Indiantelevision.com presents AdEx India Analysis
 

FMCG sector contributed 59% share of overall TV advt in 2005

(4 April, 2006)
 

Key Findings:

  • The FMCG Sector contributed 59 per cent share of Overall TV advertising in 2005
  • In terms of advertising spends on TV, the sector grew by 41 per cent in 2005 compared to 2003
  • The Average Ad Duration in the FMCG Sector rose by three per cent from 18.6 secs in 2003 to 19.0 secs in 2005
  • 'Food & Beverage' (with 30 per cent share) was the most advertised sub-category in 2005
  • 'Baby Care' witnessed a whopping growth of 70 per cent, proving FMCG is no child's play.
  • Southern Channels registered the highest share (11 per cent) of FMCG advertising among Regional Channels genre.
  • Hindustan Lever Ltd. emerged as the highest spending advertiser on TV with 15 per cent share.

For a more in-depth analysis, the FMCG Sector is divided into 10 sub-categories namely:
Sr. No.
Sub-Category
Sr. No.
Sub-Category
1
Durables
6
Personal Care/Hygiene
2
Baby Care
7
Laundry
3
Food & Beverage
8
Household Products
4
Hair Care
9
Cosmetics
5
Personal Healthcare
10
Personal Accessories

Let's explore the share of the FMCG Sector in Overall Television advertising, from the year 2003 to 2005.

 
 
  • The share of FMCG Sector in 2005 showed little variation from the previous year

Now, a look at the growth in FMCG advertising spends on TV since the year 2003
 
 
  • Advertising spends of the FMCG Sector registered a growth of 41 per cent in 2005 over 2003
  • The spends grew by 17 per cent in the year 2004 compared to 2003

Drift of average duration of ads in the FMCG sector on TV since 2003
 
 
  • The average ad duration dropped to 19 seconds in 2005, from 19.1 seconds in 2004
  • The year 2003 had the lowest average ad duration of 18.6 seconds.

The chart below shows the share of FMCG Sub-Categories in TV advertising in 2005
 
  • 'Food & Beverage' was the most advertised sub-category with a share of 30 per cent
  • The second most advertised sub-category in 2005 was 'Personal Care/Hygiene'.

Sub-categories that grew the most in the year 2005 as compared to 2004
 
 
  • 'Baby Care' registered the highest growth of 70 per cent in the year 2005 in comparison to 2004.
  • 'Food & Beverage' grew by 38 per cent in 2005 compared to 2004

A look at the distribution of advertising spends of the FMCG Sector in Regional and National Channels.
 
 
  • More than 80 per cent of the advertising was dedicated to the National Channels.
  • In Regional Channels, the South enjoyed the highest share of 11 per cent

The Top Spenders' chart in the FMCG sector, for the year 2005
 
 
  • Hindustan Lever Ltd. was the top-spending advertiser with the highest share (15 per cent) of TV advertising.

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)
 
 
Go to Top
Click for AdEx India Archives
 
Click here for AdEx India order Form