With the festive season giving headway to the annual advertising spree, marketers are betting big on traditional media this year too. ecommerce, jewellery, automobiles, real estate are the frontrunners in ad spends.
Last year, e-commerce was the new kid on the block advertising heavily on all the leading channels. This year too, the industry has maintained its position. ecommerce is leading in all the forms of advertising.
We asked broadcasters what their expectations are, and how much percentage increase in revenue they expect this season. Excerpts
Kartikeya Sharma, Managing Director, iTV Network, feels it’s difficult to share the increase in the percentage of revenue. He said, “This time it’s looking good, genres like ecommerce and mobiles are spending money again, they have surprised people. It is a good thing. This is the beauty of evolving economy.”
India TV, MD & CEO, Ritu Dhawan, said, “The festive season is shaping up well and the expected swell in the revenue is very much in line of the business estimations made at the start of the financial year. Based on the fact that the business is already being booked and targeted, expectations are in tune of 15-18 % YoY.”
She added, “There are no great surprises in store on the ad growth drivers. ecommerce and automobiles are again going to prove the biggest money spinners leading other sectors.”
K V L Narayan Rao, executive vice-chairperson, NDTV Group said, “I have expectations of a robust season and with recent statements on economic growth being in the region of about 7.5 per cent that should translate into a reasonable boost in our revenues.”
One of the leading broadcasters, on the condition of anonymity, said, “We will be lucky if we get around 15 per cent, because last year we had elections. I don’t see a very heavy growth. ecommerce and automobile will be the biggest spender.”
BAG Network, CEO and MD, Anurradha Prasad, feels the festive season will be average. She said, “ecommerce will be spending a lot and after that automobiles. She said we are expecting around 10-11 per cent.”