Kantar estimates present that NCCS A has emerged as India’s greatest client alternative, with the variety of city prosperous households practically doubling from 24 million in 2019 to 46 million in 2024. However, the expansion in affluence has not translated into commensurate good points for main FMCG gamers.
Kantar evaluation signifies that 20% of huge FMCG manufacturers have seen a decline in family penetration amongst NCCS A shoppers, whereas 30% have recorded a drop in quantity share. The knowledge additionally factors to a robust hyperlink between model fairness and efficiency. As many as 86% of manufacturers that noticed a decline in fairness scores inside NCCS A additionally reported a fall in quantity share.
A meta-analysis of Kantar’s Cross Media Campaign Evaluation research highlights tv’s continued relevance in constructing model fairness in India, notably for mass FMCG manufacturers navigating a fragmented media surroundings.
Audience measurement knowledge additional reinforces the case for TV. BARC figures for FY25 present that prosperous city properties contribute practically 34% of complete TV viewership, indicating sustained engagement with the medium regardless of rising digital consumption.
“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,” stated Ebu Isaac, Vice President, Media and Analytics, Kantar South Asia. “FMCG marketers should think TV + Digital and find the right balance for their brand as there is no universal optimal ratio.”
Broadcasters echo this evaluation, positioning tv as a cornerstone of long-term model constructing. An organization spokesperson for Zee Entertainment Enterprises stated constant business analysis continues to reaffirm tv’s potential to form client alternative and ship scale.“As affluent households increase, television continues to remain an unmatched platform to drive brand health and deliver measurable scale and attention,” the spokesperson stated, including that Zee stays centered on providing a holistic mixture of platforms to reinforce model saliency.
The research additionally recommend that tv works finest in tandem with digital slightly than in isolation. Findings from the ‘Digital Loves TV’ examine by Comcast and MediaScience present that combining TV and digital can double model recall.
Viewers spend thrice extra time with ads when campaigns run throughout each platforms, whereas buy intent rises by +15% when advertisements are aired on TV and digital collectively.
Neuro-analysis research additional underline tv’s strengths, indicating that linear TV advert impressions command over 2.2x greater consideration than social platforms. Television additionally outperforms social and UGC-led video on cell throughout key engagement metrics reminiscent of consideration, comprehension and buy intent.
As manufacturers more and more chase short-term, performance-led development, the analysis argues that tv stays an evergreen and dependable medium for constructing model salience and fairness, particularly amongst India’s increasing prosperous client base.