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Indiantelevision.com presents AdEx India Analysis


Snapshot on Advertising by IT Industry on TV in H1 2007 (11 September, 2007)

Key Findings:

IT players advertised maximum in the fourth quarter of 2005-2006.
53 per cent rise in ad volumes by IT sector on Television in H1 2007 over H1 2006.
Peripherals products of IT sector garnered the highest share of 31 per cent in H1 2007.
IT sector advertised maximum on Hindi GEC followed by Hindi news and infotainment channels.
Moser Baer being a new entry stood at number one position in the Top 10 list.
Maximum new launches were in the category of laptops/notebooks.
IT sector had approximately 542 advertisiments per day in the first half of 2007.

This week, AdEx India analyzes the advertising trends of the Information Technology (IT) industry on TV in the first half of 2007.

Trend of advertising by IT Industry on TV.

The fourth quarter of 2006 saw a 37 per cent rise in the ad volumes of IT players on television.
The first and second quarter of 2006 had approximately 340 ads per day on an average by IT sector, this number rose to 380 in the fourth quarter.

Advertising Growth of Information Technology sector.

Television advertising of IT sector moved up by 53 per cent in the first half of 2007 as compared to the same period in 2006.
Intel Corporation and Logitech Electronics India contributed maximum to the growth of the IT sector.

The categories taken into consideration for the analysis are as follows:

Sr. No	Categories	Sr. No	Categories
1.	Chips and Microprocessors	6.	Laptops/Notebooks
2.	Computer Printers	7.	Networking
3.	Range of Computer related products	8.	Peripherals
4.	Corporate Image-Computer	9.	Servers/Mainframes/Minis
5.	Desktops	10.	Software

Share of categories in Information Technology (IT) sector on TV.

First half of 2007 saw high advertising by peripheral products (e.g. DVD/VCD, speakers, pen drive etc.) followed by corporate advertising by the IT sector.
Desktops advertising dropped from 30 per cent to just nine per cent in the first half of 2007.
Significant advertising of laptops/notebooks in the first half of both the years.

Segments with maximum growth in advertising on TV in H1 2007 over H1 2006.

Advertising of Servers/Mainframes/Minis on Television increased 37 times in H1 2007 and the sole contributor in this area was Hewlett Packard India.
Advertising of Peripheral products went up by 21 times, here the main benefactor was 'Moser Baer India'.

Channel Genres preferred by IT players in H1 2007.

IT sector advertised maximum on Hindi GEC, Hindi News and Infotainment channels in H1 2007.
Maximum advertising volumes by Peripheral products in Hindi GECs whereas Infotainment channels were preferred for Corporate advertising by IT players.

The Top 10 players of IT Industry on TV.

The Top 10 players contributed 93 per cent of ad volumes on TV in H1 2007.
Moser Baer India, the new player in H1 2007 grabbed the number one position with 30 per cent share in ad volumes.
Hewlett Packard India slipped down from its number one position in H1 2006 to fifth position in H1 2007.

New launches in the IT sector.

Overall 21 new brands were launched in the IT sector in H1 2007 on TV, out of which eight brands were from Laptops/Notebooks category.
Five of these Laptops/Notebooks were in the Top 10 list.
Moser Baer DVD/VCD was the Top new brand followed by Acer Aspire 5583.

Average ads per day by IT players on TV.

There was a rise of 60 per cent in the average frequency of ads per day, the number rose from 339 in H1 2006 to 542 in H1 2007.
Networking and Servers/Mainframes/Minis had the maximum growth in terms of ads.

Watch out for forthcoming interesting analyses in future.

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