First week of COVID-19 saw 4.81% jump in ad insertions: BARC India

The Coronavirus advisory for maintaining hygiene led to a spike in brand insertions in the hand wash or liquid soap category

e4m by exchange4media Staff
Updated: Mar 30, 2020 8:51 AM
BARC India

The volume of advertising on TV saw a spike of 4.81 per cent in the first week of COVID-19 (Week 11), as per data provided by BARC India.

On the other hand, brands witnessed a jump of 3.01% in terms of insertions as compared to the last week.

In the advertising category, Hindustan Lever continued to lead among the top 10 advertisers with 192368 insertions, followed by Reckitt Benckiser (India) at 106330 insertions and ITC at number three with 57822 insertions. Brooke Bond Lipton India bagged the fourth spot with 34091 insertions, Cadburys India stood at number five with 32878 insertions, followed by Colgate Palmolive India on sixth with 23973. 

The advertising category witnessed a new entrant - Godrej Consumer Products - placed at the seventh spot with 22398 insertions. Lakme Lever Ltd replaced Wipro on the eighth spot with 21145 insertions followed by Procter & Gamble at ninth with 21068 insertions. Smithkline Beecham stood at the tenth spot with 19186 insertions. 

The coronavirus advisory for maintaining hygiene has predictably boosted brands in the same category. This week, Dettol Liquid Soap replaced and has emerged as the leader in the brands category with 13524 insertions followed by Dettol Toilet Soaps on the second slot with 12419 insertions. Surf Excel Easy Wash is at the at third position with 10196 insertions. 

Lizol, a new entrant, has bagged the fourth position with 10083 insertions followed by on fifth with 9771 insertions and Attica Gold Company on sixth spot with 9284 insertions. LIC- Corporate, Fair & Lovely Advanced Multivitamin, and Dove Hair Fall Rescue stood seventh, eighth, ninth and tenth spot with 9237, 9185, 9087 and 9056 insertions respectively. 

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