BENGALURU: Hindustan Unilever Limited (HUL), Reckitt Benckiser (India) Ltd (RBIL) and Baba Ramdev’sPatanjaliAyurved Ltd (Patanjali) were the three top advertisers that have been present in all the 24 weekly lists of Broadcast Audience Research Council of India (BARC). All the three players are from the FMCG genre.Overall, 27 advertisers have been present at least for one week in the BARC’s weekly lists of TOP 10 Advertiser Across Genre : All India (U+R) : 2+ Individuals.

HUL leads the pack by far with a total of 27,56,296  ad insertions during the 24 week period, followed by RBIL with 14,00,356 insertions. Patanjali with 5,68,023 insertions (just a fraction above 20 percent of HUL’s ad insertions) is third. Ad insertions by the HUL group would be much higher once the insertions by other companies associated with HUL are added.  

The fourth largest advertiser during the period is confectionary giant Cadbury’s India Limited (Cadbury’s) which was present in BARC’s Top 10 advertisers lists for 23 of the first 24 weeks of 2017  - Cadbury’s had insertions of 5,26,685 during the period. HUL’s beverages associate – Brooke Bond Lipton India Limited (Brooke Bond) was fifth in the pecking order with 4,48,054 insertions during the 22 weeks that it was present in BARC’s weekly lists. It may be noted that the sum of insertions mentioned in this paper are the sum of only those numbers when they were present in BARC’s weekly  lists of top 10 advertisers. The actual number of insertions will be much higher. Please refer to the figure below for a list of top 10 advertisers during the first 24 weeks of 2014, based on their presence in BARC’s weekly lists of top 10 advertisers