Interesting part is that when we look at the split of Ad Spends across the three media for the top spending TV channels, we find that Zee Network spends higher amount of monies on magazines and radio as compared to the Sony. Time Warner Entertainment (HBO) prefers magazines to radio and spends very little on radio while NDTV network doesn’t advertise on radio at all.

The contrast in media plans of the top spending TV shows is even starker. Zee Cinestars Ki Khoj and Indian Idol, both talent hunt shows on Zee and Sony respectively, had different media mix in terms of allocation of spends on radio and press. Zee Cinestars ki Khoj went in for more of radio while Indian Idol was advertised more heavily on newspapers. The similarity however, is that both the shows didn’t advertise on magazines at all. When we compare this with shows like Zee Woman or BBC University Challenge, both shows with a defined TG, Females and students respectively, we see that these shows advertise heavily on magazines and not on newspapers.

You would have noticed that among the 10 heaviest spending TV shows, none, except MTV Roadies went in for all the three media platforms - Radio, Newspaper as well as Magazines.

Important: (All above spends have been discounted to market rates and are pure estimates)