On Thursday, 25 channels of the Zee Network will air ads only of brands that belong to HUL’s portfolio of personal and skin-care categories like Lifebuoy, Dove, Ponds and Fair & Lovely.
While ‘advertising roadblocks’ such as this one have been witnessed in the past, what sets HUL’s blitzkrieg apart is the unprecedented scale and the money involved. It is believed that the entire exercise is costing HUL Rs 18-20 crore, Levers said that it does not comment on speculation regarding ad spends. At a time when most marketers are closely monitoring every rupee spent this sudden splurge has both confounded and amazed the marketing and advertising community.
To get an idea of the scale here’s a look at some of the numbers. At roughly 10 minutes of commercial time for every hour of broadcast, the ad shower on the Star Network meant that Hindustan Unilever consumed roughly 37 hours of advertising time and telecast nearly 4500 advertising spots (assuming that each spot has an average of 30 seconds) all on a single day. Sources within the Star Network say that Levers has paid a 100% premium and that the cost of the entire day, including the premium, would be well over Rs 10 crore for such an exercise. It is believed that a similar amount is being spent on Zee as well.
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