Trends in Banking/Finance/Investment sector advertising
in Print in 2006: AdEx study
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Highlights:
• 6% rise in ad volumes of Banking/Finance/Investment
sector in 2006 compared to 2004 in Print
• Banking and Insurance services garnered the maximum
36% share of ad volumes in Print in 2006
• High ad volumes of Banking/Finance/Investment sector
in the first quarter across the years 2005-06
• Publications from South zone had the maximum
37% share of ad volumes in 2006
• LIC topped the advertisers list in 2006 in Print
• Maximum new brands of Banking services were launched
in Print in 2006
• 2006 saw a 16% rise in average
number of ads per day compared to 2004
This week, AdEx India looks at the advertising trends of Banking,
Finance, Investment Sector in Print in the year 2006. (Note:
The entire analysis is based on Volumes in Column Centimeters.) |
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| Growth
in ad volumes of Banking/Finance/Investment sector in Print
across the years 2004-06
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• A rise of
5% and 6% was observed in ad volumes of Banking/Finance/Investment
sector in 2005 and 2006 respectively compared to 2004
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No significant difference in ad volumes in 2005 and 2006 |
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Sub-categories of Banking/Finance/Investment sector
in Print in 2006
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Banking and Insurance services had the maximum advertising with
19% and 17% share of volumes in 2006 in Print
• High
advertising for Public Issues and Loan services with 16% and
15% shares respectively |
| Top
5 sub-categories with maximum growth in ad volumes in 2006
over 2005
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• NBFC related
services observed the highest 3.5 times rise in ad volumes
in 2006 compared to the previous year in Print
• Other 3 sub-categories with maximum growth in 2006
were Fixed Deposits, Depository Accounts and Office Equipment
loans |
| Seasonality
trend of advertising across the years 2005-06 in Print
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The first quarter in 2005 and 2006 in Print saw huge advertising
by Banking, Insurance, Public Issues, Loan services, etc.
• A small peak was also observed in the last quarter of
the year |
Zone-wise
share of volumes in Print in 2006
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• Publications
from South zone saw most of the ad volumes by Banking, Finance,
Investment sector advertisers in 2006
• Publications
from West and North zones had shares of 29% and 24% respectively |
Genre
of Newspapers and Magazines used by advertisers in 2006 |
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• Among
Newspapers, General Interest genre had the highest 76% share
in Banking/Finance/Investment sector followed by Business
genre with 24% share (with negligible share in IT newspapers)
• Like Newspapers, Magazines also showed a similar
trend, with maximum 74% share of ad volumes going to General
Interest and Business genres |
Top
5 Advertisers in Banking/Finance/Investment sector in Print
in 2006 |
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• Among the
Top 5 advertisers in Banking/Finance/Investment sector, 3 of
them were public sector units
• Top 5 Advertisers
contributed 24% share of ad volumes in Print in 2006
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LIC topped advertising with 8% share followed by UTI Asset Management
Corporation with 5% share |
| Top
5 sub-categories with maximum new brands launched in Print
in 2006 |
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Maximum 28% of new brands launched belonged to Banking services
in Print in 2006
• Among the new entrants, 17% share
contributed by Corporate ads of NBFCs |
New
Brands launched in Print in 2006 |
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• 6 of the
Top 10 new brands belonged to Public Issues
• Among
the new entrants in Banking/Finance/Investment sector, UTI Leadership
Equity Fund topped advertising in Print in 2006
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Other 2 top new entrants were LIC Jeevan Tarang and BOB Share |
Average
number of ads per day across the years 2004-06 in Print |
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• Across the
years, growing trend is observed in the average number of ads
per day in Banking/Finance/Investment sector in Print
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16% rise in average number of ads per day in 2006 compared to
2004 |
| 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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