We reported last month that of the 3056 brands that advertised on Television in July the most visible brands were from FMCGs. However, within the next month i.e. August, the trends seem to have changed completely as August looks to be a complete mixed bag. The top 10 brands in August have only 2-3 FMCG brands while the others are from Two-wheelers, Corporate campaigns, Cellular Phone Services, Foods.

The parameter used to define 'visibility' was obviously GRPs (which is a function of number of audiences reached by that brand plus the exposures delivered to those audiences). As part of the study, the TV schedules for each of these 3000-odd brands were taken from TV ADEX and fused with viewership data from TAM Peoplemeter Study.

As seen in chart below, Britannia's corporate campaign leads the All Homes visibility index closely followed by Brooke Bond which adorned a new look, new logo, et al.

The C&S list for August shown below is topped by Brooke Bond and followed by Hutch Cellular Phone Services.

We have attached last months top brands chart for the purposes of comparison and that shows a complete FMCG domination which is missing in August.The ADEX team promises to continue bringing even more interesting views to light for your benefit. Watch this space for more!

As we approach Festive, we will see other categories like Paints, Chocolates and Sweets, Durables all vying to dominate the visibility on Television. TAM will be following these trends and getting you toplines of these continuously in the coming weeks. Watch this space for more!

A TAM ADEX analysis
(Rates are peak inventory values. Correction factors have been applied)