Thursday, 6th March, 2008

  
 Highlights :

  • Print advertising of IT sector saw a dip of 6% during 2007 compared to 2004.
  • 'Laptops/Notebook' leads in IT sector advertising in Print during 2007.
  • ‘Information Technology’ Magazines had prominent share of 57% of IT sector advertising in Magazines.
  • ‘Hewlett Packard India Ltd ' was the number one advertiser of IT sector in Print during 2007.
  • ‘Lenovo Y410' topped the chart of new brands of IT sector launched in Print during 2007.
 
This week, AdEx India analyzes the advertising trends in IT Sector advertising in Print during 2007.

Volumes Growth in IT Sector in Print

 

Quarterly advertising share of IT Sector in Print

  
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  • IT sector advertising dropped by 25% during 2007 compared to 2006.
  • Advertising of IT sector was 21% more during the 1st half of 2007 compared to the 2nd half.

Share of Categories in IT Sector

  

Genre preference of IT Sector in Print

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  • Among the overall IT sector ad pie 'Corporate Image’, ‘Range of Computer Related Products' and 'Desktops' shared 2nd position with an equal share of 14% during 2007.
  • Top 5 categories of IT sector accounted for 77% share in Print during 2007.
  • ‘Business/Finance/Economy’ and ‘Information Technology’ Newspapers had 19% and 2% share respectively during 2007.
  • ‘Information Technology’ magazines lend themselves primarily to IT advertising.
  • Whereas ‘Business/Finance/Economy’ and ‘News/Current Affairs’ magazines had 16% and 10% share respectively.

Top 10 Advertisers of IT Sector in Print

  

New IT Brands launched in Print

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  • ‘Hewlett Packard India Ltd','Lenovo' and 'IBM' were the top 3 IT advertisers in Print during 2007.
  • Top 10 IT advertisers contributed 71% share in Print during 2007.
  • 4 out of 10 new brands were of Laptops/Notebooks.
  • Top 10 list of new IT brands advertised in Print was a mix of 3 brands of 'Hewlett Packard India Ltd' and 2 each belonged to 'Lenovo' and 'IBM'.

Analysis of Promotional ad campaign in Print
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  • In IT sector maximum ads were for Brand promotion (52%) followed by Sales promotional ad campaigns with 44% share during 2007.
  • Among the Sales Promotion campaign, Add on Promotion had a share of 44% followed by Multiple Promotion and Price Promotion with 19% and 14% share respectively during 2007.

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

Ad Volume is based on secondages. Advertising spends, if any, indicate market valuation of the ad space/time bought.
The figures should be taken only as indicative and not absolutes
Siddhartha Mukherjee, Vice President - Communications, Business Head - Eikona PR Track,
TAM Media Research Pvt. Ltd, Mafatlal Chambers – C/D, N M Joshi Marg, Lower Parel (East), Mumbai – 400 013, India.
Tel: +91 22 66531205, Mobile: +91 9820082516, E-mail: Siddhartha@tamindia.com, Website: www.tamindia.com