Watching the advertising spends rise and
fall in the days gone by is no less interesting than the event
that caused it all. Read On...
As the year rambles into the next half, we at AdEx
decided to look back on the period gone by in so far as advertising
on television is concerned. The picture that emerged is as interesting
as the advertising scenario that we had in the two quarters.
The table given below shows the top 15 product categories
(on the basis of advertising spends) for the period January to
June of the current year. 2003 began with an unparalleled advertising
frenzy on account of the event of the year - the world cup. We
had various advertisers trying to cash in on the cricket mania.
A closer look, quarterwise, however, reveals major
shifts in the slots occupied by few categories.
The above table (based on advertising spends) is
a comparison of the ranks obtained by the product categories in
each of the two quarters. As is evident there are quite a few
surprises in here!
Few categories figure here primarily due to the
heavy ad spends during the world cup period. Cell Phone Service
Providers were highly visible during this quarter. BSNL (remember
the replay bugs?) and Reliance (of 'Sehwag ki Ma' fame!) set the
tone for advertising in this category. This is the reason why
the category as a whole was at the 8th spot in the first quarter
but then got displaced by 12 places, no less, in the second quarter.
Two wheelers and televisions are other product categories,
which are there among the top categories in the first quarter
due to their association with the world cup. The major audience
for the world cup event being males, we also find that cars and
jeeps as a category occupied the 6th spot but then moved down
by 8 places, to the 14th place, in the second quarter.
The soft drinks category has not had to feel the
heat! It has jumped two places from the fifth to the third spot,
as summer is the season for it.
This is the report card of the top categories for
the last six months. We at AdEx don't believe that merely 'well
begun is half done' .As the year progresses, we will definitely
continue to take you Beyond the Obvious!
A TAM Media Research
