Key Findings:

• Advertising in the perfumes category marks a dip by 18 per cent in 2003 compared to 2002.
• Perfume advertising on television is pretty seasonal with the spends peaking in the second quarter each year across 2000-03.
• Hindustan Lever bags the top position in the advertiser's list with nearly 34 per cent of the advertiser's pie in this category in 2003.

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

The graph confirms that perfume advertising on television is pretty seasonal with the spends peaking in the second quarter each year.

Let's look at the advertisers, which dominate in this category. The graph shows that Hindustan Lever tops the advertiser's list with nearly 34 per cent of the advertising. Hugo Boss grabs the second position followed closely by MTV with 15.4 per cent and 14.2 per cent of the advertising share respectively. Henkel Spic India ltd is in the fourth position, whereas other advertisers are Archies Parfum, Monet, Heavens garden, Lacoste, Perfume Xm and Sara Lee Ttk.

We shall be coming out with similar analyses on various categories in the coming days.