Trends in Telecom sector advertising in Print in 2006:AdEx
study
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Highlights:
• 30% rise in Telecom sector print ad volumes in 2006
over previous year
• Telecommunication Services took the highest 75% share
of Print ad volumes in 2006
• Q1 saw maximum advertising by Telecom sector in 2006
• Maximum ad volumes of Telecom sector garnered by publications
from South zone
• Reliance Communications led Telecom sector advertising
in Print in 2006
• A high 62% share of the ad volume of Telecom sector
went to non-metro newspapers
• Maximum usage of Innovative ad layouts
by Bharti
This week, AdEx India looks at the advertising trends in Beauty
Products sector in Print in 2006. (Note: The entire analysis
is based on Volumes in Column Centimeters) |
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Growth
in ad volumes of Telecom sector in Print in 2006 over 2005
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• Telecom sector
saw a 30% growth in ad volumes in Print in 2006 compared to
the previous year
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Share of Telecommunication Services & Equipment
in Telecom Print ads in 2006
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• Telecommunication
Services contributed a high 75% share of ad volumes in Telecom
sector in Print in 2006 whereas Equipment had a 25% share
• Compared to Services, Telecommunication Equipment saw
a high growth in ad volumes in 2006
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| Share
of sub-categories in Telecom sector Print ads in 2006
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• Cellular
Phone Services and Cellular Phones combined contributed 76%
to the Print ad volumes of Telecom sector in 2006
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| Quarterly
advertising trends in Telecom sector Print advertising in
2006 |
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•
First quarter of 2006 saw maximum advertising by Telecom sector
followed by a dip in the subsequent quarter
• The
other 2 quarters saw a nearly equal share of ads
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Zone-wise
share of Print advertising of Telecom sector in 2006
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Publications from the South zone had the maximum 38% share
of ad volumes of Telecom sector in Print in 2006
• Publications from the West zone and North zone had
28% and 23% share respectively
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Share
of Telecom advertising in Newspapers and Magazines in 2006 |
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• Huge 98%
share of ad volumes of Telecom sector in Newspapers whereas
Magazines had only a 2% share in 2006
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Share
of advertising by Telecom sector in Metro and non-Metro newspapers
in ‘06 |
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• Newspapers
in non-Metro cities had the maximum 62% share of ad volumes
by Telecom sector in 2006
• 26% share of ad volumes
belonged to Metro newspapers and 12% share in mini-Metro newspapers
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| Top
5 Advertisers in Telecom sector in Print in 2006 |
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• Reliance
Communications was on Top with 21% share in Telecom sector ads
in Print in 2006
• BSNL IN 2nd position with 14% share
followed by Tata Teleservices with 12% share |
Sub-categories
with new brands launched in Telecom sector in Print in 2006 |
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• Cellular
Phone Services had the maximum 35% share of new brands launched
through Print ads in 2006
• Cellular Phones had a
share of 27% of new brands |
Types
of promotions used by Telecom sector in Print advertising
in 2006 |
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• 56% share
of ads used Brand Promotions and 35% used Sales Promotions in
Print in 2006
• In Sales Promotions, maximum usage
of Combination Promotion and Price Promotion |
Top
5 Innovative ad layouts used by Telecom sector in 20066 |
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• ‘Figured
Outline’ was the most widely used ad layout by the Telecom
sector in Print in 2006
• L-shape and Umbrella shape
layouts were also used by the Telecom sector |
Telecom
advertisers with maximum usage of Innovative ad layouts in
2006 |
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• Bharti Airtel
topped with maximum usage of innovative ad layouts in Print
in 2006
• Spice Communications was in 2nd place with
14% share |
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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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