TV ad volumes in Personal Care rise by 13% in Q1, 2014: TAM AdEx

TAM has released an overview of advertising ad volume on different platforms by the personal care/ personal hygiene sector, between January and March 2014.

As per the report, a hike of 13 per cent was seen in TV advertising volumes of personal care/personal hygiene sector during Q1, 2014 compared to Q1, 2013. With 95 per cent share of the pie, TV dominated advertising in terms of ad insertions. Regional TV channels contributed 58 per cent share of advertising in the sector.

Compared to Q1 of 2013, ad volume on radio grew by 118 per cent in personal care/personal hygiene sector during Q1, 2014. Print advertising, meanwhile, registered a growth of 103 per cent during Q1, 2014, compared to Q1, 2013.

The report revealed that the top three categories on each media contributed a collective share of more than 50 per cent out of the total advertising undertaken by the category in Q1, 2014. Toilet soaps, fairness creams and skin care products topped the list of top 10 categories from TV, radio and print, respectively.

Meanwhile, Garnier Fair Miracle, Glosoft Face Wash and Ultrabrite Skin Cream are top new brands of TV, radio and print, respectively.

As for the state-wise share, Maharashtra emerged as the No. 1 state with 28 per cent share, followed by West Bengal with 15 per cent share of ad volumes on radio during Q1, 2014 in the sector.

97 per cent of advertisements for personal care/personal hygiene sector were done in print.