Advertising analysis of Main Issue Vs Supplements in Print
during Jan-Aug 2006: AdEx study
Wednesday, October 4th, 2006
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Key Findings:
• Main Issue garnered a huge 82% share while Supplements
had 18% share in overall advertising in Jan-Aug ‘06
• A high 33% growth in Print advertising in Supplements
in Jan–Aug ’06 over Jan–Aug ’05 while
Main Issue advertising had a 15% rise
• Apart from
South zone, a high 25% share garnered by West zone in Main Issue
whereas Supplements saw neck to neck advertising by North and
West zone in Jan-Aug ‘06
• Educational Institutions
topped advertising in Main Issue as well as in Supplements during
Jan-Aug ‘06
• Main Issue advertising saw contribution
of B/W and colour ads in 53:47 ratio whereas there were more
colour ads in Supplements
This week AdEx India looks at the advertising trend of ‘Main
Issue vs Supplements’ in Print during
the period of Jan-August 2006. (Note: The entire analysis is
based on Volumes in Col.Cm)
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Print
Publications are segregated under 2 headers: Main Issue and
Supplements.
Further Supplements comprises of Regular ones and the Specials.
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| Share
of Main Issue and Supplements during Jan-Aug 06
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• Huge share garnered by
Main Issue whereas 18% share by Supplements in Jan-Aug ‘06
• In Supplements, Specials contributed 14% share
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Advertising Trend in Main Issue and Supplements across the
years 2003 till Jan-Aug 06
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• A high rise seen in Supplements
advertising volumes post 2004 compared to Main Issue
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| Growth
in Main Issue and Supplements during Jan-Aug 06 compared to
Jan-Aug 05
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• Supplements
saw a high 33% rise in ad volumes in Jan-August ‘06 over
Jan-Aug ‘05
• 15% growth observed in ad volumes
in Main Issue
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Quarterly
advertising trend in Main Issue and Supplements across 2004-05
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•
Highest share of advertising during Festivals in Main Issue
as well as Supplements
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Zone wise
share of advertising in Main Issue and Supplements in Print
in Jan-Aug 06 period
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In Main Issue, a high 40% share contributed by South zone
followed by 25% share by West zone in Jan-Aug ‘06
• Apart from South zone, nearly equal share of advertising
by North and West zone in Supplements
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Top Categories
in Main Issue and Supplements in Print in Jan–Aug 2006
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• 5 of the Top 10 Categories were common in Main Issue
and Supplements during Jan-Aug ‘06
• Educational Institutions topped advertising in both
Main Issue and Supplements
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Share
of Main Issue and Supplements in Retail and Non Retail advertising
during Jan–Aug 06
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•
In Retail advertising, Main Issue and Supplements had a 70:30
share during Jan-Aug ‘06
• Supplements had 17% share in Non-Retail advertising
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Exclusive Top Categories
in Main Issue and Supplements during Jan–Aug 2006
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• Toothbrushes topped among
the exclusive categories list advertised only in the Main Issue
and not in Supplements during Jan-August ‘06
• Retail categories of Room Heaters, Dishwashers and Knitting
Wool are the exclusive categories that didn’t advertise
in the Main Issue
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Color of ads used in
Main Issue and Supplements in Jan–August 2006
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• Main Issue
contributed colour and B/W ads in 53:47 ratio during Jan-Aug
‘06
• Supplements had more colour ads
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Top Categories using
Innovative ad-layout in Main Issue and Supplements during Jan–August
2006
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• Tea topped the number
of innovative ad layouts in Supplements and also got a position
in the Top 5 in the Main Issue during Jan-Aug ‘06
• Main Issue saw maximum number of innovative ad layouts
by Cellular Phone Services followed by Internet/SMS Service
category |
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Watch out for
forthcoming analyses. |
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| (Analysis
from AdEx India-A Division of TAM Media Research)
For
more such analysis click here...
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