Hindustan Lever, across major TV genres, emerged as the largest advertiser in the first half of '05. HLL accounted for 12% of the ad revenue towards mass entertainment channels making it the largest advertiser in this genre. It was also No 1 in the kids channel space, contributing 12% of their revenue.
Lever in H1 of '05, however, used the news channel platform less than other genres, sharing the second spot with Maruti Udyog and accounting for 2% of the ad revenue of news channels. Tata Motors was the highest advertiser in news channel airspace accounting for 3% of the total revenue generated by news channels.
Among mass entertainment channels, P&G emerged as the second highest advertiser, contributing 5% of the revenue to this genre of TV channels. Among kids channels, Pepsi was the second highest, giving 6% of the money generated through advertising by these channels. TAM data for the first half of this year showed that category-wise, cars and jeeps were the most heavily advertising brands on news channels, followed by hosiery (probably male!), while on kids channels, biscuit brands and milk beverages were the most active advertisers. Again, expectedly, FMCG brands were the most active on the mass entertainment channels. Among these, shampoos and toilet soaps were the most active, contributing a total of 11% of the revenue to these channels.