Television commercials of the FMCG sector reach more viewers

According to Nielsen Audience Measurement Kft., in 2014 the television commercials of FMCG products had 1 percentage point higher Gross Rating Point (GRP) index than in 2013. The GRP index shows how many contacts a commercial makes in the target group – since viewers can be reached by the same commercial more than once, the GRP index can be higher than 100. Companies spent 36 percent more on grocery product commercials in the examined period, a sum of HUF 130 billion at rate card price. Spending on commercials for household chemicals and cosmetics dropped 1.5 percent and represented a HUF 123-billion value. Hypermarkets advertised on television for HUF 23 billion, 59 percent more than in the previous year. Other grocery retailers spent HUF 44 billion on commercials – the growth here was 57 percent. Consequently, hypermarket commercials’ GRP index rose 43 percent and other store types’ index was up 25 percent. From FMCG categories sweets had the highest GRP index, followed by dairy products, cleaning products and alcoholic drinks. FMCG product commercials had 31 percent of the television advertising market’s total GRP.