MUMBAI: Total TV consumption during the festive season saw a slight increase in the year 2018 as compared to the consecutive time period in 2017, a recent Broadcast Audience Research Council (BARC) India data reveals. While the average weekly impressions were 28.8 billion for the time period between 26 August and 20 October 2017, they were 33.1 billion between 15 September and 9 November 2018.
This festive season, ranging between Ganesh Chaturthi and Diwali, is a preferred slot for advertisers and brands as well to grab maximum eyeballs. It also translates into several offers being announced by top brands and thus leads to a heavier influx of advertising.
The BARC data indicates that Hindustan Unilever remains the topmost advertiser during the past two festive seasons, with 1132959 and 1054249 insertions in 2017 and 2018, respectively. Amazon.in, which usually announces big sales during the time period with ‘The Great Indian Festival Sale’, was the top brand to advertise on TV for both the years with 132750 and 146049 insertions, respectively.
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FESTIVE SEASON 2017 |
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Period: 26th August – 20th October 2017 |
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Top 15 Brands & Advertisers (Total TV) |
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Top 15 Advertisers |
No. of Insertion |
Top 15 Brands |
No. of Insertion |
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HINDUSTAN LEVER LTD |
1132959 |
132750 |
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RECKITT BENCKISER (INDIA) LTD |
508368 |
LALITHAA JEWELLERY |
115612 |
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GODREJ CONSUMER PRODUCTS LTD |
224795 |
VIDEOCON D2H |
70684 |
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PROCTER & GAMBLE |
215573 |
DOVE CREAM BATHING BAR |
70022 |
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CADBURYS INDIA LTD |
202196 |
CLOSE UP EVER FRESH |
65619 |
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BROOKE BOND LIPTON INDIA LTD |
185564 |
LUX TOILET SOAP |
59011 |
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AMAZON ONLINE INDIA PVT LTD |
158033 |
VIVO V7 PLUS |
58833 |
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PATANJALI AYURVED LTD |
140990 |
56670 |
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ITC LTD |
126166 |
PEARS |
54134 |
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SMITHKLINE BEECHAM |
123607 |
ATTICA GOLD COMPANY |
51332 |
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LALITHA JEWELLERY |
115612 |
PET SAFFA |
48555 |
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TVS MOTOR COMPANY |
114873 |
HORLICKS |
48427 |
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SBS BIOTECH |
113704 |
SURF EXCEL EASY WASH |
46256 |
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SUPER CASSETTES INDUSTRIES |
111303 |
HARPIC 10X |
46210 |
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COLGATE PALMOLIVE INDIA LTD |
103444 |
DR ORTHO OIL & CAPSULE |
46104 |
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FESTIVE SEASON 2018 |
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Period: 15th September – 9th November 2018 |
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Top 15 Brands & Advertisers (Total TV) |
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Top 15 Advertisers |
No. of Insertion |
Top 15 Brands |
No. of Insertion |
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HINDUSTAN LEVER LTD |
1054249 |
146049 |
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RECKITT BENCKISER (INDIA) LTD |
683557 |
TRIVAGO |
87446 |
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ITC LTD |
347809 |
SANTOOR SANDAL AND TURMERIC |
80327 |
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AMAZON ONLINE INDIA PVT LTD |
290918 |
WIPE |
70044 |
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GODREJ CONSUMER PRODUCTS LTD |
277549 |
ROOP MANTRA AYUR FACE CREAM |
67535 |
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PROCTER & GAMBLE |
233830 |
DETTOL TOILET SOAPS |
65953 |
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SBS BIOTECH |
181203 |
DR ORTHO OIL & CAPSULE |
63013 |
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CADBURYS INDIA LTD |
179948 |
LIZOL |
60669 |
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BROOKE BOND LIPTON INDIA LTD |
163532 |
HARPIC |
57910 |
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SMITHKLINE BEECHAM |
159996 |
COLGATE DENTAL CREAM |
57253 |
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WIPRO LTD |
155059 |
55390 |
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COLGATE PALMOLIVE INDIA LTD |
153803 |
DETTOL LIQUID SOAP |
54306 |
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PONDS INDIA |
149171 |
HORLICKS |
51577 |
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MARICO LTD |
137980 |
PET SAFFA |
50655 |
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125019 |
GOODKNIGHT POWER ACTIV PLUS |
50186 |
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It is interesting to note from the data that two brands from the jewellery segment, Lalithaa and Attica Gold Company were not a part of the list in 2018. Videocon D2H also made an exit from the list in 2018.
From the advertisers’ side, TVS motors and Amazon Online were some of the brands who couldn’t make it to the top 15 list in 2018. The new entrant on the list in 2018 was Google that ran some really interesting campaigns during the season.