FMCG companies raise ad spends in Q1

Chennai: Going by the reported numbers of three companies—Dabur, Colgate and Hindustan UniLever—it is clear that FMCG companies are increasing their ad spends.

The combined ad spend of these three companies has increased by 33.6 per cent.

These companies have been introducing new products into the market and obviously have felt a need to support them with ads and promos.

For instance, Hindustan Unilever has launched products like Axe soap bar, Fair and Lovely advanced multi vitamin, Pepsodent mouthwashes, Vaseline moisture therapy heel cream and Pureit Advanced.

Colgate has brought in a battery toothbrush and a new toothbrush called Max Fresh. Dabur has a huge range of products in healthcare and home care—from toothpastes to fruit juices and nutrition supplements.

Analysts say that most of the ads have gone to the electronic media. “FMCG contributes more than half to TV advertising but only 9% to print advertising. This is the reason why even though the FMCG companies are increasing their ad spends, the print players are faring badly in terms of ad revenue growth,” says Edelweiss Research in a report on ZEE TV’s performance.