[icernet] TV channels among biggest ad spenders in print media

[Arul Selvan]

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

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.

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?"

Source:
http://thehindubusinessline.com/2002/11/20/stories/2002112001330600.htm