FMCG giants continue to invest in TV ads in India

07 May 2010

NEW DELHI: Hindustan Unilever and Reckitt Benckiser were among the brand owners which made the greatest use of TV to connect with Indian consumers in the first quarter of this year.

According to figures from AdEx India, the research firm, the number of spots shown on broadcast networks in the country rose by 44% in the opening three months of 2010 year-on-year.

More specifically, Hindustan Unilever, Reckitt Benckiser and ITC, all of which are active in the FMCG sector, made up the top three.

Coca-Cola, the soft drinks giant, claimed fourth, while its major rival PepsiCo took sixth, with these organisations sandwiching Procter & Gamble in fifth.

Cadbury, the confectionary giant, Bharti Airtel, the telecoms provider, and Ponds India, the skincare specialist, were all in the top ten.

GlaxoSmithKline was also part of this group, having increased its advertising expenditure by 62% in the opening three months of 2010 on an annual basis.

Overall, brands in the food and beverage category were responsible for the most TV ads during this period, followed by personal care, services, haircare and financial services.

Companies in the telecoms, online, automotive and household products industries also featured prominently, AdEx reported.

For the quarter as a whole, TV advertising was evenly split between national and regional channels, with the latter group of stations having improved their position compared with Q1 2009.

According to Warc's latest Consensus Forecast, television advertising revenues in India are set to rise by at least 12% in both 2010 and 2011.

Data sourced from; additional content by Warc staff