Cold Cream advertising dipped
by 14% during Jan-Sept ’05: AdEx study
October 28, 2005 |
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Key Findings:
• 14% dip in Print advertising spends during the first
three quarters of 2005 compared to the same period in 2004
• Cold Cream advertising observed 186% rise in 2004 compared
to 2003.
• Simco Moisturizing Cream tops the brand list during
the first three quarters of 2005
• Maximum spends in Education & Career magazines
This week, AdEx India looks at the Cold
Cream category. Let’s take a look at the growth in Cold
Cream ad spends during the years 2000 to 2004 in Print medium. |
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| •
Ad spends saw growth every alternate year
• Maximum growth in ad spends in 2002 (214%)
Let’s take a look at the advertising pattern across
the quarters. The graph below shows advertising shares during
2003-04. |
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• Maximum advertising
during Winter season
Since we have seen that Print ad spends in Cold Creams rose
every alternate year, now let’s look at ad spends during
the first three quarters of 2005 compared to the same period
in 2004. |
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• 14% dip in advertising spends in Jan-Sept’
05 compared to Jan-Sept ’04 in Print Medium
Which were the Top 5 Cold Cream brands in Print ads during
the first three quarters of 2005.
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• Simco Moisturizing
Cold Cream tops advertising during the first three quarters
in 2005
• Nivea Cream is in position with 22% share of ad spends
Which type of publications -- newspapers or magazines –
was preferred by Cold Cream advertisers in the Jan-Sept ’05
quarter? The pie below gives the answers.
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• 82% of ad
spends in magazines
• Newspapers got 18% of ad spends
Which genre of magazines do Cold Cream advertisers prefer? The
pie below shows advertising spend shares during the first three
quarters of 2005 |
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• Education
& Career magazines were the preferred choice
• Next choice is Youth, followed by General Interest
magazines
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)
For
more such analysis click here...
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