Regional magazines advertising up 7 pc during Jan-June 2006
: AdEx study
Aug 4th, 2006
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Key Findings:
• 7% jump in Regional Magazines advertising in the
1st half of 2006 over 1st half of 2005
• ‘Malayalam’
Magazines garnered the highest share of 22% in Regional Magazine
advertising in Jan – Jun ‘06
• Huge
61% share of ‘General Interest’ genre in Regional
Magazines in Jan – Jun ’06
• ‘Publications/books’
category topped advertising in 1st half ’06
• Southern
Magazines carried as high as 30% share of Local Advertising
in the 1st half of 2006
• ‘Parle Products’
was the top advertiser in Regional Magazines |
In the
previous week AdEx India, a Division of TAM Media Research,
sheds light on advertising trends of Regional Newspapers. This
week shall be looking at the advertising patterns in ‘Regional
Magazines’ during the first half of 2006
Please note that the entire analysis
is based on ad volumes (in Col. Cms.)
Regional Magazines: All magazines except English and
Hindi |
Advertising
growth in Regional Magazines in 1st half of 2006 over 1st
half of previous year
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• Advertising
in Regional Magazines saw a growth of 7% in Jan-Jun ’06
over Jan-Jun ‘05
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Seasonality of Regional Magazine advertising across
the years 2004 – 05 |
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• Advertising
in Regional Magazines shows a peak during festival season of
the years 2004 and 2005
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| Split
of Regional Magazines during the 1st half of 2006
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• ‘Malayalam’
Magazines garnered the highest share of 22% in Regional Magazines
• ‘Tamil’ Magazines were close behind
with 21% share in Regional Magazines in Jan –Jun ‘06 |
| Share
of Magazine Genres in Regional, English and Hindi Magazines
in Jan –Jun ‘06
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•
Regional Magazines contributed 25% share in overall Magazines
advertising in the 1st half of 2006
• ‘General
Interest Genre’ formed the highest share in Regional (61%)
and English (26%) Magazines
• ‘Women’s
Magazine’ genre formed a major chunk of Hindi Magazines
with 48%, it had the second highest share in Regional Magazines
with 26% and in English Magazines with 17% |
Top
5 categories advertised in Regional, English and Hindi Magazines
during the 1st half of 2006
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‘Publications/books’ was in top position with
7% share in Regional and Hindi Magazines each, while it formed
5% of English Magazines in Jan –June ’06
• In Regional Magazines, ‘Hospitals/clinics’
category was in top position with 8% share |
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National Vs Local Advertising in Regional Magazines in the
1st half of 2006 |
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• Local Ad
Volumes were 30% of Advertising in Southern Magazines during
1st half of ’06
• Northern Magazines carried
the least (6%) share of Local advertisers in Jan –Jun
‘06 |
| Top
advertisers in Regional as well as English/Hindi Magazines
during Jan-June 2006
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• ‘Parle
Products’ was at the top with 2 % share in Regional Magazines
• Highest share of ‘L’Oreal India’
in English Magazines while ‘Dabur India’ topped
in Hindi Magazines in the 1st half of 2006 |
| Print
Innovations utilized in Regional Magazines in Jan-June 2006
Print Innovations are the unique shapes and sizes
of advertisements used in Print Advertising.
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• Regional Magazines carried 21% of
Print Innovations in Jan – Jun ’06, while the
rest 79% were featured in English/Hindi Magazines
• ‘Figured Outline’ was the most popular
type of Print Innovation used in Magazines
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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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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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