Key Findings:
· 22% rise in Winter Wear Advertising in ‘04 compared to ’03 in Print.
· Newspapers still preferred over Magazines by Winter Wear advertisers across 2003-04.
· Madura Garments tops Print advertising in ‘04.
· Allen Solly Winter Wear brand tops in Print in ‘04.

This week, AdEx India looks at Winter Wear. First, let’s take a look at Winter Wear advertising spends across the years in Print.

Post-2000, Winter Wear print spends show growth every year. 2001 shows the maximum growth of 36% whereas 2002 and 2003 show 23% and 22% growth respectively.

Do advertisers prefer Newspapers or Magazines? The pie chart gives the percentage share in Newspapers and Magazines in 2003-04.

The pie chart shows that 65% share of Winter Wear advertising is in Newspapers, whereas Magazines could manage only 35% in both the years (2003 and 2004).

Let’s also look at the Top 5 Spenders in Winter Wear category across 2003-04.

Interestingly, the share of Top 5 Advertisers has increased from 52% to 57% in 2004. Madura Garments’ share increased from 11% to 18% in 2004 compared to 2003, while Oswal Woollen Mills share went up from 9% to 14% (gets the 2nd position) in 2004. Colorplus Fashions, the Top advertiser in 2003, moved to the 5th position with 7% share. Here, ‘Others’ include advertisers like Arihant, Raymond Ltd, Duke Fashion, etc.

Let’s have a look at the top 5 brands advertised in Press in 2004.

Allen Solly Winter Wear of Madura Garments tops the brands list with 17% share and Monte Carlo Collection of Oswal Woollen Mills is in second position with 14% share.

We shall be coming out with similar analyses on other categories in the coming days.

(Analysis from AdEx India- A Division of TAM Media Research)

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