exchange4media.com and Strategy Group, the Analytical Arm of TAM Media Research, jointly bring you a weekly column 'S-Group Insights' on Advertising Trends of different Product Categories. This column aims to aid advertisers, and media agencies understand changes in Media Consumption patterns leading to Scientific Advertising Investments. In the current column, we take a look at the Telecom sector:
The ad volumes of Telecom/Internet Service Providers has seen a declining trend on TV & Radio. On the contrary, in Print the ad volumes have increased by 12% in Yr'15.
On TV, cellular phone services & internet service providers, which are the major shareholders among all the super category products, have seen a drop by 16% & 51% on TV in Yr'15.
Among cellular phone services, Bharti Airtel Ltd, being the leading player on TV, has witnessed a fall of 32% in ad volumes in the Yr'15. Similarly, Tata Teleservices & Vodafone Essar Ltd have reduced their ads on TV by 68% & 11%. On the contrary, Idea Cellular Ltd increased its ad volumes on TV by 25% followed by Aircel in Yr'15. New Players (i.e. like Telenor) contributed around 3% of the product group shares in Yr'15.
Similarly, among the Internet Service Providers, Sistema Shyam Teleservices Ltd (Brand - MTS) which contributes around 44% of the ads in this category, dropped by 13% in Yr'15 and Tata Teleservices Ltd which contributes 32% of Internet Service Provider product group ads dropped to zero on TV in Yr'15. New players have contributed to around 53% of the ad volumes on TV in this category.
On Radio, the major ad volumes are from Telecom & Internet Service Providers. But the ad volumes have seen a drop in Yr'15 by 8% & 33% respectively. Vodafone & Bharat Sanchar Nigam Ltd were the top advertisers on Radio in Yr'14, contributing to around 55% of ads volumes and have been replaced by Bharti Airtel Ltd, Aircel Ltd & Idea Cellular Ltd, contributing 52% ( up from 25% in Yr'14) of ads volume in Yr'15.
Bharat Sanchar Nigam Ltd had around 62% ad share among Internet Service Providers in Yr'14 which has dropped down to 12%, while Bharti Airtel Ltd & Reliance Communications Ltd garnered the top ad volumes.
Telecom/Internet Service Providers ad volumes on Print have grown in volume in Yr'15. Cellular Phone Services ads contribute to around 70% of share among Telecom/Internet service providers and has grown by 9%.
Bharti Airtel Ltd ad volumes witnessed a peak in Q3'15 and a drop in Q4'15. Idea Cellular Ltd ad volumes is on a rising trend and was the highest among all the advertisers in Q4'15.
Intro of Airtel 4G:-
All the competitors among Cellular Phones Services product group, use various themes to promote their brands across years. Bharti Airtel Ltd has used similar count of themes on TV across years. But the volume of ads has reduced and the company has focused mainly on Airtel 4G in Yr'15.
Whereas Idea Cellular Ltd & Vodafone Essar Ltd have increased the number of ad themes in Yr'15.
Bharti Airtel Ltd introduced the Airtel 4G service in Q3'15 and have focused on it contributing 85% (i.e. 67.4 '000mins) of Bharti Airtel Ltd ads on TV.
Airtel 4G ads were placed on TV from the month of Aug'15 & have been promoted heavily in the month of Sept'15 leading to a rise the volume along with the usual Airtel Cellular Phone service ads on TV.
Airtel 4G brand promoted itself using the above mentioned themes on TV in Q3'15 & Q4'15. Around 41% (i.e. 27.4 '000mins) was promoted using a specific theme Ctp- Lucknow Station/ 4G Challenge. And around 50% (i.e. 6.6 '000mins) of this theme was placed on Hindi, English, Marathi & Tamil Regional channels on TV.
Similarly on Radio, Bharti Airtel Ltd witnessed a rise in ad volumes in Q3'15 wherein it has promoted Airtel Cellular Phone services along with the introduction of Airtel 4G services on Radio. Around 63% (i.e. 8.6 '000mins) of the Airtel Ads aired Airtel 4G promos in Q3'15 focusing on all metro cities (i.e. Airtel 4G was heavily promoted in Bangalore & Hyderabad followed by other metros).Big Players like Radio Mirchi, Radio City, Radio One & Red FM stations were the heavy promoters of Airtel 4G in Q3'15 (i.e. majorly in the month of Aug'15 & Sept '15).
Similarly in Print, Bharti Airtel Ltd ad volumes have witnessed a drop in Yr'15 as promotions of Airtel 4G services were initiated in Yr'14 in Print medium, majorly in Karnataka & Punjab/Chandigarh and in Yr'15 Airtel 4G ads were focused to capture Maharashtra, Tamil Nadu, Karnataka & Andhra Pradesh viewers. Airtel 4G was promoted majorly in the national publications like Times of India (in various markets), Dina Malar & Dinakaran (specific to Tamil Nadu), Hindustan Times (in various markets).
Source: TAM Media Research, analysis conducted by S group, an analytical arm of TAM Media Research
Data Sources: TAM AdEx
Period: Jan-2014 to Dec-2015