 Coaching
Centre Advertising hots up during summers-the start of fresh
Academic Years: TAM AdEx Analysis
Sep 19, 03 |
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| The Press Ad Spends dropped in the Apr-
Jun quarter compared to the Jan- Mar quarter. The World Cup
held during the first quarter led most of the advertising categories
to spend heavily during this quarter. Consequently their spends
decreased in the following Apr- Jun quarter. Advertising for
some seasonal categories like Squashes/cordials/syrups and refrigerators
went up but Press spends for Coaching Class/Competitive Exams
category just didn't go up, they zoomed up.
Coaching Class/Comp Exams Category
accounts for almost 4.24% of the total Press spends of Apr-
Jun 2003. The trend of expenditure on press advertising in
this category is very seasonal. The growth in the Apr- Jun
quarters from 2000 to 2003 was 8.2% to 19.7% where as in the
Oct- Dec quarters from2000 to 2002 the growth was just 2.2%
to 4.4%. Compared to the first quarter i.e. Jan- Mar, the
Press Spends in the next quarter i.e. Apr- Jun shoots up.
When the four quarters are compared, the Press spends in Apr-
Jun quarters are almost three times to Oct- Dec quarters.
The major thrust on advertising is in Apr- Jun quarter because
these are the prime months for new admissions & start
of fresh academic years. The spends fall in the Jul- Sep quarter
but still they are higher than the spends in Oct- Dec. In
fact, the Press spends in Oct-Dec quarter are the lowest in
all the four quarters which is in sharp contrast to the trend
noticed for the overall Press Advertising trends where the
last quarter advertising spends are the highest.
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| The Press Spend also varies
across various zones. Amongst the five zones i.e. North Zone(NZ),
South Zone(SZ), East Zone(EZ), West Zone(WZ) & National
(Nat), Press Spend for the North Zone is maximum, followed by
West Zone & South Zone; whereas for the East Zone it is
comparatively much lesser. |
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Even though the Press Spends in the North
Zone are Maximum, the number of different insertions (1-60
cc, 101-200 cc, half page, Double Spread etc.) are more in
South Zone for almost all types of insertion. This is a surprising
fact because generally spends and insertions are directly
proportional to each other. But here they do not exhibit such
behaviour. The spends for North Zone are 13% greater than
South Zone but the % of insertions in South Zone is much higher
than in North.
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| Maharashtra, Delhi & Andhra Pradesh top
in Press spends amongst all states. The Press Spends of entire
Maharashtra & Delhi are almost same. UP, Punjab & Rajasthan
fall in 4th, 5th & 7th positions. 4 out of the top 10 states
constitute the North Zone making it the Top Zone in Press Spends |
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The locations favoured by this category ads are the inside
right page locations (generally inside right pages cover local
news), back page locations & Supplementary Page Locations.
Coaching Classes are generally localized. Hence they prefer
the local news section as well as the Supplementary page locations
in dailies.
Analysis of the top locations accounting for 83.2% of the
Total Press spends in Coaching Classes/Competitive Exams
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