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Biggest advertisers on television during first eleven weeks 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 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.

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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.

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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.

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