 Top
Categories on Front Page Advertising distinctly different in
English and Hindi Newspapers: An AdEx India Analysis
Jan 16, 04 |
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Last time round, we saw the dominance of Properties &
Real Estates on Front Page Advertising on Print. Given the
fact that AdEx India monitors 650+ Product Categories across
more than 400 Newspapers and 14 languages, we decide to perform
the analysis separately across various languages. Beginning
with English Newspapers, Properties/Real Estates which was
the top category on Front Page advertising on all Publications
dominates here too. But, the overall picture changes quite
a bit from that of all Publications.
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Categories like Insurance, Readymade Garments, Mutual Funds,
Fitness Equipments/Clinics and Events replace Jewellery, Two
Wheelers, Educational Institutions, Tea, Publications/Books,
Pan Masala/Zarda/Gutkha on Front Page advertising on English
Publications only.
Is this trend different in Hindi Publications? The following
graph has the answer.
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| Yes, the top categories
on Front Pages in Hindi Newspapers are entirely different from
those in English Newspapers. Properties/Real Estates makes a
disappearance here. Two Wheelers, which was non-existent amongst
the top categories on English Newspapers is the top category
on Front Page advertising in Hindi Publications. One distinct
difference from the English Publications is the strong presence
of FMCG categories like Tea, Hair Oils, Washing Materials, Chyavanprash
and Pan Masala/Zarda/Gutkha. Footwear, Coaching Centres/Educational
Institutions, Hospitals/Clinics are other dominant ones. Last
time, we had seen that Tea is a category which prefers Front
Page advertising the most. Tea, ranking second here suggests
that within Front Page advertising this category has a preference
for Hindi Newspapers over English ones.
Let's look at Front Page Solus advertising in Hindi Publications
now.
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| Though Tea dominates
here, Properties/Real Estates makes a comeback indicating that
this category prefers the Solus position on the Front page than
other ones.
Let's see whether the same difference in top categories is
evident in Ear Panel advertising too. Let's first look at
the English Newspapers.
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| Once again, this
position is dominated by Properties/Real Estates in English
Newspapers. The presence of Chit Funds, Hotels, Footwear (Retail)
and Cement makes for interesting reading.
Do we see a shift on analyzing the same for Hindi Publications?
Let's look at the below graph.
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Bidi is the most dominant category on Ear Panels in Hindi
Newspapers. Tyres, Hosiery, Pipes/PVC Fittings, Software,
Pressure Cookers are significant ones given the fact that
these seldom dominate in any analysis on Print.
The above analysis establishes that Front Page advertising
on English & Hindi Newspapers is distinctly different
in nature. In the coming week we shall look at Front Page
advertising in the regional publications. Keep Waiting till
then!
(The analysis has been done across more than 400 Newspapers
and 650+Product Categories monitored by AdEx India-A Division
of TAM Media Research Ltd)
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Keep watching this space for more!!!!!
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