Indiantelevision.com presents AdEx India Analysis
 

Baby Care TV advertising no child's play: AdEx

(16 May, 2006)
 

Key Findings:

  • Baby care contributed to two per cent of FMCG advertising on TV in 2005
  • 'Baby Foods' contributed to the 58 per cent growth in 2005 in baby care TV advertising compared to 2004
  • In 2005, 'Baby Foods' advertising grew by four times over 2004 on TV
  • 'Baby massage applications' garnered the highest share (37 per cent) of baby care advertising.
  • 'Huggies Dry', the top spending baby care brand of 2005

Times are changing for baby care as homemade and unbranded baby products are taking a back seat, and consumers are shifting to branded baby care products. Be it Baby food, shampoo, powder or diapers, advertisers have realised the vital roles Brand reliability and Image play for this category. This week, AdEx India brings you an update on how baby care advertisers scored in this race to build an image in the mind of the consumer.

Categories included in 'Baby care products' category are as follows:

Sr. No
Categories
1
Baby Foods
2
Baby massage applications
3
Child care products range
4
Diapers
5
Gripe Water
6
Baby Hair Oils
7
Baby Shampoos
8
Baby Talcum powders
9
Baby Toilet Liquids
10
Baby Toilet Soaps

 
1. Trend of Baby Care Products advertising on TV from the years 2001-2005
 
 
  • Baby care advertising grew sharply after a low eight per cent growth in 2003 compared to 2002
  • TV advertising in this category grew by 58 per cent in 2005 over 2004

2. Top Baby care categories with highest growth in 2005 over 2004 on TV
 
 
  • 'Baby Foods' advertising grew by four times in the year 2005 compared to 2004 on TV, 'Nestle Ceremeal' was the major contributor in the growth of the category.
  • Advertising of 'Baby Massage applications' grew by almost three times in 2005 over 2004

3. Share of baby care categories in TV advertising in 2005 and 2004
 
  • 'Diapers' the top category of 2004 with 40 per cent share, was in second place in 2005 with 30 per cent of baby care advertising.
  • 'Baby massage applications' (including massage oils, lotions and creams) jumped to first position in 2005 with 37 per cent of TV advertising, from second place and a share of 22 per cent

4. Channel genres and Time bands that made it click for baby care advertising in 2005
 
 
  • 'Entertainment Channels' won hands down with 90 per cent share of Baby care advertising
  • 35 per cent of baby care ads were aired during Prime Time in 2005

5. Top 10 baby care brands advertised in 2005 on TV
 
 
  • 'Huggies Dry' was the top baby care brand advertised on TV in 2005
  • The Top brands' chart was dominated by Johnson products, Himani and Dabur products broke the monotony with seven per cent and six per cent share respectively.

6. New brands of baby care launched in Jan-Apr '06 on TV
 
 
  • A total four brands were launched in Jan-Apr '06, out of which Johnson Baby Milk cream was the top introduction.

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)
 
 
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