Real Estate
advertising on TV in the year 2006
(13 February, 2007)
Key
Findings:
Nearly
four times growth in ad volumes of Real Estates on TV in 2006
over the previous year.
70
per cent of total advertisers were new entrants on TV in 2006.
Q4 saw a peak in ads of Real Estates in 2006.
Advertising
skewed towards Hindi News channels with 42 per cent share of
ad volumes in the year 2006.
DLF
Group topped advertising on TV.
Sahara
India Housing and DLF Group had the maximum share of advertising,
endorsed by celebrities, in the year 2006.
Shahrukh
Khan leads celebrity endorsed advertising of Real Estates in
2006.
This
week, AdEx India looks at the advertising trends in Properties/Real
Estate sector in the year 2006.
Growth
in advertising of Real Estates on TV in 2006 compared to previous
year.
A huge four times growth observed in ad volumes of Real Estates
on TV in the year 2006 compared to 2005.
Contribution
of New advertisers in Real Estates on TV in 2005-2006.
15
per cent rise in number of New advertisers in Real Estates on
TV in the year 2006 over 2005.
2006
saw 70 per cent of the total advertisers were new entrants whereas
in the year 2005, the share of new advertisers was 76 per cent.
Quarterly
trend of advertising by Real Estates on TV in 2006.
An
upward trend is seen in advertising by Real Estates in each
quarter on TV in the year 2006.
Maximum
advertising by Real Estates advertisers in the last quarter
of the year.
Zone
wise share of advertising by Real Estates on TV in 2006.
64
per cent share of ad volumes belonged to National channels
on TV in the year 2006.
Among
the Regional zone, Southern and Northern channels had
the maximum 15 per cent and 11 per cent share respectively.
Channel
Genres used by Real Estates advertisers on TV in the year
2006.
3/4th
of the ad volumes of Real Estates were contributed by
the top three channel genres in the year 2006.
Hindi News channels had the larger share of the pie
with 42 per cent share followed by Business channels
and Regional GEC with 18 per cent and 14 per cent share.
Top
five Advertisers of Real Estates on TV in the year 2006.
Top
five advertisers contributed 42 per cent share of the
ad volumes in Real Estates on TV in the year 2006.
DLF
Group leads advertising with 14 per cent share followed
by Suncity Projects Limited with 10 per cent share.
Close
competition for the third position by Sahara India Housing
and Parsvanath Developers.
New
advertisers of Real Estates on TV in the year 2006.
Among
the new entrants of Real Estates in 2006, DLF Group
topped advertising followed by Parsvanath Developers
on TV.
Real
Estate Advertisers using endorsement by Celebrities on TV
in the year 2006.
Only
four of the Real Estate advertisers used endorsement
by Celebrities on TV in the year 2006.
80
per cent of the advertising endorsed by Celebrities
was contributed by Sahara India Housing and DLF Group.
Celebrities
endorsing Real Estate advertising on TV in the year 2006.
Five
Celebrities (two Film actors, one Film actress and two
TV actresses) were used by the Real Estate advertisers
for endorsement on TV in 2006.
Shahrukh
Khan (endorsing DLF Group) had the maximum 35 per cent
advertising share followed by Amitabh Bachchan and Aishwarya
Rai (endorsing Aamby Valley City) with 23 per cent and
21 per cent share respectively.
Watch
out for forthcoming interesting analyses in future.
(Analysis
from AdEx India - A Division of TAM Media Research)
Nearly
four times growth in ad volumes of Real Estates on TV in 2006
over the previous year.
