Key Findings:

• Fairness creams advertising on television marks a rise of 56 per cent in the first half of year 2004 compared to the same period in 2003.
• Fairness creams advertising on television shows a growth in the second quarter across the years (2001-2002).
• Hindustan Lever rules the fairness creams category with nearly 84.4 per cent of the advertising pie on television in 2003.
• 45 seconders rule the fairness creams advertising on television in the year 2003.

Here, fairness creams advertising shows a rise of nearly 56 per cent on television in the first half of 2004 as compared to the first half of 2003.

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

The graph shows that Fairness creams advertising spends on television shows a growth in the second quarter across the years (2001-2002), whereas 2003 was an exception.

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

The graph shows that Hindustan Lever rules the fairness creams category with 84.4 per cent share of the advertising pie on television. Cavin Kare ltd. gets the second position with 8.2 per cent share, whereas Chakola Ayurvedics gets the third position with 4.7 per cent of the advertising share. Other advertisers, who made to the Top 5 are Pankajakasthuri Herbals India ltd. and Godrej Consumer Products ltd.

Now, let's have a look on the duration of ads preferred by the fairness cream advertisers.