12% dip in Tea Advertising in '04 compared to '03 on Television.
As
expected, Winters & Monsoons get maximum advertising on TV
across 2001-04.
Out
of the total advertising in Tea, National Spenders accumulates
95% of the share.
Top
5 spenders accumulate 90% of the advertising share.
This
week, AdEx India looks at 'Tea' category. First, let's have a
look at Tea advertising spends across the years on Television.
Tea
ad spends on TV observes growth across 2001-02 with maximum 37%
growth in 2002 whereas it dips in 03-04. 2003 shows a dip of 10%
followed by 12% dip in '04.
Let's
also look at the advertising pattern of Tea Spenders within quarters
across 2000-04.
Tea
advertisers spend maximum during Winters & Monsoon season across
2001-04 on Television.
Tea category gets advertisement from National as well as Local spenders.
Let's look at the % spends share received by them in 2004.
National
spenders get 95% of the share
Local
Tea Marketers gets 5% of the share.
As
we have seen that National advertisers rule the Tea category, let's
look at the Top 5 Spenders across India on TV.
Interestingly,
the Top 5 spenders accumulates 90% of the share
National
Spenders captures the Top 5 positions
Brooke
Bond Lipton gets 48% of the advertising share
We
shall be coming out with similar analyses on other categories
in the coming days.
(Analysis from AdEx India - A Division of TAM Media Research)
