Hair-care dominates TV advertising in June


Posted at Jul 04 2012 01:16 PM | Updated as of Jul 05 2012 02:20 AM

MANILA, Philippines -- Commercials for shampoo and other hair-care products dominated TV advertising in June, new data showed.

Research group Kantar Media, known more for its TV ratings data, has also started monitoring advertising placements on TV in June.

According to Gabriel Buluran, Kantar Media general manager, the company will also begin monitoring advertising on radio and print media beginning this month.

"What we've seen is that most of the commercials being shown are hair care. The manufacturers of hair care are getting a lot of airtime," Buluran said in a press conference on Tuesday.

Unilever's Sunsilk's Co-Creations shampoo has the most number of ad placements in June, according to Kantar data, with the brand's conditioner with nutrivitamin technology placing third.

Palmolive Naturals shampoo of Colgate-Palmolive Co. was in second place, Unilever's Clear Men Deep-Cleanse shampoo in fourth and Unilever's Creamsilk Nature-Nourished conditioner in fifth.

Procter & Gamble's Head & Shoulders anti-dandruff shampoo was at No. 9.

Also making noise in terms of TV advertising in June was Selecta's best-selling Magnum ice cream bar, which was at sixth place.

"They were quite heavy. In fact, nagkaproblema yata sa supply. When you go to the supermarket wala ka ng mabili because everybody wanted to try this new ice cream," Buluran said.

Globe Telecom Inc. was at No. 7 with its commercials for the company's "My Super Plan" for post-paid subscribers.

"There was a time when telcos overtook personal care in terms of advertising. Globe and Smart were among the top brands that were advertised," Buluran said.

"They're still up there but the hair care category has taken back the leadership in terms of advertising," he said.

The research executive also recalled a time when when fast-food giants Jollibee and McDonald's were heavy advertisers, "but now medyo wala."

Since this is the first time Kantar Media has come up with an advertising monitoring report, it is still to early to make a trend assessment.

Buluran said advertising is also seasonal.

"Before we've also seen that the likes of Unilab would be advertising at around this time because pasukan na ng mga bata, umuulan, maraming sinisipon," he said.

Kantar said it has monitored close to 1,200 TV ads in the morning and nearly 1,600 ads during the all-important primetime block.

This translates to close to 600 minutes of advertisements at primetime and 400 advertising minutes in the morning.

Rounding up the Top 10 are Unilever's Surf Lavender with Freshness Petal at No. 7 and Unilever's Close-Up toothpaste at No. 10.