Coke, Reckitt among top Indian advertisers

29 October 2009

NEW DELHI: Coca-Cola, Reckitt Benckiser and Cadbury are among the marketers which have recorded the strongest advertising presence on television in India during 2009 to date, AdEx India, the research firm, has found.

According to estimates from the company, the volume of television advertising in India has increased by 29% in the period from January to September this year on an annual basis.

Brands in the food and beverage sector were responsible for a 15% share of all spots over the nine months analysed, with personal care on 11%, and services, telecoms and haircare all on 5%.

Automotive, personal accessories, financial services, personal healthcare and household products made up the top ten advertiser categories.

Overall, this group delivered 58% of all TV spots in India during the first three quarters of 2009, with multinational brands particularly prominent.

Hindustan Unilever, the Indian arm of the Anglo-Dutch FMCG titan, was the top-ranked company in terms of the number of executions run of TV in this timeframe.

In the last quarter, the consumer packaged goods giant bought up the advertising inventory on the ten channels operated by Star India for an entire day, and followed a similar strategy for the 25 channels owned by the Zee Network, to market brands like Dove, Rin and Surf Excel.

Reckitt Benckiser, the household goods company, was unchanged in second place compared with last year, with Coca-Cola up to third from its previous position of seventh.

Cadbury, the confectionary manufacturer, was in fourth, compared with the twelfth place it occupied for January to September 2008, with Smithkline Beecham also climbing from eighth to fifth.

Bharti Airtel, the telecoms company, retained sixth position, followed by ITC, the FMCG-to-apparel group, and PepsiCo, down from third place in the same period last year.

Procter & Gamble, in ninth, exchanged places with Colgate Palmolive, in tenth, with the latter company having cut its adspend in the Asian nation this year.

National channels took a 55% share of all television advertising in the period assessed by AdEx, with local channels recording a corresponding total of 45%.

Data sourced from AdEx; additional content by Warc staff