Personal Care Adds On Top Gear

Toilet soaps, tooth pastes and fairness creams were the most advertised categories under the personal care sector on TV during January-September 2010, and with 30 per cent share of the total ad pie in this sector, Hindustan Unilever was the top advertiser, followed by Reckitt Benckiser and Colgate Palmolive.

The top 10 advertisers contributed to 86 per cent share of the overall personal care/personal hygiene sector TV ad pie during the period.
According to AdEx Analysis of TAM Media Research, in overall TV advertising, this sector witnessed 48 per cent growth during this period, over the corresponding period last year.


This category was followed by the services (30 per cent growth) and food and beverages (18 per cent) sectors, in that order.
During the period, overall TV ad volumes saw growth of 24 per cent over that in January-September 2009, and Hindustan Unilever was among the top 10 advertisers.
In the services sector advertising, which grew by 30 per cent during the period under consideration, DTH providers occupied the first position, with Tata Sky topping the list. Real estate and Internet services sectors were the second and third biggest advertisers in this sector.


The food and beverages sector also grew by 18 per cent, with aerated soft drinks category accounting for the most, followed by milk beverages and chocolates.


Over 65 per cent of the total ad pie in this segment came from the top 10 advertisers. Coca Cola was the top advertiser in this sector, followed by Cadbury India and PepsiCo.