The Article Series
In the series TV advertising for first time advertisers, we have covered the following topics till date:
- TV Advertising Facts & Figures: Useful facts and figures about television viewership and advertising in India, curated from reports by leading bodies like BARC, TAM, and EY.
- TV Campaign Measurement Terms Explained: How TV programs and campaign viewership are measured in India and some relevant terms that can help advertisers know more about the TV viewership measurement.
- Data-driven Television Campaign Planning: The process of television advertising planning in brief and also explore how data obtained from authentic bodies like BARC can help us in making the right choice about television campaign planning.
- Competitor Analysis Report: How a competitor analysis report can help brands understand the advertising strategy followed by the top players in the category.
- How a post-evaluation report can help brands optimize their TV campaigns- A case study: An example of how the insights obtained from a post-evaluation report helped a popular board game app up its game in the regional markets.
- How can channel share report help brands understand their target audience’s viewership preference: How brands can use channel share report, time band report as well as program report to understand the viewership behaviour of their target audience and accordingly, select the channels to run their ads on.
- TV Advertising: A quick guide to help you decide which regions and genres you should advertise in: Analysis of past advertising data from BARC to understand how brands in different sectors distribute their ads across languages and genres.
- TV Advertising FAQs: How long should my television as be?: We analysed past advertising data from BARC to understand the Average Creative Duration across sectors and channel genres.
- TV Advertising FAQs: How many ad spots should I run per day on television?: In this article, we discussed, on an average how many ad spots most brands run per day per channel across product categories, channel languages and genre.
In the last article of the series, we would try to find out, what’s the ideal duration of a television campaign across product categories, languages and genres, based on television advertising data obtained from BARC for a period of 8 weeks starting 1st Aug 2020.
Introduction
One of the most common questions we are asked by the television advertisers is:
How long should my television campaign run?
45 Days!
We went through several industry articles to understand what’s an optimum period for any marketing campaign to run. While different publications have different opinions, 45 days was the most common answer.
However, having said that, the most important thing to understand while determining the television campaign duration for your brand would be that it would always vary based on various factors like campaign objective, budget, product pricing, industry, competitors and consumer behaviour. We would check out some articles and what they have to say about this ideal period, based on consumer science and experience.
This article published in Entrepreneur.com suggests at least a 30-day run for your television campaign before going off-air or changing the creative because that’s an optimum time it takes for audience to take note.
While this article on Ad Edge talks mostly about digital advertising, it does say that 45 days is the time it takes a consumer to retain and recall information as per research. The same has been confirmed by this article on Technologytherapy.com.
Coming back to the question, in this article we have tried to find out the answers by analysing television advertising data for 8 weeks starting from 1st August 2020. We also wanted to know if the average television campaign duration varies across product categories. As we dive deeper, we would use the following numbers to make observation:
- Median Value: Median value refers to the middle value in a sorted list. This value remains unaffected by the presence of outliers hence works as a better indicator of a value range. This indicates the average television campaign duration most advertisers follow.
- Mode Value: Mode is the value that appears most frequently in a data set. The mode value is important here because this value would signify the most usual value used by the advertisers.
Analysing Past Campaigns Data
As discussed earlier in the article, we have analysed advertising data for 8 weeks starting 1st August 2020. This included 5224 brands in total.
On doing an overall analysis, we found that the median value of television campaign duration is 16 days while the mode value is 1. And, following is a distribution of number of brands according to the television campaign duration:
In the following sections, we would analyze the data after segregating it on basis of product category.
As seen in the chart above, more than 60% brands had a TV campaign duration of less than 30 days while about 80% of the brands ran their campaign for 45 days or lesser. However, it is to be noted that more than 40% of the brands had a much shorter TV campaign duration of 10 days and lesser.
Does the TV campaign duration vary across product categories?
In the following table, we would see the median and mode value of TV campaign duration across product categories. We would request you to consider the median value for better results:
| Sector | Median Value (days) | Mode Value (days) |
| Agriculture | 20 | 1 |
| Automobile | 17 | 1 |
| BFSI | 12 | 1 |
| Building Material | 13 | 1 |
| Corporate Branding | 2 | 1 |
| Durables | 12 | 1 |
| Education | 15 | 1 |
| Food & Beverages | 25 | 56 |
| Hair Care | 39 | 56 |
| Household | 25 | 56 |
| Laundry | 34 | 56 |
| Media | 21 | 56 |
| Personal Accessories | 20 | 56 |
| Personal Care | 35 | 56 |
| Personal Healthcare | 31 | 56 |
| Retail | 9 | 1 |
| Services | 9 | 1 |
| Telecom Products | 10 | 2 |
| Telecom/Internet Service Providers | 17 | 56 |
| Textiles | 11 | 1 |
In the table above, you would find a significant variation in the median as well as mode value of campaign duration. Most FMCG and other all-season products have very high TV campaign duration. This can be attributed to their round the year usage and also very low switching barrier.
