• Advertising in the biscuits category rises by 39 per cent in 2003 compared to 2002.
• Biscuit advertising on television is pretty seasonal with the spends peaking in the first and last quarter each year.
• Britannia industries and Parle products top the advertiser list with nearly 68 per cent of the advertising in this category in 2003.
• Biscuit advertisers prefer advertising in drama/soap, feature films and comedies which make up for 54 per cent of the spends in this category in 2003.

Looking at the graph that shows the trend of advertising in the biscuits category on the television, one can see there is a rise in advertising in this category from 2000 onwards. The graph shows the indexed spends of the biscuits category on television advertising since 2000.

The graph confirms that biscuit advertising on television is pretty seasonal with the spends peaking in the first and the last quarter each year.

Let's look at the advertisers, which dominate in this category. The graph shows that Britannia Industries ltd and Parle products tops the advertiser list with nearly 35 per cent and 33 per cent of the advertising respectively. Surya food and Agro pvt ltd at the third position, ITC ltd at the fourth position, Hindustan Lever ltd at the fifth position, Heinz at the sixtrh position with nearly 15.6 per cent, 4.7 per cent, 4.4 per cent and 1.7 per cent of the advertising share. Other advertisers are Anmol Biscuit pvt ltd, Lancer food products, Dukes biscuits and Apsara food industries pvt ltd.

Are there any particular program genres, which biscuit advertisers prefer? Let's look at the chart below for answers.

The graph makes it clear that drama/soap, feature films and comedies make up for nearly 54 per cent of the television advertising spends in the biscuits category in 2003. Cartoons/animation is ranked fourth accounting nearly 12 per cent of the spends in the television medium in this category.

We shall be coming out with similar analyses on this category in the coming days.