A snapshot of advertising by retail sector on print: An AdEx Report

Highlights:

• Print advertising of retail sector grew by 5% during Jan-May'07 over Jan-May'06
• Festive season recorded a peak in ad volumes of retail sector in 2006
• Independent retailers garnered max. 48% share of volumes
• Retail sector focused their advertising in publications from South & West zone
• Pantaloons Retail India topped advertising in retail sector
• New retail shops advertised with multiple concepts like telecom, home solutions, garments and hypermarket
• Usage of nearly 40% of sales promotional ads by retailers

(Note: The entire analysis is based on column centimetres)

Growth in advertising of retail sector on print during Jan-May'07

•  In overall advertising, retail sector contributed 7% of volumes on print in Jan-May'07

•  Jan-May'07 saw approx. 120 new advertisers in retail sector on print

Advertising seasonality of retail sector on print in 2006

•  Due to the festival season, heavy advertising was registered by retail shops in the month of October, wherein max. 43% of ad volumes were contributed by the retail majors

•  Pantaloons Retail India and local retailer of Maruti Udyog and Tata Motors were the top 3 players advertising in the month of October'06

Segmentation of retail sector on print during Jan-May'07

•  Among local retail shops, retailers of automobile contributed nearly 70% of ad volumes on print in Jan-May'07

•  Nineteen per cent growth in ad volumes was registered by independent retailers during Jan-May'07 over Jan-May'06, whereas local retail shops (companies) and display shops saw a dip

Region-wise contribution of advertising by retail outlets

•  South zone saw nearly 50% of ad volumes by independent retailers

•  Out of overall players, 37% advertised in publications from South zone