TV ad volumes jump 36% in H1 of 2010

Led by the FMCG sector, total advertisement volume on television grew 36 per cent in the first six months this year compared to the same period last year, according to data released by TAM Media Research today.

"A 36 per cent rise in TV ad volumes during first half of 2010 was seen as compared to the first half of 2009," as per the analysis of AdEx India, a TAM Media division.

At a sectoral level, FMCG firms had increased advertisement for their food and beverages, thus emerging as the top spender during the period.

For instance, in the first six months of the year Hindustan Unilever had said its advertising and promotion costs were at Rs 1,377.73 crore, up from Rs 1,011.66 crore in the same period last year, up 36.18 per cent.

Another significant ad spender, Colgate Palmolive also increased its advertising and sales promotion expenditure to Rs 152.75 crore in the Jan-June period from Rs 128.49 crore in the year ago period, up 18.88 per cent.

"Food and beverages with 15 per cent share was the top sector followed by personal care and services with 12 per cent and 6 per cent share, respectively," according to the analysis.

Toilet soaps, social advertisements and aerated soft drink had occupied the top three positions among the top 10 categories in television advertising during first half of the current year.

The top three advertisers were consumer goods companies, Hindustan Unilever, Reckitt Benckiser and Coca Cola India but the ad spends of the later two firms could not be ascertained as they do not disclose publicly.

As per industry estimates, the Indian advertising was valued at around Rs 32,000 crore, out of which the TV segment accounts for a significant amount.

"TV advertising on regional and national channels was in the ratio of 52:48," the analysis added.