Advertising trends in Regional Publications during Jan-June
2006 – Part 1 : AdEx study
Wednesday, July 26th, 2006
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Key Findings:
• Regional Publications had 41% share in overall
advertising in the 1st half of 2006
• 2% rise
in Q2 of 2006 in advertising in Regional Newspapers over Q1
• Tamil language newspapers garnered the maximum
share of 24% in Jan-June 2006
• ‘Educational
Institutions’ topped advertising in Regional Newspapers
in Jan-Jun ‘06
• Ads in Supplements saw
7% rise while there was a 0.9% dip in Main Issue in 2005 over
2004
• Upsurge in Regional Newspapers advertising
during October in 2004 and 2005
Please note that entire analysis is based on ad volumes (in
Col. cms).
AdEx India takes a look at the advertising trends in ‘Regional
Publications’ in print media during January-June 2006
and previous years. This week’s newsletter analyzes the
advertising pattern in Regional Newspapers. Next week, AdEx
India will explore trends with Regional Magazines.
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Share
of Regional Publications on Print in the 1st half of 2006
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• First half of 2006 saw
more than 40% advertising share for ‘Regional Publications’
• English publications were in 2nd position with
35% share |
| Contribution
of Newspapers and Magazines in Regional vs English/Hindi Newspapers
during Jan-June ‘06
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• Newspapers cornered 97%
of ad volume in Regional Publications
• Among magazines,
highest (9%) share went to English publications in H1 2006.
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| Growth
in advertising in Regional Newspapers across the quarters
2005-06
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• Q2 of 2006 saw a small
2% growth in Regional Newspapers compared to Q1
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Q2 of 2005 saw a 15% growth compared to Jan-March 2005 |
| Split
of Regional Newspapers during Jan-June ‘06
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• A huge 61%
share of newspaper advertising came from the four Southern languages
• Tamil newspapers got the maximum (24%) share among Regional
Publications in Jan-June 2006
• Marathi with 18% share
was in 2nd position, closely followed by Telugu with 17% share |
Top
5 Categories in Regional vs English/Hindi Newspapers in Jan
–Jun ‘06
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‘Educational Institutions’ topped advertising
in Regional as well as Hindi newspapers while they were in
2nd position in English newspapers during H1 of 2006 |
| Growth
in Main Issue vs Supplements in Regional Newspapers across
2003-05
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• 7% rise in advertising
in Supplements in 2005 over previous year
• Main
Issue in Regional Newspapers saw a small 0.9% dip in advertising
in 2005 over 2004 |
| Seasonality
of Main Issue/Supplements vs Specials during 2004 & 2005
in Print
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• Double peaks for Supplements:
Apart from the rise in advertising during the festival season,
a second peak was observed in April-May across 2004-05
• High jump in volumes in the Main Issues, Supplements
and Specials during the start of the festivals (in October) |
| New
Advertisers exclusively in Regional Newspapers, not advertising
on any other Newspaper, in Jan –Jun ’06 compared
to last 3 years
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• ‘Britacel Silicones
Ltd’ was the top ranking new advertiser in Regional Newspapers
in Jan-Jun ’06
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Print
Innovations utilized in Regional Newspapers in Jan-June 2006
Print Innovations are the unique shapes and sizes
of advertisements used in Print Advertising. |
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• Regional Newspapers contributed
23% share in overall innovations in the 1st half of 2006
• Maximum usage of ‘Figured Outline’ shape
used in Regional Newspapers
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Look out for next week’s
Newsletter which will provide an insight into advertising in
Regional Magazines during January-June 2006, seasonality, regional
magazine players, etc..
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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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