Telecommunication services
leads in telecom sector advertising in print during Q1 2009:
AdEx Analysis
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Subject:
Overview of Telecom Sector advertising in Print during Q1 ‘09
(Note: The entire analysis is based on Col*Cms)
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Highlights:
• ‘Telecommunication Services’
with 82% share leads in Telecom Sector advertising in
Print during Q1 ‘09.
• ‘Bharat Sanchar Nigam
Ltd’ was the top advertisers of ‘Telecommunication
Services’ in Print during Q1 ‘09.
• ‘Nokia Corporation’
and ‘LG Electronics’ shared the 1st rank
with an equal advertising share of 22% each of the overall
‘Telecommunication Equipments’ advertising
in Print during Q1 ‘09.
• Sales Promotional Ad campaigns accounted for 44%
share of overall ‘Telecom Sector’ ads in Print
during Q1 ’09. |
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The segregation of the Telecom
Sector
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Volume
Growth of Telecom sector in Print during Q109
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During Q1 ‘09, Print ad volume of 'Telecom Sector' has
seen a drop of 35%, compared to Q1 ‘08. |
| Share
of Telecom sector segments in Print advertising during Jan
– Mar’09 |
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• During Q1 '09, 'Telecommunication Services' contributed
for more than 80% share of overall 'Telecom Sector' advertising
in Print followed by 'Telecommunication Equipments' and 'Corporate
Brand/Image' with 17% and 1% share respectively.
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| Volume
Growth of Telecom sector segments in Print during Q1 ‘09 |
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• 28% decrease in Print ad volumes of ‘Telecommunication
Services’ during Jan-Mar '09 compared to Jan-Mar '08.
• Compared to Jan-Mar '08, advertising of 'Telecommunication
Equipments' recorded a drop of 58% in Print during Q1 '09.
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| Top
5 advertisers under the Telecom Segments in Print during Q1
09 |
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During Q1'09, the top 5 Advertisers share aggregates to 85%
of ‘Telecommunication Services’ advertising share
in Print, Where the Top 3 brands were ‘Bharat Sanchar
Nigam Ltd’, ‘Reliance Communications Ltd’
and ‘Vodafone Essar Ltd’.
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‘Nokia Corporation’ and ‘LG Electronics India
Ltd’ the top 2 brands of ‘Telecommunication Equipments’
had an equal share of 22% each during Q1 ’09.
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Top Brands of Telecom Equipments & Services advertised
in Print during Q109 |
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• ‘BSNL
3G’ the top brand had 21% share of ‘Telecommunication
Services’ Print ad pie followed by ‘Reliance Mobile
Prepaid’ and ‘BSNL Bfone’ with 8% and 7% share
respectively during Q1 ’09.
• Top 5 brands contributed for 63% of overall Print ad
volumes of ‘Telecommunication Equipments’ where
‘Samsung Mobile Phone’,’ LG Cellular Phones’
and ‘Spice Mobile Phones’ were the top 3 brands. |
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Advertising of Telecom Products in Newspapers
& Magazines was in ratio of 97:3. |
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Share of Metro, Non Metro and Mini Metro Newspapers in Telecom
Products advertised in Print during Q109
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| • ‘Non
Metro’ Newspapers had the largest share (58% ) of overall
‘Telecom Sector’ advertising in Newspapers followed
by ‘Metro’ and ‘Mini Metro’ Newspapers
with 29% and 13% share respectively during Q1 ’09. |
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Usage of Sales Promotional Ad campaigns in Print for the Telecom
Products |
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| • During Q1
’09, ‘Tariff Offers’ had the maximum share
(62%) of the total Sales Promotional ads of Telecom Sector advertised
in Print followed by ‘Add on Promotion’ and ‘Discount
Promotion’ with 12% and 11% share respectively. |
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| 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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