FMCG sector’s print advertising
trends in 2005: AdEx study
April 07, 2006 |
|
Key Findings:
• The FMCG Sector contributed 12% of overall Print advertising
in 2005
• In 2005, the sector registered a meager growth of
3% in Print advertising compared to 2004
• Consumer durables (with 40% share) was the most advertised
sub-category in 2005
• Baby Care witnessed a colossal growth of 165% in 2005
compared to 2004
• North Zone publications had the maximum FMCG advertising
with 34% share.
• LG Electronics topped FMCG advertising with 5% share
• In 2005, 31% of FMCG advertising featured sales promotions
For a more in-depth analysis, the FMCG sector
has been divided into 10 sub-categories namely:
|
 |
| Sr.
No. |
Sub-Category |
Sr.
No |
Sub-Category |
| 1 |
Durables |
6 |
Personal
Care/Hygiene |
| 2 |
Baby
Care |
7 |
Laundry |
| 3 |
Food
& Beverage |
8 |
Household
Products |
| 4 |
Hair
Care |
9 |
Cosmetics |
| 5 |
Personal
Healthcare |
10 |
Personal
Accessories |
|
|
|
| •
In 2003, the FMCG sector contributed the highest share in
print advertising at 17%
• In 2005 the advertising share dipped to 12%, from
13% in the previous year
Let’s take a look at spends of the FMCG sector and its
advertising pattern in Print medium since 2003
|
|
• The advertising
spends of the FMCG sector grew by 3% in 2005
• There
was no significant variation in spends in 2004 and 2003
Let’s take a look at the share of FMCG sub-categories
in Print advertising in 2005.
|
| |
|
• Durables was a clear winner with a share of 43%
• Food & Beverages settled for second place with
17% share
FMCG sub-categories that had the highest growth in 2005 compared
to 2004:
|
| |
• Baby Care
grew phenomenally with 165% in 2005 over 2004
• Personal
Healthcare made it to second place with a growth of 29% in 2005
compared to 2004
Let’s take a look at the publication zones that the sector
preferred for advertising in 2005.
|
|
•
34% of advertising was in North Zone publications; West Zone
publications followed closely in second place with 29% share.
• National publications formed 9% share of FMCG advertising
in Print.
Here are the highest-spending advertisers in the FMCG sector
in 2005:
|
|
•
LG Electronics led the Top Advertisers chart with 5%, Samsung
India Electronics followed with 4% share
Here are the 10 FMCG sub-categories and their count of advertisers
in 2005:
|
|
• Food &
Beverage had the highest count at close to 2,000 advertisers
• Durables finished second with nearly 1,500 advertisers
Lastly, let’s see what kind of promotions were popular
with FMCG advertisers in 2005.
|
|
• Add-on Promotions
had the highest share (6%) of sales promotions
• With
a share of almost 6%, Contest Promotions were the second most
popular type of sales promotion.
We will be coming out with similar analyses on other categories
in the coming days.
|
| (Analysis
from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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