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BJP, Lever rule brands, advertisers lists in Feb 2017 so far

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BENGALURU: The Bharatiya Janata Party (BJP) was the top brand in terms of television advertisement insertions for the month of February 2017 so far for weeks 5, 6 and 7 (Saturday 27 January 2017 to Friday, 17 February 2017).

Analysis of Broadcast Audience Research Council (BARC) data for Top 10 Brands Across Genre: All India (U+R): 4+ Individuals, shows that 19 advertisers were present in the top lists for weeks 5, 6 and 7of 2017. The BJP ranked first as top brand in terms of TV insertions during all the three weeks.  Only one other brand was present in the top 10 brands list based on television ad insertions besides the BJP – this was Mobile Pone brand Vivo V Plus. Please refer to Fig A below

This paper must be read with a caveat: It deals only with the players present in BARC’s top 10 list of advertisers/brands. The sums/percentages of other genres/players’ advertisements other than those indicated in BARC’s top 10 lists of brands and advertisers have not been considered/mentioned in this paper during the period under consideration and those numbers could be more/higher.

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Hindustan Lever Limited (Lever) ranked first during the three weeks under consideration in this paper as per (BARC) data for Top 10 Advertisers Across Genre: All India (U+R): 4+ Individuals. Among the thirteen advertisers that appeared in the list of top 10 advertisers, the Indian FMCG major had  a combined total of 315,067 insertions across the three weeks and was far ahead of the second ranked player Reckitt Benckiser (India) Limited (Reckitt).

In terms of advertiser ranks based on number of TV ad insertions, the BJP ranked ninth in the list with its presence in two weeks – weeks 6 and 7 of 2017. Though the BJP did not find a place in the list of top 10 advertisers in week 5, even if one were to consider its insertions for week 5, its rank of 9 in the pecking order of top ten advertisers would remain unchanged, with a total of 49,557 insertions, behind Colgate Palmolive India Limited which had a combined total of 56,851 insertions.

Of note is the presence of the Music advertiser -Super Cassettes Industries in the top 10 list during all the 3 weeks. Besides Super Cassettes, all the other seven advertisers that were present in the listsduring all the three weeks were FMCG players.

Eight of the thirteen advertisers were present in the top 10 list across all the three weeks; as mentioned above, the BJP was present in two weeks; and the other 4 players (all FMCG) were present in the list for one week only. Please refer to Fig B below:

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The frequency (how many brands of a genre were in the top 10 list across the three weeks) of FMCG brands in the top 10 list for weeks 5 to 7 of 2017 was 15 with 108,791 insertions. The Politics genre represented by the BJP stood second in terms of frequency, but second in terms of insertions. Mobile Phones (Vivo V5 Plus) and Mobile Banking (Airtel Payments Bank) came in at numbers 3 and 4 respectively. Please refer to fig C below.

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Only three genres of advertisers-FMCG, Music and Politics found a place in the top 10 advertisers list for the weeks under consideration, as compared to nine genres in the top 10 brands list.  With regards to frequency, of the thirty possible ranks, FMCG held as many as 25, followed by Music (Super Cassettes) with 3 and Politics (BJP) with 2 Please refer to Fig D below:

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Fig E below shows the list of top 10 advertisers in weeks 5, 6 and 7 of 2017. Hindustan Lever was numerouno across all the three weeks under consideration in this paper.

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Fig F below shows the list of top 10 brands in weeks 5, 6 and 7 of 2017.  As mentioned above, the BJP was at pole position across all the three weeks. Mobile Phones brand Vivo V5 Plus was present in the list in all the three weeks.

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