Analysis of Print Advertising in the IT Sector during Jan-Oct
2006
Wednesday, November 29th, 2006
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Key Findings:
• 8% dip in ad volumes of the IT Sector in Jan-Oct ’06
over Jan-Oct ’05
• Desktops and Laptops/Notebooks garnered a high share
of IT Sector advertising in Jan-Oct ‘06
• South zone publications had the highest share of IT
Sector advertising
• In magazines, maximum 62% share of advertising in the
‘Information Technology’ genre whereas in Newspapers,
advertising skewed towards ‘General Interest’ genre
• Maximum usage of ‘Add-on Promotions’ by
IT advertisers in Newspapers in Jan-Oct ‘06
• Hewlett Packard India topped IT Sector advertising with
26% share
This week AdEx India looks at the advertising trend in the ‘IT
Sector’ in Print during the period of Jan-Oct 2006.
(Note: The entire analysis is based on Volumes in Column Centimeters) |
Growth
in IT Sector advertising in Print during Jan-Oct ‘06
over Jan-Oct ‘05
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• 8% dip in
advertising volumes of the IT Sector in Print in Jan-Oct 2006
over Jan-Oct 2005
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Share of Sub-categories in IT Sector Print advertising
in Jan-Oct 2006
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• Desktops
had the highest 22% share of IT Sector advertising in Print
in Jan-Oct ‘06
• Laptops/Notebooks followed
in 2nd position with 19% share
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| Contribution
of Zone in IT advertising in Print during Jan-Oct 2006
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• South Zone
had the highest share in IT Sector advertising in Jan-Oct 2006
• North and West zones followed with 25% and 24% share,
respectively |
| Top
Sub-categories in Newspapers and Magazines during Jan-Oct
2006
Share of Advertising in Newspapers and Magazines
in the ratio of 92:8
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•
Newspapers saw maximum 23% share of advertising by Desktops
followed by Laptops/Notebooks with 19% share
• In
Magazines, Software advertising topped with 19% share closely
followed by Peripherals with 17% share |
Share
of Genres in Newspapers and Magazines in Jan-Oct 2006
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A high share of advertising cornered by General Interest newspapers
in Jan-Oct ‘06
• In Magazines, advertising skewed towards ‘Information
Technology’ magazines |
| Share
of Sales Promotions used by IT advertisers in Print in Jan-Oct
‘06
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• Newspapers
contributed a high 46% share of Sales Promotional ads in IT
Sector compared to 8% share in Magazines in Jan-Oct 2006
• Maximum usage of Add-on Promotional ads by IT advertisers
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| Top
5 Advertisers in the IT Sector in Print in Jan-Oct ‘06
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• Hewlett Packard
India topped IT advertising with 26% share in Print in Jan-Oct
‘06
• Intel Corporation and Lenovo in 2nd and
3rd positions with 10% and 9% share, respectively
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| Top
New Brands of IT Sector launched in Print in October 2006
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• Maximum number
of new brand launches in Laptops/Notebooks and Desktops category
in Print in Jan-Oct ‘06
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Type
of Innovative ad layouts used by IT advertisers in Print in
Jan-Oct ‘06
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• Figured Outline
ad layout preferred by IT advertisers in Jan-Oct ‘06
• Hewlett Packard India, the Top advertiser, made maximum
use of innovative ad layouts |
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| (Analysis
from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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