Analysis of
Government Advertising on TV during January-August 2006
(10 October, 2006)
Key
Findings:
A huge 2.5 times jump in Government advertising during January-August
2006 over January-August 2005.
'Rural
Development' advertising had the highest growth in January-August
2006 compared to January-August 2005.
'Health
Awareness' garnered the highest 27 per cent share closely followed
by 'Health/Family Welfare' with 26 per cent share during January-August
2006.
Government
advertising skewed towards regional channels; regional GEC garnered
the maximum share of Government advertising during January-August
2006.
'National
Rural Health Mission' the most advertised brand on TV in January-August
2006.
Maximum
usage of 30 second commercials by Government.
This
week AdEx India looks at the trends of 'Government Advertising'
on TV during the period of January-August 2006.
Growth
in Government advertising on TV in January-August 2006 compared
to January-August 2005.
A huge 2.5 times growth in Government advertising on TV in January-August
2006 over January-August 2005.
Type
of Government advertising with maximum growth during January-August
2006 compared to January-August 2005 on TV.
Advertising of 'Rural Development' had the highest 44 times
growth in January-August 2006 over January-August 2005.
Other
Top 4 type of advertising with maximum growth in January-August
2006 are Education, Health/Family Welfare, Environment Awareness
and Employment Scheme.
Share
of Type of Government advertising on TV during January-August 2006.
53
per cent of the advertising contributed by 'Health Awareness'
and 'Health/Family Welfare' during January-August 2006.
'Education'
and 'IT Returns' related advertising by Government at third
and fourth position with 12 per cent and 10 per cent share respectively.
Type
of Government advertising with peak across January-August months
of 2006.
Peak
in IT Returns related advertising before the end of
Financial year 2005-2006.
Peak
in Consumer Awareness during May while Education related
advertising in the month of June 2006.
Type
of Channels used in Government advertising on TV during
January-August 2006.
Government
advertising skewed towards regional GEC on TV in January-August
2006 (with 62 per cent share).
Hindi
GEC followed with 9 per cent share of advertising.
State
wise share of Government advertising on TV during January-August
2006.
30
per cent share of Government advertising on National
channels during January-August 2006.
Overall,
regional markets had the huge 70 per cent advertising
share.
Top
10 brands used in Government advertising on TV during January-August
2006.
'National
Rural Health Mission' topped advertising on TV with
19 per cent share in January-August 2006.
'Sarva
Shiksha Abhiyan' followed with 12 per cent share.
Duration
of Commercials used in Government advertising during January-August
2006.
Maximum
usage of 30 second commercials (with 37 per cent share)
on TV in January-August 2006.
10
seconders followed with 16 per cent share.
Watch
out for forthcoming interesting analyses in future.
(Analysis
from AdEx India - A Division of TAM Media Research)
