When industry experts commented that the Hindi general entertainment (GEC) genre was de-growing in 2005, they weren’t joking. The fact is vindicated by the AdEx India Genre level trends 2005, which compares viewership and revenues for various genres. Where Hindi GEC has dropped in terms of revenues, most other genres like regional, Hindi movie and news channels have increased.
The report, which is based on all TAM households for the TG 4+ years, show GEC maintaining viewership at 33 per cent, but the revenue share has dropped from 47 per cent to 39.5 per cent. Regional language channels show a dip in viewership from 41 per cent to 36.5 per cent. However, revenue share has increased to 24.8 per cent from 20.4 per cent. News channels show an increase in viewership and revenue share. Where viewership has grown to 6.5 per cent, revenue share has increased from 10.3 per cent to 12 per cent.
Hindi movie channels have increased in viewership from 5 per cent to 7.8 per cent, while revenue share has increased from 3.7 per cent to 5.6 per cent. English entertainment has marginally dropped in viewership and is at 1.2 per cent, the revenue has also dropped from 4.4 per cent to 3.8 per cent. Sports genre, too, takes a marginal hit – from 9 per cent, it has dropped to 8.3 per cent, while share of revenues has dropped from 10 per cent to 8.8 per cent.
Infotainment and kids genre have registered an increase – from 3 per cent to 3.8 per cent – and revenues here have maintained itself at the 2 per cent plus mark. Other genres like music, comedy, lifestyle and fashion have again kept their viewer base at 2 per cent plus in 2005 as well. The revenues nonetheless have increased from 1.5 per cent to 3 per cent.
Some more industry estimates done by AdEx India in 2005 till November show that the total media market in 2005 is at Rs 132 billion. Of this, Print and TV take the bulk at 48 per cent and 41 per cent, respectively. The rest is divided between Out of Home (7 per cent), Radio (2 per cent), Cinema (1 per cent) and the Internet at 0.8 per cent.
If a comparison with 2004 is drawn, the ad industry last year was at Rs 116 billion, which spells a good year for the ad market in 2005.
In the comparative share of the different mediums between the two years, not much difference is seen in Print and TV, which in 2004 were at 47 per cent and 42 per cent, respectively. While Cinema and OOH have marginally dipped from the last year, Internet has show marginal growth and Radio, too, has grown from its 1.9 per cent share in 2004.
Even as the share between the mediums don’t reflect much change or even a negative number, all mediums have seen growth in revenues, given the increase in the total ad pie. The AdEx India industry estimates show 11.4 per cent growth for Television, 16 per cent for Print, 44.5 per cent in Radio, 8 per cent in Cinema, 6 per cent in OOH and 78 per cent in Internet.
The year has spelt one of the best ad revenue growth rates at 14.1 per cent so far. This figure in 2004 was 13.7 per cent, 9.6 per cent in 2003 and 8 per cent in 2001.