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Analysis of Mobile Phones advertising on TV in year 2006

(15 May, 2007)
 

Key Findings:

  • Ad volumes of Mobile Phones leaped by 34 per cent on TV in year 2006 over 2005.
  • 32 per cent growth in Mobile Phones advertising in Q1 2007 over the same quarter of 2006.
  • National channels had the lion's share of 85per cent.
  • GEC genre had the maximum ad volumes with 25 per cent share in its kitty.
  • Nokia Corporation ruled Mobile Phones advertising in 2006.
  • Nokia advertised with the highest number of brands and had the maximum new brand launches on TV in 2006.
  • Abhishek Bachchan topped the Celebrity endorsement list.
  • Mobile Phones used more Tag promos over Commercials.

This week, AdEx India looks at the advertising trends of Mobile Phones on TV in the year 2006.

Growth in Mobile Phones advertising on TV.

 
 
  • Mobile Phones witnessed a rise of 34 per cent in ad volumes in the year 2006 compared to previous year.

Quarterly advertising trend of Mobile Phones across 2005-2006 on TV.
 
 
  • High advertising by Samsung India and Spice Communications resulted in increase in ad volumes in Q3 2006.
  • Nearly equal share of volumes by Mobile Phones in the third and fourth quarter of 2006.

Growth in Mobile Phones advertising on TV (Q1 2007 Vs Q1 2006).
 
 
  • Q1 2007 saw a rise of 32 per cent in ad volumes of Mobile Phones over Q1 2006, due to high advertising by Nokia Corporation and Sony Ericsson.

Zone wise contribution of advertising by Mobile Phones.
 
  • National channels had a share of 85 per cent in ad volumes of Mobile Phones.
  • Among the Regional channels, advertising was skewed towards South zone.

Usage of Channel Genres by Mobile Phones in year 2006.
 
 
  • GEC topped Mobile Phones advertising with 25 per cent share, with almost equal contribution by English, Hindi and Regional Entertainment channels.
  • Music ,News and Movies genres at second, third and fourth position with marginal difference in share of advertising in 2006.

Top players of Mobile Phones on TV.
 
 
  • Nokia Corporation topped advertising on TV in the year 2006.
  • Sony Ericsson came on second position with 20 per cent share followed by Motorola with 14 per cent share

Players with the maximum number of Mobile Phone brands on TV.
 
 
  • Total 103 brands of Mobile Phones were advertised on TV in the year 2006.
  • Nokia advertised with the highest number of brands followed by Motorola and Sony Ericsson with 17 and 14 brands respectively.

Celebrities endorsing Mobile Phones on TV in year 2006.
 
 
  • Ambassador of Motorola, Abhishek Bachchan had the largest chunk of ad volumes with 55 per cent share.
  • John Abraham, the official endorser of Samsung, was second followed by Priyanka Chopra, the official endorser for Spice mobile.

Usage of Tag Promo and Commercial by Mobile Phones on TV.
 
 
  • Mobile Phones used 53:47 ratio of Tag promo and Commercials on TV in 2006.

New Brands of Mobile Phones launched on TV in 2006.
 
 
  • Out of the bouquet of 72 new brands of Mobile Phones in 2006, 22 belonged to Nokia, out of which six of them are listed in the top 10 list.
  • Two of Sony Ericsson's new brands made to the top 10 chart in 20

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