Advertising analysis of Public Sector Banks in Print during
Jan-Aug 2006: AdEx study
Wednesday, October 11th, 2006
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Key Findings:
• 4% growth in Public Sector Banks Print advertising in
Jan–Aug ’06 over Jan–Aug ’05
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Maximum usage of ‘Services & Products’ category
by PSU Banks for advertising in Print
• Advertising
skewed towards Southern publications in Jan-Aug 06
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Maximum advertising share of Public Sector Banks in ‘General
Interest’ followed by ‘Business’ genre newspaper
and magazines
• ‘State Bank of India’
topped advertising closely followed by ‘Union Bank of
India’ in Print during Jan-Aug 06
• Metro cities
garnered 38% share of Public Sector Banks advertising in Jan-Aug
06
(Note: The entire analysis is based on Volumes in Col.Cm)
This week AdEx India looks at the advertising trend of ‘Public
Sector Banks’ in Print during the period of Jan-August
2006
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Advertising
Trend of Public Sector Banks in the past years across 2003-05.
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• Public Sector Banks advertising
on a rise with 2005 showing a 11% growth over 2004
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| Growth
in PSU Banks advertising during Jan-Aug 06 compared to Jan-Aug
05
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• A small 4% growth observed
in advertising of Public Sector Banks in Print during Jan-August
06 over Jan-Aug 05
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Quarterly advertising trend of PSU Banks across 2004-05
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• Advertising of PSUs shows
a peak in the 1st quarter i.e. Jan-March months of 2005
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| Categories
used by Public Sector Banks for advertising in Print in Jan-Aug
06
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• Maximum usage
of ‘Services & Products’ by Public Sector Banks
in Print during Jan-Aug 06
• Audited/Unaudited Financial
Results of PSU Banks followed with advertising in Public Issues
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Zone
wise advertising share of PSU Banks in Print in Jan-Aug 06
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•
A high 42% advertising share of PSUs contributed by South
zone publications in Jan-Aug 06
• West zone had 24% share closely followed by
North zone
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Share
of Publication type used by Public Sector Banks during Jan–Aug
06
Share of Public Sector Banks in Newspapers and
Magazines in the ratio 97:3
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•
‘General Interest’ Newspapers and Magazines had
the highest share of advertising by Public Sector Banks during
Jan-Aug 06
• ‘Business’ genre newspaper and magazines
followed at 2nd position
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Share
of Public Sector Banks in Main Issue and Supplements of Newspapers
during Jan–August 2006
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• Main Issue of Newspapers had the highest 91% share
of Public Sector Banks advertising in Jan-Aug 06
• 9% share contributed by Newspaper Supplements
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Top Public
Sector Banks advertised in Print in Jan–August 2006
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•
‘State Bank of India’ topped advertising with
13% share closely followed by ‘Union Bank of India’
in Print during Jan-Aug 06
• ‘Bank of Baroda’ at 3rd position with
10% share
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Share of Public Sector
Banks in Metro, Mini Metro and Non Metro cities in Newspapers
during Jan–August 2006
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• A high 49% share of Public
Sector Banks advertising contributed by Non Metro cities during
Jan-Aug 06
• Metro cities contributed 38% share while
Mini Metro had 13% share in Print
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Watch out for
forthcoming analyses. |
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| (Analysis
from AdEx India-A Division of TAM Media Research)
For
more such analysis click here...
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