Indiantelevision.com presents AdEx India Analysis
 

Advertising of brands with high summer seasonality across the years on TV

(21 March, 2006)
 

Key Findings:

  • The 16 Summer Cool categories contributed 14% of overall TV advertising in the quarter April-June 2005
  • Television ad spend by this category registered a 10% growth in 2005 over 2004
  • The 2nd Quarter witnessed huge leaps in TV spends across the last three years
  • "Summer Cool" advertisers spent more than half of their spends on regional channels of the Northern belt
  • Pepsi spent 42% of its advertising on television in the summer months of April-June 2005

As the mercury rises and the summer heat sets in, advertisers start cashing in on 'summer cool brands' which sell like hot cakes in the hot season. AdEx India brings you a peek of brands visible during summer in the year 2005 on TV. The categories taken into consideration for the analysis are as follows:
Sr. No
Categories
Sr. No
Categories
1
 Aerated Soft Drinks
9
 Mineral Water
2
 Air Conditioners
10
 Non Aerated Soft Drinks
3
 Air Coolers
11
 Prickly Heat Powder/lotions
4
 Cooling Hair Oils
12
 Refrigerators
5
 Cooling Toilet Soaps
13
 Squashes/cordials/syrups
6
 Fans
14
 Sunglasses/lens
7
 Ice Cream/frozen desserts
15
 Sunscreen Lotions/creams
8
 Cooling Milk Beverages
16
 Talcum Powders

The above categories are named 'Summer Cool Category' for this particular analysis.

1. The trend of Summer category TV advertising across the years 2003-05

 
 
  • Advertising of Summer Cool category registered the highest growth in 2005 (10%) over 2004

2. Quarterly trends of TV advertising by the Summer Cool category across 2003-05
 
 
  • In all the three years, the advertising of the above categories had high seasonality in Apr-June (2nd Quarter)

3. Share of categories in Summer Cool TV advertising of in the year 2005
 
 
  • 'Aerated Soft Drinks' was the most advertised summer category with a whopping 42% share
  • The second highest share was of 'Non Aerated Soft Drinks' with 11% share on TV in 2005

4. The top growing Summer categories of 2005 compared to 2004 on TV
 
  • The brand 'Bausch & Lomb Soft Comfort' was a major contributor in propelling the growth of Sunglasses/lenses' to a phenomenal 177% in 2005 over 2004
  • The 'Aerated Soft Drinks' category grew by 50% in 2005 over 2004 on TV

5. Zonal Share of categories with summer seasonality in TV advertising in 2005
 
 
  • Geographically, Northern channels had the highest share of 51%
  • South zone had 9% summer category advertising on TV in 2005

6. The top 10 Summer Cool Brands advertised on TV in the year 2005
 
 
  • 'Pepsi' was the top brand with 15% share of TV spends through the year
    o The Apr-June (summer cool) period alone contributed a huge 42% of this total annual spend by Pepsi in 2005
  • 'Coca Cola' followed with 8% share in the year 2005 on TV

7. Top Summer categories based on the number of brands advertised in 2005 on TV
 
 
  • The total number of Summer brands advertised in 2005 were 259; 'Non Aerated Soft Drinks' was the highest with 17% brands.
  • 'Mineral Water' advertised using 12% of brands in 2005

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