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Ad volume on regional channels sees 2% dip in Q1’19

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MUMBAI: While the ad volumes on kids channel and sports channel saw marginal increase in Q1’19 as compared to the corresponding quarter of the previous year, it noted an indexed dip of 2 per cent on regional channels, as revealed by the latest TAM AdEx data. The indexed increase on sports channel was 7 per cent while on kids channels was 2 per cent.

Other findings of the report indicated a 37 per cent indexed rise in the ad volumes of toilet soaps, 31 per cent in toilet/floor cleaners, and 66 per cent in milk beverages on regional channels, making them the top 3 categories.

Top 5 Categories – Regional Channels (Q1'18)

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Top 5 Categories – Regional Channels (Q1'19)

 

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Categories

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% Share

 

Rank

Categories

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% Share

Indexed Growth

1

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Toilet Soaps

6%

 

1

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Toilet Soaps

8%

137

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2

Two Wheelers

3%

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2

Toilet/Floor Cleaners

4%

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131

3

Tooth Pastes

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3%

 

3

Milk Beverages

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3%

166

4

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Retail Outlets-Jewellers

3%

 

4

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Tooth Pastes

3%

96

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5

Toilet/Floor Cleaners

3%

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5

Retail Outlets-Jewellers

3%

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98

Based on Ad Volume (% Share)

     

Index Period: Q1'18 = 100

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In sports, the top category of Q1’18 cellular phone service failed to make it to the top categories in the corresponding quarter this year. Perfumes and deodorants recorded a 9 per cent indexed rise in ad volumes, smart phones 12 per cent, cars 23 per cent, two-wheelers 24 per cent, and tyres 28 per cent.

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Top 5 Categories – Sports Channels (Q1'18)

 

Top 5 Categories – Sports Channels (Q1'19)

 

Rank

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Categories

% Share

 

Rank

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Categories

% Share

Indexed Growth

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1

Cellular Phone Service

14%

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1

Perfumes/Deodorant

11%

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109

2

Perfumes/Deodorant

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10%

 

2

Cellular Phones-Smart Phones

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9%

112

3

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Cellular Phones-Smart Phones

9%

 

3

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Cars

9%

123

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4

Cars

8%

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4

Two Wheelers

6%

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124

5

Two Wheelers

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5%

 

5

Tyres

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4%

228

Based on Ad Volume (% Share)

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Index Period: Q1'18 = 100

     

 

The kids category saw an indexed dip of 7 per cent in sugar confectioneries category and 27 per cent in the biscuits category, in terms of ad volumes. Milk beverages recorded an indexed jump of 31 per cent, toilet/floor cleaners of 29 per cent, and diapers of 20 per cent.

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Top 5 Categories – Kids Channels (Q1'18)

 

Top 5 Categories – Kids Channels (Q1'19)

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Rank

Categories

% Share

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Rank

Categories

% Share

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Indexed Growth

1

Milk Beverages

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9%

 

1

Milk Beverages

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12%

131

2

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Biscuits

8%

 

2

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Toilet/Floor Cleaners

8%

129

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3

Sugar Confectionaries

8%

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3

Sugar Confectionaries

7%

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93

4

Tooth Pastes

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7%

 

4

Biscuits

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5%

73

5

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Toilet/Floor Cleaners

7%

 

5

Advertisement

Diapers

5%

120

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Based on Ad Volume (% Share)

     

Index Period: Q1'18 = 100

     

 

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MAM

From Spills to Stains: Choosing Materials That Support a Healthier Home

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As homes evolve to reflect a growing focus on wellness, hygiene, and long-term durability, the materials we choose are coming under sharper scrutiny. It’s no longer just about how a space looks, but also about how it performs under daily use. From accidental spills in the kitchen to everyday wear in living spaces, the right materials can make the difference between a home that simply appears clean and one that actively supports healthier living.

