Data shows that women play more leading roles than men in TV commercials with sexual content. On the contrary, sexual content has spilled over on TV commercials where the dominant appeal of the advertisement is emotional or argumentative. Sex or sexual content is not limited to advertisements where the dominant advertising appeal is sexual. Results show that a quarter of all Indian TV commercials contain sexual information. After repetitions were weeded out, the remaining 365 TV commercials were coded and measured for sexual content. For the purpose, a content analysis was carried out and 888 Indian TV commercials were recorded from 15 TV channels available across India over two phases with a gap of three months in between. The aim of this study was to examine sexual content in Indian TV commercials.
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