MAM
Reckitt Benckiser again top television advertiser
BENGALURU: Indian FMCG and consumer health products company Reckitt Benckiser (India) Ltd (RBIL) has once again climbed the almost sole andperpetual bastion of Indian FMCG company Hindustan Unilever Ltd (HUL). For the second time this year, RBIL was the biggest advertiser in terms of insertions in week 14 of 2018 (Saturday, 31 March 2018 to Friday, 6 April 2018) according to BARC (Broadcast Audience Research Council of India) data. The previous occasion when the company beat HUL in terms of TV ad insertions was in week 11 of 2018 (Saturday, 10 March 2018 to Friday, 16 March 2018) according to BARC’s list of top 10 advertisers across genres – all India (U+R) : 2+ individuals -in terms of ad insertions or spots. During the 52 weeks of calendar year 2017 (Saturday, 31 December 2016 to Friday 30 December 2017), it was HUL that held the top slot as the largest television advertiser in the country.
In week 14 of 2018, according to BARC data, RBIL had 1,21,102 insertions to HUL’s 1,19,602 ad spots. In week 11, RBIL had 1,10,173 to HUL’s 99,405 ad insertions. RBIL accounted for 30.2 percent ad insertions of the combined total insertions by the top 10 advertisers in week 14 and 28.6 percent in week 11, while HUL had 29.8 percent and 25.6 percent of the ad insertions during the same weeks respectively. Hence the big two accounted for 59.9 percent and 55.4 percent of the combined total insertions by the top 10 advertisers in week in weeks 14 and 11 of 2018 respectively.
It must, however, be noted that if one were to account for the insertions by HUL affiliates/subsidiaries/associate (HUL group companies) companies, the total would far exceed the ad insertions by any other advertiser. For example, among the top 10 advertisers in week 14 of 2018 wasBrooke Bond Lipton India Ltd (Brooke Bond) at rank eight with 18,075 insertions, while in week 11 Brooke Bond did not find a place among BARC top 10 advertisers list, neither did any other HUL group company.Refer to the table below showing BARC’s list of top 10 advertisers in weeks 11 and 14 of 2018.
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Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
