Latest Newsletter from AdEx India, a division of TAM Media
Research
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| Trends
in FMCG sector advertising in Print |
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Highlights:
• Print ad volumes of FMCG sector grew by 14%
in 2006 over 2005
• Jan-Apr 07 saw a rise of 3% in FMCG sector advertising
• 76% advertising by FMCG sector on Newspapers
• Publications from North and West Zone contributed
more than 60% of ad volumes
• ‘Personal Healthcare’ garnered with max.
share of 39% in Jan-Apr’07
• HLL continue to maintain its Top position in Jan-Apr
07
• 2 brands of GCMMF secured its rank among the top new
entrants
• Food & Beverages saw the
max. Innovative layout ads
• 14% of Sales promotion was used by FMCG sector
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This
week, AdEx India looks at the advertising trends of FMCG sector
in Print. (Note: The entire analysis is based in Volumes in
Column Centimetres.)
The FMCG sector has been divided into 9 sub-categories for
this study, namely:
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| Growth
in ad volumes of FMCG sector
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•
FMCG sector recorded a growth of 14% in ad volumes in 2006 over
2005
• Among the FMCG categories, maximum rise in
ad volumes was registered by Cosmetics & Personal Healthcare
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Advertising growth by FMCG sector in Jan-Apr ’07
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Ad volumes of FMCG sector grew by 3% in Jan-Apr ’07 over
Jan-Apr ’06 in Print
• Rise of more than
50% in ad volumes of Cosmetics in Jan-Apr ’07
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| Zone
wise contribution of ad volumes by FMCG sector in Jan-Apr
’07
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• Publications
from North zone took a lead with 35% share followed by West
zone with 30%
• Growth of 15% was registered by West zone whereas
North zone saw a dip of 9% in Jan-Apr ’07 over Jan-Apr
’06
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| Share
of Newspapers and Magazines in FMCG ad pie in Jan-Apr ’07 |
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Magazines consumed nearly 30% ad volumes of FMCG sector
• Among Newspapers, General Interest genre accounted
for 99% of ad volumes by FMCG sector
• In Magazines,
nearly 60% share in General Interest followed by 25% share in
Women’s genre
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Segmentation
of FMCG sector categories in Print during Jan-Apr ‘07 |
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Nearly with 40% share of ad volumes, Personal Healthcare was
the lead runner followed by F&B with 26% share in Jan-Apr
’07
• Among the number of brands advertised by FMCG categories,
F&B led with 43% share followed by Personal Healthcare
with 30%
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Advertiser
movers in FMCG sector in Print |
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Leap of 14 and 26 places by Multani Pharmaceuticals (with
nearly 2.3 times growth in ad volumes) and Repl India (with
68% growth) in Jan-Apr ’07
• 5 of the advertisers saw a positive shift in their
rank in Jan-Apr ’07 over Jan-Apr ‘06
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Top
brands of FMCG sector in Print |
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F&B contributed the maximum 43% share of number of brands,
with Mohani Tea and Suguna Chicken at 7th and 8th place
• Multani Range of Products was the top player, which
belonged to Personal Healthcare
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New
FMCG brands launched in Print during Jan-Apr ‘07 |
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Among the new entrants, 47% of brands belonged to F&B
during Jan-Apr ’07
• 2 brands of GCMMF, i.e., Amul Sugar Free Frozen Dessert
and Amul Profile Probiotic Wellness, secured a place in top
3 list
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Contribution
of Brand vs Sales Promotions used by FMCG sector in Print
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• Brand promotion
had the largest slice of pie with 76% share followed by Sales
promotion with 14% share
• In Sales promotions,
Contest Promotions and Add-on promotions were used the most
by FMCG sector
• Maximum usage of Sales Promotions
by Food & Beverages |
FMCG
categories using Innovative ad layouts during Jan-Apr ‘07
7 |
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• F&B was
way ahead with maximum usage of Innovative ad-layouts in Print
during Jan-Apr ’07
• Figured Outline and
Cover Frame were the top two innovative shapes contributing
a total of 72%
• Nearly 40% of overall innovative
layout ads were consumed by HLL, Nestle India and Brooke Bond
Lipton |
| Watch
out for forthcoming interesting analyses in future.
(Analysis from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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