TVCs informing viewers about new tariff rule make IBF top advertiser

BARC Week 50: WhatsApp, which recently launched its first TV campaign in India, has entered the list of Top 10 Brands at the sixth spot

e4m by exchange4media Staff
Updated: Dec 21, 2018 8:58 AM

As the countdown to the implementation of the new TRAI tariff order on January 1 goes on, broadcasters such as SPN, ZEEL and Star Network have started floating TVCs informing consumers about the new pricing policy. This has resulted in Indian Broadcasting Foundation (IBF) leading the list of BARC Top 10 Brands. IBF, which has played an instrumental role in issuing these TVCs, leads the pack with 12,436 insertions for Week 50 (December 8-14, 2018). The TVCs mention “brought to you in public interest by IBF, Star Network, ZEEL, Sony Pictures Network India and Viacom 18.”

The campaign informs consumers that “now, your decision will be the final decision. As per the new government regulation, enjoy the freedom to choose your favourite channel packs and pay accordingly.”

In the BARC list, IBF is followed by Trivago with 12,325 insertions. Mahindra SUV Range and PhonePe entered the category for the first time at the third and fourth spots with 11,600 and 11,529 insertions, respectively.

Dettol Toilet Soaps featured, after a brief hiatus, at the fifth spot with 11.425 insertions. WhatsApp, which recently launched its first TV campaign in India, is another new brand in the list at the sixth spot with 9588 insertions.  

Santoor Sandal and Turmeric slipped to the seventh spot with 9226 insertions.

Dettol Aloe Vera retained its eighth spot with 9147 insertions. took the ninth spot with 8955 insertions.

Goodknight Power Activ Plus slipped to the 10th spot with 8715 insertions.

In the same week, in the BARC Top 10 Advertisers list, FMCG brand Hindustan Lever, Reckitt Benckiser and ITC Ltd continued to lead with 1,06,157, 58,983 and 53,309 insertions, respectively. Procter & Gamble climbed to the fourth spot with 34,164 insertions.

Smithkline Beecham featured on the fifth spot with 28,768 insertions. Godrej Consumer Products took the sixth spot with 28,653 insertions. Ponds India climbed to the seventh spot with 28,264 insertions. Marico slipped to the eighth spot with 27,731 insertions. SBS took the ninth spot with 23,090 insertions. Wipro slipped to the 10th spot with 22,980 insertions.

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