HUL not among top spenders in lifestyle genre; Cadbury absent in kids' genre

Hindustan Unilever is among the top 10 advertisers in almost all genres of television channels, including Hindi GECs, Hindi movies, Hindi news, English, sports and kids, according to data sent by BARC India for the year 2017(Weeks 8-52).The advertiser did not appear in the top 10 list in the lifestyle genre.

Cadburys India was not among the top 10 in the kids’ genre, which is supposed to be its primary TG. Patanjali Ayurveda, known for its aggressive marketing, appeared just once in these seven genres that were analysed. Patanjali was the biggest advertiser on Hindi news.

The common names in the top 10 advertisers’ list in these genres were from the FMCG category, including Reckitt Benckiser, Colgate Palmolive, ITC, Procter & Gamble and Dabur India. The other categories were e-commerce (Amazon), automobile (Maruti), electronics (Samsung), mobile handsets (Vivo India) and travel (Trivago).

Here’s the genre wise listing:

Hindi movies

The Hindi moviegenre had the maximum number of ad insertions among all other genres. All the top 10 advertisers in the genre are from FMCG category. The genre has about 16-20 players, including FTA channels. Of these, about 14 are from big broadcast networks. The biggest advertiser in this genre was Hindustan Unilever, which had 10.795 million ad insertions in 2017. Reckitt Benckiser was the second biggest advertiser in 2017 by inserting 4.875 million ads. Cadburys India followed with 2.589 million ad insertions. The others among the top 10 were Brooke Bond Lipton India (1.954 million ad insertions), Procter & Gamble (1.433 million ad insertions), Ponds India (1.254 million ad insertions), Dabur India, Coca Cola India, ITC and Lakme Lever.

Hindi GECs

Hindi GECs are the biggest revenue generators on television and stand at No. 2 in terms of the maximum number of ad insertions. Just like Hindi movies, GECs too have most monies coming from the FMCG advertisers. The genre got a vibrant entrant in 2017 as the laggard Life OK was re-launched as Star Bharat and picked up viewership quite soon. So much so is the similarity between the TGs of the two genres that the advertisers’ names and rankings are also almost the same. Hindustan Unilever is the biggest advertiser on the genre, having inserted 5.011 million ads. Reckitt Benckiser stood at second, having inserted 2.242 million ads, followed by Cadburys India that had 1.018 million ad insertions among the 16-18 channels that the genre hosts. Brooke Bond Lipton India (0.947 million ad insertions), Procter & Gamble (0.925 million ad insertions), Dabur India, Godrej Consumer Products, Ponds India, Colgate Palmolive India and ITC.

English

English genres on television include, English GECs, English movies and English news. All put together, the English cluster has about 30 channels. Amazon Online India is the biggest advertiser in this genre, inserting 2.197 million ads in English channels in 2017. Samsung India Electronics had about 0.882 million ad insertions in the genre, L’oreal India followed with 0.699 million ad insertions in the year. Maruti Suzuki (0.574 million ad insertions), Reliance Retail (0.570 million ad insertions),BhartiAirtel, Trivago, Titan Company and Google were the other advertisers that listed in the top 10 advertisers in the English genre.

Hindi news

Hindi news, as a genre, has always been known for being a low-cost entry genre for advertisers who can’t directly afford to pan out on the other expensive genres. One of the most crowded genres, Hindi news has about 20-22 channels in its fold. Most of the advertisers who approach this competitive genre are from the regional brands.

Patanjali Ayurveda, considered to be one of the most aggressive advertisers in recent times, was the biggest advertiser on Hindi news in 2017 by inserting 1.641 million ads. Hindustan Unilever was the second biggest advertiser in the genre with 1.382 million ad insertions, followed by SBS Biotech (the owners of Kesh King brand), which had 0.921 million ad insertions in the Hindi news genre. Emami (0.647 million ad insertions), Mahashiya Di Hatti – MDH (0.510 million ad insertions), RajvaidyaShital Prasad and Sons (0.442 million ad insertions), Rohit Surfactants, Godrej Consumer Products, Colgate Palmolive India and Asian Paints are the other big advertisers in the genre.

Kids

Kids is a dynamic genre that has about 13-14 channels in its fold. Sony Yay, the newest entrant, was launched in 2017.Reckitt Benckiser was the biggest advertiser in the genre in 2017, inserting 1.479 million ads in the genre, followed by Hindustan Unilever that had 0.673 ad-insertions in the genre in 2017. Perfetti Van Melle India stood as the third biggest advertisers in the genre with 0.657 million ad insertions. The other big advertisers on the genre were ITC (0.523 million ad insertions), Dabur India (0.499 million ad insertions), Procter & Gamble (0.477 million ad insertions), Hershey India (0.406 million ad insertions), Britannia Industries and Colgate Palmolive India.

Lifestyle

The lifestyle genre has grown significantly in the last couple of years and 2017 was an important year, considering that a lot of channels increased their local productions. With increased focus on India focussed content, the genre was in talk and created interest among advertisers too. Trivago, the travel and tech company, came out as the biggest advertiser in the lifestyle genre with 0.395 million ad insertions, followed by the e-commerce giant Amazon Online India that inserted 0.234 million ads in the genre in 2017. Videocon Industries that had 0.160 million adinsertions in the genre stood as the third biggest advertiser. BhartiAirtel, Maruti Suzuki India, Titan Company, Google, Vini Product, Vivo Mobile India and Axis Bank were the other big advertisers in the lifestyle genre.

Sports

Sports genre’s biggest advertiser was Vini Product in 2017 had 0.294 million adinsertions. Samsung India Electronics became the second biggest advertiser in the sports genre in 2017 by inserting 0.221 million ad-insertions, followed by Sony Pictures Networks India that had 0.219 million Impressions. Sony Pictures had announced the rebranding of its sports channels, also renaming the Ten brand. Hindustan Lever, Maruti Suzuki India, Indya Interactive Services, e-commerce Amazon Online India, L’oreal India, Hero Motocorp and MRF Tyres were the other big advertisers on sports.

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