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Website ads rain on TV

Pradipta Mukherjee  |  Kolkata 

The humble television is coming to the aid of the Internet portals when it comes to extending their reach, and selling their wares.
Consider this: TV advertising of the Internet portals registered a growth of 190 per cent during January-August 2007 as compared to the same period in 2006, on the back of 77 new websites and a rise in 'Shopping Portals' average advertisement on TV during the period.
According to the latest report by AdEx India, a division of TAM Media Research, the growth in Internet portals' overall ad volume on TV during the period was dominated by 'Shopping Portals 'which recorded a maximum rise in advertisements per day.
According to the report, average advertisements per day saw a rise of 240 per cent in January-August 2007 over the January-August 2006 figures.
The number of Internet portals advertising on TV increased from 82 in January-August 2006 to 143 in January-August 2007.
According to AdEx, www.homeshop18.com lead the Internet portal advertising on TV with 23 per cent share and 98 per cent under the 'Shopping Portals' category during January-August 2007. www.homeshop18.com also took the number one slot in the Top 10 brands list and also in the new brands list on television.
"We mostly advertised our electronics products during the period. Cameras, MP3 players and camcorders sold the most," a spokesperson of homeshop18.com said, declining to divulge further details on the ad spend.
According to AdEx, www.cleartrip.com, www.indiatimes.com and www.keralamatrimony.com has recorded maximum growth in its ad volumes during January-August 2007 over January-August 2006. The one-year-old www.cleartrip.com also emerged the biggest advertiser on print during the period with a 20 per cent advertising share.
Noel Swain, vice-president-marketing of www.cleartrip.com, informed, "We had an advertisement budget of close to Rs 35 crore during the period and used mostly dailies for advertising promotional and bundled offers. We did only full-page advertisements on dailies for more visibility."
Other websites that topped advertising on television during January-August 2007 include www.yatra.com, www.zapak.com, www.timesjobs.com, www.simplymarry.com, www.sunsilkgangofgirls.com, www.jobstreet.com, www.monster.com, IndiatimesMail and www.makemytrip.com.

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First Published: Fri, October 12 2007. 00:00 IST
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