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TV channels among biggest ad spenders in print media

Our Bureau

"Newer, emerging product categories are substituting the categories that previously dominated newspaper advertising."

CHENNAI, Nov. 19

TELEVISION channels spent close to Rs 100 crore on advertising their programmes in print last year, and were the fifth biggest spenders in newspapers and magazines, according to TAM ADEX.

Various networks have stepped up advertising on outdoor, the Internet and their own networks, but it is in print that the results are so obvious: adspend peaked in the fourth quarter of 2000 at about Rs 45 crore, and had recovered to over Rs 30 crore in the third quarter of 2002, according to a report by TAM ADEX, which monitors TV and press advertising trends across more than 600 media brands.

"The face of print advertising in India has been witnessing a dramatic change in the past few years," said Mr Atul Phadnis, Director - S-Group, TAM Media Research.

"Newer, emerging product categories are substituting the categories that previously dominated newspaper advertising; one such product category is TV channel promotions."

In 1994, the top five print advertisers were: corporate advertising, televisions, refrigerators, two-wheelers and suiting brands. In 2001, the top five slots were occupied by corporate advertising, cars/jeeps, computer education, two-wheelers and TV channel promos, the report said.

The biggest spenders in the category, including Zee, Star and Sony, accounted for 70 per cent of overall spend.

TV channel promotions, as a category, was growing "at breakneck speed" till a general recession and the September 11 developments forced channels and networks to re-examine their print ad budgets, the report said. "Channels also delayed their new programming, and so cut back on promotional budgets for them," Mr Phadnis added.

TV networks advertise for different reasons, Mr Phadnis said: for the bigger channels, press advertisements work as a reminder to viewers, while for smaller channels, they help bring in new viewers to sample their offering. "So press presents an ideal platform for these different channels," he said. He expects that with some new channels slated for launch in the next few months, there will be more action in the category. "What remains to be seen is that with all the action, will this category grow even further?"

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