Major advertisers still keen on TV in India

15 July 2010

NEW DELHI: Major advertisers like Hindustan Unilever and Coca-Cola continue to invest heavily in TV in India, as they seek to leverage the medium's unparalleled reach to connect with consumers.

According to figures from TAM Media Research, the monitoring firm, the number of spots shown on Indian television during the first half of 2010 climbed by 36% year-on-year.

Food and beverage brands held a 15% share of the market, with personal care companies on 12%, the services industry on 6% and haircare on 5%.

Over the period from January to June, the top ten sectors – a group that also featured telecoms, finance and automotive – were responsible for 60% of all commercials.

More specifically, the toilet soap category delivered 5% of ads, with government and not-for-profits on 3%, where they were joined by carbonated drinks, cellphones and shampoos.

Hindustan Unilever, which owns Lifebuoy, Rin and Lipton, led the corporate rankings, having boosted its total adspend by 39% in Q1 2010.

Reckitt Benckiser, the household goods specialist, claimed second position on television in H1, coming in ahead of Coca-Cola, the soft drinks giant.

ITC, which is also active in FMCG segment, took fourth and was the best-placed domestic player in the list.

The firm was followed by Procter & Gamble, PepsiCo and Cadbury's.

GlaxoSmithKline, L'Oréal and Colgate Palmolive rounded out the ten biggest advertisers, indicating the dominance of multinational organisations on TV during the opening six months of the year.

National channels broadcast 52% of all ads in H1, with their local counterparts on 48%, TAM added.

Data sourced from Indian Television; additional content by Warc staff