Since, the television campaign duration exhibits high degree of variation across product categories, it would be a better idea to check the campaign duration distribution for each of these product categories:
Agriculture
Median TV campaign duration: 20 days
More than 50% of brands have TV campaign duration of 20 days and lesser.
Following were the brands with the longest running campaigns:
| BIOZYME |
| ENCOUNTER |
| GURBAZ SUPER SEEDER |
| HERCULES |
| JAGATJIT FARM EQUIPMENTS |
| MAC PLEADER GOLD |
| MEGHMANI PESTICIDES |
| PRATIBHA COCOLY |
| SLR 525 |
| SYNGENTA AMISTAR TOP |
| SYNGENTA CHESS |
| TRACTOR BRAND PULSOR |
Automobile
Median TV campaign duration: 17 days
More than 50% of brands have TV campaign duration of 20 days and lesser.
Following were the brands with the longest running campaigns:
| AUTOBAT BATTERIES |
| KIA SONET |
| OKAYA BATTERIES |
BFSI
Median TV campaign duration: 12 days
More than 60% of brands have TV campaign duration of 20 days and lesser.
Following were the brands with the longest running campaigns:
| BEST MONEY GOLD |
| KAPIL CHIT FUND |
| MUTHOOT FIN LOAN AGAINST GOLD |
| MUTHOOT MERCANTILE |
| R-GOLD EXCHANGE |
| STAR HEALTH & ALLIED INSURANCE |
Building Material
Median TV campaign duration: 13 days
About 47% of brands have TV campaign duration of 10 days and lesser while 20% brands opted for TV campaigns duration longer than 50 days.
Following were the brands with the longest running campaigns:
| AMRIT CEMENT |
| ANUJ COOL ROOF TILES |
| ANUJ SCRATCH FREE TILES |
| A-ONE GOLD THERMEX TMT BARS & PIPES |
| CHETTINAD CEMENT |
| DALMIA CEMENT |
| FALCON MARINE EXPORTS LTD |
| GK TMT REBARS |
| INDUS 555-D TMT |
| JK SUPER CEMENT |
| KAMDHENU COLOUR MAX |
| MAHA HD PLUS CEMENT |
| MAITHAN TMT 600 |
| MAPLE LEAF PREMIUM CEMENT |
| MIRAJ PIPE |
| MONGIA STEEL |
| NAKODA TMT |
| NBSA-(NEWS BRODCASTING STANDA) |
| PLASTO GOLD TANK |
| PRAYAG FAUCTETS AND PIPES |
| RAMCO SUPER GRADE (MADRAS) |
| S K SUPER TMT BAR |
| SHYAM STEEL FLEXI STRONG TMT REBAR |
| SMC MAJBOOT 500+ TMT |
| SRMB REALEDGE |
| SRMB TMT BARS |
| SUPER SHAKTI FE 550+ SD |
| SURYA GOLD/SURYA CONCRETEC |
| TATA COLOURS LUXORE/REGALIA |
| TOPTECH ORIGINAL X RIBS TMT |
| ULTRA STRONG TMT BARS |
| ULTRATECH CEMENT |
| UTKAL ALUMINIUM INTL LTD |
| WONDER CEMENT |
Corporate Branding
Median TV campaign duration: 2 days
About 80% of brands have TV campaign duration of 10 days and lesser.
Following were the brands with the longest running campaigns.
| AMUL PRODUCTS |
| BENAKA GOLD COMPANY |
| COMPUCOM FOUNDATION |
| SERAJUDDIN & CO |
| TOONZ MEDIA GROUP |
| VEDANTA RESOURCES |
Durables
Median TV campaign duration: 12 days
About 46% of brands have TV campaign duration of 10 days while 17% have campaign duration more than 50 days.
