Latest Newsletter from AdEx India, a division of TAM Media
Research
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Highlights:
• 8% drop in print ad volumes of IT sector in 2006
• Desktops and Laptops/Notebooks garnered the maximum
42% share of ad volumes in Print in 2006
• Q2 saw maximum advertising by IT sector in 2006
• Maximum ad volumes of IT sector garnered by publications
from South zone
• Advertising skewed towards English language publications
• 47% share of IT sector ad volumes went to metro
newspapers
• Hewlett-Packard India led IT
sector advertising in Print in 2006
• Add-on Promotions used the maximum by IT sector
• Maximum usage of Innovative ad layouts by HP India
This week, AdEx India looks at the advertising trends of IT
Sector in Print in the year 2006. (Note: The entire analysis
is based in Volumes in Column Centimetres) |
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| Growth
in ad volumes of IT sector in Print in 2006 over 2005
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| • IT sector
saw an 8% dip in ad volumes in Print in 2006 over the previous
year |
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Share of sub-categories in IT sector in Print in 2006
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Desktops had the maximum 22% share of ad volumes closely followed
by Laptops/Notebooks with 20% share in Print in 2006
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Range of Computer related products and chips & microprocessors
had shares of 11% and 10% respectively |
| Sub-categories
in IT sector with maximum growth in Print ad volumes in 2006
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• Chips
& Microprocessors had the maximum 94% growth in ad volumes
in Print in 2006 compared to 2005
• Other 2 sub-categories with high growth in ad volumes
were Peripherals and Computer Printers |
| Quarterly
trend of advertising in IT sector in Print in 2006
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A high peak in number of ads of IT sector was seen in the second
quarter of 2006
• In 2005, maximum ads of IT sector
in the first quarter |
Zone
wise share of advertising in IT sector in Print in 2006
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• A high 33%
share of ad volumes in IT sector contributed by publications
from the South zone in 2006
• Publications from North
and West zones had a share of 24% each |
Publication
Language preferredby IT sector advertisers in 2006 |
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• English language
publications had the highest 55% share of ad volumes in IT sector
in 2006
• Hindi publications had a share of 23% followed
by Regional publications with 22% share |
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Share of advertising in Newspapers and Magazines
in the ratio of 91:9 |
Publication
Genre used by IT sector advertisers in 2006 |
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• Newspapers
saw a huge 83% share of ad volumes of IT sector in General Interest
genre in 2006
• Among Magazines, Information Technology
genre had the maximum 63% share followed by an equal 15% share
with Business and General Interest genres |
| Share
of Metro vs non-metro cities in IT sector advertising in 2006 |
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A high 47% share of ad volumes in IT sector contributed by metro
newspapers followed by 43% share by non-metro newspapers in
2006
• Mini-metros had a share of 10% in IT sector
advertising |
Top
Advertisers of IT sector in Print in 2006 |
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• Hewlett-Packard
India topped IT sector advertising in Print in 2006
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Close competition between Lenovo and Intel Corp for 2nd position
with equal 9% share |
Top
10 New Brands launched in IT sector in Print in 2006 |
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• Intel Core
2 Duo topped among the new entrants in Print in 2006
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Tally Silver 8 1/gold 8 1 in 2nd position |
Promotions
used by IT sector advertisers in Print in 2006 |
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• Brand Promotions
had the maximum 48% share of IT sector advertising followed
by 44% share of Sales Promotions
• In Sales Promotions,
high usage of Add-on Promotions by IT sector |
Innovative
ad layouts used by IT sector advertisers in Print in 2006 |
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• Only 2 innovative
ad layouts, i.e., Figured Outline and L-shape used by IT sector
advertisers in Print in 2006
• Maximum usage of innovative
ad layouts in Peripheral and Desktop categories
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Highest share of innovative ad layouts by Hewlett-Packard |
| Watch out for forthcoming
interesting analyses in future. |
| (Analysis
from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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