There was a 17 per cent rise in print ad volumes of Personal Care/Hygiene sector in 2006. There was a big spike in advertising in October. Publications from West and North zones together garnered a 56% share of ad volumes last year. A huge 77 per cent share of ad volumes was contributed by Newspapers while Magazines had a 23 per cent share. While one-fourth of ad volumes was garnered by toilet soaps in Print, HLL was the top advertiser with 23 per cent share.