South Asia stated, “Even in today’s fragmented Indian media landscape, TV continues to play an undisputed role in maximizing reach and impact across demographics for large FMCG brands. FMCG marketers should think TV + Digital and find the right balance for their brand as there is no universal optimal ratio.”
A Company Spokesperson for Zee Entertainment Enterprises Ltd. said, “Consistent research undertaken across the industry clearly reaffirms the enduring power and reach of television as a medium for shaping the consumer choice and enabling sustainable brand building. As affluent households increase, television continues to remain an unmatched platform to drive brand health and deliver measurable scale and attention. At ‘Z’, we remain committed to enhancing the value proposition for our partners by offering a holistic and robust mix of platforms to drive brand saliency.”
As brands continue to maximize performance-based growth, the combination of TV AND Digital serves as a robust multiplier effect, doubling the brand recall. As per the ‘Digital Loves TV’ study by Comcast & MediaScience, TV remains the most important medium for brand building. The data reveals that viewers spend triple the amount of time with advertisements when aired on TV AND Digital, and there is a lift in purchase intent of +15% when advertisements are aired on TV AND Digital.
Multiple studies have reinforced the compelling role played by Television in driving brand salience and equity for brands across categories. Neuro-analysis studies further indicate that linear TV ad impressions garner over 2.2x higher attention than social platforms. Television also outperforms social & UGC video platforms on mobile across consumer engagement metrics such as attention, comprehension and purchase intent, further fortifying its role as an evergreen and reliable brand builder.
