Advertising trend in Print media in 1st Quarter of 2006:
AdEx study
June 9, 2006
|
|
|
Key
Findings:
• Print constituted 36% of total advertising in
Q1 2006
• In Q1 2006, Print ad space grew by 24% over Q1
2005
• Southern publications cornered 38% of print advertising
• The ‘Services’ industry contributed
to 15% of print advertising in Q1 2006
• ‘Properties/real estates’ was the
top category with 12% share
• Hewlett Packard India was the highest spending
advertiser with 2% share in print
• Newspapers cornered 96% ad space in Q1 2006 |
 |
| This time,
AdEx India takes a look at the world of Print Advertising at
large. |
(Please
note: Except share of super categories, Top 10 categories
and spenders, the entire analysis is based on volumes/col.
cms). |
| |
| 1. Share
of TV, Press and Radio in overall advertising in Q1 2006:
|
|
Print
medium had the highest share (36%), second to TV advertising
in Q1 ‘06
2. Drift of Print advertising from Q1 2004 to Q1 2006: |
| |
|
Q1 ’06 experienced a growth of 24% in ad space
compared to Q1 ‘05
3. Zonal split of Print advertising in Q1 of 2005: |
|
|
Southern
publications garnered maximum share (38%) of print advertising
4. Share of super categories in overall Print advertising
in Q1 2006: |
| |
| In
Q1 ’06 the ‘Services*’ super category emerged
with a share as high as 15%
This super category encompasses all kinds of services offered,
right from hospitals/clinics to beauty parlors.
(* ‘Services’ include categories like Properties/Real
Estates, Travel & Tourism, Airlines, Transport, Courier
Services, etc.)
5. Top 10 categories in Print advertising in Q1 of 2006: |
|
| ‘Properties/real
Estates’ accumulated a share of 6% in print advertising
in Q1 ‘06
6. Top 10 advertisers in Print for Q1 2006: |
|
In
Q1 ’06 Hewlett Packard India Ltd was the top advertiser
with a share of 2%
7. Nature and genre of Publications used in print in
Q1 2006: |
|
Business
Newspapers constituted a share of 9%, while 20% of Magazine
ad space went to Women’s magazines in Q1 2006. |
Since the topic taken
into consideration is extensive, the analysis will be continued
in next week’s newsletter. Watch out for the forthcoming
newsletter featuring the following parameters:
o Shift of ranks of top categories
o Exclusive Print advertisers
o Cross-media advertising
o Retail category advertising trend
o Type of promotions etc.
|
‘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...
|
| |
