According to Proof of Performance Data Services, media, telecom and retail sectors invested the most in Mumbai during August 2012. Proof of Performance Data Services provides an innovative solution that allows organisations to plan, monitor and analyse their outdoor campaigns across prime markets.
Out of the 68 that POPDS monitored in Mumbai in August 2012, media and entertainment was the most active sector that advertised during this duration. 20 per cent of the tracked sites were dominated by the media and entertainment sector. In contrast, there was a 5 per cent drop in outdoor presence of media and entertainment sector in July 2012.
Two major Bollywood releases – ‘Ek Tha Tiger’ and ‘Gangs of Wasseypur 2’ – created the highest outdoor presence in the city. ‘Ek Tha Tiger’ went beyond poster and billboard advertisements and also rolled out campaigns at the local railway stations in Mumbai, wherein the films lead actor Salman Khan promoted the film at 125 local railway stations across Mumbai in the form of announcements. The 15-second sound clip was played as an announcement on the railway platforms. Other top media brands and movies that advertised were Star Plus, SAB TV, Movies Now, Sony Entertainment, ESPN, Indian Express, Zee TV and Right Choice.
Telecom was the second highest spender in Mumbai during this period. Around 17 per cent of tracked routes had telecom advertisements, which was 1 per cent less as compared to the previous month. Airtel dominated the outdoor space, while the other top telecom players that used the Mumbai outdoor assets were Reliance Communication, Tata Docomo, Uninor, Vodafone, MTS, Loop, Idea and MTNL.
The retail sector interestingly was seen heavily in the prime outdoor locations of Mumbai. 14 per cent of the tracked outdoor media had advertisements of retail outlet, which was highest in the last three months. Croma, Big Bazaar, Seasons Apparel, Fastrack, Shoppers Stop, TBZ Jewellery, Easyday Stores, Raymonds, Tanishq and Jade were the most active FMCG brands seen in the Mumbai outdoors during August.
Fast Moving Consumer Goods (FMCG) contributed to 9 per cent of outdoor advertising during August 2012 in Mumbai. In the FMCG sector Sunfeast, Rowson’s Reserve, Society Tea, Britannia, MM Mithaiwala, Shakti Bhog, Cadbury, Amul, Hamdard and Parle G were the top ten players that advertised in outdoor.