A study of 3056 brands that advertised on Television in July reveals that Fair & Lovely was the most visible brand on Television. This trend for Fair & Lovely was observed across individuals from C&S as well as all TV homes. The parameter used to define 'visibility' was obviously GRPs (which is a function of number of audiences reached by that brand plus the exposures delivered to those audiences). As part of the study, the July TV schedules for each of these 3056 brands were taken from TV ADEX and fused with viewership data from TAM Peoplemeter Study.

The Top 10 most visible brands in July'03 : HLL rules!

As you can see in the chart above in the C&S top 10 list, except for Colgate Gel and Head & Shoulders, all other 8 brands belong to HLL. What's also amazing is that all the Top Brands on TV are FMCG brands. None of them are from Durables, Insurance or Cellular companies.

The other key observation is that unlike during the World Cup and the initial months of this year, Reliance, Coke and Pepsi are conspicuously absent from the Top Brands list

Most Visible Product Categories in July'03

As is evident from the chart below, all the Top 5 categories that individuals from All TV homes (Terrestrial + Satellite) were exposed to were FMCGs! In the case of Satellite audiences, however, we have Two Wheelers that comes in as the 5th most visible product category.

TAM will be releasing some more toplines of this report in the coming weeks. Watch this space for more!

(Sources used - TAM Peoplemeter data & TV ADEX)