Cell phone brands rose to the top in September in TV advertising, displacing the traditional hegemony of the personal products FMCG brands. Mobile service provider Tata Indicom's 'True Paid' displaced 'Sunsilk Velvette' for the No 1 slot.
Tata Indicom continued its advertising drive in September for the second month in a row with a budget of nearly Rs 5 crore. This carried it to No 1 position on the list of top spenders.
Its August performance of Rs 4.6 crore in the previous month had given the brand a No 2 position. The Airtel service, another consistent spender on TV advertising, made it to No 3 position, with a spend of Rs 3.4 crore. The brand made an improvement over August, where it was lower at No 7 slot with a spend of Rs 2.9 crore.
Aerated drink brands, particularly Coke, Thums Up and Pepsi, had been off the heavy-spending list for some time probably with the onset of monsoons. However, Pepsi staged a comeback in September with a Rs 4.5-crore ad spend on TV, giving it the No 2 slot for the month.
The two HLL brands constantly on the top spenders list are Fair & Lovely and Surf Excel. The Fair & Lovely 'beauty' cream was at No 4, with a spend of Rs 3.2 crore, up from No 5 position (Rs 3.1 crore) in August. Surf Excel, however, continued at No 8 position, even though there was a slight decline in spending at Rs 2.6 crore from August's spend of Rs 2.7 crore. Spend-O-Meter is a specially designed monthly tracker of the top ad spenders on TV and print.
It is exclusively brought to you jointly by ET and TAM Media. As a methodology, AdEx India takes into account the level of discounting across channels that has become a practice in the industry.
'Brooke Bond Red Label,' an HLL product, made its appearance on the list at No 7, with a spend of Rs 2.7 crore. Some of these tea brands have reached a stage where sales are on 'auto pilot' mode. Yet, occasionally when a dip is noticed or regional brands launch a challenge, even 'Red Label' has to get a boost through a media blitz. 'Lux' has been on the top spenders' list on and off, especially newly-launched variants.
In September, the brand was at No 9 jointly with Nerolac Beauty, with a spend of Rs 2.5 crore. Nerolac is generally an aggressive advertiser, but it never made it to the list. But, its Nerolac 'Beauty' brand of distemper was aggressively promoted on TV.
Of late, a few auto brands have featured in a big way on TV, though there has been a preference for the print medium. The 'Honda' brand created quite a splash at No 6, with a spend of Rs 2.8 crore, replacing Maruti and Bajaj DTS that featured in August.