Tag: Cadburys India Ltd

Patanjali conspicuous by protracted absence in top 10 TV advertisers’ list

BENGALURU: Until week 26 of 2017 (Saturday 26 June 2017 to Friday 30 June 2017) Baba Ramdev’s Patanjali Ayurved was among the top 10 advertisers on television in Broadcast Audience Research Council of India (BARC) weekly list of top 10 advertisers across genres each week. Weeks 27, 28 and 34 saw the company missing from BARC’s list and then the company made a reappearance in the list in week 35 of 2017 (Saturday 26 August 2017 to Friday 1 September 2017) at rank 7 with 19,121 weekly ad insertions. After week 35, Patanjali has been missing from the top 10 advertisers list for 3 weeks, the longest period in 2017 as yet until week 38 (Saturday, 16 September 2017 to Friday, 22 September 2017).

This is the festival season in India and advertisers and brands have increased the tempo and the noise on television as mentioned by us earlier. This period is considered auspicious for purchase of apparel, consumer durables, automobiles and of course – the Indian women’s favourite – jewellery. Often, a major portion of annual sales targets for brands are achieved during this short period. A big bulk of annual advertisement and marketing budgets are splurged during this season. Discounts and offers are touted by advertisers to entice buyers. Television is the major medium used by most advertisers to convey brand messages, and viewers are bombarded with ads selling various products and services around and during the festival season..

A number of advertisers have increased weekly television ad spots, but Patanjali seems to have failed to keep up with its peer advertisers. It is not as if it has stopped advertising. Baba Ramdev’s smiling and sometimes serious face as he passes on various brand messages is still very much a part of the company’s television commercials. Please refer to the figure below for details of the Patajali’s television ad insertions when it was a part of the top 10 advertisers list in 2017.

With Ecommerce and mobile wallet players announcing their annual season sales at almost the same time, one more advertiser joined the list of 27 advertisers that were present in the top 10 advertisers list during the first 38 weeks of 2017 – this is the India Ecommerce giant Fliptkart.com.

A total of 28 advertisers have found themselves in the weekly top 10 advertisers lists between weeks 1 and 38 of 2017. They are: Hindustan Lever Ltd; Reckitt Benckiser (India) Ltd; Cadburys India Ltd; Brooke Bond Lipton India Ltd; Patanjali Ayurved Ltd; Procter & Gamble; ITC Ltd; Colgate Palmolive India Ltd; Super Cassettes Industries; Smithkline Beecham; Amazon Online India Pvt Ltd; Coca Cola India Ltd; Ponds India; Godrej Consumer Products Ltd,; Vini Product; Marico Ltd; Pepsi Co; Lalitha Jewellery; Johnson & Johnson Ltd; Godrej Sara Lee Ltd; Bharatiya Janata Party; Dabur India Ltd; Emami Limited; TVS Motor Company; Bharti Airtel Ltd; Jyothy Laboratories Ltd; Procter & Gamble Home Products and Flipkart.com.

ALSO READ :

Patanjali Ayurved reappears in weekly top 10 advertisers’ list

Epic TV launches OTT, sets million subs target

Telecast of Patanjali’s two ads stopped by high court

TV ads increase with approaching festival season in India, cliche but true

October 5, 2017
TV ads increase with approaching festival season in India, cliche but true

BENGALURU: Navratras followed by Diwali is the biggest festival season for India. This period is considered auspicious for purchase of apparel, consumer durables, automobiles and of course – the Indian women’s favourite – jewellery, which was earlier led by gold and silver and now diamonds and platinum. This is also a favourite time for marketers, for media. Often, a major portion of annual sales targets for brands are achieved during this short period. A big bulk of annual advertisement and marketing budgets are splurged during this season. Discounts and offers are touted by advertisers to entice buyers. Television is the major medium used by most advertisers to convey brand messages, and viewers are bombarded with ads selling various products and services around and during the festival season. All this is cliché and known by anybody and everybody that is connected with marketing. This has been the case this year also, as the number of ads released by the top 10 advertisers has only increased.

Now for some statistics for 2017 until week 37 of 2017 with some caveat – the list is based only on the information of the top 10 advertisers as provided by Broadcast Audience Research Council of India (BARC) in its weekly lists and hence the actual percentages could be different; Advertisers and ranks could vary from week to week; and HUL ad data in this paper doesn’t include ads of some of its subsidiary/associate companies such as Ponds India, etc. Often some of these companies have also found a place in BARC’s weekly top 10advertisers list in 2017. Even without these numbers, HUL has been the biggest advertiser on television this year until the writing of this paper, which includes data for week 37 of 2017 (Saturday, 9 September 2017 to Friday, 15 September 2017).

A total of 28 advertisers have found themselves in the weekly top 10 advertisers lists between weeks 1 and 37 of 2017. They are: Hindustan Lever Ltd; Reckitt Benckiser (India) Ltd; Cadburys India Ltd; Brooke Bond Lipton India Ltd; Patanjali Ayurved Ltd; Procter & Gamble; ITC Ltd; Colgate Palmolive India Ltd; Super Cassettes Industries; Smithkline Beecham; Amazon Online India Pvt Ltd; Coca Cola India Ltd; Ponds India; Godrej Consumer Products Ltd,; Vini Product; Marico Ltd; Pepsi Co; Lalitha Jewellery; Johnson & Johnson Ltd; Godrej Sara Lee Ltd; Bharatiya Janata Party; Dabur India Ltd; Emami Limited; TVS Motor Company; Bharti Airtel Ltd; Jyothy Laboratories Ltd; Procter & Gamble Home Products

In 2017, the first few weeks witnessed the lowest combined total of television advertisement insertions of the top 10 advertisers. According to BARC, week 5 of 2015 (Saturday, 28 January 2017 to Friday, 3 February 2017) saw a total of 279,869 television insertions by the top10 advertisers, the lowest total in 2017 till week 37. The largest number of television advertisements is from the FMCG genre.

