July sees reemergence of FMCG domination on Television - TAM
Media
- 21 August, 03 |
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Advertising on Television seen in recent days
is quite different from what we saw in the earlier part of
the year. An example of this can be seen from the table below,
where a category like Aerated Soft Drinks was one of the most
visible in the early part of the year but has slipped to the
66th position in July. Same is the case with Cellular Phone
Services which dominated the World Cup but has since then
slipped in terms of the overall weight of advertising.
These results are from a study of 7940 brands that advertised
on Television between January and July this year. 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 TV schedules for each of these brands were taken
from TV ADEX and fused with viewership data from TAM Peoplemeter
Study.
Most Visible Product Categories in ALL HOMES
|
| Product
Categories |
Rank
in July |
Rank
in Jan-July |
| TOILET
SOAPS |
1
|
1
|
| SOCIAL
ADVERTISEMENTS |
7
|
2
|
| SOFT
DRINK AERATED |
66
|
3
|
| TOOTH
PASTES |
3
|
4
|
| SHAMPOOS |
2
|
5
|
| TWO
WHEELERS |
8
|
6
|
| CORPORATE/BRAND
IMAGE |
6
|
7
|
| WASHING
POWDERS/LIQUIDS |
5
|
8
|
| HAIR
OILS |
10
|
9
|
| CELLULAR
PHONE SERVICE |
18
|
10
|
|
| Ranked
on GRPs delivered in Individuals in All homes (C&S+Terrestrial),
Age 4 years+; Source : TAM Peoplemeter & Adex |
The
story is no different for C&S homes. The 2nd most visible
category, Aerated Soft Drinks has slipped to the 119th position
in July! There could be various hypotheses on this… the
'Seasonality' of product categories, the situation in the markets,
the fact that some players spent most of their annual budgets
during the World Cup itself… and so on.
Most Visible Product Categories in C&S HOMES |
| Product
Categories |
Rank in July |
Rank in Jan-July |
| TOILET
SOAPS |
1
|
1
|
| SOFT DRINK AERATED |
119
|
2
|
| TWO WHEELERS |
5
|
3
|
| SHAMPOOS |
2
|
4
|
| TOOTH PASTES |
3
|
5
|
| CORPORATE/BRAND IMAGE |
22
|
6
|
| WASHING POWDERS/LIQUIDS |
6
|
7
|
| CELLULAR PHONE SERVICE |
10
|
8
|
| CARS/JEEPS |
12
|
9
|
| FAIRNESS CREAMS |
4
|
10
|
|
| Ranked
on GRPs delivered in Individuals in C&S homes, Age 4 years+;
Source: TAM Peoplemeter & Adex |
At
a Brand level the variations are even starker! Reliance, the
#1 brand in terms of visibility this year, was ranked 157th
in July! Pepsi and Coke, ranked 2nd and 8th this year in terms
of their overall visibility, also cut spends as they ranked
634th and 186th in all homes!
Most Visible Brands in ALL HOMES |
| Brands |
Rank in July |
Rank in Jan-July |
| RELIANCE INDIA MOBILE |
157
|
1
|
| PEPSI |
634
|
2
|
| RASHTRIYA SAKSHARTA MISSION |
494
|
3
|
| PEPSODENT GERMICHECK PLUS |
2
|
4
|
| DETTO |
3
|
5
|
| COLGATE DENTAL CREAM |
16
|
6
|
| VIM BAR |
132
|
7
|
| COCA COLA |
186
|
8
|
| PULSE POLIO IMMUNIZATION |
689
|
9
|
| T-SERIES AUDIO CASSETTES |
31
|
10
|
|
| Ranked
on GRPs delivered in Individuals in all homes, Age 4 years+;
Source: TAM Peoplemeter & Adex |
Reliance
India Mobile was the Top Brand in All homes as well as C&S
homes. Kawasaki Bajaj Caliber was the only Two-wheeler brand
that could enter the Top Brands list for C&S for Jan-July.
Most Visible Brands in C&S HOMES |
| Brands |
Rank in July |
Rank in Jan-July |
| RELIANCE
INDIA MOBILE |
103
|
1
|
| PEPSI |
540
|
2
|
| PEPSODENT
GERMICHECK PLUS |
2
|
3
|
| COCA
COLA |
468
|
4
|
| COLGATE
DENTAL CREAM |
21
|
5
|
| DETTOL |
12
|
6
|
| SURF
EXCEL |
14
|
7
|
| ARIEL
COMPACT |
17
|
8
|
| KAWASAKI
BAJAJ CALIBER |
56
|
9
|
| CLINIC
PLUS |
66
|
10
|
|
|
Ranked on GRPs delivered in Individuals in C&S homes,
Age 4 years+; Source: TAM Peoplemeter & Adex
|
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The interesting thing to study will be how do the FMCG brands
sustain this momentum with Festive right around the corner.
Come September, and the Durables and Automobile companies
will be again at the forefront of all TV activities along
with other categories like Paints, Soft Drinks, etc.
TAM will be here to tell you all about Festive Advertising
trends pretty soon! Watch this space for more!
A TAM Media Research Analysis
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