Snapshot of 'Hair Care' sector advertising on TV during Jan-Nov 2010

(21 December, 2010)

Key Findings: 37 per cent increase in TV advertising of 'Hair Care' sector during Jan-Nov 2010 compared to Jan-Nov 2009. 'Shampoos' category led the advertising of 'Hair Care' sector on TV during JanNov 2010. 'HUL' rules in advertising of 'Hair Care' brands on TV during Jan-Nov 2010. 'L'Oreal Total Repair 5' topped the list of new 'Hair Care' brands advertised on TV during Jan-Nov 2010.

olume Growth of 'Hair Care' sector on TV

'Hair Care' sector has observed 37 per cent growth in its TV ad volumes during Jan-Nov '10 compared to same period in Jan-Nov '09.

Share of 'Hair Care' categories on TV

With 50 per cent share 'Shampoos' category contributed the highest in overall advertising share of 'Hair Care' sector on TV followed by 'Hair Oils' and 'Range of Hair Care Products' with 16 per cent and 15 per cent share respectively during Jan-Nov '10.

Top Advertisers of 'Hair Care' sector on TV

During Jan-Nov '10, 'Hindustan Unilever Ltd', 'Procter & Gamble' and 'L'Oreal India Pvt Ltd' occupied the top 3 position among all the advertisers of 'Hair Care' sector on TV.

New Brands of 'Hair Care' Advertised on TV

'L'Oreal Total Repair 5', 'Sunsilk Stunning Blackshine' and 'Dove Intense Damage Therapy' were the top 3 new 'Hair Care' brands advertised on TV during Jan-Nov '10. During Jan-Nov '10, 5 of the new 'Hair Care' brands advertised on TV were from 'Shampoos' category and 3 belonged to 'Range of Hair Care Products'.

Share of 'Hair Care' sector on National and Regional channels

During Jan-Nov '10, 'Tamil Nadu', 'Andhra Pradesh' and 'West Bengal' were the top 3 states in advertising of 'Hair Care' sector on Regional channels.

Top Celebrities endorsing 'Hair Care' brands on TV

'Katrina Kaif', 'Kareena Kapoor' and 'Aishwarya Rai' were the top 3 leading celebrities in endorsing 'Hair Care' brands on TV during Jan-Nov '10

(Analysis from AdEx India - A Division of TAM Media Research)

Paradigm Shift for Indias Hair Care

By: Priyanka Bhattacharya Posted: September 2, 2008, from the September 2006 issue of GCI Magazine. With a growth rate curving upward, the hair care market in India is going through a major paradigm shift. With consumers ready to experiment with new products and services and marketers churning out new products at an impressive rate, there is a sense of excitement in the industry. The potential is such that major Indian manufacturers are now relaunching hair care brands that did not survive in earlier market scenarios.

According to a recent study by AC Nielsen Global Services, the Indian hair care market has shown a growth of 3.8% over the previous year. Although the numbers may not look impressive at first glance, they are positive compared with earlier market growth trend, and the industry is excited about this change. The change is visible at two levelsconsumer behavior and marketers trying to grow the market by introducing new product categories and services. What was once considered to be an occasion-linked beauty regimen has now become a consumer way of life. The traditional hair care and hair styling methods are changing, which means that buyers are now ready to accept newer product categories. With globalization and greater purchasing power, consumers are willing to pick up higher-priced brands. There is an increase of awareness amongst Indian women about hair care, said Samantha Kochhar, hair expert and trainer, Pivot Point India. Although hair colors as a market has matured, slowly we are seeing a demand for hairstyling and hair care products from consumers. There are still more female buyers than male buyers. The companies also are launching separate mens hair care ranges, but that still has to mature. This also shows that there is a deeper market penetration. The aspiration value has increased beyond consumers in the tier one/urban markets across the cities. Consumers in the tier two and tier three markets, including those in rural areas, also are demanding more and new products.

Most Online Consumers Say TV Ads Influence Purchase Decisions

April 9, 2012 by MarketingCharts staff

TV ads influence a larger proportion of online consumers to purchase a product or service than a variety of other advertising media, finds ExactTarget [pdf] in an April 2012 report. 53% of respondents said a TV ad had influenced them to purchase a product or service in the past 12 months, putting TV ads far ahead of newspaper ads (32%) and magazine ads (30%). In fact, three times more respondents said they had been influenced by a TV ad than by a banner or other ad on a website (53% vs. 18%). Radio ads (16%) also influenced twice as many respondents as video ads on YouTube or billboard ads (both at 8%).

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TV Ads Lose Influence Among Elderly Sets

Interestingly, despite Nielsen data showing that adults aged 65 and over watch the most TV, online consumers of this age are less likely to be influenced to make a purchase by an ad on TV than by an ad in a newspaper (45% vs. 47%). This pattern extends to 55-64-year-olds, too (40% vs. 46%). TV influence is highest among the 15-17, 25-34, and 45-54 age groups, with 59% of each demo reporting being swayed to make a purchase on account of a TV commercial.

