Indiantelevision.com presents AdEx India Analysis
 

Analysis of advertising by summer cool categories on TV

(22 May, 2007)
 

Key Findings:

  • Growth of 57 per cent was recorded in ad volumes of Summer Cool categories in 2006 over 2005.
  • Peak in advertising in the second quarter across the years 2005-2006.
  • January-April 2007 saw a rise of 25 per cent in ad volumes of Summer Cool categories compared to January-April 2006.
  • Maximum usage of GEC and Movie Channel genres.
  • Aerated Soft drinks, Milk Beverages and Non Aerated Soft Drinks were the top three Summer Cool categories in 2006.
  • Coca Cola and Thums Up topped among the Top brands list of Summer Cools categories.
  • Six of the Top 10 new launches belonged to Colas in January-April 2007.
  • Aishwarya Rai leads celebrity endorsement advertising on TV in 2006.
  • Coca Cola had the maximum share of endorsement by celebrities.

This week, AdEx India looks at the advertising trends of Summer Cool categories on TV.

The categories taken into consideration for the analysis are as follows:

 

Sr.No Categories Sr. No Categories
1 Aerated Soft Drinks 9 Non Aerated Soft Drinks
2 Air Conditioners 10 Prickly Heat Powders/lotions
3 Air Coolers 11 Range of Soft Drinks
4 Fans 12 Refrigerators
5 Hair Oils (Cooling) 13 Squashes/cordials/syrups
6 Ice Cream/frozen Desserts 14 Sunglasses/lens
7 Milk Beverages 15 Talcum Powders
8 Mineral Water 16 Toilet Soaps (Cooling)

 

Growth in ad volumes of Summer Cool categories on TV in 2006.
 
 
  • Summer Cool categories saw 57 per cent more ad volumes on TV in the year 2006 compared to previous year.

Quarterly seasonality of Summer Cool categories on TV.
 
 
  • Advertising by Summer Cool categories was at its peak during the second quarter across 2005-2006 mainly because of heavy advertising by the Colas.

Comparison of ad volumes of Summer Cool categories during (January - April) of 2006 Vs 2007.
 
 
  • January - April 2007 saw a jump of 25 per cent in ad volumes of Summer Cool categories compared to same period in 2006, mainly due to high advertising by Kenstar AC and Lehar Slice.

Channel Genres used by Summer Cool categories.
 
  • GECs and Movie channels were used the most for advertising by Summer Cool categories during 2006.

Segments of Summer Cool categories on TV in 2006.
 
 
  • Aerated Soft Drinks topped with a share of 30 per cent in 2006.
  • Milk Beverages and Non Aerated Soft Drinks stood at second and third place with 17 per cent and 11 per cent share respectively.

Top Growing Summer Cool Categories on TV in 2006.
 
 
  • Air Conditioners and Sunglasses/lenses exhibited the maximum of 1.6 and 1.5 times growth in its ad volumes on TV in 2006 over 2005.
  • Non Aerated Soft drinks at third place with 1.2 times growth.

Top Summer Cool brands on TV in 2006.
 
 
  • The Top Two positions were grabbed by brands of 'Coca Cola India' on TV in 2006.
  • Himani Navratana of Hair Oils made to the Top five list at fourth position.

Count of Summer Cool Brands across the quarters of year 2006.
 
 
  • 51 of the unique brands were advertised only during the second quarter of the year 2006.
  • A steep rise of 41 per cent in the no. of summer brands was witnessed in second Quarter of 2006.

New brands of Summer Cool categories launched during January - April 2007.
 
 
  • Overall 44 new brands of Summer Cool categories were launched on TV during January - April 2007.
  • Six out of Top 10 new entrants belonged to the Colas
  • Mirinda Sorbet , Pepsi Gold and 7 Up Light were the Top three new entrants in January - April 2007.

Top five Celebrities endorsing Summer cool brands on TV.
 
 
  • The Top four positions belonged to Bollywood actors and actress.
  • Aishwarya Rai had the largest slice of ad volumes (endorsing for Coca Cola and Lux soap).
  • Shahrukh Khan (endorsing brand of Pepsi and Himani Navratna Tel) followed by Kareena (endorsing brands of Pepsi, Boroplus and Lux) at second and third slot respectively.

Summer Cool brands with the maximum share of endorsement.
  • Coca Cola (endorsed by four celebrities) had the largest chunk of celebrity endorsement ad volume pie.
  • Close competition for the second slot by Sprite (endorsed by Sania Mirza ), Lux Aqua (endorsed by Aishwarya) and Himani Navratna (endorsed by Shah Rukh and Amitabh Bachchan).
 
(Analysis from AdEx India - A Division of TAM Media Research)
 
 
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