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Auto, FMCG brands top spenders on news channels during Bihar election result coverage

Auto, FMCG brands top spenders on news channels during Bihar election result coverage

Author | Collin Furtado | Monday, Nov 09,2015 8:11 AM

Auto, FMCG brands top spenders on news channels during Bihar election result coverage

The Grand Alliance consisting of JD(U), RJD and Congress swept the Bihar Assembly Election, winning two-thirds of the seats. The NDA alliance led by BJP along with allies LJP, HAM and RLSP, on the other hand, suffered a crushing defeat with only 58 seats of the 243 seats. News channels relayed the election result to viewers with extensive coverage and analysis of the numbers as they came in on Sunday. The channels came alive with programming that included graphics, various analytic tools, panel discussions, heated debates, interviews, etc.

Election results are one of the most anticipated events, and hence draw one the highest viewership on television. As a result this all attracts the attention of marketers and brands looking to gain mileage from the high viewership. Bihar being one of the largest States in terms of the number size and the number of seats was one of the most anticipated election state. This saw extensive campaigning and ad spends by political parties such as the BJP, JDU and others during build up to the polls. We took a look at some of the brands that advertised on the news channels during the counting day and the trends.

Brands on English news channels

Among the English News channels, Times NOW, for its election day programming, had Muthoot Finance as the presenting sponsor, co-presented sponsor UltraTech, powered by sponsor Lifespan and associate sponsors Raymond, Jaquar bathrooms, Radico and Flying Machine. Apart from that they had several other brands too advertising during their election result counting coverage which included, Tata Motors, National Insurance, Dabur Red Paste, Dabur Chavanprash, Magic Moments, JK Tyres, Nikon, .OOO Infibeam, Xrbia, Hotstar, Dominos, Racold, Ravin Power Bank, etc.

CNN IBN had Hero MotoCorp as the presenting sponsor, Park Avenue suits as the powered by sponsor. Some of the associate sponsors on the channel included Lloyd led TVs, Toyota Liva, Total engine oil, MTS, Idea, Skoda, Agarwal Group, DIU, Hero Sprint cycles and even the Indian Army advertised among others.

NDTV 24x7 had brands Lloyd led TVs and Cadbury Celebrations as the presenting sponsors, while Quickheal and Hero MotoCorp were co-powered by sponsors. Brands such OLX, Raymond, Nissan, Skoda, EON led lighting, JK Lakshmi Pro Cement, Dabur Chavanprash and Volkswagen were some of the other brands that advertised on the channel.

India Today had Jaquar bathrooms as the presenting sponsor, Muthoot Finance as the powered by sponsor, JK Tyre as the co-sponsor. The associate sponsors included Nerolac paints, Dabur Red Paste, Sony Bravia, Hero MotoCorp, Oxigen Wallet,, Dabur Chavanprash, LIC HLF, C&S Electric, etc.

NewsX had on board brands such as Nerolac, Ambuja Cements, Bharati AXA, Canon, HPL led lights, Bajaj led lights, Ford and CP Plus as their top advertisers. The other brands on the channel during the elections result programming included Nivea Men Deo, Sony Bravia,, Dominos, Toyota Liva, Park Avenue suits, etc.

Brand on Hindi news channels

On the Hindi news channels many of the top advertisers were the same as on the English news channels. However, it was also noticed that many of the advertisers were also local brands and even pan masala brands. Aaj Tak had Syska led lights as the presenting sponsor, Nerolac and Patanjali as the powered by sponsors. Other brand sponsors included JK Tyres, UltraTech Cement, Amul Bodywarmer, Roop Mantra herbal face wash, Tasty Treat Ketchup, Wheel washing powder, Hero MotoCorp, Jaquar, Galaxy Basmati Rice and Kamla Pasand pan masala among others.

ABP News had brands such as Badsha masala, Honda CD Shine bike, Patanjali, Kamla Pasand pan masala, Dulux paints, Peter England, Black Stone agarbati, Lafarge Dura Guard Cement, Senco, Jaquar, Raymond, Bandhan Bank, Oxigen wallet, Nivea Men Face Wash and Syska led lights among others.

India TV had Jupiter Group as the presenting sponsor, Hyundai as Driven by sponsor, Rupa innerwear and HP as co-powered sponsor. The associate brands included Fevi Kwik, Hero MotoCorp, HCL, Rajdani Besan, Patanjali and Kamla Pasand.

NDTV India had powered by sponsors such as HP, Hero MotoCorp, Dulux paints, Agarwal Packers and Kamla Pasand. There were several other brands that also advertised on the channel.

IBN7 had Berger paints and Fogg as the presenting sponsors and Patanjali as co-sponsor. The other brands on board included MDH Masala, Park Avenue suits, Ajnara real estate, Dr. Bakson’s Homeopathy, Tide Plus, Lloyd led TV’s, EON led lighting, JK Lakshmi Cements, Hero MotoCorp, Datsun, Acro paints, DHFL, Bajaj Auto, etc.

The brands on Zee News  included Honda, Berger paints, R-pure, JK Tyres, Dalmia Cements, Rupa Thermal, Quickheal, TVS,, Kamla Pasand, Hero MotoCorp, Intex smart phones, Royal Stag among others.         

Brand category trends

In the English news channels the automobile brands–two and four wheelers advertised the most. Apart from this, FMCG brands spent heavily. Some of the other categories that advertised heavily included the led lighting brands, cement brand and consumer durables. There were a few retail brands and the surprising was very little advertising from ecommerce brands which have been advertising heavily advertising on TV.   

Among the Hindi news channels saw the maximum advertising coming from FMCG category and pan masala brands. Apart from this Cement was a big brand category that advertised. HeroMotoCorp in the auto category advertised on all the channels in this genre. The paint category and led lighting category too advertised a lot during the election result period. There were several local brands advertising on the news channels too. A reason for this is the festive period. 

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