Key Findings:

• Writing instruments advertising on television marks a dip of five per cent in the first half of year 2004, as compared to the same of 2003.
• Writing instruments advertising on television shows a dip of 20 per cent in the year 2003, as compared to the year 2002.
• Writing instruments advertising on television shows a growth in the third quarter across the years (2000-2003).
• Add pens rules the writing instruments category with nearly 30 per cent of the advertising pie on television in 2003.

Here, writing instruments advertising shows a dip of nearly five per cent on television, in the first half of year 2004 compared to the first half of 2003.

Now, let's look at the trend of advertising in the writing instruments category on television in the year 2003 as compared to the last year.

We see that writing instruments advertising on television shows a dip of nearly 20 per cent in the year 2003 compared to the year 2002. The graph shows the indexed spends of the writing instruments category on television advertising since 2002.

Advertising in the writing instruments category is expected to be quite seasonal. Let's check out whether that's actually the case.

The graph shows that the writing instruments advertising spends on television shows a growth in the third quarter across the years (2000-2003), whereas the year 2001 was an exception.

Let's look at the top advertisers - which dominate this category in TV.