Of the total number of television ads by the top 10 advertisers in week 5, 192,939 ads or 68.94 percent were by FMCG advertisers. Hindustan Unilever Limited (HUL), an Indian FMCG company, is the biggest television advertiser in India. In week 5 of 2017, 95,638 insertions (34.17 percent of the total television ads by the top 10 advertisers) were by HUL. So far in 2017, the lowest number of ads by HUL at 87,458, or 28.42 percent of the total television ads by the top 10 advertisers was in week 10 (Saturday, 4 March 2017 to Friday, 10 March 2017). In that week, the top 10 advertisers had released 307,710 television advertisements, while the total number of television advertisements by the FMCG players in the top 10 advertisers list was 208,769 or 67.85 percent of the combined total of top 10 advertisers.

HUL released a massive 180,246 television advertisements, or 62.40 percent of the total television ads released by the top 10 advertisers, in week 34 (Saturday, 19 August 2017 to Friday, 25 August 2017). During that week, the FMCG advertisers in the top 10 advertisers list released 288,872 television ads or 73.68 percent of the combined total of television ads released by the top 10 advertisers.

The highest total number of television ads by the top 10 advertisers was in week 28 of 2017 at 427,057. In that week, FMCG brands among the top 10 advertisers list released 290,620 television ads (68.05 percent of total ads by top 10 advertisers) and HUL released 142,260 television ads (48.95 percent of total ads by top 10 advertisers).

The total number of television insertions until week 37 of 2017 by the advertisers in the top 10 list was 12,897,001, of which 9,359,818 or 72.57 percent of the combined ads was by FMCG players in the top 10 advertisers’ lists. HUL has released 4,717,607 (36.58 percent)

Please refer to the figure below. It is quite obvious that advertisements by the top 10 advertisers have increased over the past few weeks. The tempo is likely the tempo will only increase.

September 25, 2017
Biggest advertisers on television during first eleven weeks of 2017

BENGALURU: The Music genre represented solely by Indian music company Super Cassettes Industries (Super Cassettes) was the third largest TV advertiser in terms of ad insertions during the first eleven weeks of 2017. The biggest TV advertising genre is of course a cliché – the FMCG genre followed by the confectionary genre represented also by a sole player – Cadburys India Ltd., (Cadburys). As a matter of fact, all the genres except for FMCG were represented by one advertiser only in the weekly top 10 list.

Analysis of Broadcast Audience Research Council of India (BARC) weekly data of top 10 Advertiser *Across Genre: All India (U+R): 4+ Individuals, shows that 18 advertisers from five genres were present at least once (frequency) in the eleven weekly lists of top 10 advertisers

This paper must be read with a caveat: It deals only with the players present in Broadcast Audience Research Councilof India (BARC) top 10 lists of advertisers and brandsper week. The sums/percentages of other advertisers/brands other than those indicated in BARC’s top 10 lists have not been considered/mentioned in this paper during the period under consideration and those numbers could be more/higher. Combined weekly insertions represent the total number of insertions of an advertiser or a brand or a genre during the eleven week period under consideration in this paper.

Cadburys was present in the top 10 advertisers list during all the first 11 eleven weeks of 2017 with combined weekly insertions of 2,51,468.

Super Cassettes was present in BARC’s list for 9 of the first 11 weeks of 2017. FMCG companies occupied 83 of the possible 110 spots during the period. The Food & Beverages genre represented again by a sole entrant – Coca Cola India Ltd was present in the list for 3 weeks, the online genre represented by Amazon Online India Pvt Ltd (Amazon) and the politics genre represented by the Bharatiya Janata Party (BJP) were present in the list for two weeks each. Please refer to the figure below for the combined weekly impressions of each genre.

13 FMCG brands were present in the weekly top 10 advertisers list during the first 11 weeks of 2017. As is obvious from the chart, the combined weekly insertions of 29,43,407 by the top FMCG advertisers exceeds the next genre – Confectionarywhich had combined insertions of 2,51,468 by a factor of almost 12 and that of the third genre –Music with combined weekly insertions of 1,68,686 by a factor exceeding 17.

Among the advertisers, FMCG major Hindustan Lever Limited (Lever) was by far the largest advertiser that was present at the pole position during all the first 11 weeks of 2017. Lever had combined weekly insertions of 11,49,665 during the period under consideration. FMCG player Reckitt Benckiser (India) Ltd (Reckitt Benckiser) was the second largest advertiser during the first eleven weeks of 2017 with 5,35,862 ad insertions followed by Patanjali Ayurved Limited with 3,10,749 insertions. 5 advertisers – four from the FMCG genre and one from the confectionary genre,were present in the top 10 advertisers lists during all the 11 weeks of 2017. Please refer to the chart below.

To clarify the ads by the FMCG genre further – during every minute of every day during the first 11 weeks of 2017, about 26.54 FMCG ads were beamed. If one were to break this into insertions of only 10 second duration each– every 60 seconds during the first 11 weeks of 2017 witnessed at least 265.46 seconds of FMCG ad duration on some TV channel or the other.

March 24, 2017