The ratio is 55:45 tilting in the favor of program promotions on Television Channels! For every four advertisements on television, there are five program promotions being aired.

TAM S-Group and AdEx have come together to develop a better understanding of how Program/Channel promotions. Currently the questions in our minds are many - the types and classification of promos being aired, the content of the promo, what kind of promos generate the maximum walk-ins etc. For this it's essential to understand the kind of promotions being aired. Hence it's just not enough to classify promotions as 'promotions' only.

AdEx in its path to understand this science better has rolled out its new classification in consultation with key broadcasters. The new classification splits the promotions at three super levels i.e. Program level, Channel level and Advertiser level. Given below is the new classification structure…

Promos in August
So how are channels using promos on their networks? Which are the most popular promo formats that channels prefer? Let's look at the latest numbers emerging from ADEX… Across Channels in the first three weeks of August, we can see unique trends by channels to promote their programs/ Image. The major inventory goes in promotion of different programs, as is clear from the chart… i.e. single program promotion takes up close to seventy percent of the total promotion time.

The Future
As we move into the Festive season, channels will launch newer shows as well as air block-buster flicks. It's also a time when inventories will be stretched to their limits. This obviously calls for Programming teams and Ad Sales at Channels to come together and have a conscious effort to optimise and efficiently use the time available on their respective networks.

ADEX will be there to report the developments on the same very soon… Watch this space…