The Hindu Business Line : Mobile services out-pitch soaps and shampoos on TV

New Delhi, March 8 Cellular phone services overtook toilet soaps, shampoos and handsets to become most advertised category in 2007 on television, after social advertisements .

The consumption of brands such as Reliance Mobile, Tata Indicom and Airtel which became the most exposed brand of last year, helped the category nearly double its airtime from the previous year. Toilet soaps in contrast grew their share of TV ad-time by just four per cent.

But let us get one thing clear, FMCG giant Unilever continues to be the top ad spender. Upping its adspot consumption by 27 per cent, it spent close to 245 days selling its goods across channels last year, according to data compiled by TAM Media Research’s AdEx India. The company, whose Pond’s Age miracle was the only individual brand on the list of top ten, is significantly ahead of closest competition. Cleaning products specialist Reckitt Benckiser clocked 105 days, if all spots across channels are added up, ahead of Krack and Moov creams’ maker, Paras Pharmaceuticals.

FMCG players Colgate, P&G, L’Oreal and GlaxoSmithkline Consumer Healthcare along with Coca Cola and Pepsi continued to be the biggest advertisers on TV. The only telecom company to make it to the 2007 list was Bharti Airtel, at number six. The Airtel brand and its charming new campaign were on air for a total of 24.55 lakh seconds. Reliance Mobile (5) and Tata Indicom (8) were amongst the most advertised brands, along with Home Shop18 (3), Moser Baer DVDs and VCDs (4), Colgate Dental Cream (6) and Tata Sky (8).

MindShare predicts ad expenditure for 2007-08 to grow at about the same rate as the previous year, at 18 per cent. According to Mr Gowthaman Ragothaman, Managing Director, MindShare, 2008 should also see a lot more activity from banking and financial services, auto and telecom players.

In print media, Maruti Suzuki continued to be the biggest buyer of space, followed by LG Electronics in 2007. Compared to 2006, India’s largest car maker occupied 37 per cent more newsprint. Tata Motors retaining its number third position lessened its print exposure by nearly 15 per cent and Bajaj Auto (9) by a dramatic 64 per cent, according to the data.

Indian Institute of Planning and Management continued to be, for a second year running, the most visible advertiser in the print medium.

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