Indiantelevision.com > AdEx India Analysis > Snapshot of OTC advertising on TV during January-September 2007

Indiantelevision.com presents AdEx India Analysis


Snapshot of OTC advertising on TV during January-September 2007 (20 November, 2007)

Key Findings:

A 12 per cent growth was observed in the advertising volumes of OTC (Over the Counter) sector on TV during January-September 2007 over January-September 2006.
High advertising of OTC players during the third quarter of 2006 and 2007.
'Rubs/Balms' had the largest share of overall OTC advertising pie.
42 per cent of advertising share of OTC sector on Regional GECs.
'Paras Pharmaceuticals Ltd' had maintained its rank during January-September 2006 and January-September 2007.
'Cipla I-Pill' a new brand was the most advertised brand on TV during January-September 2007.

Volume Growth of OTC Sector on TV.

OTC Sector had a total of three per cent share in the overall TV advertising during January-September 2007.
OTC Sector saw 14 per cent rise in number of advertisers during January-September 2007 as compared to January-September 2006.

Quarterly advertising share of OTC sector.

68 per cent rise in advertising volume of OTC sector during Q3 2007 compared to Q1 2007.
Paras Pharmaceuticals Ltd, Smithkline Beecham and Reckitt Benckiser (India) Ltd were the top three contributors during Q3 2007.

Share of segments of OTC sector during January-September 2007.

Paras Pharmaceuticals Ltd led the advertising under 'Rubs/Balms' segment whereas Smithkline Beecham had advertised more under 'Analgesic /Cold Tablets'.
'Health Care Products', 'Contraceptives' and 'Health Stimulant/Ginseng' were the top three segments which recorded maximum advertising growth during January-September 2007 over January-September 2006.

Genre Preference of OTC sector on TV.

Apart from 'Rubs/Balms' advertisements other most dominant segment was 'Cough Lozenges' on Regional and Hindi GECs.
Whereas on 'Hindi News' channels, brands under 'Digestives' segment were prominent.
Regional News, Music and Kids genre saw increase in its advertisement volumes during January-September 2007 over January-September 2006.

Rank Shift of Top Advertisers during January-September 2007 in January-September 2006

Eight out of top ten players of OTC sector made a positive shift in their ranking during January-September 2007 over January-September 2006.
Cipla Ltd made the biggest leap from 106th place to eighth position in 2007, whereas Amrutanjan Ltd and Heinz moved up from their 25th and 16th place to 10th and seventh place respectively in January-September 2007.

Top New Brands of OTC sector advertised on TV.

There were 121 new brands of OTC sector advertised on TV during January-September 2007.
Two brands under 'Digestives' segment made it to the top ten new brands list advertised on TV.

Watch out for forthcoming interesting analyses in future.

(Analysis from AdEx India - A Division of TAM Media Research)