Following were the brands with the longest running campaigns:
| ATUM ELECTRIC ROOF |
| EVEREST HOME APPLIANCES |
| FINOLEX CABLES/WIRES |
| KENT MINERAL RO |
| MICROTEK MCB/RCCB |
| MICROTEK WIRES & CABLES |
| NASAKA SANISAFE |
| PNB KITCHENMATE |
| PREETHI GLASS TOP GAS STOVE |
| PREETHI ZODIAC 2.0 |
| SHEMAROO SHRIMAD BHAGAVAD GITA SPEAKER |
| WONDERCHEF PRODUCTS |
Education
Median TV campaign duration: 15 days
About 47% of brands have TV campaign duration of 10 days.
Following were the brands with the longest running campaigns:
| APN GLOBAL FILM AND MEDIA INSTITUTE-VC |
| BANSAL INST OF SCI & TECH-EG |
| BHABHA UNIVERSITY (BHP)-ML |
| BHUBANESWAR ENGG CLG-ML |
| BYJUS LEARNING APP |
| C V RAMAN GLOBAL UNIV-ML |
| CEB CLG OF ENGG (BWR)-ML |
| CHANDIGARH UNIVERSITY-ML |
| CITY MONTESSORI SCH (LCK)-SH |
| DHANALAKSHMI SRINIVASAN GRP OF INST-ML |
| DOLPHIN SCH OF HOTEL MGMT-OT |
| DR APJ ABDUL KALAM UNIVERSITY(INDORE)-ML |
| DR C V RAMAN UNIVERSITY-ML |
| DR MGR EDUC & RES INST-ML |
| DURGAPUR INST OF ADV TECH&MGMT-EG |
| DURGAPUR INST OF POLYTECHNIC-EG |
| EXTRAMARKS-TOTAL LEARNING |
| GREAT GANGES GRP OF INST-ML |
| ICFAI UNIVERSITY (JPR)-ML |
| ICFAI UNIVERSITY-ML |
| ICS COACHING CENTRE |
| INST OF HIGHER SEC EDU (BWR)-SH |
| INTL SCH OF MEDIA&ENTER STU-VC |
| KALINGA ENG MED SCH-SH |
| KAZIRANGA UNIVERSITY-ML |
| KOUSTUV BUSS SCH-MG |
| KOUSTUV INST OF SCI (KIS)-SH |
| KOUSTUV SCH OF ENGG-EG |
| LAW CLG DURGAPUR-OT |
| MAHARISHI MARKANDESHWAR UNIVE-ML |
| MEDIA ONE ACADEMY OF COMMUNICATION-VC |
| N H GOEL FINISHING SCH-VC |
| RABINDRANATH TAGORE UNIV-ML |
| RAISONI GROUP OF INST-ML |
| RKDF UNIVERSITY-ML |
| S A ENGG CLG/S A CLG OF ARTS & SCIENCE-ML |
| SARVEPALLI RADHAKRISHNAN UNIV-ML |
| SATHIYAM ACADEMY-VC |
| SATHYABAMA INST OF SCI & TECH-ML |
| SRI SATYA SAI UNIV OF TECH & MED SCI-ML |
| SRM INST OF SCI & TECH-ML |
| STUDY 4 IAS |
| SUDARSHAN TV MEDIA ACADEMY-VC |
| TSG GURUKUL CBSE SCHOOL-SH |
| UTTARANCHAL UNIVERSITY-ML |
| VALLIAMMAI ENGG CLG-EG |
Food & Beverages
Median TV campaign duration: 25 days
More than 50% of brands have TV campaign duration of 20 days and lesser while 10% have campaign duration longer than 50 days.
