Last three-four years have seen a tremendous increase in the number of regional channels as well as the amount of advertising on it. The entire advertising scenario is dominated by FMCG categories and more recently, in the last one or two years, by cellular phones/ cellular phone service categories. FMCG categories, which dominate the market scenario, include toilet soaps, tooth pastes, shampoos, ready to eat food and fairness creams. But out of all these categories, the most heavily advertised category across regional channels is the toilet soaps category.

In the below table, it is evident that across almost all regional channels, toilet soaps category is emerging as the most advertised category. Though cellular phones, cellular phone services are amongst the top spending categories on all channels, the below table shows that these categories are not heavy spenders on the regional channels.

The toilet soaps category is flooded with different advertisers, but Hindustan Lever Ltd makes a clean sweep for the position of the top advertiser. The below chart shows that on most regional channels, Hindustan Lever Ltd is the top advertiser.