MAM

Top television advertisers in first quarter of 2017

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BENGALURU: The Music genre represented solely by Indian music company Super Cassettes Industries (Super Cassettes) was the third largest TV advertiser in terms of ad insertions during the first quarter of 2017 (weeks 1 to 13, Saturday 31 December 2016 to Friday 31 March 2017).

The biggest TV advertising genre is of course the FMCG genre followed by the confectionary genre represented also by a sole player - Cadburys India Ltd., (Cadburys). As a matter of fact, all the genres except for FMCG were represented by one advertiser only in the weekly top 10 list.

Analysis of Broadcast Audience Research Council of India (BARC) weekly data of top 10 Advertiser Across Genre: All India (U+R): 4+ Individuals, shows that 18 advertisers from six genres were present at least once (frequency) in the thirteen weekly lists of top 10 advertisers. The author has categorised advertisers into the following major genres: FMCG, Confectionary, Music, Online, Politics and F&B.

This paper must be read with a caveat: It deals only with the players present in Broadcast Audience Research Councilof India (BARC) top 10 lists of advertisers and brandsper week. The sums/percentages of other advertisers/brands other than those indicated in BARC’s top 10 lists have not been considered/mentioned in this paper during the period under consideration and those numbers could be more/higher. Combined weekly insertions represent the total number of insertions of an advertiser or a brand or a genre during the eleven week period under consideration in this paper.

Cadburys was present in the top 10 advertisers list during all the first 13 eleven weeks of 2017 with combined weekly insertions of 3,20,084.

Super Cassettes was present in BARC’s list for 10 of the first 13 weeks of 2017. FMCG companies occupied 100 of the possible 130 spots during the period. The Food & Beverages genre represented again by a sole entrant - Coca Cola India Ltd was present in the list for 3 weeks, the online genre represented by Amazon Online India Pvt Ltd (Amazon) and the politics genre represented by the Bharatiya Janata Party (BJP) were present in the list for two weeks each.

Please refer to the figure below for the combined weekly impressions of each genre list during the first quarter of 2017.

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18 advertisers were present in the weekly top 10 advertisers list. Five were present in the top 10 advertisers list for all the first 13 weeks of the year. Among them, FMCG major Hindustan Lever Limited (Lever) was by far the largest advertiser that was present at the pole position during all the first 13 weeks of 2017. Lever had combined weekly insertions of 13,83,094 during the period under consideration. FMCG player Reckitt Benckiser (India) Ltd (Reckitt Benckiser) was the second largest advertiser during the first thirteen weeks of 2017 with 6,18,910 ad insertions followed by PatanjaliAyurved Limited with 3,60,911 insertions. Confectionary player Cadburys was fourth, while FMCG player was Procter and Gamble.

Please refer to the chart below.

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