FMCG sector advertising in
print up 31 pc during 2009: AdEx Analysis
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Subject: Overview of
FMCG sector advertising in Print during 2009
(Note: The entire analysis is based on Col*Cms)
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| Highlights:
Print Advertising - Part 1
• FMCG sector advertising in Print
increased by 31% during 2009 compared to 2008.
•‘Personal Healthcare’
was the top FMCG sub sector in Print during 2009.
•‘HUL’ leads
in advertising of FMCG brands in Print during
2009.
•‘Dove Hair Fall
Therapy System’ was the most advertised
new FMCG brand in Print during 2009.
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Share
of FMCG Sector in overall Print advertising |
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• FMCG sector accounted for 7% share in overall Print
advertising during 2009. |
Volume
Growth of FMCG Sector in Print |
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• 31% growth in Print ad volumes of FMCG sector during
2009 compared to 2008. |
| Share
of Newspapers and Magazines in FMCG sector |
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• FMCG sector advertising in Newspapers and Magazines
was in the ratio of 89:11 during 2009.
• Women’s magazine genre accounted for 55% of
overall advertising share of FMCG brands in magazines followed
by ‘General Interest’ and ‘News/Current
Affairs’ magazines with 14% share each during 2009.
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| Share
of FMCG sub sectors in Print |
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• During 2009, ‘Personal Healthcare’ sub
sector contributed the maximum i.e. 44% of overall FMCG sector
advertising in Print followed by ‘Food & Beverages’
and ‘Personal Care/Personal Hygiene’ sub sectors
with 21% and 15% share respectively.
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Growing
FMCG sub sectors in Print |
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• Compared to 2008, ‘Corporate/Brand Image-FMCG’
has seen highest growth in its print ad volumes followed
by ‘Household Products’ and ‘Personal
Care/Personal Hygiene’ sub sectors during 2009.
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Key
Advertisers of FMCG sector in Print |
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| • ‘Hindustan
Unilever Ltd’, ‘Ratan Ayurvedic Sansthan’
and ‘Prince Pharma’ were the top 3 advertisers of
FMCG sector in Print during 2009. |
Top
New brands of FMCG sector in Print |
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| • ‘Dove
Hair Fall Therapy System’, ‘Venus Wino’ and
‘Joy Honey Almonds Skin Care’ were the top 3 new
FMCG brands advertised in Print during 2009. |
Share
of Metro/Non Metro/Mini Metro Newspapers in advertising of
FMCG brands |
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| • ‘Non
Metro’ newspapers had the highest share i.e. 52% of overall
FMCG sector advertising in Newspapers followed by ‘Metro’
and Mini Metro’ newspapers with 32% and 16% share respectively. |
| The
second part of 10 –year round-up of Print Media advertising
will include brief on Performance of Brands in Print, New Brands
of 2008… |
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