How to read the numbers
Every figure on EP Insights is a count of ads run or a share of them, not rupees, because ad cost is not comparable across media. Here is what each number means, in plain English.
Ads run
The number of ads a brand actually ran, counted from ad monitoring. One ad occurrence is one count, whether it aired on TV, played on radio, printed in a paper or loaded online.
For example: "Maruti Suzuki ran 11,46,398 ads in India" means our sources recorded that many separate ad occurrences. It is a count of activity, not money spent.
Share of voice (share of a category's ads)
An advertiser's slice of all the advertising in its category, shown as a percentage of the ads run.
For example: A 10% share of voice means about one ad in every ten in that category belongs to that one brand. It shows how loud a brand is versus the whole market.
Category rank
Where an advertiser ranks by how much it advertises within its own industry. Rank 1 is the most active advertiser in that category.
For example: "#1 of 214 in Auto" means this brand is the top advertiser among the 214 auto advertisers we track.
Share of the leader (the bars)
The number is always the real count of ads run. The bar beside it is drawn relative to the longest bar in that list, so you can see the gap between first and fifth without reading every figure.
For example: A bar half the length of the one above it means that brand, channel or city carried roughly half as many ads.
Ad-intensity score (the one score we do publish)
A 0 to 100 summary of how heavily a brand advertises overall, blending its reach (share of voice), how many media it uses, and how consistently it stays on air.
For example: A score of 97 is an always-on heavyweight; 18 is a small, occasional advertiser.
Media mix (where the ads run)
How an advertiser splits its ads across the media types: TV, digital, print, radio and outdoor. Measured as a share of ads run, because ad cost is not comparable between media.
For example: "54% digital, 41% TV" means most of the brand's ads run online, with television close behind. Outdoor reads low everywhere because one hoarding counts once but stays up for weeks.
Daypart (time of day)
The time of day a television ad airs, grouped into half-hour slots such as 8:00 to 8:30 PM.
For example: A brand that peaks at 8 PM concentrates its TV ads in prime-time evening viewing.
Genre (what programmes a brand advertises around)
The kind of television programmes a brand advertises around, such as cricket, drama or news, shown as a share of its TV airtime.
For example: "70% cricket" means seven in ten of the brand's TV ads run around cricket programming.
Why there are no rupee figures
No. We never publish rupees. The source data does carry a cost field, but it is not comparable across media, so we count how many ads ran instead.
For example: That is why the site shows "11,46,398 ads run" or "10% of the category's ads" instead of a rupee value.
What this data does and does not cover
No. EP Insights is a large but partial sample of the advertising we were able to track. Treat it as a directional, relative picture, not a complete or audited census. City figures cover local print and radio; TV and digital are measured nationally.
For example: There may be advertising we could not measure, so read the numbers as indicative rather than absolute.