Top Story

e4m_logo.png

Home >> Marketing >> Article

RK Swamy Media Group unveils Media Market Pocketbook 2017

30-January-2017
Font Size   16
RK Swamy Media Group unveils Media Market Pocketbook 2017

The R K Swamy Media Group has unveiled its Media Market Pocketbook 2017. The pocketbook is a handy compilation of updated, comprehensive and relevant information on India’s media landscape. The compact design and precise content makes it a ready reckoner for the media, marketing and advertising community.  

Sandeep Sharma, President, R K Swamy Media Group said, “For over a decade now, our in-house domain experts have been analyzing relevant data and extrapolating it to enable quick decisions by brand leads. This edition captures the latest data as well as elaborates on BARC, NCCS, and has details on digital and rural data in addition to conventional media.”

Key points from the Media Market Pocketbook:

  • Print: Print is a seeing a huge impact by digitization, real time news, increasing literacy and growth of language publications. The play is about how print will embrace digital in its evolution.
     
  • TV Viewership Trends: On the one hand, fragmentation of audiences is rising in HSM markets with TVRs of top most viewed programs falling. On the other hand, audience consolidation seems to be happening in South with top rated programs’ TVRs steadily going up.
     
  • Digital: Demonetisation has fuelled greater ecommerce adoption by consumers and these platforms are likely to offer superior advertising avenues for brands now. Better adoption of programmatic buying will be fuelled once higher ROI is demonstrated, which we are expecting in this year.
     
  • Radio: Despite a spurt of private FM stations and the geographic coverage, RAM – the only radio measurement system available – still covers only four cities. The measurement system needs to reflect the new geographic increased coverage for FM.
     
  • OOH: Technology is the trend in this medium as well. Digital Outdoor Architecture, LED screens, mobile interactivity are the new formats going forward. Airport advertising has seen a huge increase, but at the same time, audience fragmentation has increased due to larger airports and separate terminal access points increasing the cost to reach the same number of people.
     
  • Cinema: Despite huge changes in Cinema with the proliferation of multiplexes, it is not able to grow beyond the industry growth rate; barely able to hold its share of 1 per cent for the last five years. This medium has the potential to garner 2-3 per cent share in the overall advertising pie; needs a little bit of scientific approach, and a measurement system
     

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video

Gopalan currently leads the Indonesia operations of P&G, and will be taking over from April 1st, 2018 as Al Rajwani is set to retire after 37 years with the company.