Magazine ad volume up 26 pc in H1 2006, newspaper up 18
pc – AdEx study
Aug. 16th, 2006
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Before
we begin with the analysis of Print advertising Newsletter
- Part 2, let’s have a quick re-cap of preceding Newsletter:
• Print garnered 35% to overall advertising
volume in 1st half of 2006
• Print advertising volume grew by 18% in Jan
– Jun ‘06 over Jan – Jun ‘05
• South Zone publications carried the highest
(39%) ad space in the 1st half of 2006
• ‘Education’ the
Top super category in the 1st half of 2006
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Key Findings:
• ‘Properties/Real Estates’ & ‘Cellular
Phone Service’ jumped 3 positions to 3rd and 7th position
respectively in the 1st half of 2006
• ‘Hewlett
Packard India’ grabbed its position in the Top 5 advertisers’
list across all India in Jan-June ’06; ‘Bajaj Auto’
topped the chart in the North Zone
• 26% jump
in Magazine ad volume in the 1st half of 2006 over the 1st half
of 2005; while Newspapers saw a 18% rise
• 16%
share garnered by Sales Promotions, with maximum usage of Price
Promotions during Jan – Jun ‘06
• Maximum Innovations used by ‘Publications/books’
category in the 1st half of 2006
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Shift
in Ranks of Top categories in the 1st half of 2006 compared
to the 1st half of 2005
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• The Top 2 Categories
remained unshaken in their ranks in Jan-June ’06 and Jan-June
‘05
• ‘Properties/Real Estates’ and ‘Cellular
Phone Service’ climbed 3 positions in Jan –Jun ’06
compared to Jan – Jun ‘05
• ‘Coaching Centre/Competitive Exam’ category
fell to the 8th rank in 1st half of 2006 compared to 4th rank
in 1st half of 2005
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| Top
5 advertisers in Print advertising for each zone in Jan –Jun
‘06
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• ‘Hewlett Packard
India Ltd.’ was in the Top 5 list in all the zones and
at National level except the North zone
• Top 5 in Northern publications has been dominated by
Automobile manufacturers unlike the other zones
• In the North Zone, ‘Bajaj Auto’ emerged
as the top advertiser
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| Share
of Newspapers & Magazines in Print advertising during
Jan –Jun ‘06
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• Newspapers formed 96%
share in Print advertising in the 1st half of 2006, the rest
4% belonged to Magazines
• The Jan –Jun ’06 period witnessed a 26%
growth in advertising volumes in Magazines as compared to Jan-June
’05. Newspapers on the other hand showed an 18% for the
same period |
| Shares
of Publication Genres in advertising volumes during the 1st
half of 2006
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• ‘General
Interest’ genre played a major role in Print advertising
during the 1st half of 2006 with 91% share in Newspapers and
35% in Magazines
• Business Newspapers were in second place with 9% share,
while Women’s Magazines carried 21% share followed by
9% share of Business Magazines
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Type
of Promotions used in Print advertising during the 1st half
of 2006
Sales promotions are the promotional efforts designed
to have an immediate impact on sales for e.g. Price Promotion,
Contest promotion etc.
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•
Sales Promotions formed 16% of overall Print advertising in
the 1st half of 2006
• In Sales Promotion, highest 27% share of Print ads
featured Price Promotions and 19% used Contest Promotion
Price Promotion is where on the purchase of a product it offers
price reduction on the product. E.g. Rs. 5/- off on the purchase
of Revive 200 gm.
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Print Innovations utilized in the 1st half of 2006
Print Innovations are the unique shapes and sizes
of advertisements used in Print Advertising. |
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• 95% of Print Innovations
were featured in Newspapers during Jan - Jun ‘06
• ‘Publications/books’ carried the highest
number of Print Innovations in Newspapers and Magazines 6 |
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We shall be
coming out with similar analyses on other categories in the
coming days.. |
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| (Analysis
from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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