Indiantelevision.com presents AdEx India Analysis
 

Advertising Trend in Regional TV Channels - Part 2

'East Vs West'

(22 August, 2006)
 

Before we begin with the analysis of Regional TV Channels Newsletter Part 2, let's have a quick re-cap of preceding Newsletter:

  • 39 per cent share garnered by Regional TV channels on overall advertising in the 1st half of 2006
  • 24 per cent growth in Regional channels in 1st half of 2006 over 1st half of 2005
  • Southern channels contributed highest 49 per cent share followed by 23 per cent from Northern channels in the 1st half of 2006

This week AdEx India brings to you a comparison between Eastern and Western region channels.

Share of Zones in Regional TV advertising for the 1st half of 2005-06

 
 
  • Eastern channels saw a rise in share from 13 per cent in Jan-June '05 to 17 per cent in Jan-June '06
  • 11 per cent share contributed by the Western region channels in Jan-June '06

Advertising growth in Eastern & Western Region in Jan-June 06 compared to Jan-June 05
 
 
  • Advertising in Eastern region channels had a high 60 per cent growth in Jan-June '06 over Jan-June '05
  • Mere 1 per cent rise in Western region channels.

Share of Channel Genres in Eastern & Western Region channels in Jan-June '06
 
 
  • Like Southern channels, maximum share of advertising in Eastern and Western region channels are from GEC genre in Jan-June '06
  • Eastern region channels also had a small share of advertising from News and Music genre

Share of FTA and Pay channels in Eastern & Western channels in the 1st half of 2006
 
  • Like Northern region, Western region advertising skewed towards FTA channels in Jan-Jun '06
  • Eastern region had a 55:45 ratio of Pay:FTA channels advertising.

Seasonality of Advertising in Eastern & Western region channels across 2004-05
 
 
Top 5 Categories in Eastern & Western Region channels in Jan-June 2006
 
 
  • 'Social Advertisements' came on Top in Eastern & Western region channels during the 1st half of 2006
  • Eastern region channels also saw categories like 'Milk Beverages' on 3rd & 'Building Materials/Systems' on 5th position in Jan-June '06
  • 'Professional Services' could get in the Top 5 list in Western region channels.

Top Advertisers in Eastern & Western region channels in Jan-June 2006
 
 
  • As expected, 'HLL' on Number 1 position in Eastern & Western region channels in Jan-June 06
  • Like Northern region channels, 'Government' advertising got place in the Top 5 Advertisers' list in Western region channels also

Share of Commercials and Promos in Eastern & Western region channels in Jan-June 2006
 
 
  • Advertising skewed towards Promos over Commercials in Eastern & Western region channels in Jan-June 06

Watch out for forthcoming interesting analyses in future.
 
(Analysis from AdEx India - A Division of TAM Media Research)
 
 
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