TAM AdEx reveals print, radio reducing spend on TV

TV has been increasing ad-spends on the print medium

MUMBAI: A recent report created by AdEx, a part of TAM Media Research, has revealed how television medium uses others mediums i.e. print and radio for its own advertising and vice versa.

As per the report, television has been increasing ad-spends on the print medium for the past three years—it spent 85 per cent of its ad revenue on print in January-September 2016, followed by 94 per cent and 95 per cent during the same period in 2017, and 2018 respectively. The subsequent ad-spends on radio dipped from 15 per cent in 2016 to 6 per cent in 2017, and 5 per cent in the current year.

On the other hand, print has been deducing its ad-spend ratio on TV to radio. In January-September 2016, it spent 85 per cent on TV and 15 per cent on the radio. In the following year, the ratio was 83 per cent and 17 per cent respectively, while it further changed to 82 per cent and 18 per cent in 2018.

Radio also has been reducing its ad expenditure on TV. As per the report, radio medium spent 91 per cent share of its ad expenditure on TV in January-September 2016 and decreased it to 83 per cent in 2017. There had been a slight increase in the expenditure in 2018 as compared to the previous year, but the share remained much less than 2016, at 85 per cent. The subsequent expenditure on print medium was 9 per cent, 17 per cent, and 15 per cent, respectively.

On a related note, India is one of the top countries when it comes to investing money in ad-expenditures. As per the latest report revealed by GroupM, the media investment arm of WPP group, India will rank third globally in terms of ad-expenditures in the coming year, contributing $ 1.35 billion to worldwide spends.

An Indian Brand Equity Foundation (IBEF) report of March 2017 highlighted the market size of various media terming print as the biggest contributor to the sector, accounting for almost 41.2 per cent of the total advertising revenue, followed by TV (38.2 per cent) and other modes including radio, outdoor, and cinema collectively contributing 10 per cent. The share of digital stood at 11 per cent.

Latest Reads
Hrithik Roshan challenges himself to do better in Lupin’s Be One campaign

Mumbai: Contract Advertising, a part of the Wunderman Thompson Group and member of the WPP network, has created the #BanoKhudSeBehetar campaign, featuring Hrithik Roshan, for Lupin’s Be One 100 per cent Ayurvedic Energy supplements.

MAM Media and Advertising Ad Campaigns
Glad U Came bags PR Mandate for Huedee

Mumbai: PR and influencer marketing agency Glad U Came has bagged PR mandate for Huedee, India’s first tie-dye brand.  “Our young, dynamic, and agile team's synergies match Huedee's which is an added plus point," commented Glad U Came founder Maddie Amrutkar. "We look forward to create some amazing...

MAM Media and Advertising Account
Astral Adhesives celebrates 25 years of Bondtite with its first campaign

Mumbai: Astral Ltd's adhesives manufacturer Astral Adhesives has launched a nationwide campaign for its epoxy adhesive brand - Bondtite. The TVC is conceptualised by The Womb in co-operation with Astral Adhesives team and it is in sync with Republic Day which unifies India.

MAM Media and Advertising Ad Campaigns
Parle-G reminisces about India’s journey on 73rd Republic Day

Mumbai: Reminiscing the yesteryears of India’s redefining moments, food company Parle Products celebrates the spirit of a sovereign India in its Republic Day film. Tracing the journey of its flagship brand Parle-G, the film depicts the journey of the homegrown brand as the country evolved from...

MAM Marketing Brands
Brands rekindle patriotic fervour, as the nation celebrates 73rd Republic Day

The nation marks 73 years of its transition to a republic on 26 January. To commemorate the day on which the Constitution of India came into effect, brands have come out with varied campaigns and initiatives that celebrate the important day.

MAM Marketing Brands
L&K Saatchi & Saatchi wins integrated creative mandate of Embassy

Mumbai: Real estate company Embassy Group has roped in L&K Saatchi & Saatchi as its creative partner. The agency would begin its partnership with the real estate group by managing the integrated creative mandate for its premium residential portfolio Embassy Springs.

MAM Media and Advertising Account
ICICI Lombard names Sheena Kapoor as marketing, corporate communications & CSR head

Mumbai: Private general insurance company ICICI Lombard has named Sheena Kapoor as its new head - marketing, corporate communications and CSR.   In this role, Kapoor will focus on developing and strengthening corporate advertising and branding, customer-oriented awareness strategies, across all...

MAM Media and Advertising People
CredAvenue onboards Abhishek Mehrotra as its CHRO

Mumbai: Homegrown debt markets platform CredAvenue has announced the onboarding of Abhishek Mehrotra as chief human resource officer (CHRO). In this role, Mehrotra will be responsible for leading the company’s human resource function, thereby bolstering CredAvenue’s people culture while cultivating...

MAM Media and Advertising People
Kiran Anthony, Mahesh Gharat step down as Ogilvy South CCOs

Mumbai: Ogilvy India (South) has announced changes in its creative leadership with chief creative officers (CCOs) Kiran Anthony and Mahesh Gharat having put in their papers and deciding to move on from the agency. Gharat will be moving into a full-time direction and Anthony will continue to lead Vi...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required