Music, Online and BJP crash FMCG party in weeks 1 to 6 of '17

BENGALURU:FMCG advertisers had 92.25 percent of the share of television advertisement insertions among the total TV ad insertions by top 10 advertisers across genres list in weeks 1 to 6 of 2017 (Saturday, 31 December 2016 to Friday, 10 February 2017). Of the total of 1,862,229 insertions by top 10 advertisers across in the first 6 weeks of fiscal 2017, FMCG had 1,724,381 TV spots.

This paper must be read with a caveat: It deals only with the players present in BARC’s top 10 list of advertisers/brands. The sums/percentages of other genres/players’ advertisements have not been mentioned in this paper during the period under consideration could be more/higher.

The only advertiser from the Music genre – Super Cassettes Industries (Super Cassettes) had 4.33 percent (80,293 insertions) of the share of TV ads among the top 10 advertisers across genres list in same period. Online player Amazon Online India Pvt Ltd with 44,601 insertions (2.39 percent) was followed by the BJP (Politics genre) with 1.03 percent (19,324 insertions). Please refer to Fig A below:


Analysis ofBroadcast Audience Research Council (BARC) data for Top 10 Advertisers Across Genre: All India (U+R): 4+ Individuals, shows that 16 advertisers were present in the top lists for weeks 1 to 6 of 2017. Five FMCG advertisers were in the top 10 list during all the first 6 weeks of 2017 – Hindustan Lever Limited (Lever), Reckitt Benckiser (India) Ltd (Reckitt), PatanjaliAyurved Ltd (Patanjali), Cadburys India Ltd  (Cadbury) and Procter & Gamble (P&G). FMCG majors Brooke Bond Lipton India Ltd (Brooke Bond) was present in the list for five of the first 6 weeks, while its FMCG peers SmithklineBecham (Smithkline) and Ponds India (Ponds), along with Music company Super Cassettes, were present in the list for 4 of the six weeks on 2017. Please refer to Fig B below.


Figure C shows the list of top ten advertisers for each individual week. Across all the six weeks Lever has been at the pole position in the top 10 list. Overall, Lever had 5,92,453 TV insertions (31.70 percent of the total TV insertions by the top 10 advertisers) during the period. During the first five weeks, there was a sort of a tug of war between Reckitt and Patanjali, with the odds in favour of Reckitt, for the second spot in the top 10 advertisers list. In week 6, Reckitt raced far ahead of Patanjalito second place with a massive 62,128 insertions as compared to the latter’s 23,356 insertions. However, Reckitt itself was a fair distance behind numerouno Lever in week 6. Patanjali dropped to the sixth place in week 2017 in list of top 10 TV advertisers.

With elections in five states, the Political genre through the ruling party –BJP found a place for itself in the top 10 list in week 6. As mentioned above, the BJP was ranked eighth with 19,324 insertions in the top 10 list of TV advertisers.

It may be noted that in terms of brands, the BJP lead the top 10 list in terms of TV insertions for weeks 5 and 6 with 11,563 and 19,324 insertions respectively.


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