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TV holds lion’s share of ad spends in US: Nielsen
MUMBAI: The ferocious growth of the digital medium notwithstanding, television continues to hold the lion’s share of ad dollars and consumers media time in the US, according to Nielsen.
Television ad spend was up 4.5 per cent in 2011 even as total ad spends increased by a mere two per cent, according to the third and final part of Nielsen’s Advertising & Audiences Report.
The total ad spend for TV reached $72 billion, more than all other ad platforms combined. The print media commanded the second biggest share of ad spends with magazines and newspapers collectively cornering $28 billion. Internet and radio garnered $6 and $7 billion respectively.
The report took an in-depth look at media consumption by platform and found that American advertisers and consumers have a huge appetite for television, as TV holds the lion’s share of ad dollars and consumers’ media time.
Spending on cable TV has increased steadily over the last few years, up 42 per cent from 2007, the report added.
Spanish-language cable and network TV saw double-digit growth in ad spend, up 24 per cent and 16 per cent respectively, from 2010.
Automotive was the largest category for advertising spend across all media, with $10.2 billion spent by automotive brands while AT&T and Verizon were the top TV spenders during 2011 for brands AT&T Wireless Web Access ($1.1 billion) and Verizon Wireless Web Access ($702.2 million).
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Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
