Specials

Advertising to grow 8% in 2012: Lodestar UM CEO Shashi Sinha

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2017/01/02/Sashi-sinha-800x800.jpg?itok=MlDS7Hd4

The slowdown pinch was not felt in 2011. It was marked by the cricket World Cup and, along with the Indian Premier League, the first eight months were healthy as brands and advertisers spent a lot.

Total TV advertising spend went up by 16-18 per cent last year. Ad growth on print, however, was slow and there were many categories that didn‘t spend on the medium. In our case, we were lucky as Tata Motors is a big spender on print.

TV and print in combine account for around 85 per cent of India‘s total ad spend. I don't think that has changed. TV has grown dramatically because of the World Cup and other tournaments that were telecast.

The total ad spend in the country is estimated to be Rs 330 billion. The other mediums - radio, outdoor, digital and cinema - contribute about 15-16 per cent. The slowdown in 2011 had to do a lot with specific clients and industries. The sentiment definitely changed after Diwali, but the overall numbers were not really affected.

Today with so much viewership fragmentation and more channels launching to fill up niches, it is becoming costlier to reach out to the same audiences. The whole ecosystem is gaining as advertisers have to spend more money to target the same audience. It is because of fragmentation that a lot of positive things are happening.

There is much talk about digital and, though the total ad spend on that medium is just Rs 15 billion, it is occupying the mindset. I am not sure whether critical mass will come or not but a lot of people realise that the ad spend pattern will change dramatically in the future; they are talking about different forms like search, display, engagement or content.

The big change that is happening is that people have started believing that digital has to be integrated into our plans. Unlike the US and other western countries, India is outer-directed. People in western countries do lots of stuff online and they have no time for family; Indians, on the other hand, spend more time with the family and go out to consume entertainment. Radio, Outdoor, activations in malls and Cinema is going to grow. It is not that digital will grow at the expense of something else; it will all complement each other. So, unlike the west where digital grew rapidly, in India it will not grow on value terms or size because it is too small. It may grow in percentage but in absolute numbers it may not be very big.

In 2012, ad spend may grow 7-8 per cent increase. FMCG companies may not face a problem as they are seeing growth and there is expansion from the rural markets. Even in case of automobiles where there is tough competition, let us not forget that India is still underpenetrated and not even 7-8 per cent of people own cars.

Slowdown in advertising will be talked about, but large organised players will be there both in terms of value and volumes; it is the smaller companies that may be affected.

The two points to highlight here are:

  1. The ability to get the data and capture the right database in a country like India is a big challenge and it is going to multiply day by day because the country is too huge and complex. You will have to have the ability to track audiences which are across multiple touch points and multiple mediums. This will remain a big challenge because you will have to reach out to the right audiences.
  2. Convert mindset that finally you aren‘t buying GRPs. You will have to finally deliver what the client wants.

The future is in performance driven models and databases that can track complex consumers.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/image.jpg?itok=b7Uo4Vru
Sony Pictures Networks' sports cluster's year in review, road ahead

In the tough two-horse race of Indian sports broadcasting, Sony Pictures Networks has had a slight edge over Star India when it comes to football events, while the latter holds the sway in Indian cricket. Currently, the NP Singh-led network is in charge of premier football properties like La Liga,...

Specials Year Enders
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/21/iamge.jpg?itok=dcivEwoi
Inside ZEEL’s ambitious new bet on Zee Studios Originals

MUMBAI: 20 years of traversing across television networks and production houses, Ashima Avasthi now finds herself saddled in the hot seat at Zee Studios as head of its digital content arm. She's been quick off the blocks, equipping herself to be battle-ready within two months of her arrival at the...

Specials Event Coverage Content Hub
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/15/sun_0.jpg?itok=qe2OCQAU
Sun continues to shine on its namesake broadcaster

Television penetration is high in South India about 95 per cent as compared to the national average of about 65 per cent. A little less than forty per cent of television viewership in India is from South India. According to a Sun TV Network investor presentation, the addressable television...

Specials Year Enders
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/14/year_0.jpg?itok=YmsXp7Oc
Star India awaits cricket bonanza in 2019 after solid sports growth in 2018

Uday Shankar, who was recently promoted to president of The Walt Disney Company Asia Pacific and chairman of Star and Disney India after the Fox-Disney units combined, has disrupted the Indian sports broadcasting business in the last couple of years.

Specials Year Enders
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/12/Deepika_Tewari.jpg?itok=CH-WK1ee
Modern brand marketing methods not just digital-exclusive

The use of the internet and other digital media and technology to support 'modern marketing’ has given rise to the concept of digital marketing, and we at Tanishq believe that the focus has always been on building a 360-degree marketing plan, with seamless integration of products, services and...

Specials Year Enders
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/12/aaa_1.jpg?itok=0Cnszvsa
Expectations from the brand and marketing industry in 2019

The world of marketing is perpetually changing with constant innovative practices in the field of social media and automated ad tech. As broad-brush marketing techniques have dwindled, brands are battling to maintain their originality and meet customer expectations in an ever-evolving...

Specials Year Enders
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/12/st.jpg?itok=t88Gntxw
2019 OTT TV trends in Asia and India

2018 wrapped up as a fascinating year for OTT TV in Asia, with global content owners, Pay TV operators, and OTT players all ramping up their direct-to-consumer OTT offerings. With falling smartphone prices, OTT content market saw a boom in India as players across the spectrum set up shop. Original...

Specials Year Enders
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/10/DTH.jpg?itok=ZQjy1M4D
TRAI tariff order, disruption posed challenges to DPOs in 2018

Distribution platform operators (DPOs) in India trod a tricky terrain throughout 2018. Both DTH and cable operators continued to face the heat of Jio FTTH, the rapid growth of over-the-top (OTT) platforms and the uncertainties posed by the implementation of the new tariff regime towards the end of...

Specials Year Enders
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/08/dis.jpg?itok=jRIvDAGn
Infotainment went the local way in 2018

In 2018, the one common phenomenon that the whole television industry witnessed was the hijack and capture of part of its territory by OTT platforms wooing audiences with original content. That was the time when TV space woke up to secure its presence and fill in the gaps with localised content...

Specials Year Enders

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories