After years in the dumps, the print media has started reclaiming advertising maketshare from the electronic media. During the period between January and May this year, the print media has cornered advertising worth Rs 2,140 crore which is very close to the Rs 2,202 crore bagged by the electronic media.
During the same period in 2003, print’s share of Rs 1,540 crore was Rs 576 crore short of the electronic media’s Rs 2,116 crore. While adspend in print has grown 38 per cent in the January-May period, the same in the electronic media has grown by only 4 per cent, according to TAM Media Research.
Media planners said this was a fallout of people spending less on the fast-moving consumer goods (FMCG) and more on consumer durables in the last few months as a result of which FMCG companies, the traditional big buyers of space on the electronic media, have cut down their adspends in the last 6-8 months.
“FMCG advertising is almost entirely focused on TV, whereas automobile and durable companies are big advertisers in print. In the last few months, the latter has outspent the FMCGs,” said Sandeep Vij, president, (corporate media solutions), OMS, the media buying arm of Mudra.
Starcom’s managing director (north), Anita Nayyar, added that heavy advertising by political parties earlier this year, has also tilted the balance in favour of print media.
“The print media is definitely the more costly of the two available options. So, a major portion of the Rs 100 ‘India Shining’ campaign, and the estimated Rs 200 crore spent on political advertising, would have gone to print,” she said.
Grey Worldwide’s COO Ashutosh Khanna said that the print medium regaining a faster rate of advertising growth is a sign of a mature market. “The penetration of TV and C&S in urban homes is coming to a saturation point. And globally, too, durables and auto-makers advertise more than colas and FMCGs,” he said.
A senior media planning executive at RK Swamy BBDO said the mall-fuelled retail boom in urban areas and heavy advertising by the educational institutes had also contributed to the spurt. “City supplements and magazine issues targeted at specific reader groups have attracted heavy advertising,” she said.