‘Ready-to-eat’ advertising grew 12% in ‘05;
three brands launched in ’06: AdEx study
June 2, 2006
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Key
Findings:
• ‘Ready-to-eat’ advertising
grew by 12% in 2005 compared to 2004
• National publications
got the maximum share of ‘ready-to-eat’ ad space
in 2005
• ‘Ready-to-eat’ advertisers preferred
Newspapers to Magazines in 2005
• General interest
newspapers and women’s magazines preferred by ‘ready-to-eat’
advertisers
• ITC Ltd led the list of ‘ready-to-eat’
advertisers in 2005
• Three new ‘ready-to-eat’
brands launched in 2006
AdEx India brings
a review of the readiness consumers showed towards ‘ready-to-eat’
products in 2005. |
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| 1.
The trend of ‘ready-to-eat’ advertising in Print
from 2002-05: |
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• 2004 experienced
a dip of 43% compared to 2003 in ‘ready-to-eat’
Print advertising
• ‘Ready-to-eat’ advertising grew by 12% in
2005 over 2004 in Print
2. Zonal share of ‘ready-to-eat’ category in
Print advertising in 2005: |
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• 29% of ‘ready-to-eat’ advertising was
focused in National publications
• South Zone stood a close second with 25% share in
2005
3. Publication nature and genre preferred by ‘ready-to-eat’
advertisers in 2005: |
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| •
Newspapers got close to 60% of total ‘ready-to-eat’
advertising space
• Women’s magazines featured 42% of ‘ready-to-eat’
advertising
• Among newspapers, it’s only general interest
newspapers
4.‘ready-to-eat’ advertisers in 2005:
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•
With 57% share of ad space, ITC Ltd was the top ‘ready-to-eat’
advertiser in 2005
• Top 5 advertisers constituted
90% of the total ad space in 2005
5. New ‘ready-to-eat’ brands launched in 2006 compared
to 2001-05 in Print: |
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•
‘Kitchens of India Chicken Dish’ leads the chart
of new brands in 2006
• There were three new brands introduced in 2006 compared
to 2001-05
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| We will be coming
out with similar analyses on other categories in the coming
days. |
| (Analysis
from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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