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Feature films attract significant commercial time on the
entertainment channels - FMCGs dominate
(17 January 2004)
Feature Films have become a regular
feature on the entertainment channels these days. This week we
decided to analyse advertising on some leading entertainment channels,
from the 90 channels and 650+ product categories that AdEx India
monitors.
Feature films are amongst the top program genres on all these
channels, in terms of ad duration. Zee and Sahara dominate the
market. Feature films contributing to one-fourth of advertising
(in seconds) on these channels. It is found that Star Plus and
Sony depend less on the feature films.
Advertising in this genre is dominated by FMCGs, with Toilet Soaps
topping the list. Two wheelers, hosiery and corporate/brand image
are the only non-FMCGs featured here.
As in almost every television analysis, Hindustan Lever is the top
advertiser here. Paras Pharma, Procter & Gamble, Dabur India,
Reckitt Benkiser, Jyothy Lab, Henkel Spic are other leading advertisers.
It goes without saying that feature films aired during weekends
draw the maximum advertisers. The following pie highlights this.
Doordarshan though is an exception. Here, the Friday feature film
comes on top.
We will be dishing out similar analyses in the
coming weeks. Keep Watching!
Analysis
from AdEx India (A Division of TAM Media Research pvt ltd)
