BENGALURU: The biggest advertiser on television in terms of number of television ad insertions in 2017 was a cliché–Hindustan Lever Limited (HLL). Analysis of Broadcast Audience Research Council of India (BARC) weekly data of top-10 television advertisers across genre: All India (U+R): 2+ Individuals shows that the company was ranked number one during all the 52 weeks of 2017 (Friday, 30 December 2016 to Friday 29 December 2017). HLL had a phenomenal number of 6,845,761 television insertions as compared to the total 18,505,146 or about 37 percent of the total television ads released by the top-10 advertisers during 2017.
Besides HLL by itself, three other HLL group companies/brands–Brooke Bond Lipton, Ponds India and Lakme Lever were also among the top-10 advertisers for 50, 20 and 3 of the 52 weeks of 2017, respectively, bringing the total ads by HLL and these three HLL group companies to 8,301,365 or 44.93 percent of the total insertions according to BARC’s top 10 advertisers weekly lists for 2017. The actual total number of HLL and its associated companies were much higher given the fact that only BARC data for the top-10 advertisers in a week has been considered in this report.
The only other advertiser that was present during all the 52 weeks of 2017 in BARC’s list of top-10 advertisers was FMCG personal care and homecare products company Reckitt Benckiser, which released 2,953,290 (16 percent of the total ads released by the top-10 television advertisers) television ad insertions in 2017. Please refer to the figure below for the combined total of TV insertions by the top 10 advertisers per week for 2017.
The FMCG genre was the biggest advertising genre in 2017 by far accounting for 91.81 percent or 16,989,349 of the combined 18,505,406 total ad insertions by the top 10 advertisers during the 52 weeks of 2017.
In all, 32 companies made it at least once to BARC’s top-10 advertisers’ weekly list during the 52 weeks of 2017. Of these, besides HLL and Reckitt, six made it to the lists for at least 46 weeks, two each were present in the top-10 advertisers weekly lists for 30 to 40 weeks and 10 to 20 weeks, four were present for 20 to 30 weeks and 18 were present for one to five weeks of 2017 in BARC’s lists.
The eight biggest advertisers on television were FMCG companies. Of these, only two were present in BARC’s weekly lists for all the 52 weeks of 2017. Confectionary major Cadbury’s India was present in the weekly top-10 lists for 51 of 52 weeks of 2017 with 1,252,931 insertions followed by Brooke Bond Lipton with 1,130,404 insertions. Brooke Bond was present in BARC’s top-10 lists for 50 of the 52 weeks of 2017. Family, personal and household care and FMCG player Procter and Gamble (P&G) was next with 1,077,124 insertions as it was present for 46 of the 52 weeks of 2017. Baba Ramdev’s Patanjali Ayurved was present in the lists for 47 of the 52 weeks in 2017. Though it was present for one week more in the lists than P&G, its total insertions were fewer.
It should be noted that the actual number of insertions by Cadbury, Brooke Bond, P&G and Patanjali as well as the players mentioned in the list below may be much higher–the numbers mentioned above are limited to the sum of numbers in BARC’s weekly lists of top-10 advertisers in 2017.
The 32 companies that made it to BARC’s weekly list of top-10 advertisers at least once have been broadly classified into genres according to the table below:
The online genre represented by two players–Amazon Online India and Flipkart–was the next largest advertiser in 2017 based on BARC’s list. Amazon was present in BARC’s top-10 advertisers across genre list for 20 weeks with 427,049 insertions and Flipkart was present in the lists for one week during 2017 with 18,116 insertions.
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