13% de-growth
in analgesics/cold tablets ad spends on TV in 2005
(28 March, 2006)
Key
Findings:
13 per cent fall in Analgesics advertising spends on TV in 2005
compared to 2004
Maximum
advertising in third quarter
Vicks
Action 500 emerges the most advertised brand
Maximum
advertising of Analgesics seen on Entertainment channels
In
the entire day, Maximum Analgesic/Cold Tablet ads appear during
Prime Time
This
week, AdEx India looks at the 'Analgesics/Cold Tablets' category.
Let's look at the growth in advertising spends in this category
across the years 2002-05.
Analgesics advertising spends on TV saw a fall of 13 per cent
in 2005 from 2004
Since
'Analgesics/Cold Tablets' is perceived as a seasonal category, we
can find out whether it follows a pattern in advertising throughout
the year.
There
has been a trend of maximum advertising on TV in the third quarter
since the last three years
Minimum
advertising in summers (second quarter)
Which
were the most advertised Analgesic/cold tablets brands on TV in
the year 2005?
Vicks
Action 500 is the most advertised brand with 34 per cent share
of spends
Top
five advertisers contribute 96 per cent of overall category spends
Do
Advertisers of 'Analgesic/Cold Tablets' prefer any particular kind
of Channels for advertising their products?
Out
of all the genres of channels, Analgesic ads appear the
most on Entertainment channels.
Overall,
eight genres of channels used by Analgesic advertisers.
The
part of the day most preferred by 'Analgesic/Cold Tablets'
ads.
Maximum
number of ads in this category appear during Prime time.
The
'Afternoon' time band closely follows Prime time.
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)
