Brands
Chocolates, Washing Powder record biggest hike in ad-volumes during Diwali-Dussehra: TAM AdEx
MUMBAI: A total of 400+ categories, 2500+ advertisers, and 4100+ brands advertised across mediums (TV, print, and radio) during the festive period of Diwali and Dussehra (23September to 15October and 1 October to 23 October), as per the latest TAM AdEx data report.
As compared to last year, the top category of personal care/personal hygiene and food and Beverages recorded a dip of 9 per cent and 12 per cent in ad volumes respectively. Personal healthcare products saw the biggest jump in ad volumes, recording a 22 per cent hike.
Hair Care, Household products, and Building, Industrial and Land Equipment categories recorded a hike of 12, 9 and 16 per cent respectively in ad volumes, the data revealed.
The top category to advertise across media, Toilet Soaps recorded a dip of 8 per cent across media, as compared to the last year. The slowdown in automobile sector is now being reflected in its ad volumes with car companies registering the biggest decline of 26 per cent in ad volumes, followed by Milk Beverages companies, that saw a decline of 21 per cent. Chocolates and Washing Powder/Liquid category gained 68 and 49 per cent in ad volumes respectively.
The top advertisers in 2019 included Hindustan Unilever, Reckitt Benckiser, and ITC, on the top three sports. Leading brands, in terms of ad volumes were Santoor Sandal and Turmeric, Dettol and Trivago.
As comapred to 2018, sectors like Services, Durables and Food & Beverages have reduced advertising in 2019.
Brands
UK’s OnlyFans seeks US investor at $3bn valuation after owner’s death
The adult video platform is seeking stability after the death of its billionaire owner
LONDON: OnlyFans is looking for a new partner. The London-based adult video platform is in advanced talks to sell a minority stake of less than 20 per cent to Architect Capital, a San Francisco-based investment firm, in a deal that would value the business at more than $3bn (£2.2bn).
The move is driven by an urgent need for stability. Leonid Radvinsky, the Ukrainian-American billionaire who owned OnlyFans, died of cancer last month at the age of 43, leaving the future of one of Britain’s most profitable privately held businesses suddenly uncertain.
The choice of Architect Capital is not arbitrary. The firm has deep expertise in financial services, which aligns neatly with OnlyFans’ ambitions to offer banking products to its creators, many of whom have long struggled to access basic financial services because of the nature of their work.
The numbers behind OnlyFans are, by any measure, staggering. The platform posted revenues of $1.4bn in the year to 30th November 2024, with a pre-tax profit of $684m, up four per cent on the prior year. Payments to creators totalled $7.2bn over the same period, a rise of nearly ten per cent. Radvinsky personally collected $701m in dividends from the business in 2024 alone, on top of more than $1bn in such payments he had already received. The platform, run through its parent company Felix International, hosts 4.6m creator accounts, with performers keeping 80 per cent of subscription proceeds and the platform pocketing the remaining 20 per cent. It has 377m fan accounts in total.
The current minority stake talks represent a notable scaling back of ambitions. In January, OnlyFans was reported to be in discussions with Architect about selling a majority stake of 60 per cent. Before that, the company had explored a sale to a consortium led by Forest Road Company, a Los Angeles-based investment firm. Neither deal materialised.
OnlyFans has built an enormously lucrative business on content that mainstream finance has long refused to touch. Now, with its owner gone and a $3bn valuation on the table, it is looking for the kind of respectable institutional backing that might finally persuade the banks to take its calls.
