In a unique achievement, TAM compared 5766 brands that advertised on Television between January to April to find out the most visible brand on Television during that period. The commercial data was taken from TAM TV ADEX and then fused with the TAM Viewership data. The parameter used to define 'visibility' was obviously GRPs (which is a function of number of audiences and exposures to them).

The results are quite interesting as one sees a clear pattern of shift as Summer months approach. For instance, within C&S Homes, Refrigerators zoomed from being a 144th ranked category in Jan (in terms of visibility) to being the 3rd most visible category during April! Same is the case with Aerated Soft Drinks (11th to 1st) or Prickly Heat Powder (271st to 9th)!

Most visible categories (Top 10) - CS Homes

	Rank (Highest GRPs = Most Visible)
Product Categories	Jan'03	Feb'03	Mar'03	Apr'03
Aerated Soft Drinks	11	1	2	1
Toilet Soaps	1	5	7	2
Refrigerators	144	102	35	3
Toothpastes	4	10	10	4
Talcum Powder	136	39	50	5
Shampoos	2	4	11	6
Washing Powders/ Liquids	3	7	7	7
Squashes/ Cordials/ Syrups	247	36	9	8
Prickly Heat Powder	271	233	43	9
Social Ads	17	15	12	10
TG : CS 4+ Yrs

Even if we look at All Homes, the same trend continues as we see Summer categories beginning to dominate the proceedings on the Idiot Box! The chart below shows the most visible product categories in All Homes.

Most visible categories (Top 10) - All Homes

	Rank (Highest GRPs = Most Visible)
Product Categories	Jan	Feb	Mar	Apr
Aerated Soft Drinks	19	2	2	1
Toilet Soaps	2	6	6	2
Social Ads	1	1	1	3
Toothpastes	5	11	9	4
Hair Oils	10	16	11	5
Prickly Heat Powder	271	238	37	6
Announcement	180	118	8	7
Audio Video/ CDs	51	22	25	8
Washing Powders/ Liquids	4	10	7	9
Squashes/ Cordials/Syrups	214	43	10	10
TG : All Homes 4+ Yrs

The point to note here however, is that right after the World Cup, TV activities have gone down. The total C&S Homes GRPs fell by almost 29% in the month of April… from 74070 in March to 52581 in April as indicated below. This to an extent reflects how brands had borrowed from the future to be spent for the World Cup!

You can expect some more toplines of the same report in the coming days where we will look at Top Brands within the Top Categories highlighted here.

A Report by TAM Media Research
(Sources used - TAM Peoplemeter data & TAM TV ADEX)

Other Related analysis