MEDIA PLANNING & BUYING

ANALYZING THE ADVERTISING MEDIAS

By-: Tanisha jaiswal BJMC 2C

(ASSIGNMENT)

ADVERTISING

AN INTRODUCTION

Marketing & advertising (M&A) are the tools which can be used by an organization to relate itself to its target audience at a large scale. 

The 'Grand Old Man' of Indian advertising’, R.K.Swamy, was instrumental in bringing advertising to the Indian map at the age of 50.

After that several big names such as Ogilvy & Mather, Enil and Mediaturf have established large business houses and have made a name for them in this large growing M&A market.

CURRENT SCENARIO

The popularity of Internet based Social Networking Websites and the advancement in technology has led to the emergence of digital advertising.

The television & entertainment have grown largely in the past few years.

But the market is currently in favor of Internet based advertising which has projected a growth of 32 % in the last 5 years.

This has happened on account of the increasing use of Internet and modern technology.

Reach of Various Medias(urban+rural)

Television Satellite TV

Print Radio Cinema Internet0

10

20

30

40

50

60 57

44

20 18

5 3

Percentage

Market Share of Each Media

Tele

vision

Newsp

aper

Inte

rnet

OOH

Radio

Mag

azin

e

Cinem

a0

5

10

15

20

25

30

35

40

45 41 40

75 4

2 1

Percentage

TELEVISION

FUTURE GROWTH – The TV industry in India is estimated at INR 370 billion in 2012 and is expected to grow at a CAGR of 18% over 2012-2017 to reach INR 848 billion in 2017.

The share of subscription revenue to the total industry revenue is expected to increase from 66% in 2012 to 77% in 2017.

PRINT

Print has more than 10000+ unique titles in India.

46% of the registered publications are in Vernacular language

Total dailies and periodicals62483

Hindi24927

English9064

Vernacular28492

FUTURE GROWTH – The print sector is projected to grow at a CAGR of 8.7% and touch INR 340 billion by 2017.

Circulation revenues are expected to grow at a CAGR of 4.5% from 2012-2017.

CINEMAFUTURE GROWTH - Ancillary revenue

streams constituted 4.8 percent of film revenue in 2012 and are expected to contribute 5.7 percent by 2017.

Indian cinema is still very much dependent on the theatrical revenue with 76 percent of revenue coming from this segment.

•The total number of active internet users in India has grown by more than 250% in last decade.•Similarly broadband users in India have been consistently growing on an average of around 50%.

NEW MEDIA

2000 2004 2008 20100

10

20

30

40

50

60 Active Internet Users (in milli...

FUTURE GROWTH – the number of internet users reached 174 million in 2012 and is expected to reach over 60% of total TV viewers by 2017.

Growing closer to 40%, the online ad market in India touched INR 20 billion in 2012 and is expected to grow at a 32% to reach INR 74 billion in 2017.

OUT OF HOME

OOH or Out of Home advertising has shown an immense rise in popularity and acceptance by advertising agencies.

The estimated advertising spend was around 15 billion in the year 2008. This has increased to around 25 billion by the end of 2012.

FUTURE GROWTH - Global Advertisers carried out research to conclude a series of predictions:

Digital sites will not simply replace static sites, but will create additional levels of consumer reach.

OOH will develop a symbiotic relationship with mobile marketing and internet based campaigns, opening up new revenue streams.

Two broad OOH sectors will also be emerged: Broadcast and Targeted

The radio sector is poised for an exponential growth in India.

There is a proposal for allowing 806 private FM Radio stations in Phase III

In addition, All India Radio (AIR) is getting ready to launch a total of 320 FM radio

Stations

Currently there are around 250 FM stations across 90 Cities

RADIO

FUTURE GROWTH - The industry is forecast to grow at a 10% CAGR till 2014 and is expected to grow at a CAGR of 21% after.

The radio’s share of media ad spends is expected to increase from 3.9% currently to 4.3% in 2017.

Advertising Revenue in 2012 over 2011

Tele

vision

Prin

t

Radio

OOH

Digita

l Adv

ertis

ing

0

20

40

60

80

100

120

140

160 20112012

NEW REGULATIONS

FDI in the broadcasting sector

As per Press Note 7 (2012 series) issued on 10 April 2012, the Government raised the existing foreign investment limits / liberalized the FDI norms in various key activities in broadcasting sector.

FDI for uplinking and downlinking TV channels will be subject to compliance with the relevant up-linking or down-linking policy notified by the Ministry of Information & Broadcasting from time to time.

In view of national security concerns, the Press Note has also detailed out multiple security conditions which have to be fulfilled by the companies in addition to the respective sectoral conditions

THE END