Traditional Channels Still Hold Much Relevance

According to a new paper from Warc suggests that digital may be the talk of the town among marketers but channels like print, cinema and outdoor hold much relevance today. This observation has been drawn upon insights received from numerous cast studies, leading academics and practitioners, and the experiences of senior client-side execs. To cite an example, American population consumes the highest amount of TV content globally, at an average of 3.7 hours each day – all this despite the widespread adoption of digital media.

Television still remains the primary communication channel for brands launching new products as well as for highlighting existing ones. Although television may still lag behind the 5.9 hours per day average that adults spent time on digital channels in 2013, watching online video and broadcast content makes up significant portion of that time.

The paper cited that advertisers should consider online video as a part of their broadcast mix while planning their television need, and that online video still act as a complementary alternative to TV despite there is an increase in the consumption of it.

The print medium has witnessed diminishing audience but magazines and newspapers are largely trusted mediums by consumers. Some of the well-known magazines share a strong resonance with their readers. Radio with the onset of offerings like IHeartRadio platform and SiriusXM subscription services has extended its reach.

Out-of-home reach has been boosted by new technologies that allow messages targeted at specific hours, target groups and the increasing use of codes and images that can be scanned to buy products. As for cinema, it still presents as a powerful way to engage people aged beyond 55 years and fans of certain genres of films. As an example of this, BMW recently ran an innovative campaign that allowed movie-watchers to play a racing game and stand a chance to win a trip to the race day.

Brands shift focus to News Channels as National Elections approach – Expect a Spike in Advertisement Spending

As the national election fever grips the nation, brands increasingly look to news channels as their viewership set to increase 30% during the six-week period. This time around, a high level of interest has been shown by the mass towards the outcome of elections as the new government is expected to take on heightened expectations of people and impact majorly.

On the counting day of votes, which will begin on May 16 – around 60 percent of television viewers are expected to watch news channel that day. Media buyers have estimated a spike on advertisement expenditure on news channels amounting up to 250 Cr rupees between April and July. The Chief Executive Officer at Network 18 News Media, Sanjay Dua told Livemint in a recent interview that everybody is seeing the national election as a media opportunity, which seemed like a festival of democracy.

He further claimed that one of the sponsors of Network 18 channel has blocked half of its annual marketing budget for this election, although he did not mention the brand. The news network already has signed up advertisement deals with brands like Hero MotoCorp, the oral care brand Sensodyne and consumer electronic brand Panasonic.

New Delhi Television (NDTV), another top news channel also revealed that it has signed up Hero MotoCorp and other brands for the election, and claimed that the ad rates for this period has increased as much as 15 times than the normal.

Srinivas, CEO (South Asia) of GroupM, a media buying agency claimed that there is a sharp rise in advertisement around the election this year compared to previous year. He also said that 200 million citizens of the country were sharing, listening, posting comments and talking about elections on digital media every minute. All of which makes election a platform that brands can leverage to impact masses.

Satyajit Sen of ZenithOptimedia described elections as an opportunity for mass-market and male-centric brands. However, during this time when Indian Premier League (IPL) is underway, a whole bunch of male-centric brands will target sports channels. But, some may end up splitting between the two depending on their target audience.