Tag: Procter & Gamble

More TV ads by top 10 advertisers in 2018 than 2017

BENGALURU: Indian television broadcasters have a reason to smile in 2018. During the first 32 weeks of 2018, the top 10 advertisers from Broadcast Audience Research Council of India (BARC) placed 21.42 per cent more television insertions than in the first 32 weeks of 2017. The combined total number television insertions by BARC’s weekly lists of top 10 advertisers across genres for the first 32 weeks of 2018 were 13,255,057 as compared to 10,916,451 insertions during the first 32 weeks of 2017.

If ad insertions by the top 10 advertisers are a yardstick for the increase in television ads, broadcasters and marketers can definitely expect ad revenues to perk up with more number of advertisements during the fag end of 2018. The major Indian festival season is yet to come – hence the ad tempo can only go up. If one were to go by the trends of 2017, the number of ad insertions in 2018 could go up by 15 to 20 per cent as compared to the previous year. During the last 20 weeks of 2017, average television advertisements per advertiser among the top 10 advertisers per week had gone up by 16.97 per cent as compared to the first 32 weeks of 2017. Between weeks 33 to 52 of 2017, the average weekly TV ad insertions by BARC’s weekly list of top 10 advertisers had gone up to 27,163.66 from an average of 23,222.52 during the first 32 weeks of 2018.

Please refer to the figure below for the weekly comparison of the combined total insertions of all the top 10 advertisers during the first 32 weeks of 2017 and 2018 respectively.

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There were 27 advertisers that were present at least once each in BARC’s weekly lists of top 10 advertisers during the first 32 weeks of 2017 and 2018. Hindustan Lever Ltd or HLL was the biggest advertiser by far during the first 32 weeks of 2017 and 2018 with an average of 122,725.65 and 129,604.28 weekly insertions respectively (5.60 per cent increase). At second place was Reckitt Benckiser (India) Ltd (RBIL) with an average of 59,340.66 and 95,546.63 weekly insertions during each of the first 32 weeks of 2017 and 2018 respectively (61.02 per cent increase). Both HLL at ranks 1 (HLL- 32 weeks) and RBIL rank 2 (29 weeks)/rank 3 (3 weeks) were present in BARC’s weekly lists of top 10 advertisers during the first 32 weeks of 2017. HLL was ranked first as top advertiser for 25 weeks and second for 7 weeks, while RBIL was present at rank 1 for 7 weeks, rank 2 for 24 weeks and rank 3 for 1 week during the first 32 weeks of 2018.

In 2017, only the above mentioned two advertisers were present in BARC’s top 10 advertisers list during all the first 32 weeks of 2017. This year besides HLL and RBIL, ITC Limited (ITL) and Cadbury India (Cadbury) were also present in BARC’s weekly list of top 10 advertisers during all the first 32 weeks of 2018. Both the companies’ – ITC and Cadbury’s average weekly insertions in 2018 were higher than their average weekly insertions in 2017. ITC, which was ranked third in 2018, had average weekly insertions of 33,002.88 in 2018 (32 weeks average) as compared to 18,959.9 in 2017 (20 weeks average), or a 74 per cent y-o-y increase during the periods under review. Cadbury’s average weekly insertions in 2018 were 18.41 per cent more at 27.410.88 (32 week average) as compared to 23,150.03 (31 week average) in 2017. Please note that the growth of average number of weekly insertions has been calculated by determining the average weekly insertions in the first 32 weeks of 2017 and 2018 only when these brands were present in BARC’s weekly lists of top ten advertisers across genres. The actual difference may not be the one mentioned above.

Most of the advertisers’ average insertions per week when they were present in BARC’s weekly lists of top 10 advertisers across genres have increased in 2018 as compared to 2017. Some notable examples are Procter & Gamble (38.51 per cent increase); Amazon Online India Pvt Ltd (16.47 per cent increase); Colgate Palmolive India Ltd (6.44 per cent increase); Godrej Consumer Products Ltd (17.03 per cent increase); Marico (33.05 per cent increase), etc.

