Non-FMCG brands lead pre-Diwali TV ad spending

BENGALURU: FMCG brands are generally the biggest advertisers on television. However, in week 41 of 2017 (Saturday, 7 October 2017 to Friday, 13 October 2017), just one FMCG brand was present in the Broadcast Audience Research Council (BARC) weekly list of top 10 brands (Across Genre: All India (U+R): 2+ Individuals) in terms of television insertions. Week 41 was the penultimate week before India’s biggest festival week – Diwali. The FMCG brand was Closeup Ever Fresh, ranked ninth in terms of television insertions with 7,458 advertisements.

In week 40 of 2017 (Saturday, 30 September 2017 to Friday, 6 October 2017) four FMCG brands- Dettol Cool Soap, Dove Cream Bathing Bar, Close Up Ever Fresh and Santoor Sandal And Turmeric were present in BARC’s weekly top 10 brands list. The total number of television insertions by the top 10 brands in week 41 of 2017 declined to 90,912 as compared to 94,262 in week 40.

Two brands each from two wheeler automobiles, jewellery and mobile phones, and one brand each from online ecommerce, government, FMCG and DTH made up the list of top 10 brands on television in terms of insertions for week 41 of 2017.

In the previous week (week 40) four FMCG brands, two brands each from the jewellery and mobile phones space and one brand each from online ecommerce and mobile services made up the weekly list of BARC’s top 10 brands in terms of television insertions.

The Indian arm of the global ecommerce giant Amazon topped the lists with 22,668 and 13,490 insertions in weeks 40 and 41 of 2017 respectively. The brand was hawking its second Great Indian Sale that took place less than a month after the first one.

Please refer to the table below for top 10 brands in terms of television advertising for week 40 and 41 of 2017.


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