A
study of 2913 brands that advertised on Television in April reveals
that Coca Cola was the most visible brand on Television. This
trend for Coke was observed across C&S individuals as well as
to find out the most visible brand on Television during that period.
The parameter used to define 'visibility' was obviously GRPs (which
is a function of number of audiences and exposures to them).
Individuals
in ALL TV Homes:
The
interesting observation however is that when April is compared
to Jan-Mar'2003, it's clear that there have been dramatic changes
that April has ushered in. For instance, Reliance India Mobile,
the number 1 brand in terms of visibility during Q1'2003 is conspicuously
absent from the Top 5 April list as shown below in Table1:
(Table
1)
Interestingly,
all the Top 5 brands between the 2 time periods are different.
In April, you find summer getting Itch Guard, Coke and Thums Up
into the Top 5. It's also the Toothpaste giants taking a swipe
at each other with Pepsodent at number 3 and Colgate Dental Cream
at 4!
Individuals
in C&S TV Homes:
If one looks at C&S audiences (Table2 below), the Top 5 most visible
brands has one more brand warming up to the summer… Godrej PentaCool
Refrigerator..
(Table
2)
Share
of Visibility
Let's also look
at the most visible product categories on TV and their 'Share
of Visibility'! As shown in chart below, we can see the contribution
of the Top 5 categories in close to 24 to 25%. That means that
of the 280 Product Categories advertising on TV in April, the
Top 5 bought a quarter of the visibility (25% of Total GRPs)!
(Table
3)
TAM will be
releasing some more toplines of this report in the coming weeks.
Watch this space for more!
Atul Phadnis, Director, S-Group
(Sources used - TAM Peoplemeter data & TAM TV ADEX) Research
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