Following were the brands with the longest running campaigns:
| AACHI ASAFOETIDA |
| AACHI BIRYANI MASALA |
| AACHI CHUKKU MALLI COFFEE |
| AACHI HEALTH MIX |
| ACT II POPCORN |
| AJANTHA SUPARI |
| AMUL BUTTER |
| AMUL CHEESE |
| AMUL GHEE |
| AMUL MALAI PANEER |
| AMUL MILK |
| AMUL TAAZA MILK |
| AMULYA |
| ANMOL SAGAR DESI GHEE |
| ANNAPURNA FARM FRESH ATTA |
| AROKYA MILK |
| AVT GOLD CUP TEA |
| BEST DROP LITE |
| BOOST |
| BROOKE BOND 3 ROSES NAT CARE |
| BROOKE BOND BRU GREEN LABEL |
| BROOKE BOND BRU GREEN LABEL NICE |
| BROOKE BOND BRU INSTANT |
| BROOKE BOND RED LABEL |
| BROOKE BOND RED LABEL NAT CARE |
| BROOKE BOND TAAZA |
| BROOKE BOND TAAZA MASALA CHASKA |
| BROOKE BOND TAJ MAHAL |
| BROOKE BOND THREE ROSES |
| BUTTERFLY AYURVEDA RANGE OF PRODUCTS |
| BUTTERFLY AYURVEDA RATRI CHAI |
| BUTTERFLY AYURVEDA SUPRABHAT CHAI |
| CADBURYS 5 STAR |
| CADBURYS BOURNVITA |
| CADBURYS BOURNVITA BISCUITS |
| CADBURYS CHOCOBAKES CAKES |
| CADBURYS DAIRY MILK CHOCOLATE |
| CADBURYS DAIRY MILK SILK |
| CADBURYS DARK MILK |
| CADBURYS GEMS |
| CADBURYS PERK |
| CHAINI CHAINI TEA |
| COOL LIP MOUTH FRESHNER |
| D S ASAFOETIDA |
| DAIRY TOUCH COW GHEE |
| DHEEPAM OIL |
| EASTERN MASALA |
| EMAMI HEALTHY & TASTY SMART BALANCE IMMUNITY BOOST |
| FOODISHA DRINKS |
| FORTUNE CHAKKI FRESH ATTA |
| FORTUNE REFINED SUNFLOWER OIL |
| GOLD DROP SUNFLOWER OIL |
| GOLD WINNER SUNFLOWER OIL |
| HATSUN CURD |
| HATSUN GHEE |
| HELLMANNS REAL MAYONNAISE |
| HORLICKS JUNIOR |
| HORLICKS LITE |
| HORLICKS MOTHERS |
| HORLICKS PROTEIN PLUS |
| HORLICKS WOMENS |
| JHARNA GHEE |
| KAMLA PASAND PAN MASALA |
| KISSAN KETCHUP |
| KISSAN MIXED FRUIT JAM |
| KISSAN PIZZA & PASTA SAUCES |
| KISSAN SWEET AND SPICY TWIST |
| KNORR CHICKEN DELITE SOUP |
| KNORR CHINESE MANCHURIAN |
| KNORR HOT & SOUR VEG SOUP |
| KNORR SOUPY NOODLES |
| KRISHNA MUSTARD OIL |
| LIPTON GREEN TEA |
| MAHAK CHAINI CHAINI |
| MAHAKOSH SOYABEAN REFINED OIL |
| MAHARAJ BRAND SPICES |
| MAHARAJ SAMBAR POWDER |
| MDH BIRYANI MASALA |
| MDH KITCHEN KING MASALA |
| MDH MASALA RANGE |
| MDH SHAHI PANEER MASALA |
| MIRAJ PARATHA/NAMKEEN |
| MOUNTAIN BREEZE |
| MR GOLD REFINED GROUNDNUT OIL |
| MR GOLD REFINED SUNFLOWER OIL |
| NANDI CHOKKAR SAHIT AATA |
| NANO BASMATI RICE |
| NESCAFE |
| NIZAM BETEL NUT |
| NUTRELA SOYA CHUNKS |
| PATAKA PREMIUM LEAF TEA |
| PATANJALI BISCUITS |
| PATANJALI COW GHEE/COW MILK |
| PATANJALI HONEY |
| PATANJALI KACHI GHANI MUSTARD OIL |
| PATANJALI SARVGUN SAMPANN WHOLE WHEAT CHAKKI ATTA |
| PONKATHIR PUTTU PODI |
| PRIYA GOLD REFIND SUNFLOWER OIL |
| PRIYA GOLD SNAKKER |
| PUREHEART NUTSPREAD |
| RAJA GOLDEN MARIE BISCUITS |
| RAJESH RAGHAV BHOG ATTA/RAJESH MASALA |
| RAJSHRI PAN MASALA |
| ROJA SUPARI |
| SAFFOLA MASALA OATS |
| SAKTHI MASALA |
| SHANE PUNJAB MASALA |
| SHANE PUNJAB TEA |
| SHUDH PLUS PAN MASALA |
| SRI MURUGAN GHEE |
| SUBAS FOOD PRODUCTS |
| SUNDROP PEANUT BUTTER |
| SUNFEAST YIPPEE PASTA |
| SUNPURE SUNFLOWER OIL |
| SUNRISE MUSTARD POWDER |
| SUNRISE PURE JEERA POWDER |
| THANGAM EDIBLE OIL |
| THUMS UP |
| TIRUMALLA OIL |
| TIRUPATI EDIBLE OIL |
| TIRUPATI SUNPRIDE SUNFLOWER OIL |
| TT ASAFOETIDA |
| VIMAL ELAICHI PAN MASALA |
Hair Care
Median TV campaign duration: 39 days
74% of brands have TV campaign duration of 50 days and higher.
