Key Findings:

• 29% dip in Prickly Heat Powders/lotions advertising in '04 compared to '03 on Television.
• As expected, Summers get maximum advertising across the years 2003-04.
• 'Itch Guard Dermi Cool' brand rules advertising on Television in 2004.
• 'Drama/Soap' program genre, the choice of Prickly heat advertisers on Television in 2004.

This week, AdEx India looks at the 'Prickly Heat Powder/lotions' category. Below is the growth of Prickly Heat Powders/lotions advertising on TV across the years 2001-04.

• Advertising observes growth across the years 2001-03.
• After observing a growth of 58% in '03, it dipped 29% in 2004.

Let's also look at its advertising across the quarters in 2003-04 on Television.

• Summers observe higher advertising spends in category across 2003-04.

Which brand tops advertising on TV in 2004? The table below gives the answers.

• 'tch Guard Dermi Cool' of Paras Pharmaceuticals tops advertising
• 'Nycil Prickly heat powder' of Heinz gets the 2nd position

Let's also analyze the program genres used by Prickly heat advertisers on Television in 2004.