Latest Newsletter from AdEx India, a division of TAM Media
Research
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| Advertising
on Magazines in Jan-Sep’07
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Highlights:
•55% rise in advertising
on Magazines in Jan-Sep 07 as compared to Jan-Sept ’04..
•Festive Season saw more than 30%
of ads on magazines..
•"Women" and "Current
Affairs" genre had the maximum advertising
share..
•"Fashion & Lifestyle"
was the fastest growing genre in Jan-Sep 07 as compared
to last 3 years.
•Most of the advertising was done
in "Monthly" magazines..
•An advertising ratio of 70:30 was
used for English and Regional magazines.
•"Services#"
and "Personal Accessories" were
the Top 2 sectors on Magazines.
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#
includes categories like Hospital/Clinics, Tourism, and Real
Estate etc.
(Note: The entire analysis is based
on Column Centimeters)
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Advertising growth in Newspapers and Magazines
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•Magazines had an advertising share of 4%
across the years.
•55% rise was registered in ad volumes
on Magazines during Jan-Sept 2007 as compared to same period
in 2004 whereas Newspapers had a growth of 20%.
•Compared to Jan-Sep 06, Magazines saw a rise of
11% in advertising during Jan-Sep 07.
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Quarterly advertising trend on Magazines
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•Equal advertising trend was
observed on Magazines during 2005 and 2006..
•25% growth in number of ads during second half of
2006 compared to first half of 2006.
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Magazine Genres preferred by advertisers
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| •The
Top 3 genres i.e. “Women”, “News/Current
Affairs” and “Business” contributed 52%
of the ad volumes.
•40
“women” magazines contributed
a share of 22%, whereas 35 “Current Affairs”
magazines had a share of 21% during the first 3 quarters of
2007.
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| The
Growing Genres |
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•16
of the 23 magazine genres saw growth in advertising
volumes in Jan-Sep 07 as compared to 2004.
•Though there was a dip in number
of magazines in the "Fashion & Lifestyle"
genre, it showed the maximum growth in terms of advertising
in Jan-Sep 07 as compared to 2004.
•“Media
& Advertising” and “City
Centric” based magazines were the other 2 genres
among the fastest growing genres.
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Periodicity
of Magazines
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•131
monthly magazines contributed a share of nearly 45%
in the first 3 quarters of 2007.
•Weekly and Fortnightly magazines
had a combined share of 53% in overall ad
pie. |
English vs. Regional languages share
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•50% of the magazines were in English
language, with a nearly 70% share in ad
volumes.
•26 Hindi magazines had a share of 19%
closely followed by 16 Malayalam magazines with a share
of 18%.
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Top
Sectors advertising on Magazines during Jan-Sep 07
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•Under the ‘Services sector’
- Hospital/Clinics, Travel/Tourism and Real Estates were the
top categories.
•“Personal Accessories” like
Branded Jewellery, Watches, Lifestyle, Footwear etc focused
their advertising on Magazines. |
Categories skewed towards Magazines
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•Out of 47 loyal* categories, 6 of
the categories advertised only on Magazines and not in Newspapers,
in the first 3 quarters of 2007.
•Categories from “Cosmetics sector”
i.e. Nail Enamels, Makeup Kit etc. and “Personal
Care/Hygiene sector” i.e. Men's Toiletries
preferred advertising on Magazines rather than on Newspapers. |
Advertisers that preferred Magazines
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•Nearly 3000 players advertised only on Magazines and
not on Newspapers during Jan-Sep 07.
•3 of the Top 10 were International players i.e. Hydrobaths,
Brushman (India) and Breguet Watch
preferred advertising only on Magazines.
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| Watch
out for forthcoming interesting analyses in future.
(Analysis from AdEx India-A Division of TAM Media Research)
Siddhartha
Mukherjee
Vice President - Communications
TAM Media Research Pvt. Ltd
Mafatlal Chambers – B
N M Joshi Marg
Lower Parel (East)
Mumbai – 400 013
India
Tel:
+91 22 56531205
Mobile: +91 9820082516
E-mail: Siddhartha@tamindia.com
Website: www.tamindia.com
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