In cross tab reports, the row header source gets merged. As a result when the report is exported to excel there is not much that can be done. Like we cant filter the report or create pivot tables or play around in any manner.
Therefore, would suggest you to unmerge the cells and repeat the value.
Image attached for better understanding.
Piyush Bisani
We regret to inform you that your desired feature is not possible as per current architecture of Ginesys Report.