New Delhi: For real
estate, education, employment, and automobiles, print advertising is the way to
Associated Chambers of Commerce and Industry of India (Assocham), these sectors
top the list of those who opted for print medium for brand promotions between
January and September 2007, according to Assocham''s analysis on `Emerging
Advertisement Patterns of 10 Leading Sectors''.
study also reveals that government at centre and states including UTs opted for
print for promoting their populist schemes during the period, which clearly indicates
that the print medium makes a larger impact for gaining returns as compared to
other mode of advertising, opines Assocham President. Venugopal Dhoot. He sees
this trend continuing for the print media, even beyond the festive seasons.
Chamber''s analysis says that promoters mounted huge ad campaigns to apparently
build and nurture their brand image, increase market penetration, and increase
business volumes to attract the utmost public attention.
pointed out that another reason for choosing print to disseminate the message
was to nurture a better image in the eyes of suitable urban, semi-urban and rural
consumers given the print medium''s larger impact.
to Dhoot, pre-launch and launch activities of the real estate sector occupied
nearly 30 per cent of total commercial ads, followed by employment & education
at an estimated 18 per cent. The automobile sector marketed its brand image in
print came in third at around 15 per cent, and FMCG, Consumer Durables and Banking
& Finance were the other key sectors with their percentage ranging around
11-12 per cent.
remaining ad-space was shared by tourism & aviation, telecom, and IT &
ITES (BPO) sectors, along with the central and state governments.
occupied the largest share of over 42 per cent ad space on television, followed
by 24 per cent of consumer durables, and 20 per cent of automobiles.
to ASSOCHAM''s study, the key factors for choosing print media are:
flourishing growth and massive investment plans of these sectors.
impact of advertising in print is higher than TV, despite its high cost of advertising
compared to its competitors. Print media in India reached over 225 million people
in 2006, compared to 115 million homes mapped by TV.
feature supplements by leading newspapers especially cater to the interests of
real estate, jobs, career & education, travel and auto sectors.
2006 saw print media grow at 24 per cent, while TV grew at 21 per cent. Of a total
of Rs19,000 crore in ad spends in 2006-07, the print media took 49 per cent, compared
to TV''s share of 41 per cent.
to the study, the following is the ad pattern for the Jan - September 2007 period.
analysis on advertisement patterns|
during January-September 2007
||Top 10 Areas
for Newspapers |
10 Areas for Television
Estate Developers & Builders ||FMCG|
& Employment ||Consumer
& Finance ||Telecom|
& Aviation (tour operators, airlines & hotels)||Building
materials like iron ore, cement, steel|
ITeS giants ||Entertainment|
& State Govt.''s promotion & schemes ||Apparel|
that the television industry has not lagged behind, and is growing rapidly. Presently
reaching 115 million homes, the industry will reach over 210 million homes within
the next 4-5 years according to its projections.
accessibility to C&S (cable and satellite) has increased by 12 per cent from
61 million to 68 million this year, and Assocham foresees ad-spends on television
growing at 49 per cent over the next 2-3 years.
to the study, advertising revenue for cable television was $1.02 billion in 2005,
which is forecast to grow to $2 billion by 2012.
to Assocham estimates, over 2,200 newspapers and magazines have debuted in India.
Foreign print media are also keen to enter India at large scale and even foreign
magazines such as Men''s Health, Maxim, Marie Claire, Good Housekeeping are in
India for licensing tie-ups where the Indian partner uses their titles for share
of ad revenue.