Major Advertising Categories

Household Product/Detergents lead in the number of spots in 2008 even though the total advertising investment for this category was not number 1 for 2008 in US$(000). This is followed by Wireless, Beverage, and Food Packaged Goods.

There is an interesting finding when looking at Toys/Games, Candy/Confectionary and Health/Beauty Fragrances. While they rank among the major categories in placing the greatest number of spots, they do not appear as one of the top advertising investors. This signifies that their rates per spot must be very low allowing for a much greater number of spots to be placed.

Inversely, Automotive, Internet/Service Provider, and Financial Services do not rank within the top 10 categories for volume of spots placed yet they do appear in the top 10 categories with highest advertising investment. This means the rates that are paying per spot must be higher than the average.

Major Advertising Categories

Automotive-Auto and Care/Hygiene: Dental have played a major role in 2008 thus far, with not only a higher investment level, but also a much higher volume of spots dedicated to Pay TV vs. 2007 making these two categories stand out in this market.

Health/Beauty: Fragrances not only had less spots for the first half of 2008 but also had lower investment even though they are still among the top five in total investment.

Theatrical Films showed a drop in both spots and investments.

Toys/Games: Toys has enjoyed an increase in both investment level and spots.

Categories which do not appear among the top investors yet are among the top 10 in volume of spots for 2008 are Household Products: Insecticide, Household Products: Deodorizers, Restaurant: Fast Food and Food-Packaged Goods: Dairy, indicating that the rates per spot are lower than the average spot.

Financial Services: Credit Cards, Internet Company/Service Provider and Financial Services: Banks & Svgs & Loans appear as the top investing categories yet do not fall within the top 10 in categories with the highest volume of spots, indicating that they have a higher than average cost per spot.

Major Advertising Categories

Wireless Equipment and Svcs. is one of the fastest growing categories playing a key role in Pay TV during 2008, in investment levels as well as number of spots. This is consistent with the tendencies in other markets.

Automotive-Auto category shows a lower volume of spots in 2008 which continues the tendency shown in the other markets.

Health/Beauty: Fragrances also had less spots during the first half of 2008 vs.2007.

Personal Care/Hygiene: Dental experienced an increase in spots as well as investment levels thus far in 2008 in comparison to the previous year.

Beer/Liquor/Wine showed a solid increase over 2007 which placed this category at number 7 in the spots aired. What is significant is that this category moved to 3rd in investment during 2008 as the previous chart shows.

Beverage/Soft Drinks/Juice showed a significantly higher level of spots in 2008 vs. 2007. One possibility is the association of these types of products to the 2008 Olympics.

Major Advertising Categories

Personal Care/Hygiene: Dental, is the leading category in volume of spots, just as it is the leader in investment.

Health/Beauty: Fragrances holds the # 2 spot in the volume of spots purchased and ranks # 4 for investment levels; although compared to 2007, it showed a loss in both areas.

Financial Services: Banks & Svcs. & Loans, ranks 3rd both in volume of spots and levels of investment.

Wireless Equipment and Svcs. has also increased the volume of spots in 2008. This category has also been very efficient in its cost per spot since it holds a more favorable ranking in the investment arena.

Pharmaceutical and Theatrical have shown increases in both areas

Toys/Games: toys, Financial Services: Credit Cards, Automotive and food-Packaged Goods: Others, are at the low end of the number of spots aired. This goes hand in hand with their investment level tendencies year to year.