Personal Care/Hygiene advertising in Print in 2006: AdEx
study
Wednesday, January 24th, 2007
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Key Findings:
• 17% rise in print ad volumes of Personal Care/Hygiene
sector in 2006 over previous year
• Huge ads of Personal Care/Hygiene in October
• Publications from West and North zone together garnered
56% share of ad volumes in 2006
• 77% share of ad volumes contributed by Newspapers while
Magazines had 23% share
• General Interest newspapers and Women’s magazines
had maximum share of ad volumes
• 1/4 of ad volumes garnered by ‘Toilet Soaps’
in Print in 2006
• HLL was the top advertiser with 23% share
• Maximum new brands belonged to Toilet Soaps and Skin
Care Products
• Anchor Toothpaste had maximum Innovative ad-layouts
in 2006
This week AdEx India looks at the advertising trends in Consumer
Durables sector in Print in 2006. (Note: The entire analysis
is based in Volumes in Column Centimeters).
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Growth
in ad volumes of Personal Care/Hygiene in Print in 2006 over
2005
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• 2006 saw
a 17% rise in ad volumes of Personal Care/Hygiene sector compared
to 2005
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Monthly advertising trend of Personal Care/Hygiene
sector in Print in 2006
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• Big spike
in number of ads of Personal Care/Hygiene sector in October
2006
• October saw high advertising by Fairness Creams, Range
of Skin Care Products, etc. |
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wise share of ad volumes in Personal Care/Hygiene sector in
Print in 2006
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• A high 56%
share of ad volumes were contributed by publications from the
West and North zone combined
• Publications from the South zone had a 22% share
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| Share
of ad volumes in Newspapers vs Magazines in 2006
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•
77% share of ad volumes in Personal Care/Hygiene sector went
to newspapers in 2006
• Magazines had a 23% share
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Type
of Genres used by advertisers in Newspapers and Magazines
in 2006
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•
Newspapers saw most of the ad volumes of Personal Care/Hygiene
sector in General Interest genre in 2006
• In Magazines, more than 50% share of ad volumes in
Women’s genre |
Share
of sub-categories in Personal Care/Hygiene sector in Print in
2006
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Top 5 sub-categories contributed 72% share of ad volumes
• Toilet Soaps had the maximum 25% share of ad volumes
in Personal Care/Hygiene sector
• Fairness Creams and Range of Skin Care Products had
a nearly equal 14% share of ad volumes |
Sub-categories
with the maximum growth in ad volumes on Print in ‘06
over ‘05
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• Shaving Creams/Lotions had a maximum 6-time growth
in ad volumes in Print in 2006 over 2005
• Toilet Liquids followed with a 5-fold hike in ad volumes
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Top
10 Advertisers of Personal Care/Hygiene sector in Print in 2006
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•
Top 10 Advertisers contributed 59% share of ad volumes in
Personal Care/Hygiene sector in Print in 2006
• HLL topped advertising with 23% share followed by
Colgate-Palmolive with 6% share
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Top 5 sub-categories with the maximum new brands launched
in Print in 2006 |
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• Toilet Soaps
contributed 18% share of new brands closely followed by Range
of Skin Care Products with 17% share in Personal Care/Hygiene
sector in Print in 2006
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New
brands of Personal Care/Hygiene sector launched in Print in
the year 2006 |
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• 3 of the
Top 10 new brands belong to Fairness Creams category
• ‘Pepsodent Complete Germi Check’ topped
among new entrants in Print in 2006 |
Share
of Metro, Mini-Metro and Non-Metro newspapers in Personal
Care/Hygiene sector advertising in 2006 |
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• Maximum 60%
share of ad volumes in Personal Care/Hygiene sector belonged
to Non-Metro newspapers in 2006
• Metro newspapers had a 26% share of ad volumes whereas
Mini-Metro newspapers contributed 13% share |
Innovative
ad layouts used in Personal Care/Hygiene sector Print ads
in ‘06 |
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• High usage
of Figured Outline and L-Shaped ad layouts by advertisers of
Personal Care/Hygiene sector
• Maximum usage of innovative ad layouts by Anchor Toothpaste
followed by Fair & Lovely Multivitamin and Hamam in Print |
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Watch
out for more such analyses in future. |
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| (Analysis
from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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