Following were the brands with the longest running campaigns:
| CLINIC PLUS SHAMPOO |
| GARNIER BLACK NATURALS |
| GARNIER COLOR NATURALS |
| L OREAL TOTAL REPAIR 5 |
| NISARGALAYA BRAHMI OIL |
| NUZEN GOLD HAIR OIL |
| PURE ROOTS PROTEIN SHAMPOO |
| SIMCO SUPREME/CLASSIC HAIR FIXER |
| SUNSILK |
| SUNSILK BLACK SHINE |
| SUNSILK CONDITIONER |
| TRESEMME KERATIN SMOOTH SHAMPOO |
| VCARE VIP HAIR COLOUR SHAMPOO |
Household
Median TV campaign duration: 25 days
45% of brands have TV campaign duration of 20 days and lesser while 17% brands have campaign duration of 50 days and higher.
Following were the brands with the longest running campaigns:
| ACTION TESA HDHRM BOARD |
| ACTION TESA LAMINATED WOODEN FLOORING |
| COLIN |
| DARSHAN BLACK STONE AGARBATTI |
| DOMEX |
| DOMEX FRESH GUARD |
| GOPURAM KUMKUM |
| HARPIC |
| HARPIC BATHROOM CLEANER |
| LIZOL |
| LIZOL CEMENT SURFACE CLEANER |
| MANTHRA FOCS DISH WASH BAR |
| MILKY WHITE DET POWDER & PHENYL |
| MORTEIN AGARBATTI |
| PATANJALI AASTHA |
| POOJA GINGELLY OIL (PUJA MATERIAL) |
| POUR HOME ROOM FRESHNER |
| SHANTHALA AGARBATTI |
| SPARKLE LIME & ORANGE DISHWASH |
| VIM BAR |
| VIM DROP |
| VIM POWER SCRUB |
| VISAKA V PLANK |
Laundry
Median TV campaign duration: 34 days
41% of brands have TV campaign duration of 50 days and higher.
Following were the brands with the longest running campaigns:
| ARASAN DET SOAP AND WASHING POWDER |
| COMFORT FABRIC CONDITIONER |
| DHODALA WASHING POWDER/DET CAKE |
| FENA SUPERWASH BAR |
| FENA SUPERWASH POWDER |
| PANKI DET POWDER/CAKE |
| RIN ANTIBAC |
| RIN DET CAKE |
| SHAKTI WASHIG POWDER |
| SUNLIGHT |
| SUNLIGHT LIQUID DETERGENT |
| SUPER POWER DETERGENT POWDER |
| SURF EXCEL EASY WASH |
| SURF EXCEL MATIC LIQUID |
| SURF EXCEL QUICK WASH |
| SURF EXCEL STAIN ERASER |
| TARA WASHING POWDER |
| TIDE PLUS EXTRA POWER |
| TIDE ULTRA |
| ULTRA GUIDE DETERGENT POWDER |
| VANISH OXI ACTION |
| VIDISHA DET POWDER/CAKE |
| WHEEL ACTIVE 2 IN 1 |
| WIPRO SOFTOUCH ANTI GERM FABRIC CONDITIONER |
| XXX DETERGENT POWDER/CAKE |
Media
Median TV campaign duration: 21 days
32% of brands have TV campaign duration of 10 days and lesser while 30% of brands have TV campaign spanning more than 50 days
Following were the brands with the longest running campaigns:
| CHHAPTE CHHAPTE |
| GUJARAT SAMACHAR DAILY |
| HARIBHOOMI APP |
| HARIBHOOMI DAILY |
| MEDGATE TODAY MAGAZINE |
| MURASOLI |
| PUNJABI SCREEN |
| RAJASTHAN PATRIKA DAILY |
| SURYAN 93.5 FM RADIO |
Personal Accessories
Median TV campaign duration: 20 days
51% of brands have TV campaign duration of 20 days and lesser while 28 % brands have campaign duration of 50 days and higher.
