 Two
Wheelers top Advertising on Back Pages in Newspapers: An AdEx
India Analysis
Jan 30, 04 |
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Over the past few days, we have been analyzing
Advertising trends across various Positions in Newspapers.
After having an in-depth look at Front Page advertising, it's
now time to turn the pages and move to the Back Page. Along
with the Front Pages this is another location for which premiums
are charged because the chances of catching the eyes of the
readers are more than for other positions. Two-Wheelers top
advertising volumes on Back Pages (in Column Centimeters)
accounting for nearly 10% of advertising volumes on Back Pages
on newspapers. This analysis was done across the 450+ Newspapers
and 650+ Product Categories that AdEx India monitors.
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Properties/Real Estates, which topped Front Page advertising
drop to the 4th position here. Cellular Phone Service, Cars/Jeeps,
Cigarettes and TV Channel Promotions are categories, which
were absent in the Top categories on Front Page advertising,
feature here. The top 10 categories here contribute almost
40% of Back Page advertising.
But, does this mean these categories show a preference for
the Back Page. We analyzed the share of Back Page advertising
versus that on other positions to know this. The following
picture emerged.
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The graph tells us that amongst the top categories on Back
Page advertising, Cigarettes is the category, which clearly
favors the Back Page than any other position. More than 60%
of cigarette advertising is concentrated on Back pages.
The above comparison was for the categories topping Back
Page advertising volume. But amongst all categories which
are the ones that prefer Back Page advertising to other position?
Let's look at the table below.
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Product
Group
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%
of Advtg on back page
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| After
shave lotion |
91.0
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| Saving
system /razor |
78.5
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| Face
wash |
74.8
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| saving
creams/lotion |
72.1
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| jams/jelly/marmalades |
68.9
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| knitting
wool |
68.4
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| Hair
conditioners |
66.6
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| Noodles/Pasta |
65.9
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| cigarettes |
64.1
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| Automotive
fuel |
61.1
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| Man's
Accessories |
60.7
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| Tooth
pastes |
56.9
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| Tolletries
Range |
56.8
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| Glucose
Powders |
55.3
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| Vanishing
Creams/Snows |
52.7
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| Sanitry
Napkins |
52.4
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| Soda/Drink
maker |
52.1
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| baby
foods |
51.0
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| butter/margarine |
50.4
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| liquor |
50.2
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Source:
Press Adex (january-December 2003)
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The above table shows the categories where more than 50%
of the advertising volume is on Back Pages in Newspapers.
This indicates a clear preference for the Back Page to other
positions. After Shave Lotions top with as much as 91% of
advertising on Back Pages. One can see that the above list,
is dominated by FMCGs. Knitting Wool, Automotive Fuel and
Soda/Drink Makers are the only non-FMCG categories among the
Top 20 categories on preference to Back Page Advertising.
We have more on Back Page advertising. Keep watching this
space!!!
(Analysis from AdEx India-A Division Of TAM Media Research)
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Keep watching this space for more!!!!!
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