TV Advertising FAQs: How long should my television campaign run? (Part 9 of the series)

TV Ad Agency

The Article Series

In the series TV advertising for first time advertisers, we have covered the following topics till date:

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.

Distribution of TV campaign duration across brands

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:

SectorMedian Value (days)Mode Value (days)
Agriculture201
Automobile171
BFSI121
Building Material131
Corporate Branding21
Durables121
Education151
Food & Beverages2556
Hair Care3956
Household2556
Laundry3456
Media2156
Personal Accessories2056
Personal Care3556
Personal Healthcare3156
Retail91
Services91
Telecom Products102
Telecom/Internet Service Providers1756
Textiles111

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

Average TV Campaign Duration in Agriculture sector

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

Median TV campaign duration for Automobile sector

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

Median TV campaign duration for BFSI sector

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

Median TV campaign duration for building material sector

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

Median TV campaign duration for corporate branding ads

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

Median TV campaign duration in consumer durables sector

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

Median TV campaign duration for education

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

Median TV campaign duration in F&B sector

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

Median TV campaign duration in hair Care sector

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

Median TV campaign duration in household sector

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

Median TV campaign duration in laundry products

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

Median TV campaign duration for TV

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

Median TV campaign duration for Personal accessories brands

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

Median TV campaign duration for personal hygiene brands

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

Median TV campaign duration for personal healthcare brands

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

Median TV campaign duration for Retail brands

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

Median TV campaign duration for services brands

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
WHATSAPP
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

Median TV campaign duration for telecom brands

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

Median TV campaign duration for textile brands

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:

LanguageMedian ValueMode Value
Bengali2556
English161
Hindi191
Kannada2256
Malayalam181
Marathi201
Tamil201
Telugu231

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?

GenreMedian ValueMode Value
Devotional171
GEC1956
Infotainment161
Kids269
Movies2556
Music2656
News161
Sports77

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:

TV Campaign Duration across business categories

Median value of average TV campaign duration across languages:

TV campaign duration across languages

Median value of average TV campaign duration across genres:

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.

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