Guess what were the advertisements you saw most on television in November. Not sure? Well, personal care products, primarily toilet soaps, were the most advertised products on TV last month, data from TAM Adex, a unit of TAM Media Research, which tracks advertising across media show. The share of toilet soaps was 5 per cent, similar to that of October.
Advertisements from cellular phone services also cornered 5 per cent share, but toilet soaps sliced a bigger share in terms of volume, 3,161 seconds against cellular phone services’ 2,965 seconds.
On-air share of toilet soaps has been on the rise, rising 100 basis points over the past two months, according to TAM Adex. Last year, the product did not figure in the top slot at all between August and November, the slot being occupied by cellular phone services.
In print, social ads were the most visible in November, with 8 per cent share, occupying 1,160 column centimetres. Social ads, say experts, is one category which has been active across media vehicles over the past few months. On TV, the share of social ads was 100 basis points below toilet soaps and cellular phone services in November. It was 4 per cent for the month, says TAM Adex, with a total volume of 2,272 seconds. On radio, the share of social ads was second to cellular phone services at 7 per cent. Its volume was 665 seconds. Cellular phone services stood at 16 per cent with 1,548 seconds.
In August, September and October, social ads were the most advertised category across all media vehicles. Government departments, a key contributor to social ads, have been working hard to propagate socially relevant messages in the wake of pandemics such as swine flu, which gripped the country in August. This increase, over recent years, shows that even government departments have been waking up to the potential it presents.
On radio, independent retailing emerged as the third-most advertised category, with 5 per cent share and with a volumes at 447 seconds. In print, independent retailers enjoyed 3 per cent share, coming sixth in the pecking order with volumes of 429 seconds, TAM Adex.
