Print Advertising Of Cellular Phone Services Down By 25%

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Print advertising of cellular phone services down by 25%

Business Line

Chennai, July 28 The print advertising of cellular phone services decreased by 25 per cent during January-May 2008 compared with January-May 2007.

According to a study by AdEx, Reliance Communication was the top advertiser of cellular phone services in print during January-May 2008 with 29 per cent share of the ad pie, followed by BSNL and Vodafone Essar with 16 per cent and 15 per cent share, respectively.

The top five advertisers’ share aggregated to 84 per cent of the overall cellular phone services advertising in print during January-May 2008. The figures are based on column cm of advertisements.

Virgin Mobile topped the list of new cellular phone service brands advertised in print during this period. Along with Vodafone Music Station and Reliance Mobile Jaadu Pack, they formed the top three new cellular phone services launched in print. The non-metro newspapers accounted for 64 per cent of the overall advertising share of cellular phone services in newspapers followed by metro dailies with 25 per cent share. Cellular phone services also accounted for maximum advertising share of the telecommunication services ad pie in print during January-May 2008, the study revealed.

The top 10 new cellular phone services comprised the three brands of Tata Teleservices and two each of Vodafone Essar Ltd, BSNL and Reliance Communication.

In the print advertising of cellular phone services, Maharashtra had the maximum share of 19 per cent followed by Andhra Pradesh and Tamil Nadu with 11 per cent and 9 per cent share, respectively, during the five-month period under consideration.

Approximately 56 per cent of the ads of cellular phone services were devoted to ‘brand promotion’ followed by ‘others’ and ‘sales promotional ad campaigns’ with 32 per cent and 12 per cent share, respectively.

Among the sales promotional ad campaigns, multiple promotion led with 30 per cent share, followed by add-on promotion with 29 per cent share and contest promotion with 21 per cent share, the study said.