According to week 40 (October 1-7) of the BARC Ratings, the top three e-commerce brands, Snapdeal, Amazon and Flipkart have made it to the list of ‘Top 10 Brands’, among the top spenders on TV. This has happened on the back of the high intensity festive promotions done by these brands.
While Amazon was the first player to kick-start the discount war by conducting their ‘Great Festival Sale’ from (October 1-5), both Snapdeal and Flipkart competed with each other with their respective sale offers on the same date (October 2-6). Snapdeal’s ‘Unbox Diwali Sale was pitted against Flipkart’s ‘Big Billion Day’ sale.
Snapdeal, which had entered the BARC top advertisers list last week, slipped from the third spot to the sixth place for week 40 with 19,143 insertions. The brand had allocated a budget of Rs 200 crore as marketing spends on a 360 degree campaign for a span of two months. The films have been based on the recent identity change of the brand, which includes a new logo, website, interface and app. The ‘Khushiyon ki Chakri’ commercials on the theme of unboxing emotions were done keeping the sale offerings during the festive period.
Amazon made it to the fourth place with 21,981insertions. The brand had released their campaign ‘BadeDilWale’ to promote their ‘Great Festival Sale’. The ads spoke about tendency of people to usually splurge this month, showing instances of family and friends who don’t hesitate to cross their budget to buy things for their loved ones.
Flipkart’s Big Billion Day Sale which was in the third year saw tremendous success. In fact, the sale on October 3 crossed Rs 1,400 crore - highest in the history. The brand also actively promoted their sale offerings on TV through ads where they got back the kids. In the BARC list, Flipkart stood at the eight place with 12,827 insertions.
Channels & shows used to target viewers:
According to the data shared by Bangalore based media-tech startup, Zapr, during the big discount offers, Amazon reached out to 67.8 million viewers on Star Plus, followed by Life OK (56.4 million) and Sony Entertainment (46.7 million viewers).
Snapdeal reached out to 71.5 million viewers on Sony Entertainment, followed by Star Plus (69.9 million) and Sony MAX (65.3 million viewers).
For Flipkart most of their viewers came from Star Plus (44.3 million viewers), followed by (34.8 million viewers) on Life OK and 29.8 million viewers on Zee TV.
Amazon reached out to their maximum audience during the Best of Savdhaan India show on Life OK (29.3 million).
Both Snapdeal and Flipkart, reached out to their maximum audience during the show ‘Taarak Mehta Ka Ooltah Chashmah’ on SAB TV, followed by ‘The Kapil Sharma Show’ on Sony TV and the ‘Best of Savdhaan India’ on Life OK.
While these players were grappling with a lot of challenges in the first half of 2016, with reduced spends, there were again seen to be quite active during the festive sale offers.
According to Debraj Tripathy, Managing Director, MediaCom, “There has definitely been renewed activity during this festive season as compared to the last few months. It is probably not right to comment on ad spends at the moment as it is just the beginning of the season. However, from the initial indications, investment in advertising in the last few days would probably be at the same level as last year.”
Media experts believe that they will get to see more action from these e-commerce players as we approach Diwali.