TV
advertising of Education sector soared up by 82 per cent during
January -May 2007.
'Educational
Institutions' garnered 62 per cent of the advertising pie.
Coaching
Centre exhibited the max. growth of 2.2 times in ad volumes.
Channels
from South Zone took a lead with 40 per cent share.
Nearly
50 per cent of ad volumes grabbed by News channels.
'Sri
Chaitanya Academy' was the top player on TV during January - May
2007.
This
week, AdEx India looks at the advertising trends of Education Sector
on TV during January - May 2007.
Growth of 82 per cent in ad volumes of Education sector on TV
in January - May 2007 over January - May 2006.
Delhi
Public School, National Centre for Professional Training and
Narayana IIT Academy were the Top three contributors with the
highest growth.
Segmentation
of Education sector on TV during January - May 2007.
'Educational Institutions' grabbed more than 60 per cent of
advertising followed by 'Vocational Training Institute' and
'Coaching Centre/Competitive Exams' with 14 per cent and 12
per cent share respectively.
Out of overall number of players, 74 per cent of players belonged
to 'Educational Institutions'.
Segment
wise growth on TV in January - May 2007 over January - May 2006.
Coaching
Centre saw the highest 2.2 times growth in ad volumes followed
by Foreign Education and Computer Education with 1.4 and 1.2
times respectively in January - May 2007 over January - May
2006.
In Coaching Centre segment, Narayana IIT Academy and Sri Chaitanya
Academy were the two main contributors.
Zone
wise distribution of advertising by Education sector.
South
zone channels saw maximum ad volumes by Computer Education
and Coaching Centre segments.
High advertising by Foreign Education and Vocational
Training Institute in East zone and National channels
respectively.
Channel
Genres used by Education sector in January - May 2007.
News
genre took a lead with 49 per cent ( where Hindi and
Regional news channels contributed the max.) followed
by the GEC (max. ad volumes in Regional GEC) with 30
per cent share.
Nearly
60 per cent of ad volumes by Coaching Centre and Educational
Institutions on News channels whereas high volumes were
contributed by Foreign Education and Computer Education
segments in Regional GECs.
Segment
wise Top players of Education sector on TV.
Interestingly
the top two slot in Overall Top 10 list of players is
secured by Sri Chaitanya Academy (Coaching Centre) and
CSC Computer Education (Computer Education) on TV in
January - May 2007.
Educational
Institutions saw 'Foot wear' specialized player in Top
3 list however Vocational Training Institute saw specialized
players offering courses related to Air Hostess training,
English Speaking and Fashion Design.
Foreign Education saw advertising by four players on
TV.
We
shall be coming out with similar analyses on other categories
in the coming days.
Approx.
300 new advertisers were registered in Education sector
on TV during January - May 2007, out of which 78 per
cent of players were contributed by Educational Institutions.
The
Top three new players on TV were Narayana Group of Educational
Institution, DSMS College and Excellence Aviation Academy.
Watch
out for forthcoming interesting analyses in future.
(Analysis from AdEx India - A Division of TAM Media Research)
TV
advertising of Education sector soared up by 82 per cent during
January -May 2007.
