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Tuesday, 11th May, 2010
Highlights :

  • TV advertising of 'Soaps*' category grew by 98% during 2009 compared to 2008.
  • 'Protection-Ayurvedic/Medicated' variants garnered highest share of all the 'Soap*' variants advertised on TV during 2009.
  • 'HUL' was the top advertiser under 'Soaps*' category on TV during 2009.
  • 'Dettol Fresh' occupied the top position among the new 'Soap*' brands advertised on TV during 2009.
This week, AdEx India analyzes the advertising trends of Soaps Category in TV during 2009.

Share of ‘Soaps*’ category in overall TV advertising
of ‘Personal Hygiene’ sector

  

Volume Growth of ‘Soaps*’ category on TV

  
Click here to enlarge:
  • 48% share contributed by ‘Soaps*’ category in overall advertising share of ‘Personal Hygiene’ sector on TV during 2009.
  • During 2009, ‘Soaps*’ category has seen growth of 98% in its TV ad volumes compared to 2008.

Share of ‘Soap*’ variants on TV during 2009

Volume Growth of ‘Soap*’ variants on TV

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  • ‘Protection-Ayurvedic/Medicated’ variants gathered maximum share i.e. 38% of the overall advertising share of ‘Soaps*’ category on TV followed by ‘Hydration-Moisturising’ and ‘Freshness-Fragrance’ variants with 25% and 19% share respectively during 2009.
  • ‘Freshness-Fragrance’ variants has seen highest growth in its TV ad volumes followed by ‘Hydration-Moisturising’ and ‘Nourishing-Beauty’ variants of ‘Soaps*’ category during 2009 compared to same period in 2008.

Top Advertisers of ‘Soaps*’ category on TV

New Brands of ‘Soaps*’ category advertised on TV
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  • During 2009, ‘HUL’, ‘Reckitt Benckiser (India) Ltd’ and ‘Wipro Ltd’, the top 3 advertisers of ‘Soaps*’ category on TV together contributed for 80% share.
  • The top 3 new ‘Soap*’ brands advertised on TV during 2009 were ‘Dettol Fresh’, ‘Liril 2000’ and ‘Santoor Honey and Apricot’.
  • Top 10 new ‘Soap*’ brands launched on TV comprised of 4 brands each of ‘Nourishing-Beauty’ and ‘Freshness-Fragrance’ variants during 2009.

Share of ‘Soaps*’ category on National and Regional channels

Top Celebrities endorsing ‘Soap*’ brands on TV
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  • ‘Maharashtra’ had the maximum share i.e. 23% of overall advertising share of ‘Soaps*’ category on Regional Channels followed by ‘Andhra Pradesh’ and ‘Tamil Nadu’ with 16% and 15% share respectively during 2009.
  • Top 3 celebrities endorsing ‘Soap*’ brands on TV were ‘Priyanka Chopra’, ‘Kareena Kapoor’ and ‘Aishwarya Rai’ on TV during 2009.
Note: Soaps* Category only includes Bathing/Toilets Soaps and not the Laundry/Washing Soaps.

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
Lydia Lopez, Senior Executive – Communications, TAM Media Research
TAM Media Research Pvt. Ltd, Mafatlal Chambers – B wing, N M Joshi Marg, Lower Parel (East), Mumbai – 400 013, India.
Tel: +91 22 66531243, Mobile: +91 9819002123, E-mail: lydia.lopez@tamindia.com, Website: www.tamindia.com
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