 Properties/Real
Estates book a room for themselves on the Front Pages of Publications:
An AdEx India Analysis
Jan 02, 04 |
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The choice of position to place an advertisement on Print
is often a critical decision that advertisers/media planners
have to make. We at AdEx India, decided to study advertising
across the 400+ Newspapers that we monitor, on each of these
positions, to see whether there were some Categories which
preferred to advertise on certain positions. The front page
is the one, which carries all the top stories and hence stands
the biggest chance to catch the eye of readers. Tariff cards
of publications therefore mention a premium for ads placed
on the Front Page. So, which are the top categories on Front
Page advertising. The following graph has the answer.
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Remarkably, Properties/Real Estates which is ranked 9th on
all Print advertising is on top on Front Page advertising
contributing nearly 5% (of Ad Volume in CC) to Front Page
advertising. Independent Retailers at 4% grab the second spot.
Interestingly, two categories under Education-Coaching Centers
and Educational Institutions feature here. Their presence
is so strong that if we were to club both of these as one
category they would top Front Page advertising contributing
6.6% of the Front Page advertising volume. Two Wheelers which
is the top category on all positions is ranked 5th here.
But does this mean that the above categories prefer advertising
only on the Front Page? To answer this we examined the share
of Front Page advertising of each of these categories versus
their advertising on other positions. The result has been
tabulated below.
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| Taking this forward,
on analyzing advertising on Front Page Solus throws a slightly
different picture. Two financial categories, Insurance on 4th
and Mutual Funds on 6th claw their way here. Hospitals/Clinics
too make an entry here at the 10th position. |
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| Amongst the other
locations on the front page, which would instantly catch the
eye of the reader, are the Ear Panels (the areas adjacent to
the masthead of the publication). Jewellery is the category,
which dominates here. Other significant contributors are Bidi,
Hosiery and Hospitals/Clinics. |
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So, the next question
would be-Does the picture change when all the above analyses
are done across different languages (English, Hindi, Regional
etc.)?
You'll have to wait till next week. Keep Watching this Space!
(The analysis has been done across more than 400 Newspapers
and 650+Product Categories monitored by AdEx India-A Division
of TAM Media Research Ltd)
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Keep watching this space for more!!!!!
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