| MUMBAI: The buzz phrase of the new century
may not be "integrated marketing" after all, but rather
"Show me the gross ratings points!"
The total Indian ad spend on television in the year 2002 was Rs 39.09
billion (up 11.71 per cent) as compared to Rs 34.99 billion in 2001,
says TAM India. The size of the Indian ad industry also grew from
Rs 87.99 billion to Rs 95.09 billion in 2002.
In India, the total number of spots on TV stood at 4,408,401 by
September 2002 as compared to 3,227,880 in the whole of 2001, says
TAM India.
Spends (Rs billion) in different media as per TAM India
|
Year
|
TV
|
Press
|
Others
|
Total
ad spend
|
|
2002
|
39.09
|
44.00
|
12.00
|
95.09
|
|
2001
|
34.99
|
42.00
|
11.00
|
87.99
|
Source
TAM India estimates for 2002
The World Cup cricket spend on TV is estimated to be in the region
of Rs 4.5 billion. In the fiscal year ending 31 March 2003, the
spend on TV will shoot up due to the cricket World Cup and aggressive
promotions by several general entertainment TV channels.
Meanwhile, in the US, a survey by Morgan Anderson Consulting finds
that an overwhelming majority of big marketers in the US plan to
spend more on TV in 2003 than in 2002. The Morgan Anderson survey
of the top 100 US advertisers found that 63 per cent plan to spend
more on TV in 2003, while only 15 per cent plan to spend less and
22 per cent plan to spend the same.
Quoting the US-based Morgan Andersen Consulting study, an adage
report states that the direct-to-consumer mantra pushed global TV
ad rates up rapidly in the late 1990s and early 2000 when terms
such as integrated marketing and holistic marketing increasingly
gained currency with traditional marketers.
The report also mentions that big advertisers in different parts
of the world returned to TV in a big way post the dotcom era. Marketers
will always go with the things they have the most confidence in
and have experience with, and television would tend to be that.
Media consultants believe that troubled times lead marketers to
fall back on the security of TV.
Yet, media buyers and industry watchers aren't ready to lay to
rest integrated marketing or their concerns about the long-term
viability of TV advertising. During her recent India visit, WPP
Media worldwide head of consumer insights Sheila Byfield states
that the youngsters across the globe are watching less TV. "In
fact, television, radio and print media are under threat as far
as the younger audiences are concerned," adds Byfield.
Others proclaim that spending more doesn't mean shifting the focus
to TV!
An adage report states that Unilever increased global marketing
spending by a whopping $625 million, or 1 per cent of sales, globally
in 2002, but continued a long-term movement to reduce dependence
on TV. TV as a percentage of Unilever's media budget globally fell
from around 90 per cent in the late 1990s to 75 per cent in 2002.
In India, several space sellers say that Hindustan Lever has started
using print much more than in the past. Perhaps, the umpteen promotions
and special offers to woo consumers has something to do with this
emerging trend, says a media expert.
In India, it looks as the World Cup cricket 2003 has ensured that
the medium of television has begun the year well. That begs the
question - after the World Cup what?
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