Mumbai: The R K SWAMY Media Group’s Media Market Pocketbook 2017 is a handy compilation of updated, comprehensive and relevant information on India’s media landscape. The compact design and precise content makes it a ready reckoner for the Media, Marketing and Advertising community.
Sandeep Sharma, President, R K SWAMY Media Group, said, “For over a decade now, our in- house domain experts have been analyzing relevant data and extrapolating it to enable quick decisions by brand leads. This edition captures the latest data as well as elaborates on BARC, NCCS and has details on digital and rural data in addition to conventional media.”
Key points from the Media Market Pocketbook:
- Print: Print is a seeing a huge impact by digitization, real time news, increasing literacy and growth of language publications. The play is about how print will embrace digital in its evolution.
- TV Viewership Trends: On the one hand, fragmentation of audiences is rising in HSM markets with TVRs of top most viewed programs falling. On the other hand, audience consolidation seems to be happening in South with top rated programs TVRs steadily going up.
- Digital: Demonetisation has fuelled greater ecommerce adoption by consumers and these platforms are likely to offer superior advertising avenues for brands now. Better adoption of programmatic buying will be fuelled once higher ROI is demonstrated, which we are expecting in this year.
- Radio: Despite a spurt of private FM stations and the geographic coverage, RAM – the only radio measurement system available – still covers only 4 cities. The measurement system needs to reflect the new geographic increased coverage for FM.
- OOH: Technology is the trend in this medium as well. Digital Outdoor Architecture, LED screens, mobile interactivity are the new formats going forward. Airport advertising has seen a huge increase but at the same time audience fragmentation has increased due to larger airports & separate terminal access points increasing the cost to reach the same number of people.
- Cinema: Despite huge changes in Cinema with the proliferation of multiplexes, it is not able to grow beyond the industry growth rate; barely able to hold its share of 1% for the last 5 years. This medium has potential to garner 2-3% share in the overall advertising pie; needs a little bit of scientific approach and a measurement system