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Advertising by Telecom Industry on TV in 2007

(12 February, 2008)
 

Key Findings:

  • Telecom sector advertising on TV grew by 61 per cent during 2007 compared to 2006.
  • Telecommunication Services segment had more than 60 per cent share of overall Telecom sector advertising on TV.
  • Telecommunication Services has seen a rise of 108 per cent in TV advertising, whereas Telecommunication Equipments saw a rise of 17 per cent during 2007 over 2006.
  • Bharti Airtel Ltd was the number one advertiser under Telecommunication Services and Nokia Corporation led Telecommunication Equipments advertising on TV during 2007.

The segregation of the Telecom Sector:

Growth in ad volumes of Telecom sector.

  • Telecom sector has seen a rise of 61 per cent in TV advertising during 2007 over 2006.

Share of segments of Telecom sector.
  • Telecommunication Services had the largest share of 64 per cent followed by Telecommunication Equipments and Corporate Brand Image/Public Issue with 34 per cent and 3 per cent respectively in 2007.
  • In Telecom sector MTNL leads for Corporate advertising and Idea Cellular Ltd tops in Public Issue advertising on TV during 2007.

Growth in ad volumes of segments of Telecom sector.
  • Telecommunication Services has recorded a growth of 108 per cent in TV advertising during 2007 over 2006.
  • Compared to 2006 Telecommunication Equipments saw a growth of 17 per cent on TV during 2007.

Top five advertisers under the Telecom Segments.
  • Top three advertisers under the Telecommunication Services are Bharti Airtel, Reliance Communication Ltd and Hutchison Essar Telecom Ltd on TV in 2007.
  • Top five advertisers of Telecommunication Equipments contributed 95 per cent share of segment advertising during 2007.
  • Nokia Corporation topped the chart of top advertisers under Telecommunication Equipments with 43 per cent share, followed by Sony Ericsson (India) and Motorola each with 16 per cent share in TV advertising during 2007.

New Brands advertised in Telecom Equipments and Services.
  • Top 10 New brands list of Telecommunication Services comprised of maximum of six brands of Airtel and two from Hutchison Essar Ltd.
  • During 2007 the top 10 list of new Telecom Equipments launched on TV was a mix of three brands each of Sony Ericcson and Nokia.

Top advertisers with Celebrity endorsement ad volumes.
  • During 2007, Tata Teleservices had the largest share of 23 per cent of the celebrity endorsement on TV followed by Bharti Airtel Ltd and Sony Ericsson (India) with 22 per cent and 17 per cent respectively during 2007.

Watch out for forthcoming interesting analyses in future.
 
(Analysis from AdEx India - A Division of TAM Media Research)
 
 
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