Latest Newsletter from AdEx India, a division of TAM Media
Research
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Highlights:
• 24% dip in Print advertising of IT sector
during H1 07
• Laptops/Notebooks had the largest chunk of advertising
share i.e. 23%
• Maximum usage of General Interest newspapers and IT
magazines
• Hewlett Packard led with 26% advertising share
• Metro newspapers led with 51% share
• 39% of IT ads used Sales Promotional campaigns
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This
week AdEx India analyzes the advertising trends of the Information
Technology (IT) Industry in Print in the first half of 2007.
The entire analysis is based on Volumes (Col*Cms)
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| Quarterly
advertising trend of IT Industry in Print
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The first and second quarters of 2006 saw the maximum advertising
by IT players.
• In 2005, high advertising was registered
in the first quarter.
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Ad Volume Growth of IT sector
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IT sector had a 2% share in overall Print advertising during
H1'07.
• In H1’06 IT sector advertised
for 1,023 brands and the number dropped to 994 in H1’07.
The categories taken into consideration for the analysis
are as follows:
| Sr. No |
Categories |
Sr. No |
Categories |
| 1. |
Chips & Microprocessors |
6. |
Laptops/Notebooks |
| 2. |
Computer Printers |
7. |
Networking |
| 3. |
Range of Computer
related products |
8. |
Peripherals |
| 4. |
Corporate Image-Computer |
9. |
Servers/Mainframes/Minis |
| 5. |
Desktops |
10. |
Software |
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| Share
of Segments in IT Industry
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• Laptops/Notebooks
had the largest advertising share, with Lenovo
and HP India contributing 51% of the ad volumes
in H1’07.
• Equal advertising share by corporate advertising and
Desktops.
• High corporate advertising by TCS (Tata
Consultancy Services) whereas HP India
contributed the most in Desktops advertising..
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Newspaper
and Magazine Genre used by IT Industry in H1 ‘07 |
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IT based newspapers had a minimal 1% share in print advertising.
• 57% of ad volumes by IT players were in IT magazines,
where maximum advertising was done for Software, Networking
and Peripherals category.
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Top
players in IT sector |
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The Top 10 players contributed 76% of the ad volumes.
• HP India maintained its 1st position
in the first half of 2007 also.
• HP advertised maximum for Desktops
whereas Lenovo focused on the Laptops/Notebooks
category.
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New
IT brands advertised in Print |
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Overall, 408 new products were launched in Print under the
IT sector in H1’07, out of which maximum brands were
from the Software category.
• The Top 10 list of new launches saw four brands from
Desktops category and two brands under the Laptops/Notebooks
category.
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Advertising
by IT sector in Metro, Non-Metro and Mini-Metro cities |
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Apart from Corporate advertising, high advertising by Software
and Chips & Microprocessors in metro newspapers.
• Advertising by Laptops/Notebooks and Desktops
was inclined towards Non-metro city newspapers.
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Type
of Promotions used by IT sector in H1 ‘07 |
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• 39% of
commercial ads used various Sales Promotions during H1'07.
• Under sales promotion, Add-on Promotions had a 43%
share.
• Laptops/Notebooks category used more of Add-on Promotions
and Multiple Promotions whereas Contest Promotions were preferred
for advertising of Range of computer related products.
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| Watch
out for forthcoming interesting analyses in future.
(Analysis from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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