MUMBAI: Hindustan Unilever, Procter & Gamble and L'Oréal have been named as the three most visible brand owners on TV in India in terms of ad volumes.

In its latest AdEx rankings, TAM, an Indian research firm, found that eight of the nation's top ten TV advertisers between January and September 2011 were FMCG firms.

The other two companies were Gitanjali Gems, a popular jewellery brand, and telecoms firm Idea Cellular.

Speaking to the Times of India, Mindshare South Asia leader R Gowthaman said: "While consumer goods players ... have stepped up advertising in a big way, the telecom brands have not been able to match the pace due to issues surrounding the sector."

In terms of overall adspend, traditional media remain dominant in India. Latest Warc forecasts show that TV should take a 43% share of all-media spend this year, making it the most lucrative of the above-the-line marketing channels.

AdEx also highlighted the importance of star names to TV advertising in India, with Bollywood actors and actresses accounting for 76% of brand endorsements from celebrities.

Sports stars accounted for a further 19%, up 7pp from 2010. Growth was partly due to popular interest in the cricket World Cup.

Top endorser for the nine-month period was veteran leading man Shah Rukh Khan, who promoted more than a dozen brands on TV. He was followed on the rankings by actresses Katrina Kaif and Kareena Kapoor.

Warc subscribers can read a more in-depth analysis of the influence Bollywood exerts on the Indian marketing sector in this Warc Exclusive paper from the Mudra Institute of Communications.

Data sourced from Times of India/Warc; additional content by Warc staff