Bollywood heroines are rocking the television ad world, beating not just their male counterparts in the Hindi filmdom but also celebrities from sports, an industry study has shown.
If that is a break from the past, advertising categories that barely had a presence 10 years ago are now in the list of top 10 — these include cellphone service, social ads, two-wheelers, and direct-to-home (DTH) service.
Film actresses clocked the maximum TV ad volume last year (January to September 2009), at 45% as far as celebrity endorsement goes, against 34% by film actors. Compare this with the stats for the year 2003 — film actors had the majority share of 44% while film actresses recorded just 21%.
In 2009, Bollywood celebrities (film actors and actresses together) have grabbed close to 80% ad volume in endorsements, against 65% in 2003, according to a survey conducted by Adex India, a
division of the TAM Media Research.
While sports persons contributed 27% to the total ad endorsement pie in 2003, they are left with only 16% share in 2009.
Toilet soaps is the topmost ad category on TV in 2009, not much of a change from its second position in the year 2000, in terms of volume in seconds. Other categories to have maintained their top-10 rank include soft drinks (fourth now against third in 2000) , shampoos (fifth now against fourth in 2000), toothpastes (seventh now against fifth in 2000), cars and jeeps (eighth now against sixth in 2000).
The categories to have made a solid inroad into the advertising space include cellphone services, social ads, two-wheelers, DTH and milk beverages. Cellphone services were ranked 43rd in ad volume in 2000, now they are on the number two slot. Social ads have jumped from 20th position to third.
Two-wheelers, which were a laid-back 24th 10 years ago, have now raced up to the sixth slot, even ahead of cars and jeeps. DTH, which was not in existence 10 years ago, is now on the ninth position in the ad volume hierarchy.
On the brand side, some of the biggies have maintained their top-10 rank through the years. For instance, Hindustan Unilever, which was the top most brand in terms of ad volume in 2000, still retains that position. Another constant, Coca Cola, has marginally dipped from the number two slot in 2000 to the third position in 2009. Pepsi, which was sixth in 2000, is now on eighth rank.
Procter & Gamble has slipped from the third position to the ninth. Reckitt Benckiser, which was the 10th brand in 2000, is now the number two player. Smithkline Beecham has risen from the 12th slot to the fifth. Colgate has shifted from 11th to 10th position.
Meanwhile, Cadburys India has moved up several notches to number four rank in terms of ad volume in 2009, from 25th in 2000. The other two new entries in the top 10 slots are Bharti Airtel at number six, and ITC Ltd on number seven.
The survey has listed Airtel, Colgate, Coca Cola, Pepsi, Thums Up, Horlicks, Sprite, Close Up, Clinic Plus and Dettol Toilet Soaps as the top 10 brands present across all the past 10 years on TV.
Comments