The Rin ad, featuring actress Kajol, was the most watched in April, stacking up 1,136 Gross Rating Points (GRPs). Complan with 1,070 GRPs was second. However, this does not mean that either Rin or Complan was the biggest ad spender in the month.After all, higher GRPs could be due to the higher frequency of telecast of a particular ad, and not necessarily due to higher ad spends. The biggest spender could be one of the brands that advertised heavily on IPL.
"IPL was the mainstay event of April," explains Sandeep Lakhina, COO, South Asia, Starcom Worldwide. "The usual suspects like Airtel, Samsung, Coke, Vodafone, LG and Hyundai were heavily advertising on IPL. While the number of spots and durations may have been lower, the ad spends committed to IPL was sizeable," adds Lakhina.