Indian TV advertising continues to grow

09 April 2009

NEW DELHI: The number of ads shown on Indian television increased 12 times over between 1999 and 2008, but Hindustan Unilever remained the top single advertiser by volume on the medium in both of those years, according to figures from TAM Media Research.

Based on an index of ads shown on TV in India, TAM Media found that the overall volume of spots rose from 100 in 1999 to 1300 in 2008, including an upturn of 306 points between 2007 and 2008 alone.

On average, broadcast channels in India showed 226 ads per day last year, compared with 100 ads in 1999, and there has been an 82% increase in the number of brands advertising via the medium from 100 to 182 between these two dates.

Procter & Gamble was the second biggest advertiser by volume in 1999, followed by Paras Pharmaceuticals, Coca-Cola and Pepsi.

By contrast, Reckitt Benckiser was in second place in 2008, followed by Bharti Airtel, ITC and Coca-Cola, though Pepsi and P&G were still in the top ten.

The top 50 advertisers had a 51% volume share of TV ads in 1999 compared with 73% in 2008, while the top 100 brands took a 72% share of spots in the former year, compared with 96% in the latter.

Pepsi and Colgate were the only members of the top ten advertised brands in both 1999 and 2008, while five cellphone brands made this group last year, compared with none in 1999.

Food and beverages and personal care were also the top two advertiser categories in both of these years, while services, including government spending, and telecoms took third and fourth place last year, having not been in this group in ten years ago.

Data sourced from; additional content by WARC staff