MAM
Report on Shemaroo

TV eats into ad shares of radio, print in South India: TAM

The Southside Story 2018 gives insights into the AdEx trends in South Indian state

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/02/18/Southside.jpg?itok=uNKyWnQf

MUMBAI: TAM Media Research - a joint venture between global media research organisations, Nielsen and Kantar has released the very first and one-of-its-kind, comprehensive go-to-market AdEx study for South India. ‘The Southside Story 2018’ shows a sharp increase in the advertising potential in the southern market as media outlets are growing at an exponential rate. One third of all India advertisers are spending in the southern market.

The year 2018 was dominated by television followed by radio FM in the share of advertising. The advertising pie (in terms of ad insertions) had 79 per cent share of television and 16 per cent share of radio. In terms of ad insertions, print ranked last with a low 4 per cent share.

The report shared, “The number of TV Channels has increased by 45 per cent (2014: 137 to 2018: 199). Year 2018 had over 66,000+ advertisers/ 86,000+ brands advertising across 690+ categories in TV, print and radio.”

The sectoral analysis within the report reveals that personal care is the highest contributor to the advertisements on south Indian TV, the services sector is focusing majorly on the radio, and the auto sector advertises the most on print. The top 10 common advertisers contributed 25 per cent of ad insertion share in the Southern market during the year 2018, whereas from 2014-17 it was 33 per cent.

The state-wise details for the period between 2014 and 2018 reveal that the share of ad insertions on Andhra Pradesh was dominated by television, which stood at 70-78 per cent. Television ruled the ad shares in Karnataka as well, with insertions ranging from 67-77 per cent, which also substantially ate into the pie of radio and print.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/18/interbrand.jpg?itok=-T7Dqbrh
Interbrand unveils top 30 brands set to revolutionise the US market

Mumbai: Global brand consultancy Interbrand launched its Breakthrough Brands 2021 report unveiling the top 30 brands set to take the US market by storm in the coming decade. From mobile banking developed specifically for Black and Latinx customers to secure messaging services and plant-derived...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/car24.jpg?itok=Nh_my-Z3
CARS24 expands operations to UAE and Australia

E-commerce platform for pre-owned vehicles, CARS24 is set to disrupt the used automobile ecosystem around the globe. The company has launched its business in Australia and UAE and is gearing up to launch business in Southeast Asian and Middle East countries this year.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/icc.jpg?itok=zMsNkvJE
ICC announces Upstox as Official Partner

The International Cricket Council (ICC) on Thursday announced a major long-term partnership with the homegrown investment platform Upstox.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/tiger.jpg?itok=JJybLGVw
ESPL ropes in Tiger Shroff as brand ambassador for its Esports league

The Esports Players League (ESPL) has roped in Bollywood actor Tiger Shroff as the brand ambassador for its first-ever franchise-based Esports league - ESports Premier League. The inaugural edition of the league began on 16 June.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/mpl.jpg?itok=QdlBiYsT
IOA ropes in MPL Sports Foundation as Principal Partner for Tokyo Olympics

Indian Olympic Association (IOA) on Thursday roped in MPL Sports Foundation, the community initiative of esports platform Mobile Premier League (MPL), as its principal partner for the upcoming global sports events.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/photogrid_plus_1623925141319.jpg?itok=auZl08NX
IKEA enters Bengaluru with eCommerce & mobile shopping app

Mumbai: Swedish home furnishing retailer IKEA on Thursday announced the launch of its eCommerce services and mobile shopping app in Bengaluru. The people of Bengaluru will now be able to choose from over 8,000+ functional and sustainable home furnishing products and solutions from the furnishing...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/photogrid_plus_1623925027045.jpg?itok=Szyi3VJW
MediaCom wins media mandate for Aqualite

Mumbai: MediaCom India, a GroupM media agency has been awarded the media mandate for Aqualite, manufacturer of men’s and women’s footwear. The mandate was bagged after a multi-agency pitch and will be serviced out of MediaCom’s Gurgaon office. The media duties include media strategy, planning,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/fizz-800.jpg?itok=rIgGyXyQ
PepsiCo takes Parle Agro to court over 'For the Bold' tagline

Mumbai: PepsiCo India has filed a trademark violation case against Mumbai-based beverages major Parle Agro over the use of the tagline- 'For The Bold' by the latter for the beverage B Fizz launched last year. The US beverage and packaged food company moved the Delhi high court earlier this month...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/trade_desk.jpg?itok=xCBY3QSd
The Trade Desk Launches in India, appoints Tejinder Gill as General Manager

New Delhi: Global advertising technology firm, The Trade Desk has launched operations in India, and appointed Tejinder Gill as the company’s India general manager. Gill will lead the company’s business and growth strategy in India, helping Indian brands and publishers unleash the full potential of...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required