Advertising trend in Print medium in Q1 of 2006 –
Part 2: AdEx study
June 16, 2006
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Key
Findings:
• Mutual Funds and Cellular Phone Services climbed
7 positions to 10th and 9th ranks respectively in Q1 ’06
compared to Q1 ‘05
• Cross-medium advertising ‘TV Channel Promotions’
in print rose by 47% in Q1 ’06 over Q1 ‘05
• Top advertiser, Thomas Cook (I) Ltd advertised
exclusively in print
• Retail category garnered 7% of print advertising
in Q1 ‘06
• Advertising of retail category in print grew
by 23% in Q1 ’06 compared to Q1 ‘05
• Price promotions were the most utilized type
of sales promotion in print
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| Last week’s
newsletter featured Print advertising in Q1 ’06 and a
comparison with previous years. Some interesting takeaways from
the previous newsletter were as follows: |
| • Print
advertising garnered 36% in Q1 ‘06 |
| • A
growth 24% was registered in Q1 ’06 over Q1 ‘05 |
| • The
‘services’ industry constituted 15% of print advertising |
• 96%
of print advertising was featured in Newspapers
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| Let’s
take a look at this week’s analysis.
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Shift
in ranks of Top categories advertising in Print in Q1 ’06
compared to Q1 ’05 |
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In
Q1 ’06, ‘Mutual Funds’ and ‘Cellular
Phone Service’ moved up 17 positions to 10th and 9th
place, respectively, while ‘two-wheelers’ slid
two places to 7th rank
Top advertisers exclusive to Print advertising in Q1 ‘06 |
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| Top
ranking Thomas Cook (I) Ltd advertised exclusively in print
with ‘Thomas Cook Holidays’ and ‘Thomas
Cook India’ in Q1 ‘06
Cross Media advertising where Radio Channels and TV Channels
advertised using Print medium in Q1 ‘06 |
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| Promotions
by TV channels grew by 47% in Q1 ’06 compared to Q1
’05 while Radio channels increased 20% in same period
Commercial vs. Retail category advertising in Print in Q1
‘06 |
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| Commercial
category advertising constituted 80% of print advertising,
while Retail garnered 7% share in Q1 ‘06
Trend of Commercial and Retail category advertising in print |
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| Retail
advertising in print grew by nearly 23% in Q1 ’06 over
Q1 ‘05
Promotions used to advertise in Print for the 1st quarter
of 2006 |
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Price
promotions garnered 5% share of all promotions used in print,
followed by Contest promotions’ with 3% share
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‘We
will 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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