Across categories like paints, surfaces, and furniture, there is a clear shift towards solutions that minimise toxins, resist stains, and are easier to maintain. Here’s how thoughtful material choices can help create a home that is both beautiful and better for everyday life.

Cleaner Walls: The Shift to Low-VOC Paints

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Walls cover the largest surface area in any home, making them a critical factor in indoor air quality. Traditional paints often contain high levels of Volatile Organic Compounds (VOCs), or chemicals that can release harmful fumes long after application. These emissions are known to contribute to headaches, respiratory irritation, and long-term health concerns, particularly in enclosed spaces.

This has led to a growing preference for eco-friendly paints, which are formulated using natural, non-toxic, and sustainable materials. With low to zero VOC content, these paints significantly reduce indoor air pollution and create a safer environment for families, especially children and the elderly. Water-based formulations are another key advancement, as they limit the use of hazardous solvents without compromising on finish or durability. Brands like Nippon Paint have introduced eco-friendly, child-safe paint ranges that align with this shift towards healthier interiors.

Beyond composition, finish also plays a role in maintenance. Satin, eggshell, and semi-gloss emulsions are increasingly preferred for interiors, as they are less absorbent and more resistant to stains, making walls easier to clean and maintain over time.

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Hygienic Surfaces: Where Performance Meets Everyday Living

If walls influence air quality, surfaces, especially in kitchens and children’s bedrooms or play areas, directly impact hygiene. Interestingly, studies have shown that kitchen surfaces can sometimes harbour more bacteria than bathrooms, largely due to frequent exposure to food, moisture, and spills.

This makes the choice of countertop and surface material particularly important. Porous materials can absorb liquids, leading to staining and potential bacterial growth over time. In contrast, non-porous surfaces offer a more hygienic alternative, as they prevent absorption and are easier to clean.

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Engineered quartz surfaces have emerged as a strong solution in this space. For instance, offerings from Specta Quartz Surfaces are designed to address both hygiene and durability concerns. Being non-porous and impenetrable, these surfaces do not absorb liquids, making them resistant to common household stains such as tea, coffee, turmeric, or juice. They also offer ease of maintenance, as most spills can be cleaned with a damp cloth, and occasional use of mild soap is enough to restore the surface.

Additionally, they are NSF and GreenGuard certified, proving that these surfaces are safe for direct food contact and do not support the growth of bacteria, mould, or mildew. This is particularly relevant in Indian kitchens, where cooking often involves heavy use of spices, oils, and frequent cleaning.

Smart Furniture Choices

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Furniture is another area where material choice plays a crucial role in maintaining a clean and healthy home. Sofas, chairs, and wardrobes are constantly exposed to dust, spills, and daily wear, making durability and stain resistance key considerations. Fabrics like microfiber, leather, and synthetic blends like polyester or olefin are becoming popular for upholstered furniture. These materials are designed to repel liquids, resist scratches, and withstand regular use, making them ideal for households with children or pets.

Brands like Orange Tree offer furniture that combines aesthetic appeal with practical material choices. Laminates from companies like Century Ply are now designed to be stain-resistant and durable, making them suitable for wardrobes, cabinets, and seating. These finishes not only enhance longevity but also reduce the effort required for daily upkeep.

Designing for Long-Term Well-Being

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What ties these material choices together is a broader shift in how we think about our homes. Cleanliness is no longer just about routine maintenance, it begins with selecting materials that are inherently easier to maintain, safer to use, and more resistant to wear.

Low-VOC paints contribute to better air quality, non-porous surfaces improve hygiene, and performance-driven furniture materials reduce the stress of everyday living. Together, they create an environment that supports both physical health and peace of mind.

As modern lifestyles become more fast-paced, the demand for homes that are low-maintenance yet high-performing will only continue to grow. By choosing materials that can handle spills, resist stains, and stand the test of time, homeowners can create spaces that are not just visually appealing, but also fundamentally healthier to live in.

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