• High ad tariffs during commercial breaks
• Increasing advertising clutter
• Impressible results by non-TVC elements

Hutch gets more than 35,000 seconds of exposure during the cricket matches, whereas around 2400 secs of exposure during commercial breaks. Same is true for Samsung; the total duration of all Samsung brands is also much less than the exposure 'Samsung' gets during matches.

Taking a look at the individual platforms, lets first analyze the various different on screen elements of non TVC. Pop ups/ scrollers is one very important and used non TVC element. Xtra Premium Indian Oil's 'More Mileage. More Savings' were seen on screen for 3080 secs, 'Push Clean Facts' by Gillette Vector Plus was on screen for 1582 secs whereas Alpenliebe's 'Lagey Raho', Chlor-mint's 'Dobara Mat Poochna', Centre Shock's 'Hila Ke Rakh De' and Castrol Winning Moments were on screen for 1174, 302, 193 and 15 secs respectively.

Analysis at various stages of the match- bowling speed analysis, over analysis, career score boards of players and score boards of matches also carry various brands that are very prominent in visibility to the TV Viewer. On this front Samsung scores maximum with a duration of 7438 secs, Onida with 3599 secs, Gillette Vector Plus with 3431 secs, Bharat Petroleum Mak lubricants with 2337 secs, Airtel with 6114 secs and VB series with 256 secs.

There are many more analyses possible on this data. One of those possibilities will be presented by the TAM and ADEX India team in Shanghai in March last week as part of the ESOMAR Asia Pacific conference, where this paper on product placements has been adjudged as one of the best!

The possibilities include fusing this data with TAM viewer ship data or studying prominence levels of exposures, selecting perimeter boards on the basis of this data for future matches etc.