12
per cent rise in TV ad volumes of Tourism Industry in January-May
2007 compared to January-May 2006.
55:45 ratio of ad volumes garnered by State Tourism and Private/International
players.
Maximum
ad volumes by Tourism players on News channels.
'Ministry
of Tourism' leads advertising with max. 26 per cent share on
TV.
'Vibrant
Gujarat International Kite Festival 2007 topped among the new
entrants.
Prime
Time saw the maximum ad volumes.
Compared
to State Tourism, Private/International players advertised with
more number of commercials per day.
This
week, AdEx India looks at the advertising trends of Tourism Industry
on TV during January-May 2007.
Advertising
Growth of Tourism Industry on TV during January-May 2007 over January-May
2006.
Rise of 12 per cent was registered in ad volumes of Tourism
industry in January-May 2007 compared to the same period in
previous year.
Tourism
industry is thriving due to an increase in advertising by State
Government players, which witnessed a rise of 28 per cent however
a 2 per cent dip was seen in ad volumes of Private/International
players.
The
major contributors were Uttaranchal Tourism and Voyagers Club
which registered rise of 521 and 192 times in January-May 2007
over January-May 2006.
Contribution
of State Government in Tourism Industry advertising.
State
Tourism leads with a share of 55 per cent and rest 45 per cent
was contributed by Private/International players.
January-May
2007 saw advertising by 19 State Tourism players whereas nearly
100 players in Private/International segment.
Channel
Genres used by Tourism Industry in January-May 2007.
State
Tourism players focused their advertising mainly on Hindi News
followed by Infotainment and English News channels whereas nearly
equal share of advertising by Private/International players
on Infotainment and English News.
Hindi
Music and Regional News channels saw the maximum growth in ad
volumes in January-May 2007 over January-May 2006.
Top
five players of Tourism Industry on TV in January-May 2007.
Top
five Tourism players contributed 65 per cent share of
ad volumes.
Ministry
of Tourism (advertising with two brands i.e. Incredibleindia
and Exploreruralindia.org) maintained its Top rank in
January-May 2007 on TV.
Except
for the Top ranker, other four players saw growth in
their ad volumes in January-May 2007 compared to January-May
2006.
New
brands launched in Tourism sector on TV.
Overall
42 new brands were launched in Tourism sector on TV
during January-May 2007, out of which five brands were
contributed by State Tourism players.
Apart
from four brands of International players, three of
the State Tourism players also could make it to the
Top ten list.
To
promote Indian Tourism Industry, State Government used
initiatives like Vibrant Gujarat International Kite
Festival 2007 (Gujarat), Ekamra Utsav (Orissa), Rajim
Kumbh 2007(Chhattisgarh) etc.
Time
band preferred by Tourism Industry on TV.
Prime
time band saw maximum ad volumes by both State and Private/International
players.
During Prime time, 64 per cent of the ad volumes were
contributed by State Tourism players and rest 36 per
cent belong to Private/International players.
Share
of Commercial and Tag Promo used by Tourism Industry on
TV.
A high 63 per cent of ads were used for Commercials
by Tourism Industry on TV in January-May 2007.
Among
the State Tourism players, 73:27 ratio was used for
Commercials and Tag Promo.
Maximum
usage of Tag Promo by Malaysia Tourism, Makemytrip India
and Madhya Pradesh Tourism.
Average
number of ads per day by Tourism players in January-May
2007.
Private/International players saw high frequency of
ads per day however State Tourism had nearly 150 ads
per day on an average on TV during January-May 2007.
Compared
to January-May 06, a rise of 18 per cent was registered
in avg. frequency of ads per day by State Tourism players
in January-May 2007.
Watch
out for forthcoming interesting analyses in future.
(Analysis from AdEx India - A Division of TAM Media Research)
12
per cent rise in TV ad volumes of Tourism Industry in January-May
2007 compared to January-May 2006.
