Mobile+Services replace FMCG as top advertisers in BARC week 48

BENGALURU: As per BARC week 48 data on top 10 brands Across Genre: All India (U+R) : 4+ Individuals, Mobile hand sets and Services replaced FMCG as the top advertisers in the list with 43.88 percent of the insertion in BARC’s top 10 list for week 48 (Saturday 26 November 2016 to Friday 2 December 2016). Four FMCG brands had 40 percent of the insertions, while two online brands – and were ranked ninth and tenth in terms of insertions in the list. Mobile handsets and services garnered the first, second, fifth

Three mobile handsets brands – GioneeS6 S/S6 Pro (ranked 1); Vivo V5 (ranked 5); Google Pixel (ranked 8) and one mobile services provider – Vodafone Super Net 4G (ranked 2) had 25,415 of the combined 57,923 insertions by the top 10. The four FMCG brands - Santoor Sandal and Turmeric (ranked 3), Vaseline Petroleum Jelly (ranked 4), Surf Excel Easy Wash (ranked 6) and Fogg Scent (ranked 7) shared 23,171 insertions. The two online players had 9,337 insertions in the week. Please refer to the figure below:


Generally, FMCG brands have a major share in the number of insertions the top 10 list – even during the pre-Diwali, Diwali and post Diwali weeks - BARC week 43 (22 October 2016 to 28 October 2016) until BARC week 46 (12 November 2016 to 18 November 2016) when Airtel Cellular had the highest number of insertions. While Auto, Jewellery and Food brands were conspicuous by their absence in the top list during three weeks of the four week period mentioned above, online brands with their various sales offers made their presence felt during the period plus until week 48, except for a small hiatus in the previous week – week 47.

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