Advertisers keep away

The BB blog had raised the issue of viewership of World cup cricket matches a few days ago. A recent report in the Economic Times talks about FMCG biggies keeping away from TV spots during the world cup cricket telecasts citing lack of market. The companies that have kept away include, P&G, Henkel, Dabur, Marico, Reckitt Benckiser and Perfetti. The logic in keeping away is that the series would be played through the night when their target audience, the housewife, would be asleep.