Indiantelevision.com presents AdEx India Analysis
 

Advertising Trend in Regional TV Channels - Part 1

'Southern Vs Northern Regional Channels'

(16 August, 2006)
 

Highlights:

  • 39 per cent share garnered by Regional TV channels on overall advertising in the first half of 2006.
  • 24 per cent growth in Regional channels in first half of 2006 over first half of 2005.
  • A huge 60 per cent growth registered by Eastern channels in January-June '06 over January-June '05.
  • Southern channels contributed highest 49 per cent share followed by 23 per cent from Northern channels in the first half of 2006.
  • Northern regional channels earned a high share from Music genre advertising while Southern channels earned maximum from GEC.
  • 60:40 ratio of FTA :Pay channels in North zone while South got 40:60 share during January-June '06.

This week AdEx India brings you an update on 'Regional TV channels' advertising trends in the first half of 2006. This first edition also brings to you a comparison between Northern and Southern Channels.

Contribution of Regional channels in Overall advertising during the first half of 2006

 
 
  • Regional TV channels had 39 per cent share in overall advertising in the first half of 2006.
  • National channels had the huge 61 per cent share.

Growth in Regional TV channels advertising in first half of 2006 compared to first half of 2005
 
 
  • Regional channels advertising on TV grew by 24 per cent in January - June '06 over January - June '05.

Share of Channel Genres in Regional channels advertising in the first half of 2006
 
 
  • GEC with maximum 63 per cent share in Regional channels in January-June '06.
  • Music followed with 25 per cent share while News got 12 per cent share.

Share of Zones in Regional TV advertising for the first half of 2005-06

 
  • Like January-June '05, January-June '06 also saw highest ad volume share by the Southern channels.
  • Northern channels got 23 per cent share in January-June '06 whereas it had 28 per cent share in January-June '05.

Zone wise growth in January-June 06 compared to January-June 05
 
 
  • Eastern channels had the highest 60 per cent growth in January-June '06 over January-June '05.
  • Southern channels followed with 35 per cent growth.

As mentioned above, this first edition will take you through a comparison between Northern and Southern Regional Channels.

Share of Channel Genres in Northern & Southern channels in January-June '06
 
 
  • Music contributed 75 per cent of share in Northern channels in January-June '06.
  • Southern channels had the highest 77 per cent share from GEC genre.

Share of FTA and Pay channels in Southern & Northern channels in the first half of 2006
 
 
  • High 59 per cent share of Pay channels advertising in South in January-June '06.
  • North zone had a 60:40 ratio of FTA:Pay channels advertising.

Seasonality of Advertising in Southern & Northern channels across 2004-05
 
 
Top 5 Categories in Southern & Northern channels in January-June 2006
 
 
  • 'Social Advertisements' came on Top followed by 'Toilet Soaps' in second place in Northern channels during the first half of 2006.
  • In Southern channels 'Toilet Soaps' topped advertising followed by 'Independent Retailers' while 'Social Advertisements' got third position.

Top Advertisers in Southern & Northern channels in January-June 2006
 
 
  • As expected, 'HLL' on Top in Northern and Southern channels in January-June 06.
  • Northern channels saw government advertising also in the Top 5 list.

Share of Commercials and Promos in Southern & Northern channels in January-June 2006
 
 
  • Northern channels saw high 59 per cent share of Commercials over Promos advertising in January-June 06.
  • Equal 50:50 share contributed by Commercials and Promos in Southern channels.

Watch out for the sequel of the Newsletter which will show an in-depth analysis of advertising in Eastern and Western Regional channels.

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