Some of the categories that have increased ad spend and come up the ranks due to the onset of the festive season/ holiday season are Paints (up to 18th in Jul Sep '03), Travel & Tourism (up to 28th in Jul Sep '03), Writing Instruments (up to 11th in Jul Sep '03), Rubs & Balms (up to 12th in Jul Sep '03)…

Fairness Creams is steadily increasing exposure on TV moving to 8th position in Jul Sep '03, whereas it was at the 25th position in Jan Mar '03.

Cellular Phone Service have upped spends in the 3rd quarter. In fact they have moved into 5th position in Jul- Sep '03. This category had seen reduced spends in Apr-Jun '03 from the previous quarter of Jan Mar '03.

Mosquito Repellents has also appeared among the top 10 spenders moving to 10th position in Jul Sep '03 from 18th in the previous quarter.

Insurance is a category which is increasing exposure on TV moving to 33rd position in Jul Sep '03 from 130 in Apr Jun '03.

Perhaps a seasonal effect but Soft Drinks Aerated and Squashes/Cordials/Syrups have drastically reduced TV spends in the 3rd quarter, falling to a position of 20 and 129 respectively.

A category that is moving up the ranks is Branded Salts which is at the 34th position in Jul Sep 03 from 76th in Jan Mar '03.

Liquor seems to have reduced its TV ad spend as it has moved out of the top 15 (it was ranked 15 in Apr Jun '03) to the 25th position in Jul Sep '03.

Given the changes in programming to attract and retain TV audiences as also the onset of the cricket season in India, there may be changes in the final quarter of 2003; AdEx India will be there to review and present the TV Adex scenario. Watch this space for more!