Latest Newsletter from AdEx India, a division of TAM Media
Research
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| Analysis
of Mobile Phones advertising in Print |
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Highlights:
• 48% growth in Mobile Phones ad volumes
in Print in 2006 over 2005
• Q1 ‘07 registered a whopping 95% growth over
Q1 ‘06
• Advertising skewed towards publications from Maharashtra
state
• Maximum ad volumes in General Interest genre newspapers,
whereas News/Current Affairs genre magazines had the maximum
share in 2006
• ‘Nokia’ led the advertisers’ list
with 40% share and also had maximum number of brands advertised
• Nokia saw the maximum new launches in Print in Q1
2007
• Mobile Phone players focused more on Sales promotion
advertising
• Maximum Innovative ad layouts by ‘Spice Communications’
This week, AdEx India looks at the
advertising trends of Mobile Phones in Print in 2006. (Note:
The entire analysis is based on Volumes in Column Centimetres)
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| Growth
in advertising of Mobile Phone in Print in 2006
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• Ad volumes of Mobile
Phones registered a growth of 48% in 2006 compared to previous
year
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| A
Comparison of Mobile Phones Advertising (Q1 2006 Vs Q1 2007)
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• Q1 ‘07
witnessed a high growth of 95% in ad volumes of Mobile Phones
over Q1 ‘06
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| Region
wise contribution of advertising by Mobile Phones in 2006
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• Publications from
Maharashtra state took a large chunk of Mobile Phones advertising
with 17% share
• Uttar Pradesh & Andhra Pradesh occupied the second
and third slots with 11% and 9% shares respectively
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| Share
of Newspapers and Magazines in Mobile Phones advertising in
2006 |
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• Newspapers
garnered an overwhelming share of 96% of ad volumes of Mobile
Phones
• Majority of the advertising was accounted
for by the Main Issue compared to Supplements in newspapers
• Magazines saw high advertising by Nokia and Sony Ericsson
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Newspaper
& Magazine genres used by Mobile Phone advertisers |
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In Newspapers, General Interest genre was the lead runner
with 94% share of Mobile Phones ad volumes, followed by Business/Finance/Economy
and Youth genres
• Magazines saw high advertising by Mobile Phones in
News/Current Affairs genre followed by Telecom & Business
genres
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Top
Mobile Phone Advertisers in Print in 2006 |
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In 2006 Nokia Corporation did the maximum advertising in Print
• LG and Motorola came in at 2nd and 3rd places
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Mobile
Phone players with the maximum brands advertised |
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In the Top 5 list, Nokia scored more than its peers with the
maximum number of brands advertised in Print in 2006
• Motorola was in 2nd position with 31 brands in Print
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New
Launches of Mobile Phones in Print in Q1 2007 |
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Overall 50 new brands of Mobile Phones were launched in Print
in Q1 2007
• 3 out of top 10 new launches belonged to Nokia Corporation
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Promotions
used by Mobile Phones in 2006 |
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Sales Promotional ads had the largest share with 59%. In contrast,
40% of ads used Brand Promotion
• Price Promotion was the most preferred mode by Mobile
Phone advertisers with 48% share followed by Add-on and Multiple
promotion
• 70% of Sales promotion was used by Nokia, LG and Motorola
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Usage
of Innovations by Mobile Phones in Print |
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Total of 4 Innovative ad layouts were used by Mobile Phone
advertisers in Print in 2006
• Figured Outline was the most widely used ad layout,
followed by Partial Gatefold and Bookmark
• Spice Communication led advertisers with the maximum
usage of Innovative layout ads
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| 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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