Video Ads Far More Influential Among Youth

Data from the 2012 Channel Preference Study indicates that despite the overall low rate of influence posed by YouTube ads, online consumers aged 15-17 are more likely to be swayed by these ads (22%) than by website ads (19%), TV infomercials (16%), radio ads (12%), and billboard ads (9%), while 18-24-year-olds are also more likely to be influenced by them than radio and billboard ads (16% vs. 12% and 11%, respectively).

Direct Mail Beats Email Among Older Crowd

Looking at direct channels, the study finds that the proportion of online consumers who have ever made a purchase as a result of a marketing message received via email (66%) and direct mail (65%) is virtually equal. Among the more mature age groups, though, direct mail is the clear leader: those aged 65 and older are 31% more likely to have made a purchase based on direct mail than email (85% vs. 65), while those aged 55-64 are 10% more likely to have been influenced by direct mail (75% vs. 68%). Interestingly, more than twice as many 18-24-year-old respondents said they had ever made a purchase as a result of a direct mail marketing message than a Facebook message (50% vs. 24%).

Other Findings:

Teens (15-17) were slightly more likely to say they had made a purchase based on direct mail marketing than an email message (51% vs. 50%).

Teens were also more likely to have been influenced to make a purchase by a magazine ad than by a Facebook message (37% vs. 24%). About the Data: A total of 1,481 respondents completed the ExactTarget survey between January 27, 2012, and February 1, 2012. For data concerning consumers 15-17 years of age, an invitation was first sent to parents with teen-aged children living in the home, requesting permission for their childs participation in the survey. Topics: Behavioral Marketing, Demographics, Direct, Elderly, Email, Google Advertisers, Interactive, Magazines, Media Department, Newspapers, Online Ad Networks, Outdoor, Print, Radio, Social Media & Viral Marketing, Television, Traditional,Youth

http://www.marketingcharts.com/wp/television/1-in-3-online-consumers-want-to-interact-with-tvshows-via-second-screen-25264/

7 in 10 Consumers Believe Funny Ads Spur Better Product Recall

January 4, 2013 by MarketingCharts staff

Broadly speaking, what types of creative work best in advertising? Survey results from Adobe and Edelman Berland indicate thatconsumers want ads that tell them stories. According to Nielsen, the most-liked TV ads in 2012 relied on audience-appropriate humor, an ownable creative concept and a relatable, emotional appeal, while Ace Metrix finds that the most effective ads stressed innovation while embracing cause and humor. A common theme? Humor, which seems to appeal more to Americans than to citizens of other countries, and which consumers believe makes them more likely to remember a product, according to new survey results from Lab42.

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The Lab42 results are based on a survey of 500 US consumers, examining their perceptions of TV ads and their ideas of how ads should engage them. (The questions were related to all forms of advertising, rather than to any specific medium.) When asked what ads make them more likely to remember a product, a clear majority of respondents (71%) chose funny ads, with educational (12%), sexy (8%), serious (4%), and patriotic (3%) ads far behind. Still, its not enough to make ad viewers laugh: asked what ads should do, 31% said they should make me aware of new products, 20% believe they should educate me, and 14% say they should relate to me. The educational aspect of ads cannot be ignored. In a study released in July 2012, Ace Metrix revealed that humor and purchase intent are often unrelated, at least when it comes to TV advertising. Measuring humor against likability, Ace Metrix found a 0.31 correlation, indicating that the more consumers perceive an ad to be funny, the more they find it likeable. There is also a positive correlation with attention (0.30) and watchability (0.15). But, consumers see funny ads as less informative (-0.22 correlation), and are less likely to change (-0.07) or desire (-0.08) brands because of a funny ad. The study concludes that low information and relevance of many humorous ads ends in them creating less desire for the advertised products than ads which dont have comedy as their primary theme, noting that the funny ads that performed best in effectiveness were also informative. Taken in combination, the research from Lab42 and Ace Metrix suggest that perceptions of behavior and actual behavior may differ. That is, consumers may believe theyre more receptive to funny ads, but actually not be. In the end, as the Nielsen and Ace Metrix studies attest with regards to TV ads, marrying humor with informativeness and emotion may prove most effective (at least until consumer attitudes change again).

http://www.marketingcharts.com/wp/television/1-in-3-online-consumers-want-to-interact-with-tvshows-via-second-screen-25264/

For Purchase Decisions

June 18, 2012 by MarketingCharts staff

When it comes to the advertising medium they find most influential in making a purchase decision, American adults are far more likely to point to TV (37.2%) than any other, including newspapers (10.6%), the internet (5.6%), and magazines (4.4%), per results from a TVB study released in June 2012.

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This result aligns with April research from ExactTarget, which analyzed the attitudes of online consumers to various advertising media, finding 53% reporting that a TV ad had influenced them to purchase a product or service in the past 12 months, a far larger proportion than could say the same about newspaper ads (32%) and magazine ads (30%).

TV Leads Across All Age Groups; Influence Wanes With Age

Data from TVBs Media Comparisons 2012 indicates that a plurality of respondents across all age groups believe that TV influences their purchase decisions the most. Interestingly, 18-34-year-olds are the most likely to report this (40.8%), with TVs influence declining with age, to 36.5% of 35-64-year-olds and 32.7% of those aged 65 and older. The ExactTarget survey results (see link above) paint a similar picture, with TV ads losing their influence among the older groups. By contrast, the influence of newspapers rises with age: while just 3.2% of 18-34-year-olds responding to the TVB survey say that newspapers hold the greatest sway over their purchase decisions, that proportion rises to 12.3% among 35-64-year-olds, and 18.5% among those 65 and older. Somewhat predictably, the influence of ads served online is far more prevalent among 18-34year-olds than the oldest group (7.4% vs. 2.9%).

TV Commercials Also Chief Product Info Source

The TVB survey finds that not only does TV serve as a purchase influence, it is also a key source of information about products. 39.8% of the respondents said that TV is the source they are most likely to learn from about products and brands they would like to try or buy. The internet (8.7%) was next, followed by newspapers (8%) and magazines (6.8%). Almost one-quarter of the respondents were unsure.

Other Findings:

Roughly 7 in 10 adults report ownership of an HDTV set. 48.3% of respondents aged 18-34 say they notice when a commercial on an HD channels is not shown in HD format. This decreases to 35.4% of 35-64-year-olds and 29.4% of those 65 and older. Of note, according to a study released in February 2012 by DG and Kantar Media, TV ads aired in high definition (HD) outperform their standard definition (SD) counterparts in terms of audience retention by 18.4%.

Per the TVB report, 51% of adults say a TV ad has prompted them to go online to find out more. 61% of the respondents report being members of a social networking site. Just 6.8% of those say they have made a purchase decision based on information from a social network.

About the Data: The TVB Media Comparisons Study was fielded in Q1 2012 and conducted by Knowledge Networks, utilizing their Knowledge Panel. There were 1,557 respondents in total: 1,433 are adults (aged 18 and older), and the remaining 124 are aged 13-17. In June of last year, a TVB survey found that when asked the advertising medium they find most influential in making a purchase decision, 37.2% of American adults singled out TV almost quadruple the proportion who pointed to the nearest competitor, newspapers (10.6%). In addition, TVs influence held true across all age groups, and was in fact highest among the 18-34-year-old set. Indeed, despite older consumers watching more TV on average, TVs purchase influence appeared to wane with age, although it still far outpaced newspapers among those over 65 (32.7% vs. 18.5%).

Skeptics might point to these results as coming from an industry body, yet a survey released a couple of months earlier from a more independent source (ExactTarget) found similar results. Limiting the respondent pool to online consumers, the study found 53% saying a TV ad had influenced them to purchase a product or service in the past 12 months. The nextclosest medium, newspapers, was a purchase driver for just 32%. Of note, the ExactTarget study also found TVs influence highest among younger consumers, and lessening with age. TV influence was highest among the 15-17, 25-34, and 45-54 age groups, with 59% of each demo reporting being swayed to make a purchase on account of a TV commercial. Among the 55-64 and 65+ age groups, though, TVs influence was edged out by newspapers (45% vs. 47%, and 40% vs. 46%, respectively).

The effect of TV advertising on youth is also brought into focus when looking at college students. A survey released in August 2012 by Barnes & Noble College Marketing found that despite the popularity of digital technology and media among college students, a leading 42% named TV ads the most effective form of advertising, more than double the proportion (20%) who said that ads dont impact their purchase decisions, and far outstripping their next -most effective advertising medium, magazines (10%). Not only are TV ads effective, but they are also a viable way to reach this demographic. TV commercials ranked as one of the top ways for a company

or brand to reach students: 19% of respondents chose TV, slightly behind email (20%), but ahead of coupons (14%), Facebook ads (9%) and on-campus word-of-mouth (9%).

One reason for TVs influence on product purchases could be the trust that consumers place in these ads. And on this front, TV scores highly, per Nielsen and NM Incite research. Interestingly, amongonline consumers, TV ads are trusted by almost half, with TV program product placements slightly behind, but also solid at 36% of online consumers. To put this in perspective, this means that online consumers are more trusting of TV ads and TV program product placements than ads served in search engines results, online video ads, ads on social networks, and online banner ads, to name but a few. Indeed, online consumers are more trusting of TV ads than ads served in any online channel save for branded website ads (46% vs. 52%). Of course, not all studies find TV to be the most influential medium. A recent Nielsen report recommended that advertisers move 15% of their TV budgets to online video, using results showing that ads viewed during TV shows were more effective when viewed online than on a traditional TV set. A Software Advice study found traditional media including TV to be fairly ineffective in generating B2B leads, even as a separate analysis from BtoBonline.com revealed that TV ads constitute the biggest ad spend for B2B companies. Additionally, research has shown that TV ads dont spur many shoppers to try new retailers, are middle of the pack as an influence on household shoppers, and while they contribute to mobile purchases, they have less of an impact than online content for driving mobile commerce, per an Interpret report,reported by MobileMarketer.

http://www.marketingcharts.com/television/data-dive-us-tv-ad-spend-and-influence-22524/