 TV
Channel Promotions continues to be one of the top Categories
On Print-Sahara Manoranjan emerges the biggest spender: An AdEx
India Analysis
Nov 21, 03 |
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years TV Channel Promotions have been amongst the Top Categories
on Print. This year too it stands on the 12th position for the
three quarters that have passed (January-September 2003)
Taking a look at the top spenders (Networks), the Sahara
Network emerges the leader by a long distance accounting for
25% of the spends on TV Channel Promotions followed by Star
Tv Network, Sony Entertainment and Zee TV Network. Amazingly,
NDTV manages to feature in the Top 10 even though it was totally
absent in the first quarter (NDTV was launched in April 2003).
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Analyzing the shares of various Channel genres highlights
the dominance of Entertainment Channels amongst all TV Channels
on Print. 62% of the revenue generated from this category
comes from Entertainment Channels. News channels coming second,
makes for some interesting reading.
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On going deeper into
the top promotions for the first three quarters this year, eight
of the top ten have been Program Promotions, the other two being
Channel Promotions for News channels. Sahara again dominates
here with 6 of the top 10 promotions, 5 of them for Sahara Manoranjan.
The top promotion was for 'Karishma' followed by 'Mission Fateh'
and 'Dil Ki Baatein'
'Predikta' a contest from MAX which was on during the ICC Cricket
World Cup 2003 is ranked 8th
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Looking at the innovations used in this category,
Linked Ads on Multiple Pages comes out on top. Figured Outline,
Teaser Campaigns and Linked Ads On Single Page are the other
innovations used.
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Sahara Manoranjan's 'Karishma' again tops
the spenders on Print Innovations. Four of the other top spots
have been grabbed by HBO. Sahara had gone for ads on consecutive
pages (Linked Ads), which was the largest contributor to this
type of innovation while HBO topped the Figured Outline Innovations
(ads of irregular shape where parts of the creative eat into
the editorial content).
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Analysis from AdEx India (A Division of
TAM Media Research Pvt. Ltd.)
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