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In a unique achievement, TAM compared 3365
brands that advertised in December to find out the most visible
brand on Television in that month. 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 stunning! Colgate Dental Cream
comes on tops for both the lists - individuals in All TV homes
as well as C&S homes. With a total of 1653 GRPs in All
homes and 1247 GRPs in C&S homes, Colgate Dental Cream
beats all the other brands from Toothpastes as well as other
Product Categories hands down!
If we analyse the Top Product Categories,
we find that Toilet Soaps, Biscuits, Washing Powders/Liquids
& Toothpastes lead in both All TV home audiences as well
as C&S audiences.
What's also interesting is that of the 3365 brands present on TV in December'02, the Top 20% Brands account for 92% of all GRPs! Which means 673 brands accounted for the bulk of the visibility on the Tube while the rest 80% i.e. approximately 2700 brands had to share a mere 8% of GRPs amongst themselves!
TAM will be releasing some more toplines of this report in the coming weeks. Watch this space for more!
A
Report by TAM Media Research
(Sources used - TAM Peoplemeter data & TAM TV ADEX)
Other Related
analysis
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Colgate
Dental Cream is the most visible brand on TV in December'2002
- A joint effort by TAM Viewership & TAM ADEX
