Advertising in the document segment on television registers a dip by 80 per cent in 2003 as compared to 2002 : An AdEx India Analysis

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Advertising in the document segment on television registers a dip by 80 per cent in 2003 as compared to 2002 (6 July 2004)

Key Findings:

Advertising in the document segment shows a dip by 80 per cent in 2003 as compared to 2002.
Decrease in computer printers and multi-function devices advertising on television are the main factors for the downfall in this section in 2003.
Canon India tops the advertiser list with nearly 69 per cent of the advertising in this section in 2003.

Last time, we at AdEx India had analysed the biscuits category. This week, its time to look at a different section - document segment. The document segment is made up of three categories - computer printers, photo copiers and multi functional devices. These electronic devices carry out a great deal of work in our day-to-day office work.

First let's have a look at the trend of advertising in the document segment on television in year 2003 compared to 2002. We can see that advertising shows a downfall of 80 per cent in year 2003 compared to year 2002.

Let's have a look at the factors that has caused the downfall in 2003. Looking at the graph, one can see there is a huge dip in advertising in the computer printer and multi-function business products category whereas the advertising spends for photo copiers category was nil in year 2002. The graph shows the indexed spends of the document segment section on Television since 2002.

Let's look at the advertisers, which dominate in this category. The graph shows that Canon India tops the advertiser list with nearly 69 per cent of the advertising on television. Hewlett Packard India ltd gains the secong position whereas Seiko Epson Corporation is at the third position. Other advertisers like Ricoh India, TVs Electronics ltd and Epson India pvt ltd are in line with each other with 05 per cent, 0.2 per cent and 0.1 per cent respectively.

We shall be coming out with similar analyses on this category in the coming days.

(Analysis from AdEx India-A Division of TAM Media Research)

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