The Lintas Media Guide 2005 has some interesting information in store for the media fraternity. In the course of sharing a comprehensive picture on various mediums, the study brings to fore the change in the role of the outdoor medium, which has moved from a support medium to being an active participant in the life cycle of a brand.
As per the study, Outdoor claims five per cent of the media expenditure mix of 2004, with press consuming 58 per cent and television 34 per cent. What is heartening here is that where a medium like television has grown from Rs 4044 crore in 2003 to Rs 4608 crore in 2004, showing a 13.9 per cent growth, Outdoor displays a 20 per cent growth (Rs 571 crore in 2003 to Rs 686 crore in 2004).
Seen in the light of the fact that unlike print and television, OOH media is still largely an unorganised sector and lacks expertise in scientific planning and buying as well as monitoring and reporting systems, this growth does become a significant one. More so, because large players are entering the segment and industry bodies are working towards providing data on exposure to Out-of-home media.
One reason for outdoor growth can be seen in the fact that the options in the segment has increased. Today advertisers utilise everything from bus shelters, translites at airports and village fairs, to over bridges, neon signs, traffic islands, road dividers, railway stations and electronic displays. With all these options, it is hardly a wonder that the average consumer is exposed to over 10,000 brands everyday.
Another attention grabbing detail coming from the study is the inflation in media in the year 2004, which is much higher than the hikes seen in the previous years. Even as all mediums show inflation, outdoor does manage a significant one. Taking 1990 as the base year, with the value of Rs 100, the outdoor media charges have increased to a Rs 423 in the year 2003 to increase to Rs 528 in 2004. (Source: Lintas Media Estimates)
Looking at some exact data, as far as pricing is concerned, the study shows that of the six metros, Mumbai is the most expensive one with Delhi following and Kolkatta being as the cheapest market. For instance, in comparison to the Rs 800 to Rs 5000 that Kolkatta charges for a month’s usage of a kiosk, Mumbai is priced at Rs 1,500 to Rs 12,000. Vis-à-vis the Rs 1.5 lac to Rs 2.5 lac range that Kolkatta commands for translites at airports, Mumbai is priced anywhere between Rs 2 lac to Rs 5 lac. Needless to say, Mumbai also provides the highest number of outdoor options, in comparison to any other market. (Source: Aaren Initiative)