Indiantelevision.com presents AdEx India Analysis
 

Snapshot on advertising by FMCG Sector on TV

(5 June, 2007)

Key Findings:

  • 39 per cent growth in ad volumes of FMCG categories in year 2006 over 2005.
  • Advertising by FMCG sector was at its peak in fourth quarter across 2005 - 2006.
  • During January-April 2007, ad volumes of FMCG sector rose by 26 per cent compared to same period of previous year.
  • GECs had max. of FMCG 's ad pie in January - April 2007.
  • Food and Beverages topped the FMCG category list.
  • Hindustan Lever was the lead runner in advertisers list
  • F and B, Personal Care/Hygiene, Hair Care and Personal Healthcare continued to be the Top four in January-April 2007.

This week, AdEx India looks at the advertising trends of FMCG on TV.

The FMCG Sector is further divided into nine sub-categories namely:
Sr. No Sub Category Sr. No Sub Category
1 Baby Care 6 Laundry
2 Cosmetics 7 Personal Accessories
3 Food and Beverages 8 Personal Care/Hygiene
4 Hair Care 9 Personal Healthcare
5 Household Products

Growth in ad volumes of FMCG sector on TV.

  • Ad volumes of FMCG categories registered a growth of 39 per cent in the year 2006 over the previous year.
  • Exclusive advertising by almost 1284 brands accounted for nearly 25 per cent of the ad volumes in 2006.

Quarterly trend of advertising by FMCG sector on TV.
  • Ad volumes of FMCG sector was at it peak in the last quarter of 2006 and 2005, mainly due to high advertising by Baby Care and Personal Healthcare category.

Growth in advertising of FMCG sector during January - April 2007.
  • 26 per cent rise in ad volumes of FMCG categories in January - April 2007 over January - April 2006.
  • January - April 2007 saw advertising by almost 965 brands (accounting for nearly 37 per cent of the ad volumes) which were not present in January - April 2006.

Usage of Channel Genre by FMCG sector.
  • GEC Regional had the largest share of 31 per cent of advertising contributed max from the F and B advertisers.
  • Compared to the same period of previous year, significant growth in ad volumes was registered on News and Business channels in January - April 2007.

Segmentation of categories of FMCG sector on TV.
  • With 37 per cent share of overall ad volumes of FMCG categories, F and B had the largest share (45 per cent of overall number of brands in FMCG sector were contributed by F and B).
  • Personal Healthcare, the second ranker in terms of number of brands advertised was at fourth place with 7 per cent share of ad volumes.

Positioning of FMCG categories on TV in January - April 2007 over January - April 2006.
  • Though there is no significant shift in rank of Personal Accessories, yet it recorded maximum of 2.2 times growth in ad volumes in January - April 2007 over January - April 2006.
  • Ad volumes of Cosmetics in January - April 2007 was twice that of the same period in previous year.

Top five Advertisers of FMCG sector on TV.
  • Hindustan Lever Ltd secured first place with 13 per cent share of ad volumes, followed by Reckitt Benckiser Ltd and Coca Cola with 7 per cent and 6per cent share respectively.
  • HLL advertised with the highest no. of brands (130) among its peers.

Top brands of FMCG sector on TV.
  • Coca Cola and Thums Up from the F and B category took first and third position respectively. Overall four out of Top 10 brands belong to F and B category.
  • Three brands from Tooth paste category viz. Colgate Dental Cream, Colgate Max Fresh Citrus Blast and Pepsodent Complete Germi check took second , sixth and seventh rank respectively

New FMCG brands launched on TV in January - April 2007.
  • Total of 349 new brands were launched in FMCG sector in January - April 2007.
  • 46 per cent of overall new brands launched belonged to Food and Beverages.
  • Colgate Max Fresh Citrus Blast and Ponds Age Miracle were the top two new entrants of Personal Care/Hygiene category.
  • Five of the Top 10 new entrants belonged to F and B category (i.e. Lays American, Mirinda Sorbet, Pepsi Gold, Priya Instant Foods and Parle Musst bites).

Watch out for forthcoming interesting analyses in future
 
(Analysis from AdEx India - A Division of TAM Media Research)
 
 
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