Indiantelevision.com presents AdEx India Analysis
 

A Snapshot of advertising by Retail Outlets on TV
(3 July, 2007)

Key Findings:

  • Advertising by Retail Industry registered a rise of 12 per cent on TV during January - May 2007 over January - May 2006.
  • Fourth quarter saw the maximum ad volumes in 2006.
  • Independent Retailers had the lion's share of 83 per cent.
  • Regional based advertising by Retail Outlets - South zone channels garnered 56 per cent of ad volumes.
  • Nearly half of the advertising share contributed by GECs.
  • 'Subhiksha' and 'Saravana Stores' were the Top two Retailers.
  • 'Home Town' of Future Group topped among the new retail outlet launched.
  • Overall, January - May 2007 saw nearly 700 ads per day by Retail Outlets.

This week, AdEx India looks at the advertising trend of Retail Sector on TV.

Growth in advertising of Retail sector on TV during January - May 2007.

  • Out of overall advertising, Retail Industry contributed 1 per cent of ad volumes on TV during January - May 2007.
  • Retail Industry saw nearly 250 new advertisers on TV in January - May 2007.

The Retail Sector is further divided into Independent Retailers, Retail Category and Display Shop segments. Shops like the Adani stores, Pantaloons etc. form the Independent Retail category. The Display shop category consists of all the display retail shops like A to Z Footwear, Afia Travels etc. Local retailers of companies for e.g. retailers of Samsung refrigerators are classified as the Retail category.

Seasonality trend of Retail Industry on TV during the year 2006.
  • Retail Giants advertised heavily during the festive month 'October'.
  • Nearly 65 per cent of advertising by smaller Retail Shops in the second half of year 2006.
  • Saravana Stores, Pantaloons Retail India and The Chennai Silks Group were the Top three contributors in the month of October.

Segmentation of Retail sector on TV during January - May 2007.
  • Independent Retailers and Display Retail shops shared the Retail ad pie in ratio of 83:17, leaving a meager 0.03 per cent for Retail Categories.
  • Out of overall number of players, approx. 47 per cent of outlets were contributed by Independent Retailers.
  • Compared to January - May 2006, Independent Retailers saw a rise of 9 per cent however 35 per cent growth registered by Display Retail shops in January - May 2007.

Zone wise contribution by Retail Industry.
  • Big Retailers focused their advertising (more than 60 per cent) in South zone channels, whereas smaller retail outlets used maximum ad volumes in East zone channels.
  • South zone channels saw advertising by nearly 62 per cent of number of retail outlets.

Channel Genres preferred by Retail Outlets during January - May 2007.
  • Nearly half of the advertising volumes accounted by GEC channels (max. contribution by Regional GECs).
  • Apart from GEC and News genre, high advertising by Independent Retailers on Music channels also.
Top five Retail Outlets advertised on TV during January - May 2007.
  • Top five Retail Outlets accounted 33 per cent of the ad volumes in January - May 2007.
  • Two of the South based Big Retailers secured their place in the Top five list.
  • Top five positions saw Retail Outlets catering to Value/lifestyle as well as Clothing segment.

New Retail Outlets launched on TV during January - May 2007.
  • Overall 255 new retail outlets were launched on TV during January - May 2007, out of which 43 per cent of outlets were contributed by Independent Retailers.
  • The Top three slots were secured by Home Town (A Home Solutions store by Future Group) followed by Great Eastern Technocity (An Electronic Departmental Store by Great Eastern Appliances) and The Mobile Store (Mobile Retail outlet by Essar Telecom Retail).

Advertising frequency of Retail Outlets on TV during January - May 2007.
  • Nearly equal 8 per cent rise in advertising frequency was registered by Independent Retailers and Display Retail Shops during January - May 2007 over January - May 2006.
  • Nearly four times more frequency of commercials per day by Independent Retailers compared to Display Retail Shops on TV during January - May 2007.

Watch out for forthcoming interesting analyses in future.
 
(Analysis from AdEx India - A Division of TAM Media Research)
 
 
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