Instant food ads up

sta category took the largest chunk of the TV ad pie with 65 per cent share.  As much as 94 per cent of the advertising share under the noodles/pasta category was contributed by top three advertisers Nestle India Ltd, ITC Ltd and Asian Thai Foods Pvt Ltd.  Although the top three companies did not disclose ad spend figures, FMCG analysts point out that companies operating in the IFM sector spend anything between Rs 5 crore to Rs 30 crore on advertising across media, depending on the number of brands advertised.  According to AdEx, average ads per day aired on TV by IFM players increased from 155 in January-August 2006 to 173 in January-August 2007.  January to August 2007 also saw launch of 16 IFM brands on television.  These include Maggi Rice Noodle Mania-Shahi Pulao, Krd Rys, Maggi Rice Noodle Mania-Lemon Masala, Maggi Rice Noodle Mania-Chilly, Rumpum Noodlesa, Anil Noodles, Smith Jones Baked Beans, Maggi Healthy Soup Sanjeevni, Sunfeast Benne Vita and Greenoodles.  According to AdEx, Nestle India was the biggest advertiser on TV during the period with an advertising share of 45 per cent. Four out of top ten new brands advertised on TV belonged to Nestle.  Under the 'instant soup mixes' segment, Hindustan Unilever Ltd advertised the most, while Hatsun Agro Products Ltd emerged the biggest TV advertiser under the 'ready to eat' category during January to August 2007.  Nestle India Ltd was the biggest advertiser with 45 per cent of the advertising share and it focused its advertising on noodles/pasta brands under Maggi.  Hindustan Unilever Ltd took the second place with 25 per cent share and advertised only for its brand Knorr Soup.  ITC had an advertising share of 20 per cent and advertised primarily Sunfeast Pasta Treat on kids