Are
all news channels doing well? Are all of them attracting the same
audiences? Are all of them attracting the same advertising Rupees?
These are just some of the questions that Media Planners on large
upscale categories are asking themselves.
TAM ADEX studied the trends for the whole of 2002 to find out
the flavour of advertising on all the News channels. The trends
present a very interesting picture where there are peculiarities
that stand out for all channels. Look at the table given below
for the Top 5 Product Categories of individual channels:-
Some clear observations :-
* Aaj
Tak's diverse set of categories include - footwear, hosiery, 'pan
masala'
* BBC is the only channel to have Airlines & Tyres as a category
in its top five.
* All except Aaj Tak have corporate campaigns in their top five.
The
chart below shows the top five brands on Zee News, Star News and
Aaj Tak. The stark differences in the kind of brands that advertise
on one versus the other, bring us to the age-old argument of broad-basing
versus narrow-focusing.
Aaj
Tak's diverse Brand lists offer a different perspective to the
channel selling. It allows the kind of broad-basing where even
the largest TV spenders will not be formidable and large clients
for the channel… thus weakening the buying strength of those advertisers/
brands.
However,
while that is the advantage of broad-basing one's clientele, what
can be said in favor of narrow-focusing, is that it allows you
to focus on key clients as well as to reduce clutter. The same
point is accentuated with the chart below. It shows us the two
ends of the spectrum....a highly narrow focused approach (Star
News) versus a highly broad-based brand list (Aaj Tak). While
one has to depend on only 49 brands for half its revenues, the
other goes to almost double the number of brands (93) for the
same per cent revenues!
In the next
few weeks we will be analyzing the same for Regionals and other
specialist channels. Watch this space for more!
Atul Phadnis, director, S-Group, TAM Media Research
Source : TAM TV ADEX
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