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Mumbai , Aug. 22

THE colas may be topping the news, but when it comes to visibility on television, FMCG major Hindustan Lever Ltd (HLL) is the undisputed leader, topping the charts in all TV homes, according to a recent analysis by TAM Media Research. A study of 3,056 brands that were advertised on TV in July indicates that Fair & Lovely was the most visible brand in all TV homes, as well as in cable & satellite (c&s) homes.

In all TV homes (i.e. terrestrial and c&s 4 years +), the most visible brands were: Fair & Lovely, Pepsodent GermiCheck, Dettol, Rin Supreme, Ayush Anti-Dandruff and Pond's Magic Talc.

In c&s homes, the list was almost the same, with one exception: Colgate Fresh Energy Gel replaced Dettol in third spot.

Visibility was defined by the GRPs (Gross Ratings Points, which are a function of the number of eyeballs reached by that brand, plus the exposures delivered to those audiences). On these parameters, HLL accounted for eight of the 10 most visible brands on both lists - i.e. all brands barring Colgate and Head & Shoulders (which was No. 8 on the c&s list).

Interestingly, every one of the Top 10 most visible brands is an FMCG, despite the high-decibel level advertising by cellular phone services, durables, soft drinks and financial services in recent times.

"With colas, durables, two-wheelers and Reliance Infocomm advertising heavily during the World Cup, and even last festive, it was believed that FMCGs would not dominate ad space on TV any more," said Mr Atul Phadnis, Director, S-Group, TAM Media Research. "But these numbers indicate that FMCGs still rule the roost."

This is also reflected in the most visible product categories on TV in July; in all TV homes these were toilet soaps, shampoos, toothpaste, fairness creams, and washing powders/liquids.

In c&s homes, the list is the same, except that two-wheelers drive in at fifth place.

Certainly, July is considered as off-season for the colas as well as consumer durables, and the scenario is likely to change significantly during festive.

But at least for the month of July, HLL was king of the tube.

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