Moving to the channels most favored by cell phone advertisers, the most striking feature is the absence of mass entertainment channels like Star Plus, Sony, and Zee. MTV gets the largest share of advertising for this category, which is fairly obvious as the channel is positioned for the youth and most of the advertising being targeted at youngsters. The other channels on the most favored list are CNBC, HBO, Discovery, and Star Movies whose positioning again coincides with the target audience for the cell phone advertisers.

Nokia 7250 was the most advertised cellular phone on TV in 2003, followed by LG CDMA Mobile Phone. In fact, out of the top 10 most advertised brands, seven are various brands of Nokia. The other most advertised brands are Samsung C 100 and Samsung SGH-V200.

The next graph shows the yearly spends of different advertisers. Nokia and Samsung are the only ones who advertise round the year, whereas advertisers like LG and Sony Ericsson peak in only certain months. Nokia's spends shoot up in the Nov-Dec period because of launch of new brands like Nokia 6600, Nokia 3200 and Nokia N gage.

We shall be coming out with similar analyses in the next few weeks. Keep watching this space for more...