For getting the media plans right, importance of understanding of overall media environment and your category cannot be over emphasized. If your brand doesn’t belong to one of the Top 10 product categories, you can take some respite. Our analysis of advertising data revels that Top 10 product categories (out of 100 + categories) have as high as 40% share of all advertising. FMCGs occupy most of these slots. Also many categories have strong seasonality and your brand can do well to stay away during some heavy bursts. Afterall, your plan should be gunning for recall and not just GRPs
Our analysis also reveals that during first seven months of the year (Jan - July 02), Star Plus has managed to deliver maximum cumulative viewership, across categories, while keeping a check on clutter. The numbers for AajTak look both good and bad!
Read this comprehensive exchange4media analysis on advertising trends thus far, this year.
Lets begin by looking at top product categories on basis of cumulative GPRs. No surprises really. FMCGs dominate television advertising completely. As many as eight product categories, from top 10, are typical FMCGs. See Chart 1 below. Two wheelers, belonging to the classic durable category, is the only representative.