Date:17/05/2008 URL: http://www.thehindubusinessline.com/2008/05/17/stories/2008051751370500.htm

Back Cell phone services top TV ad volumes in January-March

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Chennai, May 16 Cellular phone services were the top category advertising on TV during the first quarter of 2008.

According to a study by AdEx, Hindustan Unilever Ltd was the number one advertiser on TV during this period. The first quarter of 2008 saw a 29 per growth in the volume of TV advertising as compared to that in Q1 2007. The ad volume is based on secondages.

Social advertisements, life insurance, corporate and brand image were the other categories that topped in terms of TV advertising. The top 10 categories accounted for 36 per cent share of TV advertising in the quarter under review.

Compared to Q1 07, advertising by cellular phone services moved up seven places to be at the top position in Q1 08.

The top 10 advertisers’ share aggregated to 19 per cent of overall TV advertising during Q1’08. The top 10 advertisers comprised of three players from the telecom sector and two from the aerated soft drinks sector in Q1 ’08.

Vodafone Essar Ltd, Bharti Airtel Ltd, ITC Ltd and Reliance Communications Ltd jumped the maximum number of places to be in the top 10 list of advertisers in Q1 ’08. Four out of the top 10 exclusive advertisers on TV advertised for a social cause during the quarter, namely, Triyani, the Department Of Women & Child Development, the MKC Trust (UK) and the Director Of Income-Tax, the study said.