<p>Our screens have been populated by celebrities hawking everything from toothpastes, energy capsules, innerwear to cars for so long that when Flipkart launched its campaign featuring the kid-adults three years back, it instantly cut through the clutter. But more importantly, it brought to television a new category comprising commerce-focused internet or e-commerce players.</p><p>If we look at the composition of the service sector as an advertising category on television between 2011 and 2013, the growing importance of online shopping becomes clear. This category together with tele-shopping, has knocked off DTH (direct-to-home) service providers and real estate/property players from the top two slots in the pecking order.</p><p>Between January and June 2011, DTH players topped the services category list with a 21 per cent share of the pie (volume calculated in seconds), according to TAM Media Research. This number dropped to 7.1 per cent during the corresponding period in 2012, before picking up slightly at 8.8 per cent, this year.</p><p>Comparatively, the growth of B2C (business-to-consumer) online shopping websites advertising has exponential. In January-June, 2011, their share stood at 4 per cent, rising to 12 per cent for 2012, dipping marginally to 10.3 per cent during the first half of 2013.</p><p><a href="http://www.business-standard.com/article/management/mainstream-campaigns-increase-tv-usage-of-online-players-113120900978_1.html">Keep reading...</a></p>