Following were the brands with the longest running campaigns:
| AKSHAYA GOLD COMPANY |
| ALUKKAS JEWELLERS-JOS ALUKKA & |
| ARUNDHATI JEWELLERS |
| DVD-BHALA HOON YA BURA HOON MAIN |
| DVD-DOORDARSHAN ARCHIVES |
| DVD-JEEVAN KA KHEL |
| DVD-JEEVANT CELEBRATE LIFE |
| DVD-KYA SUVE GAFLAT MEIN |
| DVD-MANUSHYA KA SWABHAAV |
| DVD-MEDIA |
| DVD-PRERNA |
| DVD-SAMVAAD |
| DVD-SHANTI EVAM VIKAS |
| DVD-SHIKSHA |
| GRT JEWELLERS |
| JOS ALUKKAS PARAMPARA COLLECTION |
| JOSCO JEWELLERS |
| LALCHAND JEWELLERS |
| LALITHAA JEWELLERY |
| LUNARS WALKMATE |
| RAKSHATRA GEMS (BHOPAL) |
| RELAXO FLITE |
| RELAXO SPARX |
| SRISTAR GOLD COMPANY |
| SUMEET JEWELLERS |
| SWARG GEMS |
| VKC WALKAROO |
Personal Hygiene
Median TV campaign duration: 35 days
Following were the brands with the longest running campaigns:
| AADYA SANITARY NAPKINS |
| ANCHOR GERM PROTECTION HAND WASH |
| ANCHOR GERM PROTECTION SOAP |
| ANCHOR TOOTH PASTE |
| AYUR RAKSHA KIT |
| AYUSH ANTI-CAVITY TOOTHPASTE |
| CHANDRIKA |
| CHANDRIKA FRESH |
| CLOSE UP EVER FRESH |
| COLGATE ACTIVE SALT |
| COLGATE DENTAL CREAM |
| COLGATE MAX FRESH GEL |
| COLGATE SUPER FLEXI |
| COLGATE SWARNA VEDSHAKTI |
| DABUR RED PASTE |
| DETTOL & MOMS SOAP |
| DETTOL LIQUID SOAP |
| DETTOL TOILET SOAPS |
| DOVE CREAM BATHING BAR |
| DYNA SOAP |
| ENGAGE ON NO GAS PERFUME |
| ENVY DEODORANT |
| FAROOKY TOOTH POWDER (ZINDA) |
| GARNIER MEN ACNOFIGHT |
| GEDIYA HAND SANITIZER |
| HAMAM NEEM |
| HAND IN HAND SANITIZER |
| HIMALAYA PURIFYING NEEM FACE WASH |
| HYZELLIN HAND SANITIZER/LIVOSIN DS |
| LAKME 9 TO 5 CC COMPLEXION CARE CREAM |
| LAKME ABSOLUTE PERFECT RADIANCE CREAM |
| LIFEBUOY HAND SANITIZER |
| LIFEBUOY LIQUID |
| LIFEBUOY TOILET SOAP |
| LUX TOILET SOAP |
| NIVEA ALOE PROTECTION |
| NO SCARS |
| PATANJALI ALOE VERA GEL |
| PATANJALI DANT KANTI |
| PATANJALI DANT KANTI ALOE VERA TOOTH PASTE |
| PATANJALI HAND WASH |
| PATANJALI NATURAL BEAUTY PRODUCTS |
| PEARS |
| PEARS SOFT & FRESH |
| PEPSODENT GERMICHECK PLUS |
| PONDS CLAY FACEWASH |
| PONDS DREAM FLOWER |
| PONDS LIGHT MOISTURISER |
| PONDS WHITE BEAUTY FACE WASH |
| PURE ROOTS MAGICA HAND RUB |
| REXONA UNDERARM ODOUR PROTECTION |
| SANTOOR ALOE FRESH |
| SANTOOR HAND WASH |
| SANTOOR SANDAL AND TURMERIC |
| SENSODYNE RAPID RELIEF |
| SENSODYNE TOOTH PASTE (GSK) |
| SOUMIS CAN ACTIVE/CAN FAIRE SERUM |
| SOUMIS CAN REFRESH CREAM/FAIRE 15 |
| STAYFREE SECURE |
| STAYFREE SECURE XL (EXTRA LARGE) |
| TRUE SHIELD HAND SANITIZER |
| VANESA DENVER |
| VEET COLD WAX STRIP |
| VEET HAIR REMOVAL SYSTEM |
| VICCO TURMERIC AYURVEDIC CREAM |
| VICCO VAJRADANTI SAUNF FLAVOUR PASTE |
| WHISPER ULTRA CLEAN XL PLUS |
| WHITETONE FACE POWDER |
| WHITETONE SOFT & SMOOTH CREAM |
Personal Healthcare
Median TV campaign duration: 31 days
More than 30% brands had a campaign duration of more than 50 days.
