MxMIndia

Tag: AdXforce

  • In the second of his forecasts on festive adspends, media agency veteran Shripad Kulkarni focuses on television

    ‘TV festive spends to degrow by 5%’

     

    The response to the first part of this series where veteran media agency professional Shripad Kulkarni focused on festive spends in print (https://www.mxmindia.com/2018/01/exclusive-to-mxmindia-irs2017-top-5-takeaways-by-shripad-kulkarni/). In the second part, he trains his research lens on spends on television:

     

    By Shripad Kulkarni

     

    Shripad Kulkarni

    The Rs 1000 crore-plus additional ICC World Cup adspend seems to have taken the sheen of festive TV growth. The festive kickstart phase (week before Independence Day till Shradh) has registered a decline as compared to the same period last year. Based on weekly the average, compared to 2018, the degrowth in TV advertising this year is 6% on All India NGRPs across all advertisers and 6.5% on duration.

     

    A study of genre-wise growth clearly showcases classical cost optimisation. Planners seem to have increased the focus on cost-effective genres, cut duration on high cost/GRP genres and maintained GRP delivering Channels at 2-4% over 2018. Thus, second line GECs, Regioinal Movies and Kids Channels get more emphasis, the low cost/GRP genres of long tail of Television Genres, Regional News and English Channels get a shave. GRP delivering-channels of Top GEC, Long Tail Hindi GEC, Regional GECs and Hindi News have been maintained around a 2-4% growth over last year.

    Personal Hygiene and Health, Durables, BFSI and Fashion and Textiles have shrunk drastically, while Services, Telco, Retail and Personal accessories have shown a massive growth.

     

    So what’s the Outlook for festive 2019 looking like?

    My forecast for the festive 2019 is that with a normal last-minute surge aided by the 6-Week Diwali Week period, TV Spends will recover a little. Assuming no rate increase over last year, I forecast TV festive spends to degrow by 5%.

     

     

    Veteran advertising professional Shripad Kulkarni has been leading consulting assignments in the fiels of strategy, content and adsales. Having helmed teams at Carat, Percept Media and Vizeum and also running a media training and consultancy company called M:Ideas which was bought over by Carat Integra, Kulkarni is set to launch AdXforce, an end-to-end software solution for adsales, which facilitates sales process, Call calendar management and CRM.

     

    Using AdXforce, Kulkarni undertook the unenviable task of forecasting the festive season spends for MxMIndia. This is the second of a three-part series. The first focused on print, and the other two will be on television and other media (outdoor, radio and digital). This report is part of a comprehensive white paper the veteran professional and his team have worked on. For more on that, please refer to ShripadKulkarni.com. The detailed TV white paper will be uploaded on the site by noon on Friday, October 11.

  • Veteran industryperson Shripad Kulkarni uses his to-be-launched AdXforce software to forecast festive spends in print, in the first of a three-part series

    ‘Print festive spends to degrow 8% from last year’

     

    By A Correspondent

     

    Shripad Kulkarni

    Veteran advertising professional Shripad Kulkarni has been leading consulting assignments in the fiels of strategy, content and adsales. Having helmed teams at Carat, Percept Media and Vizeum and also running a media training and consultancy company called M:Ideas which was bought over by Carat Integra, Kulkarni is set to launch AdXforce, an end-to-end software solution for adsales, which facilitates sales process, Call calendar management and CRM.

     

    Using AdXforce, Kulkarni undertook the unenviable task of forecasting the festive season spends for MxMIndia. This is the first of a three-part series. The first focuses on print, and the other two will be on television and other media (outdoor, radio and digital). This report is part of a comprehensive white paper the veteran professional and his team have worked on

     

    Read on…

     

    So, how did the All India festive 2019 Kick Start till Shraadh period go?

     

    Again, we must note that the government infusion had not set in by then, and ad Industry had just got out of an additional adspends on TV due to ICC World Cup.

     

    :: In keeping with the past year trend, Print Innovations grew at a
    healthy 11%

    :: Retail and Personal care grew in Print

    :: Significant drop over 2019 levels in Newspapers SQC by 10%. Shradh was also a washout for print.

    :: Other than Retail, all other volume contributors seem to be holding on to their spends for the Diwali phase.

     

    :: So what’s the Outlook for festive 2019 looking like?

    :: Going by the first weekend of Diwali Phase, positive sentiment is led by new categories. High contributors are not yet too bullish. Sentiment is crucial here, and it seems to be in place for now. This should continue into the Wedding/Holidays Season. The Diwali phase, aided by an extended 6-weeks buying season, should grow and perform better. I assume there will be no increase in rates for any media.

     

    So, my forecast for the festive 2019 is that with a normal last-minute surge:

    :: Print spends will be at around 8% below last year’s level

     

    So what’s the bellweather Onam verdict?

     

    Firstly, we must note that Onam was shrouded in the current slowdown. Latest positive infusion by the government set in after Onam

    :: The upside:

    :: Onam advertising bounced back from the low levels of 2018 due to the unfortunate floods.

    :: A cautious but optimistic start to the Season with 12% more ads in Print than 2017.

    :: Print dominance is visible – with growth in ads driven by long tail of advertisers and better performance than TV.

    :: Services, Auto and HH products Sectors grew for TV and Services, Auto and also Auto grew for Print.

    :: The downside

    :: Significant drop over 2017 levels in TV 4% in GRPs and 7% on Duration

    :: A 4% drop in SQC– reflecting the market sentiment at that time.

    :: Print Innovations did not kick off in time for Onam season

    :: Retail, Durables, Food & Bev and Personal Care – the volume drivers did not take off this Onam.

     

    For full report, click on www.shripadkulkarni.com after 4pm today (Oct 4)