Indiantelevision.com presents AdEx India Analysis
 

Southern channels aired most of 'Ready-to-eat' TV ads

(30 May, 2006)
 

Key Findings:

  • 'Ready-to-eat' TV advertising secondages dipped from indexed 100 in 2003 to seven in 2005
  • Southern Channels aired most of 'Ready-to-eat' ads on TV in 2005
  • 'Ready-to-eat' brands featured more on Drama/Soap programs
  • 'Sara Spices' tops advertising on TV in 2005 with 80 per cent share of secondages

'Ready-to-eat' meals are considered the finest operational ration in the world today. They make, the US military the best-fed fighting force in the world. This fact itself shows how significant is this category in the market. Owing to this and other similar facts describing the importance of 'Ready-to-eat' meals, this week AdEx India brings you what readiness the consumers showed towards a 'Ready-to-eat' product in the year 2005.

1. 'Ready-to-eat' TV advertising trend from the years 2003-05

 
 
  • 2004 experienced a growth of three per cent over 2003 in 'Ready-to-eat' advertising.
  • Ready-to-eat advertising secondages saw a huge dip in 2005 compared to 2003.

2. Zone-wise advertising of 'Ready-to-eat' on TV in 2005
 
 
  • Southern channels featured maximum ads of 'Ready-to-eat' products in 2005
  • No advertising on West and North Zone channels

3. Channel and Program genres preferred by 'Ready-to-eat' Advertisers in 2005
 
 
  • Maximum advertising on Regional Mass Entertainment channels with a 87 per cent share
  • 'Ready-to-eat' advertisers focused more on Drama/Soap to promote their products

4. Top 5 'Ready-to-eat' advertisers on TV in the year 2005
 
  • ITC dropped from the top position in 2004 to second position in 2005
  • Only four advertisers present on TV in 2005
  • A huge increase in share of 'Sara Spices' from 2004 (10 per cent) to 2005 (80 per cent).

5. No. of Brands of 'Ready-to-eat' present on TV in 2005
 
 
  • 44 per cent de-growth observed in 2005 from 2004 in no. of 'Ready-to-eat' Brands advertised on TV.

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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