Key Findings:

• 40 per cent dip in Winter Wear Advertising in 2004 compared to 2003 on Television.
• TV Ads getting shorter.
• 'J G Hosiery (P) Ltd' topped advertising on TV in 03-04.
• 'Amul Bodywarmer' brand rules Television in 2004.

Post 2000, 2001 shows maximum growth of 190 per cent whereas it dips thereafter in 03-04. A dip of 41 per cent in 2003 and 40 per cent dip in 2004.

With spends going down in 03-04, is there any change in the ad durations used by the advertisers? The pie chart shows the % share of ad duration in 2003-04.

Winter Wear advertisers are switching over to shorter ad durations. 2003 was ruled by 20 seconders, whereas 5 seconders tops in 2004 followed by 10 seconders.

Let's also look at the Top 5 Spenders in Winter Wear category across 03-04.

Interestingly, Top five Advertisers advertising share has increased from 85 per cent to 92 per cent in 2004. J G Hosiery share has increased from 26 per cent to 46 per cent in 2004 compared to '03 whereas Binod Hosiery dips from 21 per cent to 9 per cent share (gets the 3rd position) in '04. Oswal Woollen Mills, which was not present in the Top 5 of '03, appears at the 2nd position with 23 per cent of the share.

Let's have a look at the top 5 brands advertised on Television in 2004.