Indiantelevision.com presents AdEx India Analysis
 

Channel promos comprised 22% of channel content promotions
(25 July, 2006)
 

This week AdEx India concludes the three part analysis on Promotions on TV during January - June '06 with a focus on Channel Promotions.

Before beginning Part III of 'Promotions on TV', let's review the findings of the preceding newsletter:

  • Part II showed that Channel Content Promotions formed 88 per cent share of Overall Promotional activities on TV in January - June '06
  • Ad Volumes of Program Promotion got a push of 21 per cent in January - June '06 over January - June '05

Highlights:

  • 'Channel Promotions' were 22 per cent of channel content promotions in January - June '06.
  • Channel image promotions forms 32 per cent of channel promotions in January - June '06.
  • In January - June '06, channel promotions got a nudge of seven per cent compared to January - June '05.
  • News Channels had the highest share of 'Channel Image Promotions' at 55 per cent.
  • The number of Channels Promotions used per day increased by 16 per cent in January - June '06 compared to January - June '05.
  • 'Sahara Entertainment TV' and 'Star TV Network' shared the top advertiser's position with 10 per cent share each.

(Please Note: Ad volumes is based on secondages)

A recap of the categorisation of Promotions on TV channels:

]

Below chart shows the segregation of above seven promotions:

Overall the promotions are divided under three headers: Channel Content Promotions, Brand Promotions and Channel + Brand Promotions.
 
 

Contribution of Channel Promotion in Jan -Jun 2006
 
 
  • Channel Promotions formed a share 22 per cent in January - June '06.
  • After 'Channel General Promotions' (54 per cent), 'Channel Image Promotions' had the highest share of 32 per cent in overall channel promotions.

Trend of Channel Promotions since the first half of 2005
 
 
  • Ad volumes of channel promotions saw a growth of seven per cent in the first half of 2006 compared to the first half of 2005.

Growth of the types of Channel Promotions since January - June '05
 
  • Ad volumes of 'Channel Image Promotions' increased by 21 per cent in the first half of 2006 compared to the first half of 2005.
  • Channel General Promotions' and 'Channel Properties Promotions' rose by one per cent in January - June '06 over January - June '05.

Channel genres and their share in Channel Promotions in the first half of 2006
 
 
  • Highest share of 'Channel General Promotions' and 'Channel Properties Promotions' on GECs.
  • More than half (55 per cent) of the 'Channel Image Promotions' by News Channels in January - June '06.

Number of Channel Promotions on TV per day since first half of 2005
 
 
  • The number of Channel Promotions rose by 16 per cent in the first half of 2006 compared to first half of 2005.

Top Broadcasters utilising Channel Promotions in Jan-June '06
 
 
  • Sahara Entertainment TV' and 'Star TV Network' were head to head with 10 per cent share each in January - June '06.
  • Regional giant Sun Network in the fourth position.

We shall be coming out with similar analyses on other categories in the coming days.
 
(Analysis from AdEx India - A Division of TAM Media Research)
 
 
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