From the desk of Strategic Resources
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Volume: VIII

November, 2007

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Media & Advertising Research Watch

24. Television – the preferred medium for media firms – Oct 23

According to TAM Media Research Pvt. Ltd, a Mumbai-based media agency, print and television accounted for nearly 90% of the advertising revenues in 2006, which amounted to Rs.16,300 crore. For broadcasters, newspapers and publication houses, television is the preferred medium to advertise. Another emerging platform considered to be more cost-effective than print is radio.

Source: Mint

25. Small towns driving internet boom – Oct 22

According to an internet usage survey, conducted by the e-technology group of IMRB International, Internet usage in India has grown more than 11 times over the last seven years. The growth is driven by smaller and non-metro towns, where the number of users has risen 69 times and 33 times, respectively since 2000.

Source: The Times of India

26. Print media – the preferred medium for advertisers – Oct 18

Print media continues to be considered the most effective medium in India and is highly preferred by advertisers. According to an Assocham report 'Emerging Advertisement Patterns of 10 Leading Sectors', in the period Jan-Sep 2007, the real estate, education and automobile sectors were the leading print advertisers. In 2006, print media topped the chart with a 49% share in a total ad spend of Rs.19, 000 crore.

Source: PTI

27. IRS 2007 R-2– Oct (17 – 19)

According to the Indian Readership Survey 2007 Round 2:

· Business publications have witnessed a further loss in readership.

· Dainik Jagaran continues to be the leader with a readership of 16,502,000, followed by Dainik Bhaskar.

· Magazine readership in India has declined. The readership for English magazines has declined by 8%, while Hindi and Marathi magazine readerships have slipped by 5% and 27%, respectively. However, South Indian magazines have registered an average growth of 10.5% in readership.

· The Times of India (TOI) continues to lead in Delhi and Mumbai.

Source: Exchange4media; exchange4media; exchange4media.com; exchange4media

28. Airtel ad tops the first JuxtConsult's Ad Box Office study in August – Oct 13

According to the first study by the JuxtConsult's Ad Box Office, a monthly ad effectiveness monitor, Airtel’s ad was the most effective ad with an Ad Connect Quotient (ACQ) of 59.7, followed by Nokia’s ad with an ACQ of 45.5. The ACQ is measured through a combination of three factors – ad appeal index, message connect index and brand impact index.

Source: Exchange4media

29. RocSearch Study on change in Indian advertising spends – Oct 11

According to a study by RocSearch, a UK-based, business research and analytics firm, below-the-line (BTL) activity is growing faster than above-the-line (ATL) advertising. Print and TV form the two largest media in terms of advertising revenues. The share of radio and online advertising in the total advertising pie is growing at a rate faster than the industry growth rate (10-12%).

Source: Openpr.com

30. Consumer e-commerce survey by IAMAI & IMRB – Oct 10

According to the consumer e-commerce survey conducted by Internet and Mobile Association of India (IAMAI) and IMRB, the consumer Internet market will reach an estimated Rs. 9,210 crore by the end of FY 2007-08. At the end of FY 2006-07, the market size of this segment was estimated to be Rs. 7,080 crore and the average growth rate for the year 2007-08 was projected to be 30%. The segments covered in the study are online travel (Rs. 5,500 crore), e-tailing (Rs. 850 crore), classifieds (Rs. 540 crore), paid content subscription and digital downloads (Rs. 190 crore).

Source: Exchange4media

31. Television ads to impact car buying decisions – Oct 05

According to 2007 Syndicated Market Contact Audit study conducted by TNS Automotive, television advertisements have the greatest impact on car buying decisions. The shopping experience at dealer outlets and test drives also matter, but it is what they see on TV that drives customers to buy a particular car. Television, followed by print, is still the most effective advertising medium to reach target consumers in India. In terms of value, auto sector has been the second biggest advertiser in the country, from 2004-07. According to MindShare, in 2006, ad spends by auto companies added up to Rs655 crore or approximately 4% of the entire advertising spend.

Source: Mint

32. Lodestar Universal Study Analysis – Oct 05

· The Lodestar universal study revealed that India is at the third position, after China and Pakistan, for having one of the highest global average (more than five times a day) mobile usage. Lodestar COO, Nandini Dias says that the mobile medium has potential to become the next OOH medium. With mobile user base (200 million) much larger than the combined viewers (140 million) of STAR Plus, Zee TV and Sony, huge opportunities already exist for advertisers and marketers to exploit the potential of this medium.

· The Lodestar study also revealed the growing demand for devices that deliver all-in-one solutions, which include mobile, camera, gaming, music and video applications. India ranked fourth, as 70% of the users agreed with the statement that they like the idea of one portable device that fulfils all these needs.

Source: Agencyfaqs, Agencyfaqs

AdEx Findings

33. Instant Foods/Meals Industry

Print ad volumes of the Instant Foods/Meals Industry reduced by 36% during Jan-Aug '07 over those in Jan-Aug '06. However, TV advertising by this industry increased by 19% in the same period.

Source: Exchange4media; indiantelevision.com

34. Two-wheeler Industry

Print ad volumes by the two-wheeler industry declined by 36% during Jan-Aug '07 over those in Jan-Aug '06. However, TV advertising of two-wheelers grew by 52% y-o-y.

Source: Indiantelevision.com; Exchange4media

35. Internet Portal Industry

Print advertising of Internet websites fell by 30% during Jan-Aug '07, over Jan-Aug'06. However, TV advertising of Internet Portals showed an extraordinary growth of 190%, during Jan-Aug ’07 compared to Jan-Aug ’06.

Source: Exchange4media, Indiantelevision.com

36. Domestic Airlines

In Jan-Aug ’07, ad volumes of Indian domestic airlines dropped by 8% and 64% in print and TV respectively, over Jan-Aug ’06.

Source: Indiantelevision.com, Exchange4media

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