Latest Newsletter from AdEx India, a division of TAM Media
Research
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| Snapshot
of Mobile Phone Advertising on Print Jan-Oct 2007
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Highlights:
•Print ad volumes of Mobile Phone grew by
65% during Jan-Oct '07 compared to Jan-Oct '06.
•Equal share of Mobile Phone ad volumes on West and
North Zone Publications.
•Nokia Corporation maintained its
1st position across both the year 2006 and 2007.
•'Sagem Bleu' topped
the chart of new models of Mobile Phone on Print..
•Mobile Phone advertisers used more
of Price Promotion campaign.
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(Note:
The entire analysis is based on Column Centimeters)
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Volume Growth in Mobile Phone advertising
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• Mobile Phones took 2% share of overall Print advertising
during Jan-Oct '07.
•Newspapers and Magazines were used in an advertising
ratio of 97:3.
•Average advertising frequency of Mobile Phones on
Newspapers rose from 53 ads per day in Jan-Oct '06 to 69
ads per day during Jan-Oct '07.
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Quarterly advertising trend of Mobile Phones on
Print
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•Maximum advertising of Mobile
Phones during the fourth quarter (festive season) of both
the years 2005 & 2006.
•Mobile Phone advertising was stable with a share
of 18% in the 1st and 2nd quarter of 2006.
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Zone wise advertising share
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•East Zone Publications had the maximum advertising
growth i.e. of 97% in Jan-Oct’07 as compared to Jan-Oct’06.
•Motorola
Cellular Phone did maximum advertising in West
and North Zone Publications
whereas Nokia Mobile Phone led in South
Zone Publications during Jan-Oct '07.
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Positioning of Top Advertisers of Mobile Phone
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•3 out of top 10 advertisers namely Pratham
Telecom India Pvt Ltd, HTC Corp (Hightech Computer Corp) and
Usha/Shriram moved up maximum places i.e. from 30th
, 31st and 19th positions in Jan-Oct '06 to 5th , 10th and
9th position respectively during Jan-Oct '07.
•During Jan-Oct '07 Pratham
Telecom India Pvt Ltd advertised for total of 9
models of 'Sagem Bleu' and HTC Corp advertised
for 4 of its brands, whose advertising volumes
were nil during Jan-Oct '06.
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New brands of Mobile Phones advertised on Print
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•Overall 166 new models
of Mobile Phones were advertised on Print during Jan-Oct '07.
•Nokia Corporation
had advertised for highest number of new brands i.e. 34, followed
Sony Ericsson (India) and LG Electronics
Ltd with 16 and 14 brands respectively. |
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Usage of Sales Promotion Campaign
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•Combination promotional ads recorded maximum growth
of 2 times during Jan-Oct '07 over Jan-Oct'06.
•Price Promotion campaign was used
maximum by Nokia Corporation and Add on
Promotion ads were picked up by LG Electronics India
Ltd.
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Top advertisers using Innovative Ads
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•Nokia Corporation had used maximum
innovative ad layout during Jan-Oct '07.
•Among the innovative ad layouts 'Figured Outline'
was the chosen one, followed by 'Jacket' shape.
•Out of total of 11 brands which were advertised using
innovative ad layouts, Nokia advertised for
maximum brands i.e. 5, followed Motorola
with 4 brands. |
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| Watch
out for forthcoming interesting analyses in future.
(Analysis from AdEx India-A Division of TAM Media Research)
Siddhartha
Mukherjee
Vice President - Communications
TAM Media Research Pvt. Ltd
Mafatlal Chambers – B
N M Joshi Marg
Lower Parel (East)
Mumbai – 400 013
India
Tel:
+91 22 56531205
Mobile: +91 9820082516
E-mail: Siddhartha@tamindia.com
Website: www.tamindia.com
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