Warc Blog

Indian ad volumes up

16 July 2013
MUMBAI: Ad volumes in print and TV in India grew faster in the first five months of 2013 than in the same period a year earlier, new figures have shown.

Data from Tam AdEx, a division of ratings agency TAM Media Research, which tracks advertising across various media, revealed that TV ad volumes were up 15% and print volume 12% compared to previous year figures of 9% and 11% respectively.

The Business Standard noted that despite inflationary pressures ad rates had not increased, with prime-time charges on general entertainment channels remaining at Rs 1.1-1.2 lakh per 10 seconds, while print dailies in English commanded Rs 4,000-5,000 per column centimetre, the same as in 2012.

The leading categories advertised on TV were food and beverages, personal care, services, hair care and automotive. Print attracted a slightly different range, including services, education, automotive, banking and finance, and personal accessories.

The personal care and education sectors also featured prominently in a report from the Advertising Standards Council of India (ACSI).

This found that misleading or false advertising was most widespread in the healthcare and personal care sector, accounting for more than half the total number of advertisements found to have flouted the compliance norms and code of conduct between December 2012 and May 2013.

The Economic Times reported that more than 90% of complaints received by ASCI were about advertisements from small unorganised players making claims to cure ailments such as diabetes, kidney stones and blood pressure, but failing to offer any substantiating evidence.

Arvin Sharma, ASCI chairman, said that consumers in smaller markets were most influenced by such claims.

"The volume of such ads in the regional media is very large," he said. "We are trying to bring this to the notice of the concerned authorities and are requesting them to take action against such practices."

After healthcare and personal care, the education industry had the highest number of misleading ads.

Data sourced from Business Standard, Economic Times; additional content by Warc staff

 
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