Print ad volumes rose 2.2
times during 2008 compared to 1999: AdEx Analysis
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Subject: 10 Year Round Up of Print advertising - Part
1 (Note: The entire analysis is based on Col*Cms) |
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| Highlights:
•Print Ad volumes has seen rise of 2.2
times during 2008 compared to 1999
•3.6 times rise in Average number
of ads appearing per day on Newspapers during 2008 over
1999.
•'Banking/Finance/Investment'
was the only sector to maintain its 3rd rank during
1999 and 2008.
•'Corporate/Brand Image' was the only category to
maintain its 6th Position in the Top 10 categories list
in Print across both the years 1999 and 2008. |
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Print
Media Ad Inventory |
Volume Growth in Print from 1999
to 2008
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| •Compared
to 1999, 2.2 times increase in Print ad volumes during 2008.
•During 2008, 3% rise in Print ad volumes compared to
2007. |
Share
of Newspapers and Magazines (1999
to 2008) |
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| •Gradual
increasing share of magazines over the years in Print.
•Share of Magazines was 5% from 2005 to 2008 in overall
Print ad volumes
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| Average
Ads /Day on Newspapers (1999 to
2008) |
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•Compared to 1999, 3.6 times rise in avg. number of
ads appearing per day on Newspapers during 2008.
•Maximum growth in average ads per day on Newspapers
during 2006 compared to 1999.
•1% decrease in average
number of ads appearing per day on Newspapers during 2008
compared to 2007.
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Performance
of Sectors in Print |
| Top
10 Sectors in Print during (1999 and 2008) |
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•3 of the Top 10 sectors in Print for the year 1999
i.e. 'Textile/Clothing', 'Computers' and 'Food & Beverages'
were replaced by sector like 'Retail', 'Personal Healthcare'
and 'Media'.
• Positioning of 6 of the Top
10 sectors in Print of 1999 have being reshuffled in the
Top 10 list of sectors in 2008.viz. 'Durables', 'Auto',
'Education', 'Personal Accessories', 'Services' and 'Corporate/Brand
Image'.
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| Share
of Top 10 Sectors of 1999 and their contribution over the
years in Print |
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• Contribution
of the Top 10 sectors of 1999 in Print was 81% which decreased
to 60% in 2008
• From
1999 to 2003 share of Top 10 sector of 1999 was above 69% and
from 2004 onwards, share of Top 10 sectors is above 60% in Print. |
Performance
of Categories in Print |
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Top 10 Categories in Print during (1999
and 2008) |
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•'Television
Sets' and 'Two Wheelers' the Top 2 categories of 1999 has being
replaced by 'Educational Institutions' and 'Social Advertisements'
category respectively in 2008.
•Among the Top 10 Category
list in Print for the year 1999,‘Corporate/Brand Image’ and
‘Cars/Jeeps’ were the only two categories to be present within
the Top 10 list of categories in 2008.
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Share of Top 10 Categories of 1999 and their contribution
over the years in Print |
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•Contribution of the Top
10 Categories of 1999 in Print was 41% which decreased to 12%
in 2008.
•From 2004 to 2008 share of Top 10 Categories
of 1999 was below 20% in Print.
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| Performance
of Advertisers in Print |
Tally
of Advertisers in Print (1999
to 2008) |
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• 12 times increase in
count of advertisers in Print during 2008 compared to 1999.
• Compared to 2007, 9% increase in count of advertisers
in Print during 2008. |
Top
10 Advertisers in Print during (1999
and 2008) |
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• 3 of the Top 10 advertisers
in Print of 1999 were among the Top 10 list of advertisers of
2008.i.e ‘LG Electronics India Ltd’, ‘Samsung
India Electronics Ltd’ and Maruti Suzuki Ltd’.
• During 1999, 6 of the Top 10 advertisers were from ‘Durables’
sector and 3 belonged to ‘Automobiles’ sector in
Print.
• Whereas in 2008, Top 10 advertisers list
in Print, comprised of 2 players each belonging to ‘Automobiles’
sector and ‘Telecom/Internet Service Provider’ sector.
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Share
of Top 50 Advertisers of 1999 and
their contribution over the years in Print) |
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• Share of
Top 50 Advertisers in Print of 1999 has seen decline in its
share over the years.
• Top 50 advertisers share was
above 30% before 2002 in Print.
• Maximum share of
Top 50 Advertisers was during 1999 i.e. 43% in Print. |
| The
second part of 10 –year round-up of Print Media advertising
will include brief on Performance of Brands in Print, New Brands
of 2008… |
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