A few of notable players that have had a y-o-y fall in their TV ad insertions during their presence in BARC’s weekly lists during the first 32 weeks of 2018 are Baba Ramdev’s Patanjali Ayurved (Patanjali) (-5.70 per cent*), Brooke Bond Lipton India Ltd (-2.03 per cent*) and Ponds India Ltd (-4.48 per cent*).It must be noted that fall in percentages have been derived by calculating the difference in average weekly insertions in 2017 and 2018 only when these brand owners were present in BARC’s weekly list of top 10 advertisers during the first 32 weeks of 2017 and 2018 respectively. The actual difference may not be the one mentioned above.

August 24, 2018
Unilever to cut ties with digital influencers

MUMBAI: While brands continue to engage in paid promotions through influencer marketing, consumer goods giant Unilever’s had enough. The world’s second biggest advertiser has decided to stop this practice to promote its products. Companies tend to rely on influencers to generate a buzz around their products on social media. But more often than not, followers of these influencers aren’t real people but fake accounts and bots.

Hence, Unilever, maker of Sunsilk shampoo, Dove and Lipton tea, wants to help make advertising more transparent and will cut ties with all digital influencers. Unilever spent US $8.9 billion on marketing last year.

The company’s chief marketing officer Keith Weed is said to pledge today at the on-going Cannes Lions that Unilever will never buy followers or work with influencers who buy followers.

“Trust comes on foot and leaves on horseback, and we could very quickly see the whole influencer space be undermined. There are lots of great influencers out there, but there are a few bad apples spoiling the barrel and the trouble is, everyone goes down once the trust is undermined,” Weed told Reuters.

It was only recently that Unilever threatened Facebook and Google that it will withdraw its advertising on the social media platforms if they fail to remove content that creates division in the society and promotes hate. Weed had said at the time, “As one of the largest advertisers in the world, we cannot have an environment where our consumers don’t trust what they see online.”

The move also comes as Unilever and Procter & Gamble are in the process of auditing their ad spends and agency relationship to function more efficiently as the industry sale for consumer packed goods has witnessed a drop. To cut down on the advertising and marketing costs, these multinational brands are now working with fewer agencies while creating some of the campaigns in-house rather than spending millions on an ad agency.

According to a report by Rakuten Marketing, some UK advertisers were willing to pay US$100,000 to celebrity influencers for a single Facebook post whereas a micro influencer with followers as low as 10,0000 earns as much as 15000 pounds for a single post.

Also Read:

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HUL marketing spends up in third quarter

June 18, 2018
Procter & Gamble concludes first ‘Women Business Empowerment Program’ in India

MUMBAI: Procter & Gamble (P&G) Indiaalong with its partner WEConnect International recently concluded the Women Business Empowerment Programin India. 20women entrepreneurs, who were selected via an application processgraduated fromthe four-week program aimed at developing capability of women entrepreneurs. As part of the program, P&G conducted training andworkshops with real-time case studies covering various aspects of building a sustainable business including professional skillslike consumer engagement, digital marketing, legal and tax system, effective communication etc.Taking this a step further, the holistic program also provided women entrepreneurs access to business opportunities with P&G and its partners. Through the holistic Women Business Empowerment program, 25% of participants secured business opportunities with P&G and its partners.

The training sessions and workshops were mentored by senior leaders from P&G and prominent women leaders and entrepreneurs from across industries includingRicha Arora, COO, Consumer Business, TATA Chemicals; Simran Hoon, Executive Vice President – Viacom18; Poorvi Chothani, Founding and Managing Partner, LawQuest; Prof. Vineeta Dwivedi from SP Jain Institute of Management and Research (SPJIMR); Richa Pai,FMCG Merchandising head, Aditya Birla Retail Limited; Aarti Bindra, Managing Director, ACPL Systems Pvt Ltd.; Kalpana Anantraman, CEO, Avion Systems and Gauri Sawant, transgender activist and Managing Trustee, Sai Savli Foundation and Founder ‘Aaji Cha Ghar’.

Procter & Gamble (P&G) India has committed itself to sourcing US$30 million from women-owned businesses across India over the next three years. This initiative to support women entrepreneurs is built on P&G’s global commitment to promote greater gender equality in line with the United Nation’s Sustainable Development Goals.

