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Indiantelevision.com presents AdEx India Analysis


Advertising by Real Estate firms on TV in H1 2007 (31 July, 2007)

Key Findings:

43 per cent growth in advertising by Real Estate firms on TV in H1 2007 compared to H1 2006.
Sector 'Real Estate' garnered 60 per cent of advertising by firms in H1 2007.
Maximum advertising by Real Estate players on Regional News channels.
Advertising ratio of 64:36 by National and Local players.
M-Tech Developers and Suncity Projects were the Top two players on TV.
HDIL was the Top player among new entrants on TV in H1 2007.
87 per cent rise in average number of ads per day by Real Estate firms in H1 2007.

This week, AdEx India looks at the advertising trends of Real Estate firms on TV in the first half of 2007.

Growth in overall advertising by Real Estate firms on TV.

43 per cent rise in ad volumes of Real Estate firms on TV during H1 2007 over H1 2006.

Quarterly advertising trend by Real Estate players on TV during 2005-2006.

Compared to third quarter, fourth quarter of 2006 saw a rise of 27 per cent in ad volumes.
M Tech Developers, N R Builcon and Olive Builders and Developers were the main three contributors accounting for growth in Q4 2006.

Sectors used by Real Estate firms in January-June 2007.

Apart from advertising in Real Estate sector, the firms focused on Event based advertising in H1 2007 where Parsvanath Developers sponsored the event 'The Real Estate Excellence Awards'.
Also January-June 2006 saw high event advertising for 'Maharashtra Vision 2010' organized by MIDC.
H1 2007 saw high four times growth in Public Issue advertising by Real Estate firms.

Channel Genres used by Real Estate players in January-June 2007.

In January-June 2006, maximum advertising by Real Estate players was registered on Hindi News channels however Regional News channels had the maximum share in H1 2007.
Regional News channels saw a huge seven times growth in ad volumes in H1 2007 over H1 2006 (with two times rise in number of Real Estate players).

Share of National vs. Local Real Estate players on TV in January-June 2007.

Among all Real Estate players, 23 per cent were National players which accounted to 64 per cent of ad volumes on TV in January-June 2007.

Top Real Estate players on TV in the first half of 2007.

M Tech Developers who did not advertise in H1 2006 jumped to the Top position on TV in H1 2007.
Compared to H1 2006, Suncity Projects, DLF group and Parsvanath Developers were the three players who secured their positions in the Top ten list in H1 2007.

New Real Estate firms advertised on TV in the first half of 2007.

Overall, 188 new Real Estate players advertised on TV during H1 2007.
Apart from advertising in Real Estate segment, the Top new entrant HDIL came up with its Public Issue also in H1 2007.

Average Ads per day by Real Estate firms on TV.

Approximately twice the number of ads per day on an average registered by Real Estate firms across all segments on TV in H1 2007 compared to H1 2006.
Advertising frequency of Public Issue and Corporate Image by Real Estate firms saw a rise of three times and two times respectively in H1 2007.

Watch out for forthcoming interesting analyses in future.

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