Amazon is top brand to advertise on TV during festive season: BARC

Amazon is top brand to advertise on TV during festive season: BARC

Jewellery brands advertised lesser during festive season 2018 as compared to 2017

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MUMBAI: Total TV consumption during the festive season saw a slight increase in the year 2018 as compared to the consecutive time period in 2017, a recent Broadcast Audience Research Council (BARC) India data reveals. While the average weekly impressions were 28.8 billion for the time period between 26 August and 20 October 2017, they were 33.1 billion between 15 September and 9 November 2018.

This festive season, ranging between Ganesh Chaturthi and Diwali, is a preferred slot for advertisers and brands as well to grab maximum eyeballs. It also translates into several offers being announced by top brands and thus leads to a heavier influx of advertising.

The BARC data indicates that Hindustan Unilever remains the topmost advertiser during the past two festive seasons, with 1132959 and 1054249 insertions in 2017 and 2018, respectively. Amazon.in, which usually announces big sales during the time period with ‘The Great Indian Festival Sale’, was the top brand to advertise on TV for both the years with 132750 and 146049 insertions, respectively.

FESTIVE SEASON 2017

 

Period: 26th August - 20th October 2017

 

Top 15 Brands & Advertisers (Total TV)

Top 15 Advertisers

No. of Insertion

 

Top 15 Brands

No. of Insertion

HINDUSTAN LEVER LTD

1132959

 

AMAZON.IN

132750

RECKITT BENCKISER (INDIA) LTD

508368

 

LALITHAA JEWELLERY

115612

GODREJ CONSUMER PRODUCTS LTD

224795

 

VIDEOCON D2H

70684

PROCTER & GAMBLE

215573

 

DOVE CREAM BATHING BAR

70022

CADBURYS INDIA LTD

202196

 

CLOSE UP EVER FRESH

65619

BROOKE BOND LIPTON INDIA LTD

185564

 

LUX TOILET SOAP

59011

AMAZON ONLINE INDIA PVT LTD

158033

 

VIVO V7 PLUS

58833

PATANJALI AYURVED LTD

140990

 

FLIPKART.COM

56670

ITC LTD

126166

 

PEARS

54134

SMITHKLINE BEECHAM

123607

 

ATTICA GOLD COMPANY

51332

LALITHA JEWELLERY

115612

 

PET SAFFA

48555

TVS MOTOR COMPANY

114873

 

HORLICKS

48427

SBS BIOTECH

113704

 

SURF EXCEL EASY WASH

46256

SUPER CASSETTES INDUSTRIES

111303

 

HARPIC 10X

46210

COLGATE PALMOLIVE INDIA LTD

103444

 

DR ORTHO OIL & CAPSULE

46104

 

FESTIVE SEASON 2018

       

Period: 15th September - 9th November 2018

 

Top 15 Brands & Advertisers (Total TV)

Top 15 Advertisers

No. of Insertion

 

Top 15 Brands

No. of Insertion

HINDUSTAN LEVER LTD

1054249

 

AMAZON.IN

146049

RECKITT BENCKISER (INDIA) LTD

683557

 

TRIVAGO

87446

ITC LTD

347809

 

SANTOOR SANDAL AND TURMERIC

80327

AMAZON ONLINE INDIA PVT LTD

290918

 

WIPE

70044

GODREJ CONSUMER PRODUCTS LTD

277549

 

ROOP MANTRA AYUR FACE CREAM

67535

PROCTER & GAMBLE

233830

 

DETTOL TOILET SOAPS

65953

SBS BIOTECH

181203

 

DR ORTHO OIL & CAPSULE

63013

CADBURYS INDIA LTD

179948

 

LIZOL

60669

BROOKE BOND LIPTON INDIA LTD

163532

 

HARPIC

57910

SMITHKLINE BEECHAM

159996

 

COLGATE DENTAL CREAM

57253

WIPRO LTD

155059

 

FLIPKART.COM

55390

COLGATE PALMOLIVE INDIA LTD

153803

 

DETTOL LIQUID SOAP

54306

PONDS INDIA

149171

 

HORLICKS

51577

MARICO LTD

137980

 

PET SAFFA

50655

GOOGLE

125019

 

GOODKNIGHT POWER ACTIV PLUS

50186

 

It is interesting to note from the data that two brands from the jewellery segment, Lalithaa and Attica Gold Company were not a part of the list in 2018. Videocon D2H also made an exit from the list in 2018.

From the advertisers’ side, TVS motors and Amazon Online were some of the brands who couldn’t make it to the top 15 list in 2018. The new entrant on the list in 2018 was Google that ran some really interesting campaigns during the season.