This week, AdEx India analyzes the advertising trends of Telecom Sector on TV in the first half of 2007.

Quarterly trend of advertising by Telecom Sector on TV.

• Telecom sector had approximately 60 per cent of ad volumes in the second half of both the years.
• Q2 and Q3 of 2006 saw high advertising share as compared to the same period in the previous year.

• January - June 2007 saw a rise of 61 per cent in overall ad volumes of Telecom sector on TV compared to the same period in 2006.
• Telecom sector had a 5 per cent share in overall advertising in H1 2007.
  

62 per cent share of ad volumes were contributed by Telecom Services, out of which 84 per cent was contributed by Cellular service companies. Corporate/Public Issue had a nominal 2 per cent share in entire advertising. Fastest growing Segment of Telecom Sector.

Telecommunication Services showed a growth of 88 per cent in advertising whereas Telecom equipments had a rise of 28 per cent in H1 2007 over H1 2006. First half of 2007 saw high advertising by Telecommunication related Services (like India Call Card, Video Conferencing, Travel Sim Card etc.) and Internet Telephonic services. Per cent Share of Channel Genres.

Maximum advertising share by Telecommunication Equipments on Regional GEC's closely followed by Infotainment and Hindi Movie channels. Service providers had high advertising on Hindi News and Regional GECs. The Top five players on TV in the first half of 2007.

Nokia advertised with maximum range of brands in Telecommunication Equipments on TV in H1 2007. Bharti Airtel with eight service related ads topped the advertising chart followed by Hutch with seven services. New Brands advertised in Telecom Equipments and Services.

Under Telecom Equipments, 42 new brands were introduced on TV in H1 2007 whereas Telecom service providers had 23 new service additions. Service providers introduced new services like Lifetime validity for Rs. 999, Live Search to find mobile and world-wide-web content and information on phone, Pink Ticker for daily dose of news/cricket scores etc. Celebrity endorsement in H1 2007.

Seven of the celebrities endorsed brands in Telecom sector. Kajol endorsed Tata Teleservices, which had the maximum share of celebrity endorsement. Sony Ericsson W200i stood at number two with Hrithik Roshan as their brand ambassador. Watch out for forthcoming interesting analyses in future.

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