Tuesday,7th July, 2009

Highlights :

TV advertising of ‘Summer Cool’ categories has seen growth of 49% during Jan-Apr ’09 compared to Jan-Apr ‘08.
High share of TV advertising under ‘Aerated Soft Drink’ category during Jan-Apr ’09.
‘Coca Cola India Ltd’ tops the advertisers list of ‘Summer Cool’ brands advertised on TV during Jan-Apr ’09.
‘7 Up Natural Lemon Flavour’ was the most advertised new brand under ‘Summer Cool’ categories on TV during Jan-Apr ’09.
More than half of advertising of ‘Summer Cool’ brands on Regional Channels during Jan-Apr ’09 .

Sr. No	Categories	Sr. No	Categories
1	Aerated Soft Drinks	9	Non Aerated Soft Drinks
2	Air Conditioners	10	Prickly Heat Powders/lotions
3	Air Coolers	11	Range of Soft Drinks
4	Fans	12	Refrigerators
5	Hair Oils (Cooling)	13	Squashes/Cordials/Syrups
6	Ice Cream/Frozen Desserts	14	Sunglasses
7	Milk Beverages	15	Talcum Powders
8	Mineral Water	16	Toilet Soaps (Cooling)

This week, AdEx India analyzes of Overview of Summer Cool categories on TV during Jan-Apr ‘09

Volume Growth of Summer Cool categories on TV during Jan-Apr ‘09

Share of Summer Cool categories on TV during Jan – Apr’09

Click here to enlarge: Overview of Summer Cool categories on TV during Jan-Apr ‘09

During Jan-Apr ’09, Summer Cool categories have seen a rise of 49% in its TV ad volumes compared to same period in Jan-Apr ‘08.

‘Aerated Soft Drink’ category had the highest share i.e. 43% of overall Summer Cool categories TV ad volumes followed by ‘Milk Beverages’ and ‘Non Aerated Soft Drink’ with 22% and 15% share respectively.
The Top 3 categories contributed for 80% share of overall TV advertising share of Summer Cool brands.

Volume Growth of Summer Cool categories on TV during Jan-Apr‘09

Top 5 advertisers under the Summer Cool categories on TV

Among all the Summer Cool categories advertised on TV, ‘Toilet Soaps’ category clocked in maximum growth in its ad volumes followed by ‘Non Aerated Soft Drink’ and ‘Ice Cream/Frozen Desserts’ categories respectively, during Jan-Apr ’09 over Jan-Apr ’08.

Top 10 Advertisers contributed for 87% share of overall Summer Cool categories TV ad pie during Jan-Apr ’09.
‘Coca Cola India Ltd’ had the maximum share (32%) of overall Summer Cool categories advertising share in TV followed by ‘Pepsi Co’ and ‘Smithkline Beecham’ with 23% and 14% share respectively during Jan-Apr ’09.

New Brands of Summer Cool categories advertised on TV during Jan-Apr ‘09

Share of Summer Cool categories in National vs. Regional channels

‘7 Up Natural Lemon Flavour’ and ‘7 Up Nimbooz’ of ‘Pepsi Co’ occupied the Top 2 position in the Top 10 list of new brands of Summer Cool categories advertised on TV during Jan-Apr ’09.

Whereas, 2 brands of ‘Cadbury India Ltd’ viz. ‘Cadburys Bournvita Plus Plus’ and ‘Cadburys Bournvita Li'L Champs’ occupied the 3rd and 4th position respectively.

Advertising of Summer Cool categories on Regional and National channels was in the ratio of 52:48 during Jan-Apr ’09.

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 Track,
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

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