Telecom Sector
advertising on TV in the year 2006
(20 February, 2007)
Key
Findings:
28
per cent rise in ad volumes of Telecom sector on TV in 2006
over the previous year.
54
per cent share of ad volumes were garnered by Telecommunication
Services on TV in 2006.
Q4 saw the maximum ads of Telecom sector in the year 2006.
Most
of the ads of Telecom sector on Hindi News channels.
Nokia
Corporation topped advertising on TV.
A
high 56 per cent share garnered by Tata Teleservices in advertising
endorsed by Celebrities in the year 2006.
Kajol
leads Celebrity endorsed advertising of the Telecom sector in
2006.
This
week, AdEx India looks at the advertising trends in the Telecom
Sector in the year 2006.
Growth
in advertising of Telecom Sector on TV in 2006 compared to previous
year.
28 per cent rise in ad volumes of Telecom Sector on TV in the
year 2006 compared to 2005.
Contribution
of Telecommunication Services and Equipments in Telecom Sector on
TV in the year 2006.
A
high 54 per cent share of ad volumes contributed by Telecommunication
Services in the Telecom Sector on TV in the year 2006.
Telecommunication
Equipments had a 46 per cent share.
Share
of sub-categories in Telecom Sector on TV in the year 2006.
Cellular
Phones had the maximum 46% share of ad volumes in the Telecom
Sector closely followed by Cellular Phone Service with 44% share
on TV in the year 2006.
10
per cent share of ad volumes belonged to other 6 sub-categories.
Quarterly
advertising trend of Telecom Sector on TV in the year 2006.
A
linear rising trend is seen with addition in number
of ads of Telecom sector in each quarter on TV in the
year 2006.
The
fourth quarter had the maximum ads of Telecom sector.
Channel
Genres used by Telecom Sector on TV in the year 2006.
The
Top five channel genres contributed 56 per cent share
of the ad volumes in Telecom sector on TV in the year
2006.
Most of the Telecom sector ads in Hindi News channels
(15 per cent) followed by equal 11 per cent share of
Hindi/English Music and Regional GECs.
Top
five Telecom Sector advertisers on TV in the year 2006.
Nokia
Corporation leads Telecom sector advertising with 21
per cent share of ad volumes on TV in the year 2006.
Close
competition between Bharti Airtel and Reliance Communications
with equal 11 per cent share for the second position.
Top
New Brands launched in the Telecom Sector on TV in year
2006.
Four
of the Top ten new entrants on TV belong to Nokia Corporation
in the year 2006.
Nokia N91 was the top new entrant.
Day
Parts used by the Telecom Sector on TV in 2006.
Prime
time had the maximum advertising by Telecom sector advertisers
on TV in the year 2006.
Advertisers
with the maximum advertising endorsed by Celebrities on
TV in 2006.
Tata
Teleservices had the maximum 56 per cent share of ad
volumes (Tata Indicom brands being endorsed by Kajol
and Ajay Devgan) in 2006.
Hutchison
Essar at second position with 18 per cent share (Hutch
service endorsed by Rahul Dravid).
Profession
of Celebrities used by Telecom sector on TV in the year
2006.
Maximum
46 per cent share of ad volumes contributed by 2 of
the Film Actresses in the year 2006.
35
per cent share by four Film Actors followed by 19 per
cent share by three Sports persons.
Top
Celebrities endorsing Telecom sector on TV in year 2006.
Kajol
endorsing three Tata Indicom brands had the highest
35 per cent share followed by Ajay Devgan (also endorsing
three Tata Indicom brands) with 21 per cent share on
TV in the year 2006.
Rahul
Dravid endorsing Hutch service had a 18 per cent share
whereas John Abraham endorsing two of the cellular phones
had 12 per cent share.
Watch
out for forthcoming interesting analyses in future.
(Analysis
from AdEx India - A Division of TAM Media Research)
