Trends in Sales Promotions used in Print advertising in
Jan-June 2006: AdEx study
July13th, 2006
|
|
|
|
|
|
Key Findings:
• Highest usage of Sales Promotions by Independent
Retailers in Jan-June 2006
• 21% of overall Promotional advertising contributed
by Retail categories in 1st half of 2006
• ‘LG Electronics’ rules Promotional
advertising across zones in 1st half 2006
• Newspapers sees high share of Price Promotion
ads while maximum Contest Promotional ads in Magazines
• 11% growth in average number of total promotional
ads per day in Jan-June ’06 over Jan-June ‘05
The preceding Newsletter featured Sales Promotion advertising
in 2005 and a comparison with previous years. Some interesting
take away from the previous newsletter were as follows:
• Sales Promotions advertising garnered 18% of overall
ad space in 2005
• Price Promotion gets the highest 25% share in 2005
• In 2005, growth of Volume Promotion was almost twice
of that in ‘04
Along with the updated share of Type of Sales Promotions,
we are also giving an update on the Jan-June 2006 trends.
|
The
following Table explains the types of Sales Promotions used:
|
|
| Updated
% share of types of Sales Promotions used in Jan-June 2006
|
|
• Like 2005, price promotion
leading in Print during the 1st half of ’06
•
Contest, Add on and Multiple Promotion are close followers |
| Categories
with maximum usage of Sales advertising in Print during Jan-June
‘06
|
|
• Independent Retailers
made maximum use of promotions
• The other 3 categories
were Television Set, Travel & Tourism and Cars/Jeeps |
| A
79:21 ratio of Non Retail : Retail for Promotions
|
| |
• More than 20%
share of Promotional advertising on Retail categories
•
Price Promotion tops in Retail as well as Non-Retail advertising
• Contest and Add on promotions popular with non-retail
advertisers |
Top
3 Advertisers in Promotional ads across the Geographic Zones
|
|
•
Except in the National Magazines, ‘LG Electronics’
captures its position in the Top 3 Advertisers list in the
1st half of 2006 for all zones
• Interestingly, the local biggie from South Joy Alukkas
Group shares the 1st position.
• ‘Ministry of Tourism’ gets the highest
share of Promotional ads in National Magazines |
| Seasonality
of Sales Promotions across 2004-05
|
|
| • A high Boost in Sales
Promotional activity during Festivals |
| Advertisers
who used all types of Sales Promotions during Jan-June 2006
|
| |
• Only 4 advertisers using
all the 7 types of Sales Promotions in the first half of 2006-a
multiple promotion strategy
• Interestingly, the Telecom/Internet
Service Provider category has max. advertisers |
Type
of Sales Promotions used in Newspapers and Magazines in Jan-June
‘06 |
| |
• High share of Price Promotion
ads in Newspapers
• In Magazines, more than 40% share
contributed by ‘Contest’ Promotion ads
|
Share
by Publication language used for Sales Promotions in the 1st
half of 2006 |
|
• Nearly equal share of
Sales Promotions in Hindi and English publications
•
Approx. 25% share of sales promotions coming from the 3 southern
languages |
Average
no. of Sales Promotions ads used per day |
|
• First
half of 2006 sees a 11% growth in average number of Promotional
ads per day compared to first half of previous year |
We will be
coming out with similar analyses on other categories in the
coming days. |
| |
| (Analysis
from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
|
| |