Following were the brands with the longest running campaigns:
| AMRITA BINDU |
| AMRITH NONI |
| AMRITH NONI POWER PLUS |
| ANGOORI HERBAL TONIC |
| ARSHKALP |
| B TEX LOTION |
| B TEX MALAM |
| BAKSONS THROAT AID |
| BODY FUEL HARDCORE PROTEIN |
| BUTTERFLY AYURVEDA I-IMMUNE CAPSULE |
| BUTTERFLY AYURVEDA PANCREOFLY |
| DEL STRETCH ANTI SCAR GEL |
| DETTOL ANTISEPTIC LIQUID |
| DIMAGHEEN TONIC |
| DUREX FLAVOURED CONDOMS |
| ENO |
| FLYING TIGER CUB BALM |
| GAS O FAST ACTIVE JEERA |
| HEMPUSHPA |
| HERBAL CANADA JEEVAN AMRIT |
| HERBAL CANADA UDRAMRIT SWARAS |
| ITCH GUARD CREAM |
| JADRUDAMAN MALAM/LOTION |
| JOLLY FAT GO RANGE OF PRODUCTS |
| JOLLY TULSI 51 DROPS |
| LION DATES SYRUP |
| LIVOSIN DS |
| MANFORCE GAME CONDOMS |
| MANKIND PREGA NEWS |
| MANMOHAN JADUMALAM |
| MOOV ADVANCE DICLOFENAC GEL |
| MOOV ADVANCE DICLOFENAC SPRAY |
| MOVE ASAN |
| MULTANI KUKA COUGH SYRUP |
| NOORANI TEL |
| NUZEN ORTHOZEN |
| PATANJALI CHYAVANPRASH |
| PATANJALI HERBAL POWER VITA |
| SRI GOPAL MALAM |
| VICCO NARAYANI CREAM |
| VICKS 3 IN 1 |
| VICKS INHALER |
| VICKS VAPORUB |
| VOLIGESIC PLUS |
| VWASH PLUS |
| ZALIM LOTION |
| ZINDA TILISMAT BALM |
Retail
Median TV campaign duration: 9 days
About 60% brands had a campaign duration of 10 days and lesser.
Following were the brands with the longest running campaigns:
| BSC EXCLUSIVE (B S CHANNABASAPPA) |
| DIADEM |
| GIRI |
| POTHYS |
| RAJAKUMARI THE COMPLETE SHOPPING CENTRE |
| ROYAL ENTERPRISES (SHOP) |
| THE CHENNAI SILKS/SRI KUMARAN |
Services
Median TV campaign duration: 9 days
More than 50% brands had a campaign duration of 10 days and lesser.
