Personal Care/Hygiene
advertising on TV in 2006
(23 January, 2007)
Key
Findings:
56
per cent more ad volumes in Personal Care/Hygiene sector on
TV in 2006 over the previous year.
Most
of the ad volumes of Personal Care/Hygiene in the GEC genre
in 2006.
May month saw a high peak in number of advertisments.
Toilet
Soaps garnered the maximum 31 per cent share of advertising
volumes on TV in the year 2006.
HLL
topped Personal Care/Hygiene TV advertising.
Toilet
Soaps had the maximum new brands launched.
High
peak in advertisments in the Afternoon and Prime time.
Maximum
endorsement of Toilet Soaps by celebrities on TV in the year
2006.
Aishwarya
Rai and Saif Ali Khan on Top in endorsing Personal Care/Hygiene
brands.
This
week, AdEx India looks at the advertising trends in Personal Care/Hygiene
sector in the year 2006.
Growth
in Personal Care/Hygiene advertising on TV in the year 2006 compared
to previous year.
2006 saw 56 per cent more ad volumes in Personal Care/Hygiene
sector on TV compared to previous year.
Channel
Genres used by advertisers in Personal Care/Hygiene sector on TV
in the year 2006.
Regional
GEC contributed the maximum 35 per cent share of ad volumes
in Personal Care/Hygiene sector followed by Hindi GEC with 18
per cent share in the year 2006.
Monthly
advertising trend in Personal Care/Hygiene sector on TV in the year
2006.
May
month had the maximum spike in number of ads on TV in the year
2006.
Summer
skewed categories like Prickly Heat Powders/Lotions and Talcum
Powders used most of their ads in month of May.
Share
of sub-categories in Personal Care/Hygiene sector on TV in 2006.
72
per cent of ad volumes were contributed by the Top five
sub-categories.
A
high 31 per cent share of ad volumes garnered by Toilet
Soaps followed by Tooth Pastes with 19 per cent share
on TV in the year 2006.
Fairness
Creams and Sanitary Napkins followed with 11 per cent
and six per cent share respectively.
Sub-categories
with maximum rise in ad volumes in 2006 compared to 2005.
Range
of Toiletries had the maximum 18 times rise in ad volumes
on TV in the year 2006 over 2005.
Face
Wash and After Shave Lotions had nearly equal seven
times rise in ad volumes.
Top
five Advertisers in Personal Care/Hygiene sector on TV in
the year 2006.
HLL
was on Top in Personal Care/Hygiene sector with maximum
27 per cent share of ad volumes on TV in the year 2006.
Colgate
Palmolive India and Reckitt Benckiser on second and
third position with 13 per cent and six per cent share
respectively.
Categories
with the maximum share of new brands launched on TV in Personal
Care/Hygiene sector in the year 2006.
Maximum
27 per cent share of new brands launched in Personal
Care/Hygiene were contributed by Toilet Soaps on TV
in the year 2006.
Tooth
Pastes had a nine per cent share and Moisturizing Lotion/Creams
with eight per cent share of new brands.
Top
ten New Brands launched on TV in Personal Care/Hygiene sector
in year 2006.
Five
of the Top ten new brands belong to Toilet Soaps category.
Colgate
Max Fresh Gel topped among the new entrants on TV in
the year 2006.
Day
Part used by Personal Care/Hygiene brands for advertising
in the year 2006.
Huge
peak in number of ads of Personal Care/Hygiene sector
in the Afternoon time band in the year 2006.
Post
a dip in the evening time band, Prime time saw a spike
in number of ads with 27 per cent share.
Sub-categories
endorsed by the Celebrities on TV in the year 2006.
Toilet
Soaps had the maximum 34 per cent share (endorsed by
six celebrities) on TV in the year 2006.
Tooth
Pastes (which was endorsed by four celebrities) had
a 24 per cent share.
Top
five Celebrities endorsing Personal Care/Hygiene brands
on TV in the year 2006.
Aishwarya
Rai on Top with 27 per cent share (endorsed seven brands)
on TV in the year 2006.
Saif
Ali Khan who endorsed two brands had a 24 per cent share.
Watch
out for forthcoming interesting analyses in future.
(Analysis
from AdEx India - A Division of TAM Media Research)
56
per cent more ad volumes in Personal Care/Hygiene sector on
TV in 2006 over the previous year.
