Wednesday, 24 September, 2008

Highlights :

38% drop in Print ad volumes of Oral Hygiene category during H1 '08 compared to H1 '07.
‘Tooth Pastes’ sub category garnered a high share of 47% of overall Oral Hygiene category advertising in Print during H1 '08
‘HUL' was the top advertiser under Oral Hygiene category in Print during H1 '08.
‘Pepsodent Decay Protection' was the top new Oral Hygiene brand advertised in Print during H1 '08.
High advertising share of Oral Hygiene category on Non Metro Newspapers during H1 '08.

	This week, AdEx India analyzes Advertising trends in Oral Hygiene brands on Print during H1’08

Volume Growth of Oral Hygiene category in Print during H1'08

Share of Sub Categories of Oral Hygiene category in Print during H1'08

During H1 '08, Print advertising of Oral Hygiene category has seen a drop of 38% compared to same period in 2007.

During H1 '08, 'Tooth Pastes' sub category had maximum share i.e. 47% of overall Oral Hygiene category advertising in Print followed by 'Range of Oral Hygiene Products' and 'Tooth Powders' with 29% and 20% share respectively.

Growing Sub categories of Oral Hygiene brands in Print during H1'08

Top Advertisers of Oral Hygiene category in Print during H1'08

Compared to H1 '07, maximum advertising growth was recorded under 'Range of Oral Hygiene Products' followed by 'Tooth Brushes' and 'Breath Fresheners' during H1 '08.

During H1 '08, 'Hindustan Unilever Ltd', 'Vicco Laboratories', 'Colgate Palmolive India Ltd' were the top 3 advertisers and had contributed for 59% of overall Oral Hygiene category advertising in Print.

Top New Brands of Oral Hygiene category in Print during H1'08

Zone wise advertising of Oral Hygiene brands in Print during H1'08

During H1 '08, 'Pepsodent Decay Protection' , 'Colgate Cibaca Lal Dantmanjan' and 'True Dent' were the top 3 new brands of Oral Hygiene advertised in Print.
2 of the top 10 new Oral Hygiene brands advertised in Print belonged to 'HUL' during H1 '08.

During H1 '08, Publications from 'West zone' had the highest share of Oral Hygiene brands i.e. 36% share followed by 'North' and 'South' zone publications with 29% and 17% respectively.

Advertising of Oral Hygiene products in Newspapers (Metro/Non Metro/Mini Metro)

Newspapers and Magazines were used for advertising of Oral Hygiene brands in the ratio 92:8.during H1‘08

During H1 '08, 'Non Metro' Newspapers had largest the share of Oral Hygiene brands followed by 'Metro' and 'Mini Metro' Newspapers with 21% and 19% share respectively.

Watch out for forthcoming interesting analyses in future. (Analysis from AdEx India-A Division of TAM Media Research)

Ad Volume is based on secondages. Advertising spends, if any, indicate market valuation of the ad space/time bought.
The figures should be taken only as indicative and not absolutes

Siddhartha Mukherjee, Vice President - Communications, Business Head - Eikona PR Measurement,
TAM Media Research Pvt. Ltd, Mafatlal Chambers – C/D, N M Joshi Marg, Lower Parel (East), Mumbai – 400 013, India.
Tel: +91 22 66531205, Mobile: +91 9820082516, E-mail: Siddhartha@tamindia.com, Website: www.tamindia.com