P&G India Sub Continent,CEO, Madhusudan Gopalan said, “We are delighted to conclude the first edition of the Women Business Empowerment program (WBEP). Through this initiative, we conceiveda holistic capabilityplatform which will help women entrepreneurs build their businesses sustainably. This initiative is in line with our global commitment to empower women-owned businesses which is an important aspect of our citizenship efforts. We are committed tosource US$30 million from women-owned businesses across India over the next three years. Through this commitment, we believe, we will not only be able to stimulate economic growth but also bring about a social change via empowering women entrepreneurs.”

Gender Equality is a priority focus area of P&G’s Citizenship efforts. P&G has been steadily working to improve gender equality by leveraging its unique strengths in partnership and collaboration with industry stakeholders. P&G has also announced a series of measures designed to support a push towards gender equality across the Indian Subcontinent, Middle East and Africa region and the recent initiative in India is another strong statement in that direction.

June 15, 2018
P&G’s new heartwarming film talks about education for all

MUMBAI: In order to reaffirm its commitment towards improving the quality of education, P&G India has unveiled a beautiful new digital film for its flagship CSR program ‘P&G Shiksha’.

The new film portrays the heart-warming story of Appu, who wishes with all his heart to go to school. Unfortunately, there is no school in little Appu’s village. The film is the story of Appu’s anticipation of school and how his father deals with his impending disappointment. Leo Burnett India has conceptualised and created this campaign.

P&G India director of marketing operations Abhishek Desai says, “Educating a child is the first step towards transforming a society and at P&G we are extremely proud to be working towards it. Through this film, we want to make an emotional connection with people and enable them to contribute towards the education of underprivileged children. The heart-warming tale of little Appu reflects the real lives of many children in India. This story is a true reminder of the power of hope, and we are incredibly proud to be able to tell it.”

The film has been launched across social media platforms YouTube, Facebook and Twitter. Now in its 14th year, P&G Shiksha continues to make critical infrastructure and learning interventions by building and supporting schools across the country thereby providing underprivileged children with access to education.

In India, many children do not have access to quality education because of the absence of schools or infrastructure. P&G Shiksha has built and supported over 1500 schools which will impact the lives of more than 1.2 million children.

Leo Burnett South Asia managing director for India and chief creative officer Rajdeepak Das adds, “P&G Shiksha has been doing so much work for education across the country. It is no small feat to build and support 1500 schools that will make a difference to the lives of over 1.2 million Indian children. We wanted to tell our audience about this positive impact in an interesting way. Appu’s story represents all the children who want to study, but have no schools around them. This is a heartfelt, humankind idea, and we are proud of this piece of work from Leo Burnett India.”

With the objective to holistically improve the lives of underprivileged children, P&G Shiksha is working extensively to provide necessary amenities from building classrooms to building toilets, providing clean drinking water to setting up drinking water stations and playgrounds across India.

May 4, 2018
FMCG advertisers hogged TV eyeballs in Jan ’17

BENGALURU: Thirteen advertisers shared places in list of top ten television advertisers in terms of number of insertions (or spots) across the first 4 weeks of 2017. The total number of insertions in the first four weeks of 2017 by the top ten television advertisers was 12,51,529.As is the norm, FMCG Brands grabbed the bulk of the spots – 93.56 percent or 11,70,874 insertions during weeks 1, 2, 3, and 4 (Saturday, 31 December 2016 to Friday, 27th January 2017) as per Broadcast Audience Research Council (BARC) data for top 10 advertisers Across Genre: All India (U+R): 4+ Individuals.

Of these 13, 11 were FMCG advertisers, with Amazon Online India Pvt Ltd (online) and Super Cassettes Industries (Music) being the sole exceptions. Both these non-FMCG advertisers were among the top ten television advertisers in two of the four weeks. Amazon ranked eighth in week 2 and fifth in week 3, while Super Cassettes ranked ninth and eighth in weeks 2 and 4 respectively in terms of number of television insertions per week.

Eight of the 13 advertisers were present in the top 10 list of advertisers in terms of television insertions in all the four weeks. Three were present in in the list during two of the four weeks and two were present in the list in only one week (week 1 of 2017).

