In a unique achievement, TAM compared 3149 brands that advertised in January to find out the most visible brand on Television in that month. The commercial data was taken from TAM TV ADEX and then fused with the TAM Viewership data. The parameter used to define 'visibility' was obviously GRPs (which is a function of number of audiences and exposures to them).

The results are quite interesting as different brands emerge to dominate All TV Homes versus C&S Homes! While it's the FMCG brands that dominate C&S homes including Sunsilk, Colgate Dental Cream, Ariel Compact, Close Up, Clinic Plus, etc, All TV homes (DD+C&S) have public service messages also in the most visible brand campaigns!

Rank	Top Brands in All Homes
1	Pulse Polio Immunization
2	Clinic Plus
3	Colgate Dental Cream
4	Sunsilk
5	Public Announcement
6	Rashtriya Saksharta Mission
7	Ariel Compact
8	Pepsodent Germicheck Plus
9	Fair & Lovely
10	Mortein

Rank	Top Brands in C&S Homes
1	Colgate Dental Cream
2	Sunsilk
3	Ariel Compact
4	LG Group (Electronics)
5	Close Up Lemon Mint
6	Clinic Plus
7	Pepsodent Germicheck Plus
8	Tide
9	Clinic All Clear
10	Pulse Polio Immunization

As is evident from the 2 charts above, the most visible brand in All Homes was Pulse Polio Immunization, whereas it was Colgate Dental Cream in C&S homes. In fact, these differences in C&S versus All homes are reflected even in the Top Product Categories that advertised on these 2 sets of universes as shown in the chart below.

The other interesting observation is that the overall advertising seems to have reduced between December & January. The S-Group in TAM speculates that this activity reduction could be a result of either a host of brands using up all their 2002 bonuses in December or some brands still to get their 2003 budget sanctions in January or some brands conserving money to be spent on the World Cup.