Telcos ad spend up 6%

Telecom industry print advertising grew 6 per cent in volumes during January to June first half (H1'07) over H1'06, on the back of combination of promotional ads by telecom service providers and price promotions by telecom equipment makers.

According to a recent report by AdEx India, a division of TAM Media Research, 154 new service ads and 104 new mobile handsets were launched during H1'07.

Reliance Communications led the advertising among service providers, whereas Nokia topped among telecom equipment advertising in print.

Overall, telecom sector had a 5 per cent share in advertising in print in H1 '07.

Nokia was the strongest contender in telecom equipment advertising with 39 brands.

In telecom services, Reliance Communications seized top spot with 53 brands, whereas BSNL ranked second with 65 different services.

When contacted, both Reliance Communications and Nokia declined to disclose ad spend figures.

According to advertising agencies, Reliance's tie-up with Sachin Tendulkar to advertise its 'World Cup Pack' garnered Reliance's maximum ad spends in print during H1'07.

Nokia, on the other hand, spent maximum on advertising its 6300, N95, 2626, 1600 and N Series Music Edition models.

According to the AdEx survey, 14 per cent more telecom brands advertised in print during H1 '07 compared to the same period previous year.

Three new BSNL services and Airtel's 'happy recharge' offerings were the biggest advertisers among new brands.

Airtel and BSNL officials also declined to disclose ad spend figures.

However, Airtel said it is planning sequels of its successful network ads.

Overall, during H1 '07, telecom services had a share of 65 per cent in advertising in print, out of which 97 per cent was by cellular phone services.

Under telecom equipment, cellular phones advertising had a share of 81 per cent.