Chennai: The Southside Story 2018is the very first, go to market study for the Southern statesby TAM AdEx and medianews4U. It is a unique handbook with a focus on advertising potential in the Southern states of India. It provides comprehensive information at your fingertips in an easy to read format. The report was laucnhed in a grand gala ceremony held at Chennai on 15th February 2019 in presence of dignitaries like Srinivavasan Swamy, Nandini Dias, B Srinivasan, Astro Rajamani, LV Krishnan and senior leaders of MediaNews4U.
The study essentially deep dives into the past five years of rich TAM AdEx data and highlights the advertising realities of the South Market comprising Andhra Pradesh/Telangana, Karnataka, Kerala and Tamil Nadu markets.
Advertising Outlook in South Market: Y 2014 – Y 2018
The Advertising potential in Southern markets has seen an upward trend over the last few years. There is a sharp rise in the media outlets; 190+ TV Channels, 300+ Publications and 30 Radio Stations across all states in South. The no. of TV Channels has increased by 45% (2014: 137 to 2018: 199). Year 2018 had over 66,000+ advertisers/ 86,000+ brands advertising across 690+ categories in TV, Print and Radio. 1/3rd of the All India Advertisers are spending in Southern Market
Top 10 sectors on TV, Print and Radio contributes more than 80% of the overall advertising share of South market. The sectors that were common across all the 3 mediums were ‘Services’, ’Personal Accessories’ and ‘Auto’ for last 5 years.
The key drivers post an analysis of 5 years trends throws up interesting insights:
- Sector ‘Personal Care/Personal Hygiene’ on TV, ‘Services’ on Radio and ‘Auto’ in Print has been ruling the advertising industry of South market.
- At an overall level, there was no major change in the Top 10 list of sectors.
- A positive rank shift observed for ‘Retail’ sector across all the 3 mediums in Y 2018 vis-à-vis Y 2014.
Media Mix for South
The Top 10 common advertisers contributed 25%of ad insertion share in the Southern market during Y 2018, whereas from Y2014-17 it was 33%.
Exclusive advertisers for the medium
Exclusive advertisers are defined as the advertisers, advertising on one particular medium and not on the other two media
- 7000+ advertisers advertised exclusively on TV during period Y2014-18.
- 180000+ exclusive advertisers preferred Print media over other traditional mediums during period Y2014-18.
- Around 4000+ advertisers advertised exclusively on Radio during period Y 2014-18.
- Top 10 exclusive advertisers on Radio contributed 19%share in the Southern market during Y2014-18.
Outlook 2014-2018 for the 4 South States: Andhra Pradesh/Telangana, Karnataka, Kerala, Tamil Nadu
Television dominated the share of ad insertions in AP with a huge range of 70% – 78%.
In Karnataka, television dominated the share of ad insertions ranging from 67% to 77%, which has eaten into the pie of Radio and Print.
- While comparing advertising by Regional categories in other markets versus South, the ratio was 55:45on TV.
- For the Y 2018, the ratio of Regional categories ad volumes in South vs. non South market was 52:48 on TV
LV Krishnan said, “The retail and hyperlocal advertising is becoming stronger because there are so many local brands in the South market.
“Meanwhile, national advertisers have started tweaking their advertising and increasing spends in this market. For instance, Dabur has named its red tooth powder ‘Sivappu Pal Podi’ in Tamil market which helped the brand immensely. Brands are moving away from using single media (television or print) to multimedia strategy leveraging the combination of television, print and digital,” he added.