MAM

Biggest advertisers on television during first eleven weeks of 2017

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 eleven weeks of 2017. The biggest TV advertising genre is of course a cliché – 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 five genres were present at least once (frequency) in the eleven weekly lists of top 10 advertisers

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 11 eleven weeks of 2017 with combined weekly insertions of 2,51,468.

Super Cassettes was present in BARC’s list for 9 of the first 11 weeks of 2017. FMCG companies occupied 83 of the possible 110 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.

public://F1_2.jpg

13 FMCG brands were present in the weekly top 10 advertisers list during the first 11 weeks of 2017. As is obvious from the chart, the combined weekly insertions of 29,43,407 by the top FMCG advertisers exceeds the next genre – Confectionarywhich had combined insertions of 2,51,468 by a factor of almost 12 and that of the third genre –Music with combined weekly insertions of 1,68,686 by a factor exceeding 17.

Among the advertisers, FMCG major Hindustan Lever Limited (Lever) was by far the largest advertiser that was present at the pole position during all the first 11 weeks of 2017. Lever had combined weekly insertions of 11,49,665 during the period under consideration. FMCG player Reckitt Benckiser (India) Ltd (Reckitt Benckiser) was the second largest advertiser during the first eleven weeks of 2017 with 5,35,862 ad insertions followed by Patanjali Ayurved Limited with 3,10,749 insertions. 5 advertisers – four from the FMCG genre and one from the confectionary genre,were present in the top 10 advertisers lists during all the 11 weeks of 2017. Please refer to the chart below.

public://F2_1.jpg

To clarify the ads by the FMCG genre further – during every minute of every day during the first 11 weeks of 2017, about 26.54 FMCG ads were beamed. If one were to break this into insertions of only 10 second duration each– every 60 seconds during the first 11 weeks of 2017 witnessed at least 265.46 seconds of FMCG ad duration on some TV channel or the other.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/21/shortstv.jpg?itok=st-nn0XC
ShortsTV Brings the ‘2019 Oscar® Nominated Short Films’ to Indian Cinemas

ShortsTV, the world’s only TV channel dedicated to short movies (available in India on Tata Sky), is bringing the ‘2019 Oscar® Nominated Short Films’ to Indian cinemas.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/21/edel.jpg?itok=kdDAkA8V
Edelweiss Tokio Life flags off TVCs directed by Shoojit Sircar

Edelweiss Tokio Life Insurance today announced the launch of its two TV commercials, directed by the well-known Indian film director Shoojit Sircar and produced by his production house Rising Sun Films.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/21/kalyan.jpg?itok=uSDHw9hl
Kalyan Jewellers CMD honoured at 44th IAA World Congress

Kalyan Jewellers founder chairman and managing director TS Kalyanaraman has been honoured with a special award at the 44th IAA World Congress being held in Kochi.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/21/wqual.jpg?itok=_-P40OR5
Procter & Gamble Announces Newest Commitment to Gender Equality Across the Indian Subcontinent, Middle East and Africa region

Procter & Gamble (P&G) announced a new commitment around a number of initiatives that will promote gender equality across the Indian Subcontinent, Middle East and Africa (IMEA) region.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/21/watconsult.jpg?itok=LLSF-jll
WATConsult ranked in Global MMA SMARTIES Business Impact Index 2018

WATConsult the digital and social media agency from Dentsu Aegis Network, has been ranked among the top 10 digital agencies, globally for 2018, in the MMA SMARTIES Business Impact Index.

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/21/tata.jpg?itok=so8ymj3N
Tata Tea Chakra Gold takes Jaago Re (Meluku) campaign to Andhra Pradesh women

For the first time, a Jaago Re (Meluku) campaign developed specifically for the women of Andhra Pradesh has been launched by Tata Tea’s premium brand in the region, Chakra Gold.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/21/lokmat_0.jpg?itok=H0XhvUoa
The iconic Dome@NSCI hosts the prestigious Lokmat Maharashtrian of the Year award

Dome@NSCI, India’s premier entertainment and leisure destination, hosted the ‘Lokmat Maharashtrian of the Year’ award yesterday, February 20, 2019.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/21/acc.jpg?itok=eZL7q7AE
82.5 Creates, ACC launch ‘Karein Kuch Kamaal’ campaign

ACC, the cement brand from Lafarge Holcim group, has launched its new communication campaign ‘Karein Kuch Kamaal’. Created by 82.5 Communications.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/02/21/td.jpg?itok=NcubPCzI
Cornitos to promulgate their Total dhamaal offer campaign with a rousing extra 25% offer

he forerunning brand of Greendot Health foods Pvt Ltd, Cornitos, is collaborating with the movie Total Dhamaal

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories