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18% jump in ad insertions for top 10 advertisers in a week

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According to BARC Week 21 data, while the total number of ad insertions for brands has risen by 12.59%, there are new entrants among the top ten brands too

The ease in lockdown restrictions and the markets showing signs of opening up seem to have translated into a spurt in ad insertions – both by advertisers and brands.

According to BARC India data for Week 21, the total number of ad insertions in the advertisers’ category has increased by 18 per cent to 4,48,089 from 3,78,849 in the previous week. In terms of brands too there has been an increase in the number of insertions from 1,13,835 in week 20 to 1,28,166, a jump of 12.59 per cent.

The BARC data also shows some new entrants in the top-10 brands list for Week 21 – PolicyBazaar.com, Clinic Plus, Dove, Pears, Wheel Active 2in1 and Godrej No.1.

The advertisers category had no big surprises as Hindustan Unilever continued to be the biggest spender on Television with 2,11,641 insertions followed by Reckitt Benckiser (India) with 47,080 insertions and ITC Ltd. with 38,056 insertions.

Godrej Consumer Products bagged the fourth spot this week with 35,802 insertions. The next three places were taken by Brooke Bond Lipton India (24150), Policy Bazaar Insurance Broker Pvt Ltd (19628) and Procter & Gamble (18231).

Meanwhile, Wipro, Zee Entertainment Enterprises Ltd. and GCMMF (Amul) stood at number eight, nine and ten with 18,038, 17,980, and 17,483 insertions respectively.

In the brands category, PolicyBazaar.com emerged on the top with 19,628 insertions followed by Lux Toilet Soap with 18,769 insertions and Horlicks on the third spot with 14,088 insertions.

While the new entrant Pears ranked fourth with 12,037 insertions, Harpic Power Plus that was the leading brand last week bagged the fifth spot with 11,460 insertions. Clinic Plus Shampoo, another new entrant, grabbed the sixth place (10793) followed by Mobile Premier League (10742). Dove Cream Bathing Bar, Godrej No. 1 and Wheel Active 2 in 1 are at the eighth, ninth and tenth positions with 10241, 10234 and 10174 insertions respectively.

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