Please refer to Fig A below:

The total number of television insertions by the top 10 advertisers per week increased from 2,68,323 in week 1 to 3,47,695 in week 3 before petering off by 9.81 percent to 3,13,579 in week 4. As is obvious, Hindustan Lever Limited (Lever) has been the top advertiser in the four weeks with 31.28 percent of total insertions by the top ten advertisers in terms of insertions.

Baba Ramdev’s Patanjali Ayurved Limited which had stood third in the first three weeks of 2017 behind Reckiyy Benckiser (India) Limited climbed to the second spot in week 4 of 2017, pushing Reckit down to third spot. While Reckitt had cut down its ad insertions in week 4 by a massive 41.96 percent to 35,481 from 61,127 in week 3, Patanjali had increased its insertions by 20.5 percent in week 4 to 38,886 from 32,270 in week 3. Super Cassettes was the sole non-FMCG brand in the list of top 10 television advertisers in terms of ad insertions in week 4.

Fig B below gives the breakup of the top 10 advertisers in terms of number of insertions for individual weeks:

February 6, 2017
FMCG advertisers hogged TV eyeballs in Jan ’17

BENGALURU: Thirteen advertisers shared places in list of top ten television advertisers in terms of number of insertions (or spots) across the first 4 weeks of 2017. The total number of insertions in the first four weeks of 2017 by the top ten television advertisers was 12,51,529.As is the norm, FMCG Brands grabbed the bulk of the spots – 93.56 percent or 11,70,874 insertions during weeks 1, 2, 3, and 4 (Saturday, 31 December 2016 to Friday, 27th January 2017) as per Broadcast Audience Research Council (BARC) data for top 10 advertisers Across Genre: All India (U+R): 4+ Individuals.

Of these 13, 11 were FMCG advertisers, with Amazon Online India Pvt Ltd (online) and Super Cassettes Industries (Music) being the sole exceptions. Both these non-FMCG advertisers were among the top ten television advertisers in two of the four weeks. Amazon ranked eighth in week 2 and fifth in week 3, while Super Cassettes ranked ninth and eighth in weeks 2 and 4 respectively in terms of number of television insertions per week.

Eight of the 13 advertisers were present in the top 10 list of advertisers in terms of television insertions in all the four weeks. Three were present in in the list during two of the four weeks and two were present in the list in only one week (week 1 of 2017).

Please refer to Fig A below:

The total number of television insertions by the top 10 advertisers per week increased from 2,68,323 in week 1 to 3,47,695 in week 3 before petering off by 9.81 percent to 3,13,579 in week 4. As is obvious, Hindustan Lever Limited (Lever) has been the top advertiser in the four weeks with 31.28 percent of total insertions by the top ten advertisers in terms of insertions.

Baba Ramdev’s Patanjali Ayurved Limited which had stood third in the first three weeks of 2017 behind Reckiyy Benckiser (India) Limited climbed to the second spot in week 4 of 2017, pushing Reckit down to third spot. While Reckitt had cut down its ad insertions in week 4 by a massive 41.96 percent to 35,481 from 61,127 in week 3, Patanjali had increased its insertions by 20.5 percent in week 4 to 38,886 from 32,270 in week 3. Super Cassettes was the sole non-FMCG brand in the list of top 10 television advertisers in terms of ad insertions in week 4.

Fig B below gives the breakup of the top 10 advertisers in terms of number of insertions for individual weeks:

February 6, 2017
Amazon, Smithkline odd ones in FMCG top 10 TV ads

BENGALURU: The first week of 2017 saw an all FMCG hold over the top 10 television advertisers list in terms of ad insertions as per BARC data. The total number of television ad insertions by the top 10 brands in week 1 of 2017 (Saturday, 31 December 2016 to Friday 6 January 2017) was 268,323 as per Broadcast Audience Research Council (BARC) data for top 10 advertisers Across Genre: All India (U+R): 4+ Individuals

Spoiling that perfect 10 score in week two of 2017 were online retail player Amazon Online India Pvt Ltd at eighth place with 17,512 ad insertions and Indian music major Super Cassettes Industries placed at ninth spot with 17,250 ad insertions. The rest of the players among the top ten advertisers in terms of ad insertions in week 2 were all FMCG players.

