Print Ad Inventory in 2006* (Part 2): AdEx study
Wednesday, January 3rd, 2007
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Before we begin with the analysis of Print advertising
in 2006* Newsletter Part 2, let’s have a quick recap of
our preceding Newsletter:
• 9% rise in Print advertising volumes in 2006* over the
previous year
• Publications in Maharashtra garnered the maximum 16%
share of advertising in 2006*
• A high share of ‘Education’ and ‘Services’
sector categories in Print in 2006*
• Educational Institutions secured its Top position in
2006* also
• Travel & Tourism had the maximum positive shift
in rank in Print in 2006* compared to previous year
• The Top 3 positions were taken by Automobile manufacturers
This week AdEx India brings to you the 2nd part of Print Advertising
in 2006* (* includes data from Jan 1-Dec 23). (Note: The entire
analysis is based in Volumes in Col. Cms.
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Today’s Highlights:
• In 2006*, print medium saw extensive usage of Radio
channels for advertising with 50% jump in ad volumes over 2004
whereas TV channels had a 1% rise
• Magazines had a high 32% rise in ad volumes in 2006*
over 2004 while Newspapers saw a 15% growth
• Daily newspapers and monthly magazines were used the
maximum for advertising in 2006*
• 2006* saw a 25% rise in Sales Promotional advertising
in Newspapers over 2004
• In Sales Promotions, Combination Promotion had the maximum
rise in ad volumes in 2006* over the previous year
Let’s start with the analysis on Cross Media advertising
in Print:.
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Trend
of Radio Channel advertising in Print across 2004-06*
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• 50% more advertising
by Radio channels in Print medium in 2006* compared to 2004
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| Trend
of TV Channel advertising in Print across 2004-06*
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• TV channel advertising
in Print medium in 2006* was nearly equal to that in 2004
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| Contribution
of Main Issue vs Supplements in publications across 2004-06*
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• A huge 81% share of advertising
in the Main Issue whereas 19% share contributed by Supplements
in 2006*
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| Trend
of advertising in the Main Issue and Supplements across 2004-06*
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• Supplements
saw a high 40% growth in advertising in 2006* over 2004
• A rise of 10% in advertising in the Main Issue in 2006*
over 2004
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Trend
of Local advertising in Print medium across 2004-06*
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Local advertising saw a 21% rise in Print medium in 2006*
over 2004
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| Advertising
trend in Newspapers and Magazines across 2004-06*
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• Magazines saw a 32% rise
in ad volumes in 2006* over 2004 whereas Newspapers had a 15%
growth
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| Periodicity
of Newspapers and Magazines used for advertising in 2006*
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• Daily newspapers were
the popular choice by Advertisers
• Maximum usage of Monthly and Weekly Magazines for advertising
in 2006*
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| Advertising
Trend of Sales Promotions in Newspapers across 2004-06*
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• Usage of Sales Promotional
ads on a rise in Newspapers with 25% jump in ad volumes in 2006*
over 2004
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Advertising
volume of Sales Promotions in 2006* compared to 2005
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• In Sales Promotions,
Combination Promotions had the maximum 45% rise in ad volumes
in 2006* over 2005
• Volume Promotion saw a dip in 2006* |
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| (Analysis
from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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