Doogh with 6957 ads, was the most active promotional item in the Tir
EMRC works with reputable brands in the beverage and dairy market such as Kaleh, Bell, Ramak, Castle, Sunstar, and Sunich and so on in different ways. In this regard, the company regularly submits reports to closely examine the market. These days, the advertising of beverages and dairy market has become newsworthy and presenting a research report on this topic will help raise awareness of brands and businesses and transmission of authentic news. Below, you will read part of the information gathered in the month of Tir (22 June – 22 July) 1398 (2019-2020) on the activities of TV advertisement on beverages and dairy brands.
49,780 ads with a total time of 1,778,683 seconds in the month of Tir
Emrooz Marketing Research Company (EMRC) said in a research report that the total number of TV ads in the month of Tir was 49,780 ads with a total time of 1,778,683 seconds.
Three most popular categories were food and beverages (46%), home appliances (17%) and cosmetics and personal care (13%), respectively. The food and drink category with the highest number of advertisements accounted for 54% of the cost and 36% of the time.
Most active product group
These days when reference is made to the most active TV commercial product group, certainly the name of Maol-Shaeir (non-alcohol beverage) and doogh will associate in the minds of most audiences: The product group whose ads have captured the television. This is not a topic to be based on emotion and speculation, as statistics also suggest this high volume of advertisement. In the food and beverages category with 22,827 ads, the highest share of the product group out of the advertisement in the month of Tir belonged to the dairy, confectionery and beverages product group which were among the highly advertised product groups in the first four months of the current calendar year 1398 (March 2019 – March 2020). The most active products in each of the mentioned groups are doogh, biscuits, wafers and Maol-Shaeir, respectively.
Active advertising brands in the dairy product group
According to many media outlets these days Alis plays the role of white gold for the IRIB (Iran Rd/TV). A brand which by repeating its name and having uninterrupted advertisements has attracted the attention of many audiences. According to a report published in the month of Tir (22 June – 22 July), Alis and Khoshgovar have been the two brands with advertisement activities for the doogh product with a total number of 6,957 ads which set the record of advertisement in this field. Meanwhile, 99% of advertisement activities for the doogh product belong to Alis.
Also, the brand Mihan with 76 ads was the only active brand in the month of Farvardin (March/April) in the area of doogh. Overall in the dairy product group, doogh with 6,588 ads in the month of Khordad (22 May – 21 June) and Tir (22 June – 22 July) had the highest share of advertisement. Of course, in the first two months of the year, milk product of Alis brand with 10,585 ads had the highest number of advertisements.
Gorji biscuit and wafer with 1,853 ads had highest number of ads in Tir
In addition to advertisement on milk, doogh and Maol-Shaeir, biscuits are also holding the record these days. Biscuit and wafer of brand Gorji with 1,853 ads, accounted for 91% of the cost and 89% of the product in the month of Tir. Also in the first four months of the current calendar year 1398 some 95% of the promotional activities of this product belonged to the Gorji brand that was active in each four months of the year 1398 and other brands including Setak, Farkhondeh, Lina, Nika and Salamat in some months stood beside it.
Alis and Hey Day, advertising brands in Tir
In the month of Tir, 1398 in the beverage product group, Maol-Shaeir with 2,331 ads was among the most active advertising products and the two brands of Alis and Hey Day with 1,112 and 1,219 ads, respectively, were the only active brands in this field which launched their advertisement in the month of Ordibehesht (21 April – 21 May) 1398. Overall, although the number of ads of Hey Day is higher, however Alis accounts for 95% of the cost and 88% of the time spent on this product.
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