MAM

Marico in list of top advertisers by volume as Bharti Airtel slips out

MUMBAI: Bharti Airtel has cut down its advertising on television and shifted allocations to other mediums in 2012, a year marked by slowdown and a difficult market condition for telecom companies.


Bharti Airtel has fallen off the list of top 10 advertisers on television in terms of volumes, according to TAM AdEX‘s ranking in 2012. The telecom major held the number 10 spot in the TAM AdEx‘s list of top ten advertisers in 2011.


Replacing Bharti Airtel is fast moving consumer goods (FMCG) manufacturer Marico. Not figuring in the list in 2011, Marico has marked its aggression to gain the tenth spot with one percent share in advertising volume on television.


















































Top 10 Advertisers in 2012 on TV

Rank
Advertisers
% Share

1
Hindustan Lever Ltd
8

2
Cadburys India Ltd
2

3
Reckitt Benckiser (india) Ltd
2

4
Itc Ltd
2

5
Procter & Gamble
2

6
Colgate Palmolive India Ltd
1

7
Ponds India
1

8
Coca Cola India Ltd
1

9
Samsung India Electronics Ltd
1

10
Marico Ltd
1

Bharti Airtel has upped its ad inventory on digital and on ground marketing initiatives. Agrees a top media buyer who is familiar with the ad spends of telecom companies, “The shift to digital and on ground in case of Bharti Airtel would be the main reason why its volume of advertising on television has decreased. If you see the whole picture, the overall media spends may not have gone down so much, but resources have been shifted to focus on other aspects of a 360 degree media plan. The BCCI and F1 sponsorships are no small investments.”


















































Top 10 Advertisers in 2011 on TV

Rank
Advertisers
% Share

1
Hindustan Lever Ltd
8

2
Reckitt Benckiser (india) Ltd
3

3
Cadburys India Ltd
2

4
Itc Ltd
2

5
Procter & Gamble
2

6
Ponds India
1

7
Coca Cola India Ltd
1

8
Colgate Palmolive India Ltd
1

9
Bharti Airtel Ltd
1

10
Smithkline Beecham
1

Bharti Airtel is one of the major ad spenders in India and has been on expensive mediums like cricket. The telecom major bagged the BCCI sponsorship rights of all international cricket matches played in India for the period 2010-2013.


"While telecom companies in general have reduced their ad inventory on television, in case of Bharti Airtel this fall has been sharp. Even on TV, some of the focus has shifted to niche channels," says Zeel chief sales officer Ashish Sehgal.


Bharti Airtel’s consolidated net profit has been falling for the past 12 quarters on rising expenses. The company is also faced with large cash outflows in 2013-14 on account of one-time spectrum fees and licence renewal fees, for which it is expected to preserve cash.

The reduction in TV ad volumes by Bharti Airtel could also be a reflection of the general economic slowdown that the industry is experiencing. While advertisers in general have either cut back on advertising and promotion spends or refrained from increasing them, FMCG companies have been increasing the same and this has been reflected in more FMCGs figuring in the top ten advertisers.

Of the top ten advertisers on television, nine belong to the FMCG category (same as in 2011). Samsung India Electronics Ltd, a consumer durables company, is the only outsider at number nine. HUL is the number one advertiser with eight per cent of the television ads share by volume followed by Cadbury India, Reckitt Benckiser, ITC Ltd and P&G (in that order), all claiming two per cent of ad volume.


MediaCom CEO Debraj Tripathi says, “Now that the slowdown has hit the industry, the telecoms are keeping a check on their spends and investing sparingly, while the FMCGs are robust on advertising.”

Though TAM AdEx only gives ad volumes, Marico has also increased its spends in value terms. The company, which has been selling brands such as Saffola and Parachute, has upped its ad spends for the period of January-December by 16.67 per cent from Rs 3.54 billion in 2011 to Rs 4.13 billion in 2012.


"Marico has been making efforts to increase market share. It has also launched new products and been trying to aggressively grow its brands. The aggression is marked with the acquisition of personal care brands of Paras Pharma from Reckitt Benckiser," says a media analyst.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Gurbaksh-Singh-800x800.jpg?itok=oP8kY0DA
'Sweat It To Get It', recommends Gatorade

MUMBAI: The iconic sports drink brand has come up with a vending machine that dispenses Gatorade only if you work up a sweat…In line with its international brand positioning, Gatorade India has kicked off its new campaign with ‘Sweat It To Get It’.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Suresh-Prabhu.jpg?itok=Cqfoyu3j
Commercial ads to aid Rail Radio Service

NEW DELHI: Installation of entertainment through Public Address Systems in trains will be operated by selected licensees, through commercial advertisements. As a result, this will not involve any expense, the minister of state for railways Rajen Gohain said. As announced by the railway minister...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/Tanmay-Mohanty_0.jpg?itok=2GxsCYqy
India among top 10 contributors to ad spend growth: Zenith Ad-Ex Forecast

MUMBAI: Publicis Media Company Zenith has just released its new Advertising Expenditure Forecasts in which it predicts that global ad expenditure will grow 4.4 per cent in both 2016 and 2017, reaching USD 566 billion by the end of 2017. Zenith predicts that ad expenditure growth for India in 2017...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/Kaizad-Pardiwalla.jpg?itok=dPS1-SUV
Jack in the Box Worldwide appoints Kaizad Pardiwalla as president

MUMBAI: Integrated communications agency, Jack in the Box Worldwide, a part of The 120 Media Collective, has appointed Kaizad Pardiwalla as president, with the aim to lead its ambitious growth strategy. Kaizad, who joins from Orchard Advertising, where he was Chief Operating Officer. He will report...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/Sam-Balsara.jpg?itok=oWuQGGuS
'Name and shame delinquent channels'

MUMBAI: Media buying and planning (advertising) agencies and brands reacted strongly or cautiously when it came to commenting on famous yet delinquent television channels suspected of wrongdoing by India's only TV ratings points (TRP) body. Broadcast Audience Research Council (BARC), the only...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/keegan-pinto.jpg?itok=aXxgzasY
Pinto new creative head - FCB Ulka (West), NCD - branded content

MUMBAI: In a significant development, FCB Ulka today announced the appointment of Keegan Pinto as Creative Head - FCB Ulka (West) and National Creative Director - Branded Content. In this role, Keegan will be responsible for enhancing the creative quotient and strengthening the creative...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/Pooja-Verma.jpg?itok=RhcxGMV6
Branded Content isn't all about visibility: Maxus ESP's Pooja Verma

MUMBAI: Gone are the days when brands would like a piece of popular content and sponsor it, or spend some marketing budget over product placements. It starts with finding out the brand objectives first and matching it with the relevance of the content. It is not limited to a movie association...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/LetsShave%2C.jpg?itok=HEwjHBDO
LetsShave, a grooming statement

MUMBAI: It’s groovy, it’s uber cool and it’s funny. LetsShave.com's new promotional video, which was recently released, has all the elements of the new age men’s world. In an event held in Chandigarh, LetsShave Team and the invitees couldn’t resist shaking a leg as the goofy video played on a...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/05/Posterscope-800x800.jpg?itok=oWCkFE8D
Posterscope shines at Global Marketing Awards

MUMBAI: Posterscope India, the out-of-home agency from Dentsu Aegis Network, has bagged the title of ‘Outdoor Agency of the Year’ at the Global Marketing Excellence Awards. With more than 30 awards in its kitty, this year has surely been a remarkable one for Posterscope India.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories