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Tag: Lintas Media Guide

  • Lintas Media Guide 2006 Print pocketed 57% of the total ad spends in 2005

    Media matters and how. Lintas Media Services has churned out a comprehensive media guide, which is an analysis of media spends and buys in the year gone by.Released by Intellect, a part of the Lintas Media Group, it studies all genres; television, print, radio, internet, cinema, outdoor and gives a break up of the media environment and general media industry trends of last year.

    Expansion clearly has been the mantra for the print industry all through 2005. Across publications there have been launches of editions across cities or to penetrate into the lower pop-strata. Increasing competition has brought more and more supplements everyday to seek niche reader segments. The battle of the dailies in Mumbai market is an example of the expansion drive and the result of competition adding to the product. In magazines due to the allowing of foreign direct investment (FDI) we have seen the start of foreign mastheads coming to India and this will only get faster in the years to come.

    Publishers are seeing a balance between driving subscription revenues and advertising revenues. While a few have been able to push up issue prices, most others have kept the issue prices stable. Need to garner growing advertising revenues is aided by the geographical expansion and the niche targeting possible by supplements.

    Print advertising had a share of 57 per cent of the total ad spends for the year 2005. The buoyant categories such as finance, education, auto, retail, etc are all set to adding a lot to the advertising revenues further for the print industry. Realising their strength in terms of ground network, most publication networks are extending their services beyond print space selling to solutions that give a combination of print advertising along with activation programmes at the ground level. Some publications are also able to extend the solution into the web space or other media depending upon the properties they own or are aligned with.

    Like TV, advertising avoidance is an issue for print advertisers too and there are more and more instances of innovative advertising. Advertorials are also increasing besides all efforts to align with related content. However, these as yet form a minuscule percentage of the total advertising space though it is expected to grow in the years to come.

    Readership research does not offer anything new and the issues between the IRS (Indian Readership Survey) and NRS (National Readership Survey) continues as always. There is a need for the print research to reevaluate the needs of the medium and reorient their offering.

    GROWTH OF PUBLICATIONS

     

    Language
    2003
    2005
    #
    Circ(mm)
    %
    #
    Circ(mm)
    %
    Hindi
    213
    13.1
    28
    203
    12.4
    25
    English
    174
    10.1
    22
    166
    10.6
    22
    Marathi
    57
    2.9
    6
    43
    2.9
    6
    Tamil
    39
    3.2
    7
    37
    3.6
    7
    Gujarati
    32
    2.7
    6
    34
    1.1
    2
    Bengali
    28
    2.9
    6
    31
    3.1
    6
    Malayalam
    32
    5
    11
    33
    6.1
    13
    Kannada
    27
    1.5
    3
    26
    1.8
    4
    Telegu
    20
    2.2
    5
    18
    2.7
    6
    Other
    83
    3.1
    7
    76
    4.4
    9
    Total
    705
    446.7
    100
    667
    48.7
    100

     

     

    READERSHIP TREND

     

     

    Claimed Readership(%)
    		 2004 (IRS ‘03 R2) 2005 (IRS ‘05 R2)
    All India
    Urban
    Rural
    All India
    Urban
    Rural
    Dailies 33.2 54.7 24.8 35.9 56.1 27.0
    Magazines 13.6 25.3 8.7 14.5 25.5 9.6
    Any Publication 34.6 56.4 25.4 37.5 58.1 28.5
    Source: IRS 2005 R2

     

    The Times of India tops the English dailies list when it comes to the top five dailies according to IRS 2005 R2 (all India average issue readership). Hindustan Times, Hindu, Telegraph and Deccan Chronicle (in that order) follow in the list.

    In the regional dailies category, Dainik Jagran rules the roost, whereas Dainik Bhaskar, Daily Thanthi, Amar Ujala and Malayala Manorama follow suit.

    In the Top five English magazines, India Today tops the charts, whereas Readers Digest, General Knowledge Today, Filmfare and Competition Success Review feature in the top five list.

    In the regional magazines category, Saras Salil is the top read magazine. Vanitha, Kumudam, Grihsobha and India Today (Hindi) also feature the top five list.

    PRINT TOP CATEGORIES IN 2004 – 2005

     

    Category
    2004
    Rs crores
    Category
    2005
    Rs crore
    Educational Institutes
    435
    		 Educational Institutes
    506
    Corporate Brand Image
    400
    		 Property / Real Estate
    362
    Car / Jeeps
    300
    		 Corporate Brand Image
    323
    Property / Real Estate
    272
    		 Car / Jeeps
    304
    Two Wheelers
    257
    		 Independent Retailers
    250
    Coaching Centers
    146
    		 Two Wheelers
    222
    Financial reports
    145
    		 Readymade Garments
    166
    Cellular Phone Services
    138
    		 Coaching Centers
    156
    Social Ads
    125
    		 Cellular Phone Services
    144
    Events
    121
    		 Travel & Tourism
    142
    Source: Tam Adex & Lintas Media estimates based on indicative market costs

     

     

    PRINT TOP ADVERTISERS IN 2004 – 2005

     

     

    Advertiser
    2004
    Rs crores
    Advertiser
    2005
    Rs crore
    Maruti Udyog Ltd
    135
    		 Hewlett Packard
    115
    Bajaj Auto LTD
    100
    		 LG Electronics India
    86
    LG Electronics India
    89
    		 Hero Honda Motors
    72
    Samsung India
    85
    		 Bajaj Auto LTD
    72
    Tata Motors
    69
    		 Maruti Udyog LTD
    63
    Hero Honda Motors
    65
    		 Tata Motors
    57
    TVS Motor Co
    60
    		 Pantaloons Retail India
    56
    Hyundai Motor India
    59
    		 Hyundai Motor India
    56
    Hindustan Lever LTD
    57
    		 Samsung India
    54
    Hewlett Packard
    54
    		 Toyota Kirloskar
    52
    Source: Tam Adex & Lintas Media estimates based on indicative market costs

     

    Stay tuned for the next in the series…

  • Lintas Media Guide 2006 Movie channels gain in HSM; main Bangla channels lose share

    Media matters and how. Lintas Media Services has churned out a comprehensive media guide, which is an analysis of media spends and buys in the year gone by. Released by Intellect, a part of the Lintas Media Group, it studies all genres; television, print, radio, internet, cinema, outdoor and gives a break up of the media environment and general media industry trends of last year.

    In the second of the series, we take a look at the channels that dominated 2005 in the Hindi speaking markets as well as in the East, Tamil Nadu, Kerala and Karnataka.

    While Star Plus continued to reign supreme in the Hindi speaking market, Hindi movie channels like Max and Zee Cinema have managed to strengthen the position of the genre in 2005.

    In the Hindi speaking markets, Star Plus continued to enjoy its leadership position throughout 2005. Its channel share, however decreased by one per cent last year to 19 per cent as compared to 2004‘s 20 per cent in the C&S 4+ SEC ABC Hindi speaking markets between week 40 – 44. Sony and Zee‘s channel shares, on the other hand, too dipped by a per cent last year to settle at six per cent and four per cent respectively.

    Meanwhile, movie channels like Max and Zee Cinema gained momentum and overall managed to their strengthen the position of the genre in 2005. While Zee Cinema, which didn‘t figure in the 2004 charts, managed to rear its head with a channel share of five per cent; Max retained its channel share of five per cent in 2005. Thus, strengthening the movie genre in the overall pie.

    Cable channels in the Hindi speaking markets too shed their numbers from 13 per cent in 2004 to 11 per cent in 2005. The channel share of DD1 dipped in 2005 from that of four per cent in 2004.

    Also, the basket of “other” channels increased from 46 per cent in 2004 to 50 per cent in 2005 in the Hindi speaking markets.

    In East India, as cable penetration increased, DD7 as a viewing choice of people reduced. Regional channels too suffered as ETV Bangla and Aakaash Bangla each lost two per cent market share last year as compared to a market share of 17 per cent and six per cent in 2004. Zee Bangla too lost one per cent in 2005 with a channel share of four per cent.

    Star Plus, on the other hand, gained one per cent and stood with 12 per cent channel share. Sony managed to hold on to its share of five per cent, whereas Zee TV and Zee Cinema both managed a four per cent channel share in 2005.

    In Tamil Nadu, Kalanithi Maran‘s empire continues to reign supreme. While the flagship channel – Sun TV – continues to rule with a channel share of 49 per cent, its sibling KTV has emerged as a frequency builder with a channel share of 12 per cent in 2005. Two other Sun channels Sun Music and Sun News also made their presence felt with channel shares of six per cent and two per cent respectively.

    On the other hand, while specific time bands of Vijay TV and Jaya TV are doing well, both channels had a share of five per cent each in 2005. Jaya TV‘s share went down by one per cent in 2005, while that of Vijay TV‘s remained status quo. The share of “Other” channels dropped in Tamil Nadu from 17 per cent in 2004 to 14 per cent in 2005.

    In Kerala, Surya TV and Asianet have been loosing their share to other channels. While Surya TV‘s share fell from 27 per cent in 2004 to 22 per cent in 2005, that of Asianet fell from 25 per cent to 23 per cent. “Other” channels have gained share from 24 per cent in 2004 to 31 per cent in 2005.

    On the other hand, in Karnataka, while Udaya leads in terms of channel share, Ushe TV has been emerging as a frequency builder. Udaya‘s shares increased from 17 per cent in 2004 to 21 per cent in 2005. ETV Kannada, on the other hand, managed to retain its share of 12 per cent through 2004 and 2005, while Sun TV‘s shares in Karnataka dropped from seven per cent to nine per cent.

    Stay tuned for the next in the series…

  • TV spends show 20% increase to Rs 55 billion in 2005

    Media matters and how. Lintas Media Services has churned out a comprehensive media guide, which is an analysis of media spends and buys in the year gone by. Released by Intellect, a part of the Lintas Media Group, it studies all genres; television, print, radio, internet, cinema, outdoor and gives a break up of the media environment and general media industry trends of last year.

    With data compiled from all over the Indian subcontinent, spanning more than 28 states and seven Union territories, the guide is an all-inclusive take on the Indian media industry and players.

    Lintas Media Group director media services Lynn de Souza said, “Media closed 2005 on a happy note and 2006 promised to be an optimistic year. The total advertising media spends showed a growth of 15 per cent reaching a figure of Rs 159.41 billion. While print continued to hold more than 57 per cent of the total media spends, radio, as a means of advertising saw an increase in the ad spends. Cinema, outdoor, and internet on the other hand capitalised on innovations. In many ways, 2006 will be a year that we can all excitedly look forward to.”

    The total media expenditure mix for 2005 was that of Rs 159.41 billion over 2004‘s Rs 120.71 billion, of which press saw a growth of 14 per cent over 2004 with an expenditure of Rs 90.64 billion in 2005. Internet saw a growth of 35 per cent with its media expenditure standing at Rs 1 billion in 2005 over Rs 740 million in 2004. Radio and Outdoor medium saw a growth of 25 per cent each, with outdoor at Rs 8.55 billion and radio standing at Rs 3.75 billion. All in all, an overall growth of 15 per cent was witnessed in 2005 across all media.

    Of the total Rs 159.41 billion media expenditure in 2005, press share comprised 56.9 per cent, television was 34.7 per cent, outdoor was 5.4 per cent, radio was 2.3 per cent and internet was 0.6 per cent.

    In the first of the series, we take a look at what the Television scenario in 2005 was like.

    Television spends showed a 20 per cent increase to Rs 55.26 billion in 2005 as compared to 2004‘s Rs 46.08 billion. While cable and satellite channels contributed significantly to this growth, DD terrestrial channels too clocked a healthy growth figure. What has fuelled this growth is the sharing of cricket rights and the increasing need for the advertiser to reach smaller towns.

    Television not only saw a continued increase in the number of channels but also in ad spends. TV spends increased by news channels, kids channels, niche entertainment channels, continued to add to the existing channel bouquets.

    Not only TV software but immense progress was seen in the TV delivery systems. DTH, IPTV, digital cable, CAS – all have become a feasible reality now limited only by the government stipulations.

    The Lintas Media Guide mentions that these developments promise to aid faster penetration of satellite channels to the hinterlands and at the same time will enable providing a richer and interactive viewing experience for the upper town populace.

    DTH, on the other hand, too became a reality with DD Direct and Zee‘s Dishtv stepping on the pedal to make available their services to small town and rural areas. Now with the impending launch of the Tata Sky DTH platform, this space will gain further impetus.

    On the programming front, as family dramas lost some charm, multiple offerings amongst news, kids and niche entertainment channels brightened the choice for the viewers. However, there was no respite in the rate at which new channels are being added to the current bouquets from the earlier years.

    According to the Lintas Media Guide 2006, the emergence of niche genres and their success in capturing the interest of the evolving TV audiences has affected the share of the general entertainment genre.

    Advertising avoidance is a globally recognized issue and broadcasters, advertisers and media agencies are all aware of it. However, with TV still being the most suitable media for various brands, there is a spurt in the efforts to go beyond the 30 second commercial. Content creation, in-program placements, integration with ground activities and creating interactivity are some of the different ways in which the advertisers are trying to get the TV viewer exposed to the brand messages.

    The Guide also mentions that there have been feeble or no attempts by the broadcasters to reduce ad-clutter. Unless DTH, CAS and other addressable systems append to the subscription revenue of the advertisers, the ad clutter is set to increase. The ad-clutter (of an average ads seen by any TV viewer per week) stands at 313 ads per week and shows an increase of eight per cent over last year.

    Apart from that, TV research also continued to be a matter of hot debate and AMap, the new entrant in the industry steadily but surely managed to set up a formidable TV measurement panel aiming to be far bigger in sample size than the existing TAM panel. The year 2006 will have TAM and AMap waging an even more pronounced battle of ratings, says the Guide.

    The research users expect a larger sample size, more description variables and faster reporting among other improvements in the research system. This year will be the year to see how Tam responds to the competitive challenge and how the TV measurement system in India develops.

    According to Lintas Media estimates based on indicative market costs, the top category of advertisers on TV in 2004 – 2005 are as shown below:

    According to Lintas Media estimates based on indicative market costs, the top advertisers on TV in 2004 – 2005 are as shown below:

    According to Ficci, television advertising pie is set to increase its share to 51 per cent by 2010 and a lot of this growth is expected through subscription and content syndication amongst other things.

    “We look forward to 2006 as the year for TV to re-orient itself in the areas of multiple delivery platforms, maturing of the niche genres, innovation in advertising and improved TV research,” says the Guide.

    Stay tuned for the next in the series…