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Wednesday, October 27, 2021

4.81 percent jump in ads during first week of COVID-19

The Coronavirus advisory for maintaining more stringent standards of hygiene led to many brands in the hand wash and liquid soap categories putting out repeat brand insertions, says BARC India.

Television advertising saw a spurt of 4.81% during the first week of COVID-19 (Week 11), according to data released by BARC India. Compared to that, brands experienced a jump of 3.01% in terms of insertions as compared to the previous week.

In the advertising category, Hindustan Lever continued to stay on top of the top 10 advertisers with 1,92,368 insertions, followed by Reckitt Benckiser (India) with 1,06,330 insertions, and ITC with 57,822 insertions. Brooke Bond Lipton India took the fourth spot with 34,091 insertions, Cadburys India the fifth with 32,878 insertions, and Colgate Palmolive India claimed the sixth spot with 23,973 insertions. 

The advertising category also saw the entry of a new player — Godrej Consumer Products — that came in at seventh spot with 22,398 insertions. Lakme Lever Ltd displaced Wipro to take the eighth spot with 21,145 insertions followed by Procter & Gamble at the ninth with 21,068 insertions. Smithkline Beecham took the tenth spot with 19,186 insertions. 

The coronavirus advisory has expectedly boosted brands in the same category. During the week under consideration, Dettol Liquid Soap replaced  OLX.in and topped the brands category with 13,524 insertions, followed by Dettol Toilet Soaps at the second slot with 12,419 insertions. Surf Excel Easy Wash came in at the at the third spot with 10,196 insertions. 

Lizol, a new entrant, claimed the fourth spot with 10,083 insertions, followed by Amazon.in at the fifth with 9,771 insertions, and Attica Gold Company at the sixth spot with 9,284 insertions. LIC Corporate, Fair & Lovely Advanced Multivitamin, Facebook.com, and Dove Hair Fall Rescue took the seventh, eighth, ninth, and tenth spots with 9,237, 9,185, 9,087, and 9,056 insertions, respectively. 

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