As is widely recognized, the viewing pattern and the preferences of viewers keep on changing. If it was mythos yesterday, it is soaps today and could be game shows tomorrow. The same holds true for the channel genres and therefore the ad spends on different channel genres also vary from time to time.

It would be interesting to see the movements in revenue shares of different channel genres. As shown in the charts below, in 2003 the news channels and Hindi movie channels showed an increase in their share. This gain has come at the expense of mass Hindi channels and the regional channels which saw a dip in their share.

Let's have a look at how the News channels and the Hindi movie channels have increased their share of revenue.

From the table above it is evident that the number of advertisers on these two channel genres has increased.

Let's have a look at how these movements in shares affect the total TV ad spends.

From the chart above it is clear that the trends for total TV spends are similar for 2002 and 2003. This means that on an overall level the trend has remained the same but there is change in the distribution of revenue among the channel genres.

The next logical step is to see which channel genre has influenced the total TV spends more. For this we at TAM have looked at the monthly trend for the news channels in 2003.

From the chart above it is evident that the world cup specials and budget specials drew audience to the news channels and hence attracted ad spends. But after that there was a decline in revenue and a subsequent rise which is exactly similar to the trend in total TV advertising.

An Adex India Team Analysis