On TV too, Onam brings about a dramatic change. Marketing of special Onam related programming content as also traditional programming to keep the viewers hooked on (Super Hit Malayalam Films), which happen to be the fare of the day.

TAM Adex brings you an analysis of the advertising activity across Malayalam mass interest channels. For a focused view on the distinct Onam brings about the advertising scenario, the period from September 6- 10, 2003 were chosen for analysis. The results are quite fascinating.

There are some key pointers to Onam on TV in Kerala.

a) There is a sharp and pronounced growth in TV advertising. Far more than the days immediately prior to Onam, (Onam happened to fall on September 8, 2003 this year). Not only is there a sharp and distinct increase on the preceding day i.e. September 7, 2003 but most channels are also able to double their earnings on Onam! Channels such as Surya and Asianet were able to raise the revenues by over 100% vis-à-vis previous days as can be seen in the accompanying graph.

b) On the other hand, if we are to compare the number of ads and duration of ads, the picture changes quite significantly. In all the channels on the Onam day the number of ads as well as total ad durations went up significantly as is seen in chart below.