Tea is not a seasonal
product for the Indian market. People in India prefer a cup of
hot steaming tea even when the mercury is above 40 degrees. The
product not being seasonal, the advertising is also not very seasonal.
This reflects in the changing advertising patterns across different
channels. We at AdEx India tried probing further the advertising
patterns of the tea category.
Out of the 100 channels that AdEx India monitors,
10 channels account for 45 per cent of advertising in the tea
category. This pack of 10 is headed by Aaj Tak, which gets an
eight per cent share, followed by Sab TV, DD Mumbai, Star Gold,
Sahara UP, Star Plus and so on.
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