Oral hygiene advertising in print drops 38
pc in H1 2008 – AdEx Analysis
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Subject: Overview of Oral Hygiene
brands advertised in Print during H1’08
(Note: The entire analysis is based on Col*Cm)
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Highlights:
• 38% drop in Print ad volumes of Oral
Hygiene category during H1 '08 compared to H1 '07.
• ‘Tooth Pastes’ sub category garnered
a high share of 47% of overall Oral Hygiene category
advertising in Print during H1 '08
• ‘HUL' was the top advertiser under Oral
Hygiene category in Print during H1 '08.
• ‘Pepsodent Decay Protection'
was the top new Oral Hygiene brand advertised in Print
during H1 '08.
• High advertising share of Oral
Hygiene category on Non Metro Newspapers during H1 '08. |
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Volume Growth of Oral Hygiene category in Print during H1'08
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• During H1 '08, Print advertising
of Oral Hygiene category has seen a drop of 38% compared to
same period in 2007.
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Share of Sub Categories of Oral Hygiene category in Print
during H1'08
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• During H1 '08, 'Tooth Pastes'
sub category had maximum share i.e. 47% of overall Oral Hygiene
category advertising in Print followed by 'Range of Oral Hygiene
Products' and 'Tooth Powders' with 29% and 20% share respectively.
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Growing Sub categories of Oral Hygiene brands in Print during
H1'08
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• Compared to H1 '07, maximum
advertising growth was recorded under 'Range of Oral Hygiene
Products' followed by 'Tooth Brushes' and 'Breath Fresheners'
during H1 '08.
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Top Advertisers of Oral Hygiene category in Print
during H1'08
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• During H1 '08, 'Hindustan Unilever
Ltd', 'Vicco Laboratories', 'Colgate Palmolive India Ltd'
were the top 3 advertisers and had contributed for 59% of
overall Oral Hygiene category advertising in Print.
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Top New Brands of Oral Hygiene category in Print during H1'08
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• During H1 '08, 'Pepsodent Decay
Protection' , 'Colgate Cibaca Lal Dantmanjan' and 'True Dent'
were the top 3 new brands of Oral Hygiene advertised in Print.
• 2 of the top
10 new Oral Hygiene brands advertised in Print belonged to
'HUL' during H1 '08. |
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Zone wise advertising of Oral Hygiene brands in Print during
H1'08
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During H1 '08, Publications from 'West zone' had the highest
share of Oral Hygiene brands i.e. 36% share followed by 'North'
and 'South' zone publications with 29% and 17% respectively.
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Newspapers and Magazines were used for
advertising of Oral Hygiene brands in the ratio 92:8.during
H1‘08
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Zone
wise advertising of Oral Hygiene brands in Print during H1'08 |
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During H1 '08, 'Non
Metro' Newspapers had largest the share of Oral Hygiene brands
followed by 'Metro' and 'Mini Metro' Newspapers with 21% and
19% share respectively. |
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