Following were the brands with the longest running campaigns:
| AAJ TAK MOBILE APP |
| ABC CARGO |
| ABP LIVE MOBILE APP |
| ABP WEDDINGS |
| ADDATIMES |
| ADVAITH GOLD |
| AISHWARYAA GOLD BUYERS |
| AMANDEEP HOSPITAL |
| AMAZON.IN |
| ANU INST OF NEURO & CARDIAC SCIENCES |
| ATTICA GOLD COMPANY |
| BALCO MEDICAL CENTRE (VEDANTA) |
| BANSAL HOSPITAL |
| BANSAL ONE |
| BBC.COM |
| BELLSNRINGS.COM |
| BHARAT SAMACHAR APP |
| CVRINFO.COM |
| DD FREE DISH |
| DEEMARK-ORTHO BALM |
| DHARAM DHABA |
| DISH TV |
| DISNEY+ HOTSTAR VIP |
| DR COURIER & CARGO |
| E A R BUILDERS |
| EQUINOX COUNTY |
| ESS GLOBAL |
| ETV WIN APP |
| FASTWAY |
| FLIPKART.COM |
| HINDUSTAN GOLD COMPANY |
| HOMEOCARE INTL |
| INH NEWS |
| ISWARYA WOMEN HOSP & FERTILITY CENTRE |
| JEEVANSATHI.COM |
| KASHINATHUNI VASTU PLANERS |
| KESAR DHABA |
| KIMS(KALINGA INST OF MED SCI) |
| LIVE TODAY APP |
| M4MARRY.COM |
| MAHATMA GANDHI CANCER HOS & RE |
| MAKKAL TV APP |
| MOGA MEDICITY MULTI SPL HOSPITAL |
| MPL (MOBILE PREMIER LEAGUE) |
| NADI VAIDHYA KAYAKALP |
| NAT GEO EXPEDITIONS |
| NAVRATNA YANTRA |
| NEWS ON AIR |
| NIGHA EYES IN ACTION |
| ORIYA MATRIMONY.COM |
| PEARL 32 DENTAL COSMETICS & AESTHETICS |
| PRAMEYANEWS.COM |
| PTC PLAY |
| RAHEJA REVANTA |
| RAHEJA VANYA |
| RUCHI TEST TUBE BABY CENTER |
| SANTVANI.COM |
| SELECT CITY WALK |
| SHEMAROO ME BOX OFFICE |
| SHEMAROOME APP |
| SI SPICECART APP |
| SONY LIV APP |
| SRM INST FOR MEDICAL SCI |
| STAR HOSPITAL (HYD) |
| SUM ULTIMATE MEDICARE HOSPITAL |
| THE FEDERAL.COM |
| THE MONTCALM LUXURY HOTELS |
| TUMCHAAAMCHAJAMLA.COM |
| UDAYACHAL BANQUET HALL |
| VCARE SUPER SPECIALITY CLINIC |
| VIDEOCON D2H |
| VIDEOCON D2H HD |
| VIP CARS |
| VOOT APP |
| VOOT KIDS APP |
| VOOT SELECT |
| WION NEWS APP |
| WIONEWS.COM |
| YOUTUBE.COM/INTERNATIONAL KATHAVACHAK |
| YOUTUBE.COM/VIRTUAL BHARAT |
| YOUTUBE.COM/VSPL STUDIO |
| Z MARATHI HOME MINISTER APP |
Telecom
Median TV campaign duration: 10 days
More than 50% brands had a campaign duration of 10 days and lesser.
Following were the brands with the longest running campaigns:
| OPPO RENO4 PRO |
| SAMSUNG GALAXY NOTE 20/20 ULTRA 5G |
Textile
Median TV campaign duration: 11 days
45% brands had a campaign duration of 10 days and lesser.
Following were the brands with the longest running campaigns:
| ASWATI PREMIUM INSKIRTS |
| POOMEX HOSIERY |
| RAMRAJ BANIANS |
| RAMRAJ DHOTIES & SHIRTS |
Does language affect the no of ad spots per day?
We also carried out an analysis based on channel language and the following are the findings:
| Language | Median Value | Mode Value |
| Bengali | 25 | 56 |
| English | 16 | 1 |
| Hindi | 19 | 1 |
| Kannada | 22 | 56 |
| Malayalam | 18 | 1 |
| Marathi | 20 | 1 |
| Tamil | 20 | 1 |
| Telugu | 23 | 1 |
While the median value of campaign duration is the longest for regional language channels like Bengali, Telugu, Kannada, Marathi and Tamil except Malayalam, campaign duration is really low for English and Hindi.
Do different genres exhibit different no of ads per day value?
| Genre | Median Value | Mode Value |
| Devotional | 17 | 1 |
| GEC | 19 | 56 |
| Infotainment | 16 | 1 |
| Kids | 26 | 9 |
| Movies | 25 | 56 |
| Music | 26 | 56 |
| News | 16 | 1 |
| Sports | 7 | 7 |
Campaign duration is the longest for Music, Kids and Movies while the shortest for sports, news and infotainment.
Summary
Summarizing the above findings in the following charts:
Through our analysis, we arrived at a conclusion that average campaign duration varies across product categories, languages and channel genres. Following is a graphical representation of the analysis across product categories, channel language and genres:
Median value of average TV campaign duration across product categories:
Median value of average TV campaign duration across languages:
Median value of average TV campaign duration across genres:
Check out this space for more information on television advertising. In case you have a query regarding television advertising, let us know in the comment section or send us a mail at Help@TheMediaAnt.com.