While music company Super Cassettes exited the list, Amazon Online India Pvt Ltd (Amazon) climbed to fifth place from eighth place in the top 10 TV advertisers in terms of ad insertions in BARC week 3 (Saturday 14 January 2017 to Friday 20 January 2017). Amazon’s ad insertions in week 3 of 2017 to promote its Great Indian Sale between 20 and 22 January 2017 increased a phenomenal 54.69 percent in week 3 to 27,089 from 17,512 in week 2. Pharmaceutical major Smithkline Beecham joined the top 10 list with 18,786 insertions(5.40 percent of total of top 10 advertisers list) in week 3 at eighth place.

The total number of television ads by the top 10 companies in terms of insertions increased 19.98 percent to 321,923 in week 2 of 2017 as compared to week 1 of 2017. In week 3 of 2017 when compared to week 2 of 2017, the total increased by 8 percent to 347,695 TV ad insertions.

Despite higher number of television ad insertions (5.02 percent more) in week 3 (17,444 insertions) ITC Ltd continued at tenth place. In week 2, ITC Ltd had 14,438 TV ad insertions.

Please refer to Fig A below for relative positions of the top 10 TV advertising companies in terms of ad insertions.

While the first four ranks in terms of TV ad insertions in weeks 2 and 3 of 2017 remained the same, there were changes in terms of number insertions, percentage insertions with respect to total ad insertions and changes among the other ranks between weeks 2 and 3. The top four advertisers in weeks 2 and 3 were Hindustan Lever Limited (Lever), Reckitt Benckiser (India) Ltd (Reckitt Benckiser), PatanjaliAyurved Ltd (Patanjali) and Cadbury’s India Limited.

January 28, 2017
Amazon, Smithkline odd ones in FMCG top 10 TV ads

BENGALURU: The first week of 2017 saw an all FMCG hold over the top 10 television advertisers list in terms of ad insertions as per BARC data. The total number of television ad insertions by the top 10 brands in week 1 of 2017 (Saturday, 31 December 2016 to Friday 6 January 2017) was 268,323 as per Broadcast Audience Research Council (BARC) data for top 10 advertisers Across Genre: All India (U+R): 4+ Individuals

Spoiling that perfect 10 score in week two of 2017 were online retail player Amazon Online India Pvt Ltd at eighth place with 17,512 ad insertions and Indian music major Super Cassettes Industries placed at ninth spot with 17,250 ad insertions. The rest of the players among the top ten advertisers in terms of ad insertions in week 2 were all FMCG players.

While music company Super Cassettes exited the list, Amazon Online India Pvt Ltd (Amazon) climbed to fifth place from eighth place in the top 10 TV advertisers in terms of ad insertions in BARC week 3 (Saturday 14 January 2017 to Friday 20 January 2017). Amazon’s ad insertions in week 3 of 2017 to promote its Great Indian Sale between 20 and 22 January 2017 increased a phenomenal 54.69 percent in week 3 to 27,089 from 17,512 in week 2. Pharmaceutical major Smithkline Beecham joined the top 10 list with 18,786 insertions(5.40 percent of total of top 10 advertisers list) in week 3 at eighth place.

The total number of television ads by the top 10 companies in terms of insertions increased 19.98 percent to 321,923 in week 2 of 2017 as compared to week 1 of 2017. In week 3 of 2017 when compared to week 2 of 2017, the total increased by 8 percent to 347,695 TV ad insertions.

Despite higher number of television ad insertions (5.02 percent more) in week 3 (17,444 insertions) ITC Ltd continued at tenth place. In week 2, ITC Ltd had 14,438 TV ad insertions.

Please refer to Fig A below for relative positions of the top 10 TV advertising companies in terms of ad insertions.

While the first four ranks in terms of TV ad insertions in weeks 2 and 3 of 2017 remained the same, there were changes in terms of number insertions, percentage insertions with respect to total ad insertions and changes among the other ranks between weeks 2 and 3. The top four advertisers in weeks 2 and 3 were Hindustan Lever Limited (Lever), Reckitt Benckiser (India) Ltd (Reckitt Benckiser), PatanjaliAyurved Ltd (Patanjali) and Cadbury’s India Limited.

