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 Analysis

Print ad volumes dip 3 pc during Jan-Mar '09: AdEx Analysis

Subject: Snapshot of Print advertising during Q1 ’09 – Part 1
(Note: The entire analysis is based on Col*Cms)


Highlights: Overall Print Advertising:

• Print ad volumes decreased by 3% during Jan-Mar '09 compared to Jan-Mar '08.

• In Print advertising 'Education' was the top sector closely followed by 'Services' sector during Q1 '09.

• 'Social Advertisements' category had the maximum Print ad volumes in Jan-Mar '09.

• 'SBI' was the number one advertiser in Print advertising during Jan-Mar '09.

• ‘LG Electronics Ltd’ was the only advertiser to maintain its rank among the Top 10 advertisers list in Print during Q1 ’09 and Q1 ’08.
Overview of Print Advertising

Volume Growth of Print advertising during Q1 ‘09


• During the 1st quarter of 2009, the Print advertising has seen a drop of 3%, compared to the same period in 2008.

Share of Sectors in Print advertising during Jan – Mar’09

• Top 10 sectors contributed for 58% share of overall Print ad volumes during Q1 '09.'Education','Services' and 'Banking/Finance/Investment' occupied the top 3 ranks in the Top 10 Sectors list of Print.

Contribution of Top Categories in Print advertising during Q1 ‘09


• Share of Top 10 categories aggregates to 47% of overall Print ad volumes during the 1st quarter of 2009. Top 3 categories in Print were 'Social Advertisements', 'Educational Institutions' and 'Cars/Jeeps'.2 of the Top 10 categories were from ‘Auto’ sector.

Growing Categories in Print during Q1’09 compared to Q1’08

• Among all the categories advertised in Print, ‘Sanitary Napkins’ had recorded maximum growth in its ad volumes, followed by ‘Milk Powder/Condensed Milk’ and ‘Breath Fresheners’ during Q1 '09 compared to Q1 '08.

Key Advertisers in Print during Q1 09 and its Ranking in Q1 ‘08


•  Top 10 Advertisers list in Print was a mix of 3 advertisers each of 'Auto' sector and 'Government' departments in Q1 '09.Compared to Q1 ’08, 2 of the Top 10 advertisers had positive shift in its rank, to be among the Top 10 advertisers list of Q1 '09 viz. ‘Government of India’ and ‘Ministry of Health & Family Welfare’.

• Watch out for the sequel of the Newsletter which will include micro level analysis for the Top 3 sectors advertised in Print i.e. Volume growth of the Sector in Print, Contribution of the Categories and the Key Advertisers of the Sector.
 
The second part of 10 –year round-up of Print Media advertising will include brief on Performance of Brands in Print, New Brands of 2008…
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