Most advertised brands on television in first quarter of 2017

BENGALURU: Fifty-four brands from 15 main genres were present in the Broadcast Research Council of India (BARC) top 10 brands list in terms of television ad insertions during the first quarter of 2017 (Weeks 1 to 13 – Saturday 31 December 2016 to Friday 31 March 2017, Top 10 Advertiser Across Genre : All India (U+R) : 2+ Individuals). NineteenFMCG brands catapulted the genre to top position with combined weekly TV advertisement insertions (CWAI) of 4,19,502during the period. The frequency of FMCG brands presence in BARC’s top 10 brands list for 57 times out of a maximum possible of 130.

The Phone genre comprising of Phone Services, Phone Apps, Phone Walletor Banking and Mobile Phones was next with 11 brands having combined weekly ad insertions of 2,21,819 with a frequency of 27 out of a maximum possible of 130 in the top 10 lists during the period.

This paper must be read with a caveat: It deals only with the players present in Broadcast Audience Research Councilof India (BARC) top 10 lists of advertisers and brandsper week. The sums/percentages of other advertisers/brands other than those indicated in BARC’s top 10 lists have not been considered/mentioned in this paper during the period under consideration and those numbers could be more/higher.

Further, Phone Services brands such as Reliance’s JioDigital Life, Phone Wallets of Phone Banking Services brands such as Airtel Payments Bank, Phone App brands such as Vodafone Play App, Phone devices brands such as Vivo V5 Plus have been grouped under one genre – Phones. Jewellery and Apparel genres have been indicated separately.

Five Online brands which include eComerce, OTT (Amazon Prime Video), etc., with CWAI of 1,15,528and a frequency of 14 placed the genre at third place. The Bharatiya Janata Party was the sole brand from the Politics genre that was present in the list with a frequency of 5. The Auto genre includesAutomobiles-4 wheelers and Automobiles-2 wheelers. Brand IPL Season10 with a frequency of 2 was the sole entrant from Sports Events genre. Please refer to the figure below:

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The top 20 most advertised brands in the period had the BJP in the pole position with CWAI of 71,450 during the five weeks that it was present in the weekly top 10 brands in terms of TV ad insertions. Phone Wallet brand Airtel Payments Bank was the second most advertised brand with a frequency of 5 and CWAI of 55,320 during the period under consideration in this paper. The fourth and fifth places were taken by Oral acre FMCG brands Colgate Dental Cream and Close Up Ever Fresh with CWAI of 55,113 and 54,803 respectively a frequency of 7 each in the weekly top 10 brands lists during the first quarter of 2017. Ecommerce Online brand Amazon.in was fifth with a frequency of 4 and CWAI of 48,856. Please refer to the chart below for the twenty most advertised brands on television in weeks 1 to 13 of 2017.

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