January 28, 2017
It’s all FMCG brands among top 10 TV advertisers in week one of 2017

BENGALURU: Hindustan Lever Limited (Lever) brands led the FMCG brands with a massive 96,682 television advertisement insertions (36.03 percent of the total insertions by top 10 advertisers). The total number of television ad insertions by the top10 brands in week 1 of 2017 (Saturday, 31 December 2016 to Friday 6 January 2017) was 268,323 as Broadcast Audience Research Council (BARC) data for top 10 advertisers Across Genre: All India (U+R): 4+ Individuals. All the companies among the top 10 television advertisers were FMCG players. The total number of insertions by the top 10 advertisers in week 1 was 3.22 percent more than the 259,961 insertions in week 52 of 2016. Lever’s ad insertions in week 1 increased 11.36 percent from 86,819 in the previous week.

Besides Lever being mentioned in the list of top 10 advertisers in terms of insertions, BARC has also mentioned some of its subsidiary/brands separately in the lists, including Brooke Bond Lipton India Ltd, Ponds India. Similarly, Godrej companies Godrej Consumer Products Ltd andGodrej Sara Lee Ltd find places at eighth and tenth spots with 11,792 (4.39 percent of total) and 11,471 (4.25 percent) insertions respectively.

At second place and trailing far behind was Reckitt Benckiser (India) Ltd with 29,538 (11.01 percent) of insertions. PatanjaliAyurved Limited (Payanjali), which had stood at number 2 for the last four weeks of 2016, was placed third in week 1 of 2017 with 29,538 (10.82 percent) insertions, 13.05 percent lower than the 33,381 insertions in week 52 of 2016.

Please refer to Fig A for BARC data on top 10 advertisers in terms of insertions Across Genre: All India (U+R): 4+ Individualsfor week 1 of 2017 below:

As mentioned above, in weeks 49 to 52 of 2016, Lever led the pack followed by Patanjali. Among mobile services, Bharti Airtel Ltd was also present in all the last four weeks of 2016. Please refer to Fig B below for Fig B – BARC: Top 10 Advertisers Across Genre: All India (U+R) : 4+ Individuals – weeks 49-52 of 2016:

January 13, 2017
It’s all FMCG brands among top 10 TV advertisers in week one of 2017

BENGALURU: Hindustan Lever Limited (Lever) brands led the FMCG brands with a massive 96,682 television advertisement insertions (36.03 percent of the total insertions by top 10 advertisers). The total number of television ad insertions by the top10 brands in week 1 of 2017 (Saturday, 31 December 2016 to Friday 6 January 2017) was 268,323 as Broadcast Audience Research Council (BARC) data for top 10 advertisers Across Genre: All India (U+R): 4+ Individuals. All the companies among the top 10 television advertisers were FMCG players. The total number of insertions by the top 10 advertisers in week 1 was 3.22 percent more than the 259,961 insertions in week 52 of 2016. Lever’s ad insertions in week 1 increased 11.36 percent from 86,819 in the previous week.

Besides Lever being mentioned in the list of top 10 advertisers in terms of insertions, BARC has also mentioned some of its subsidiary/brands separately in the lists, including Brooke Bond Lipton India Ltd, Ponds India. Similarly, Godrej companies Godrej Consumer Products Ltd andGodrej Sara Lee Ltd find places at eighth and tenth spots with 11,792 (4.39 percent of total) and 11,471 (4.25 percent) insertions respectively.

At second place and trailing far behind was Reckitt Benckiser (India) Ltd with 29,538 (11.01 percent) of insertions. PatanjaliAyurved Limited (Payanjali), which had stood at number 2 for the last four weeks of 2016, was placed third in week 1 of 2017 with 29,538 (10.82 percent) insertions, 13.05 percent lower than the 33,381 insertions in week 52 of 2016.

Please refer to Fig A for BARC data on top 10 advertisers in terms of insertions Across Genre: All India (U+R): 4+ Individualsfor week 1 of 2017 below:

As mentioned above, in weeks 49 to 52 of 2016, Lever led the pack followed by Patanjali. Among mobile services, Bharti Airtel Ltd was also present in all the last four weeks of 2016. Please refer to Fig B below for Fig B – BARC: Top 10 Advertisers Across Genre: All India (U+R) : 4+ Individuals – weeks 49-52 of 2016:

January 13, 2017