‘Doosra’ tracks ad spends in the consumer brands sector, demarcating the top advertisers and categories in various viewership segments. ‘Doosra’ is backed by TAM Adex Data.
Summer is here, and it’s getting hotter than ever! While April used to be a predominantly dud season for the advertising industry, IPL 2016 & the hot weather seem to have rekindled the flame, with renewed interest from consumer appliances & cold beverage brands.
Samsung dominates the refrigerator category with almost 76% of TV ad expenditure, distantly followed by LG. Kwality Walls is the top contributor to the Ice Cream category, with 55% of the overall TV ad expenditure. The smales contributor in the segment is Amul.
There’s some understandable clutter in the beverages category, with increased competition from fruit-based and ethnic drink manufacturers like Cherio and Paper Boat (Hector Beverages). Havells is the top contributor in the fans category, contributing 46% of the overall spends.
This summer’s category leader is the beverages segment, with Rs 141 Crores worth of ad-expenditure.
The Air Conditioning segment is cluttered with many players rushing to the forefront, cashing in on the prevailing Indian heat wave. Blue Star, Voltas and Godrej are the top three contributors in this segment.
Also, with the introduction of geo-targeting on TV and the resurgence of regional channels, marketers are considering adding these options in their media mix. TV ad spends by brands are different in different regions of India. Voltas is continues to be the top spender in the northern region, Blue Star in East, Videocon and Whirlpool in the western and southern regions, respectively.
The complete report is attached below.
This data is based on TAM AdEx from April 01 – April 17, 2016.