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Rewind 2012: Telecom, media & FMCG rule Mumbai’s OOH

01-January-2013
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Rewind 2012: Telecom, media & FMCG rule Mumbai’s OOH

Mumbai, in 2012, has seen interesting branding on its outdoor landscape. exchange4media, as a part of its rewind initiative, highlights brands that used the outdoor space the most in their media plans.

The data is based on a report prepared by Proof of Performance Data Services (POPDS), an outdoor monitoring system that allows organisations to plan, monitor and analyse their outdoor campaigns across prime markets. The report is based on 68 routes that POPDS monitored in Mumbai from April 2012 to September 2012.

Traditional media formats were the most used in the outdoor media plans in the six months tracked. Fifty eight per cent of brands were advertised on hoardings, 30 per cent on bus queue shelters, five per cent on unipoles, four per cent to on mupis and three per cent on bridge panels.

According to Proof of Performance Data Services, telecom, media, and FMCG sector invested the most in Mumbai during April to September 2012. Out of the 68 routes that POPDS monitored, telecom was seen to create highest outdoor visibility during the tracked period.
Though telecom cut down it spends drastically, Mumbai was the chosen city for maximum outdoor activities. Thirty one per cent of Mumbai’s outdoor in the tracked period was branded by telecom. The top brands that used outdoor the best were Tata Docomo (16 per cent), Vodafone (15 per cent), Airtel (15 per cent), Reliance communication (13 percent), MTS (12 per cent), Idea (eight per cent), (Uninor five per cent), Loop (four per cent) and Aircel (two per cent).
 
The city of entertainment, as it known, Mumbai did see media brands advertising on its outdoor on a large scale throughout the year. About 18 per cent of the tracked sites were dominated by the media and entertainment sector. Top media brands and movies that advertised were Sony Entertainment Television (23 per cent), Colors (17 per cent), Sab TV (16 per cent), Star Plus (nine per cent), Zee TV (eight per cent), Max (seven per cent), Channel V (five per cent), The Week (five per cent), Bombay Times (five per cent) and Times of India (five per cent).
Fast Moving Consumer Good (FMCG) was seen advertising heavily in prime outdoor location of Mumbai with 9 percent visibility. Lotus refineries (23 percent), Society Tea (20 percent), Sunfest (18 percent), Britannia (11 percent), Mother Dairy (6 percent), Nestle (5 percent), Cadbury (5 percent), MM Mithaiwala (4 percent), Amul (4 percent) and Saffola (4 percent) were the top ten brands that advertised from this category.

Banking, Financial Services and Insurance (BFSI) contributed to 9 per cent of outdoor advertising in making it the fourth largest advertised category. In the BFSI sector LIC (21 percent), Bank of India (18 percent), SBI (14 percent), Kotak Mahindra Bank (11 percent), Citi Bank (7 percent), Axis Bank (6 percent), Standard Chartered Bank (6 percent), Punjab National Bank (6 percent), UCO Bank (6 percent) and Star Union DI-Chi Life (5 percent) Insurance were the top ten players that advertised in outdoor.

The auto and allied sector all and all spent more in 2012 across various media platforms and outdoor was not an exception. Tata motors (36 percent), Honda (15 percent), Renault (11 percent), Hyundi (10 percent), Nissan motors (8 percent), Volkswagen (5 percent), Bridgestone Tyres (4 percent), Fiat (4 percent), Ashok Leyland (4 percent) and Maruti Suzuki (3 percent) were the top advertised brands of this category in the tracked six months totally creating 8 percent outdoor visibility.

Other sectors that contributed to the active outdoor advertising during the tracked six months were health care and allied products (7 percent), retail (6 per cent), real estate (6 percent), consumer electronics (4 percent) and consumer durable (2 percent).

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