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Our Bureau

New Delhi, Aug. 4 Television advertising volume or number of seconds of advertising has grown 26 per cent during January-June 2008, compared with the same period in 2007.

The top 10 advertisers accounted for 20 per cent share of the total, with Hindustan Unilever taking up a good five per cent of the total share of seconds of advertising on television.

According to television rating agency TAM Media Research’s AdEx, Hindustan Unilever and Reckitt Benckiser continue to hold on to their number one and two positions respectively amongst advertisers this year too in an environment that has seen the addition of many new channels.

Reckitt Benckiser, which owns the Dettol and Harpic brands, enjoys a three per cent share, ahead of the two cola companies, which accounted for a two per cent share of ad time each.

However, in terms of categories, it’s the cellular phone services that are ahead of soft drinks, toilet soaps and cars and also ahead of last year’s most advertised category, social advertisements. Cellular phone services took a six per cent share of the total volume for the first six months of 2008. Vodaphone made the biggest jump from number 22 for the first half of 2007 to the fifth position during January-June 2008. Bharti Airtel, at number seven, after ITC, was the other service provider amongst the top ten TV advertisers. (The ranking is not a reflection of the companies spends, but only their consumption of television ad spots.)

Consumers would have seen less of toilet soaps this year; the category which had been the second most advertised last year slipped to fifth position this year. Shampoos and toothpastes were the other FMCG categories amongst the top 10 that includes corporate brand image and life insurance as categories.

More Stories on : Advertising | Radio/TV

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