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Time Outdoor Monitoring analyses category trends for the first two quarters of 2018

28-August-2018
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Time Outdoor Monitoring analyses category trends for the first two quarters of 2018

Third party data is the cornerstone for all OOH companies and brands in getting scientific analysis and measurement. Third party monitoring agency, Time Outdoor Monitoring, tracks OOH spends, monitors outdoor campaigns and tracks the effectiveness of spends. The report is based on PAN India analysis across 42 cities.

When analysing OOH spends, it is important to understand which categories are competing in the OOH market. Be it direct or indirect competition, one can obtain a fair perspective regarding the activities of various categories in the OOH space. It can be used as a tool and can be applied in many contexts and at many scales, and may be applied to an individual brand as well as the whole category.

Top categories which highlight themselves in first two quarters as per spends and share of space are showcased below:

TOP 20 CATEGORIES IN THE MONTH OF JANUARY TO MARCH 2018:





The data does not cover transit media airport, malls, inside railway stations and kiosks. Rates are indicative figure and subject to negotiation.

In the above data chart and table all the categories mentioned are competing in terms of spends and share of space.

Share of expenditure:

Real estate and builders category with their huge budget is leading the first quarter of the year 2018 with spends of Rs 1456.85 million and with share of space 96,82,131 square feet. Jewellery/Jewellery Shops category taking second spot with spends of Rs 428.95 million and share of space of 31,30,139 square feet. Showrooms/Shopping malls category in third spot with 416.33 million and share of space of 32,74,849 square feet.

Smartphone users are on the rise in India. This has interested a lot of mobile companies around the globe to highlight themselves in the form of OOH media and this is especially true in case of Xiaomi Corporation, one of the most popular Chinese brand among smart phone users in India have never used the OOH medium to market their products and only recently have moved into the OOH space owing to their sheer popularity and customer base in India. Similarly, there is huge customer base for all the car segments from luxury to mid-size to compact cars. Given the vast number of people travelling on road today gives four wheeler companies an opportunity to introduce their new car models or highlight the already popular ones through OOH medium to reach the masses.

January to March being the final quarter of the financial year makes salaried individuals and business houses file their tax returns. This period witnesses a significant increase in life insurance and mutual fund investments. No wonder, life insurance and mutual fund companies maximise their spends during this period.

Overall there are many emerging categories and regular players in the first quarter.

Share of Space (Square feet):

As compared to share of expenditure, we can see similar trend followed by categories in the Share of Space segment. Real estate category leads in top position and Showrooms/Shopping malls category taking second position with little more coverage in terms of square feet than Jewellery category.

Remaining category rankings stay more or less similar compared to their share of expenditure.

TOP 20 CATEGORIES IN THE MONTH OF APRIL TO JUNE 2018:





The data does not cover transit media airport, malls, inside railway stations and kiosks. Rates are indicative figure and subject to negotiation.

Compared to previous quarter:

Spends of the current quarter (Apr-Jun) has slightly decreased from the previous quarter but still in both quarters Real Estate category reclaims its first spot. June being prime time for all the school and colleges to reopen, the education institute category maximises its spends taking a huge leap from ninth to second position moving ahead of Jewellery/Jewellery Shops category from the previous quarter. April and May being the vacation months in India, all shopping malls and showrooms are the frequently visited hence it has retained its third position from the earlier quarter.

Air conditioner/Air cooler, Apparels/Garment, Soft drink, Undergarments and Footwear categories are the new entrants in the list for the second quarter of the year. Political party, film ads, Housing finance, Hotels/Resort and Mutual fund category did not make it to the list.

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