Brands
Most advertised brands on television in first quarter of 2017
BENGALURU: Fifty-four brands from 15 main genres were present in the Broadcast Research Council of India (BARC) top 10 brands list in terms of television ad insertions during the first quarter of 2017 (Weeks 1 to 13 – Saturday 31 December 2016 to Friday 31 March 2017, Top 10 Advertiser Across Genre : All India (U+R) : 2+ Individuals). NineteenFMCG brands catapulted the genre to top position with combined weekly TV advertisement insertions (CWAI) of 4,19,502during the period. The frequency of FMCG brands presence in BARC’s top 10 brands list for 57 times out of a maximum possible of 130.
The Phone genre comprising of Phone Services, Phone Apps, Phone Walletor Banking and Mobile Phones was next with 11 brands having combined weekly ad insertions of 2,21,819 with a frequency of 27 out of a maximum possible of 130 in the top 10 lists during the period.
This paper must be read with a caveat: It deals only with the players present in Broadcast Audience Research Councilof India (BARC) top 10 lists of advertisers and brandsper week. The sums/percentages of other advertisers/brands other than those indicated in BARC’s top 10 lists have not been considered/mentioned in this paper during the period under consideration and those numbers could be more/higher.
Further, Phone Services brands such as Reliance’s JioDigital Life, Phone Wallets of Phone Banking Services brands such as Airtel Payments Bank, Phone App brands such as Vodafone Play App, Phone devices brands such as Vivo V5 Plus have been grouped under one genre – Phones. Jewellery and Apparel genres have been indicated separately.
Five Online brands which include eComerce, OTT (Amazon Prime Video), etc., with CWAI of 1,15,528and a frequency of 14 placed the genre at third place. The Bharatiya Janata Party was the sole brand from the Politics genre that was present in the list with a frequency of 5. The Auto genre includesAutomobiles-4 wheelers and Automobiles-2 wheelers. Brand IPL Season10 with a frequency of 2 was the sole entrant from Sports Events genre. Please refer to the figure below:
The top 20 most advertised brands in the period had the BJP in the pole position with CWAI of 71,450 during the five weeks that it was present in the weekly top 10 brands in terms of TV ad insertions. Phone Wallet brand Airtel Payments Bank was the second most advertised brand with a frequency of 5 and CWAI of 55,320 during the period under consideration in this paper. The fourth and fifth places were taken by Oral acre FMCG brands Colgate Dental Cream and Close Up Ever Fresh with CWAI of 55,113 and 54,803 respectively a frequency of 7 each in the weekly top 10 brands lists during the first quarter of 2017. Ecommerce Online brand Amazon.in was fifth with a frequency of 4 and CWAI of 48,856. Please refer to the chart below for the twenty most advertised brands on television in weeks 1 to 13 of 2017.
For complete list of most advertised brands on television in week 1 to 13 based onBARCweekly data please click here
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.
