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Rewind 2012: Real estate, BSFI dominate OOH in Delhi

01-January-2013
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Rewind 2012: Real estate, BSFI dominate OOH in Delhi

Delhi in 2012 has seen a consistent set of brand presence in its outdoor landscape. exchange4media, as a part of its rewind initiative, looks back at the brands that used the outdoor space the most in its media plan.

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 it prime markets. The report is based on 133 routes that POPDS monitored in the capital city from April 2012 to September 2012.

Traditional media formats were the most used in the outdoor media plans in the six months tracked. Thirty seven per cent of the brands were advertised on bus queue shelters, 22 per cent on hoardings, 20 per cent on unipoles, 13 per cent on mupis and eight per cent on other public utilities.

Real estate dominated the Delhi outdoor in the six months tracked. According to POPDS, the top brands of the real estate are Supertech Group, Wave, Amrapali, Anant Raj Group, Paras Buildtech, Prateek Group, Raheja Builders, Japee Greens, Parsvanth and Shubkamna Group. Of which 23 per cent of the outdoor advertisements was of Supertech Group, 15 per cent of Wave, 14 per cent of Amrapali, 11 per cent of Anant Group, nine per cent of Paras Buildtech, eight per cent of Prateek Group and five percent each of Raheja Builders, Japee Greens, Parsvanth and Shubkamna Group.

Banking, Financial Services and Insurance (BFSI) brands were the second most active category on Delhi outdoor landscape which contributed to 16 per cent visibility during the tracked period.

SBI, Punjab National Bank, Citi Bank, Life Insurance Corporation, Oriental Bank of Commerce, UCO Bank, Metlife, Syndicate Bank, Muthoot Finance, Central Bank of India and Bank of Baroda were the top brands in the BFSI sector that spent money in Delhi outdoors. Sixteen per cent of the BFSI category’s visibility was generated by SBI, 15 per cent by Citi Bank, 12 per cent by Life Insurance Corporation, 11 per cent by Oriental Bank of Commerce, 10 per cent by UCO Bank, nine per cent by Metlife, eight per cent by Syndicate Bank, seven per cent by Muthoot Finance, six per cent by Central Bank of India and six per cent by Bank of Baroda.

Followed by it was the media and entertainment sector that created 15 per cent visibility through the tracked outdoor sites. Sony Entertainment Television was the media brand that most actively advertised during this period; 30 per cent of Delhi’s outdoor in the last six months had the presence of advertisements of Sony Entertainment Television. Followed by this was Colors, which created 11 per cent visibility during the tracked period. London Olympics promotions were out and loud during the event season; the capital city had around 11 per cent outdoor buzz during the tracked period.

Star Plus, TLC, MAX, Star News, Sadhna News and other entertainment related events’ promotions were seen in Delhi, heavy on outdoor in the six-month tracked with a visibility of nine per cent, eight per cent, seven per cent, seven per cent, six per cent, six per cent and five per cent respectively.

The auto and allied sector, all and all, spent more in 2012 across various media platforms and outdoor was not an exception. Hyundi (24 per cent), Honda (18 per cent), Indian Oil (16 per cent), Maruti Suzuki (nine per cent), Tata Motors (eight per cent), Nissan Motors (six per cent), Hero Motors (six per cent), XS Bikes (five per cent), Renault (four per cent), and Fiat (four per cent) were the top advertised brands of this category in last six months, totally creating 12 per cent outdoor visibility.

In the six months tracked, telecom has shown low presence in Delhi outdoor with eight per cent presence; the top brands that spent money during the tracked period were Vodafone (25 per cent), Airtel (24 per cent), MTS (17 per cent), Tata Indicom (16 per cent), Aircel (seven per cent), Tata Photon (six per cent), Idea (three per cent) and Reliance Communications (two per cent).

Other sectors that contributed to the active outdoor advertising during the tracked six months were retail (seven per cent), education (six per cent), consumer durables (five per cent) and health care and allied products (four per cent).

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