Key Findings:
· 371% rise in Petroleum Jelly Advertising in Print in ‘04 compared to ’03.
· Elder Pharmaceuticals rules advertising in 2004.
· Blistex Lip Ointment brand tops in Print ads in 2004.

This week, AdEx India looks at Winter Wear. First, let’s take a look at Winter Wear advertising spends across the years in Print.

Following growth of 121% in advertising in 2001, the tempo was maintained in 2002. Interestingly, it dipped 90% in 2003, but surged back with 371% growth in 2004.
Let’s look at the share of Petroleum Jelly Spenders across 2001 to 2004.

· The share of Top 5 advertisers rises from 60% in 2003 to 96% in 2004
· Pond’s India, which topped in 2001-02, was not at all advertising in 2003-04
· Elder Pharmaceuticals grew from a 12% share in 2003 to 93% share in 2004

Let’s take a look at the brands advertised in Print media in 2004. The pie below shows the share of the brands in 2004.

· Blistex Lip Ointment tops the brands list with 93% of the share
· Nitin Vaseline, with 2% share, was in 2nd position in 2004.

We shall be coming out with similar analyses on other categories in the coming days.

(Analysis from AdEx India- A Division of TAM Media Research)

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