Indiantelevision.com > AdEx India Analysis > 10 Year Round up of TV advertising -Part 1
 
 
 
 
 
 
Indiantelevision.com's AdEx India Analysis
10 year round up of TV advertising -Part 1

(31 March, 2009)
 
 

Key Findings:

  • Television ad volumes has seen a 12 times growth during 2008 compared to 1999.
  • 'Food & beverages', 'personal care/personal hygiene' and 'household products' have maintained their respective 1st, 2nd and 10th rank on television during 1999 and 2008.
  • 'Toilet soaps' was the only category on television in 1999 to maintain its 3rd rank in top 10 category list of 2008.
  • 'HUL' was the leader in television advertising during 1999 and 2008.
 
Growth in TV ad volume from 1999 to 2008
 
 
  • TV ad volumes has recorded 12 times rise during 2008 compared to 1999.
  • 28 per cent growth in TV ad volumes during 2008 compared to 2007.

Average ads /day on a TV channel (1999 to 2008)

 
 
  • Compared to 1999, maximum increase (126 per cent) in average ads aired per day on a television channel was during 2008.
  • During 2008, eight per cent rise in average ads aired per day on a television channel compared to 2007.

Top 10 sectors on TV during (1999 and 2008)

 
 
  • During 2008 sectors like 'services', 'telecom/internet service providers' and 'banking/finance/investment' replaced the three of the top 10 sectors in 1999 viz. 'textiles/clothing', 'durables' and 'laundry'.
  • 'Food & beverages', 'personal care/personal hygiene' and 'household products' had maintained their respective ranks on TV during 1999 and 2008.
Share of top 10 sectors of 1999 and their contribution over the years on TV
  • Contribution of the top 10 sectors of 1999 was 76 per cent on television, which decreased to 45 per cent in 2008.
  • Share of top 10 sectors on television from 1999 to 2002 was above 60 per cent and from 2003 to 2007 was above 50 per cent.

Top 10 categories on TV during (1999 and 2008)
  • Only 'toilet soaps' was among the top 10 categories on television of 1999 that has maintained its 3rd rank in 2008.

Share of top 10 categories of 1999 and their contribution over the years on TV
  • Contribution of the top 10 categories of 1999 on television was 29 per cent which decreased to 15 per cent in 2008.
  • Top 10 categories share on television has remained below 20 per cent from 2003 to 2008.

Growth in tally of advertisers on TV (1999 to 2008)
  • On television, 89 per cent rise in number of advertisers during 2008 compared to 1999.
  • Compared to 2007, it saw a drop of 8 per cent in count of advertisers on television during 2008 compared to 2007.

Top 10 advertisers on TV during (1999 and 2008)
  • News advertisers in the top 10 list of 2008 compared to 1999 on television has seen two players from 'telecom sector': 'Bharti Airtel' and 'Vodafone Essar' and three from FMCG sector': 'ITC Ltd', 'Smithkline Beecham' and 'Cadburys India'.
  • Top 10 advertisers of 1999 on television belonged to 'FMCG' sector whereas in 2008 except for 'Bharti Airtel' and 'Vodafone Essar Ltd' all others belonged to 'FMCG' sector.

Share of top 50 advertisers of 1999 and their contribution over the years on TV
  • Contribution of the top 50 advertisers of 1999 on television was 49 per cent which decreased to 27 per cent in 2008.
  • From 1999 to 2002, share of top 50 advertisers of 1999 on television was between 30 per cent and 50 per cent.
  • Whereas from 2003 to 2008, share of top 50 advertisers of 1999 on television was below 30 per cent.

Watch out for forthcoming interesting analyses in future.

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


 
 
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