Competiton Overview 2011-12 - Linkedin
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COMPETITION OVERVIEW 2011- 2012 Market: India
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Transcript of Competiton Overview 2011-12 - Linkedin
COMPETITION OVERVIEW 2011- 2012
Market: India
Categories considered
Hotels & Resorts
Travel & Tourism
Airlines
HOTELS & RESORTS
0
5000
10000
15000
20000
25000
30000
Y 2011 Y 2012
21355
16864
6476
Nov - Dec
Jan - Oct
85%
12%
3%Ad pie, 2012
TV
Radio
There is a decline of nearly 25% in Media spends from
Jan-Oct 2011 to Jan-Oct 2012
91%
6%3%Ad pie, 2011
TV
Radio
Source: AdEx INR Lakhs
Jan-Dec 2011
Jan-Oct 2012
The spends in 2012 was higher than 2011 from January
to March, after that it starts falling
Jan-Dec 2011
Jan-Oct 2012
Source: AdEx INR Lakhs
12721144
1342
1774
30453096
27292517
2382
20551929
4547
15231652
1831
1714
19762043
1552
1849
497
2227
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Y' 2011
Y' 2012
The spending pattern in each medium is fluctuating
throughout the months
Jan-Dec 2011
Jan-Oct 2012
Source: AdEx INR Lakhs
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Y' 2011
Y' 2012
0
50
100
150
200
250
300
350
400
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
TV
Y' 2011
Y' 2012
0
20
40
60
80
100
120
140
160
180
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
RadioY' 2011
Y' 2012
In 2011 top 10 advertisers in the category is
contributing around 35% to the SOE
2011
Jan-Dec 2011
Advertisers Print Radio TV Total SOE %
Country Club 2178 0 38 2216 8
Club Mahindra 1377 83 239 1699 6
Marriott 1665 0 0 1665 6
ITC Hotels 1107 0 0 1107 4
Marriott 664 0 0 664 2
Vivanta 403 5 0 408 1
JW Marriott 366 0 0 366 1
Holiday Inn 341 0 0 341 1
Taj 32 1 308 341 1
Westin 286 0 0 286 1
Sheraton 254 2 0 256 1
Hotel Imperial Palace 239 0 2 240 1
Sterling Holiday Resorts 231 0 0 231 1
Solang Valley Resort 220 0 0 220 1
The Leela Palace 212 0 0 212 1
Others 15643 804 1130 17577 63
Grand Total 25218 895 1718 27831 100
Source: AdEx INR Lakhs
In 2012, 35% of the SOE is contributed by the top 10
advertisers
2012
Jan-Oct 2012
Source: AdEx INR Lakhs
Advertisers Print Radio TV Grand Total SOE %
Country Club 1386 0 365 1751 10
Taj Holidays 438 2 186 626 4
Sterling Holidays 448 0 0 448 3
Hotel Vivanta 342 3 0 345 2
Club Mahindra 304 37 0 341 2
Rose Valley Hotel 111 0 208 318 2
Hotel Sea Coast 0 0 270 270 2
Holiday Inn 256 0 0 256 2
RV Mandarmoni 0 0 252 252 1
The Gateway 246 0 2 248 1
Park Hyatt Hyderabad 245 0 0 245 1
Tivoli Group Of Hotels 191 0 0 191 1
Hilton Hhonors 231 5 0 236 1
Hotel Leisure 168 0 0 168 1
Hotel Radisson Blu 149 12 3 165 1
Others 9923 478 602 11003 65
Grand Total 14438 537 1888 16864 100
Top advertisers in Print & TV
0
500
1000
1500
2000
2500
Print, 2011
0
200
400
600
800
1000
1200
Print, 2012
050
100150200250300350400450
TV, 2011
0
50
100
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200
250
300
TV, 2012
Jan-Dec 2011 Jan-Oct 2012Source: AdEx INR Lakhs
Top advertisers in Radio
0
20
40
60
80
100
120
140
Radio, 2011
0
10
20
30
40
50
60
70
Radio, 2012
Jan-Dec 2011 Jan-Oct 2012Source: AdEx INR Lakhs
Key Take Outs – Hotels & Resorts
Print dominates with more than 85% of total media spends in both the years
The share of TV has doubled from 2011 to 2012
December is where it showed the highest spends in 2011 whereas in 2012 it was June
Aug & Sep 2012 the spends have declined in all the mediums
Country Club has the highest media spends in 2011 followed by Club Mahindra
In 2012, Country club retains it’s top position in the chart and Club Mahindra has moved to 5th position
TRAVEL & TOURISM
The total spends are almost consistent through out the years
78%
20%
2%Ad pie, 2011
TV
Radio
73%
23%
4%Ad pie, 2012
TV
Radio
Jan-Dec 2011
Jan-Oct 2012
Source: AdEx INR Lakhs
0
10000
20000
30000
40000
50000
60000
70000
80000
Y' 2011 Y' 2012
61492 60756
18082
Nov - Dec
Jan - Oct
In the starting of 2012, the media spends in this
category were the highest, then it started diminishing
Jan-Dec 2011
Jan-Oct 2012
Source: AdEx INR Lakhs
7467 72457859
5824
4450
6552
4894 5171
6612
5416
8970
91129609
7887
9800
5911
5000
44234876
5219
2668
5363
0
2000
4000
6000
8000
10000
12000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Y' 2011
Y' 2012
In 2012, the spends in all the mediums are declining
Jan-Dec 2011
Jan-Oct 2012
Source: AdEx INR Lakhs
0
1000
2000
3000
4000
5000
6000
7000
8000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Y' 2011
Y' 2012
0
500
1000
1500
2000
2500
3000
3500
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
TV
Y' 2011
Y' 2012
0
100
200
300
400
500
600
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Radio
Y' 2011
Y' 2012
In 2011, the top 15 advertisers accounted more than
50% of the SOE
Advertisers Print Radio TV Total SOE %
Kesari Tours 6491 2 94 6587 8
Incredible India 1034 129 5281 6444 8
Thomas Cook Holidays 3470 13 617 4100 5
Sotc World Famous Tours 3761 0 0 3761 5
Cox & Kings 2669 86 283 3038 4
D Pauls Travel Tours 2750 0 0 2750 3
Sachin Travels 2014 0 18 2032 3
Malaysia Tourism 643 19 1351 2013 3
Raj Travel World 1908 0 0 1908 2
Madhya Pradesh Tourism 391 218 1054 1663 2
Australia Tourism 156 0 1384 1540 2
Gujarat Tourism 224 119 1157 1500 2
Carnation Holidays 1464 0 0 1464 2
Assam Tourism 37 0 1083 1120 1
Mercury Travels 1049 0 5 1054 1
Others 33856 693 4050 38600 49
Grand Total 61917 1279 16378 79573 100
2011
Jan-Dec 2011
Source: AdEx INR Lakhs
The top 15 advertisers contributes to 52% of the
category SOE in 2012
2012
Jan-Oct 2012
Source: AdEx INR Lakhs
Advertisers Print Radio TV Total SOE %
Gujarat Tourism 842 920 3715 5477 9
Kesari Tours 4232 9 192 4433 7
Thomas Cook Holidays 3390 7 0 3397 6
Incredibleindia 1751 319 1161 3231 5
D Pauls Travel Tours 2732 0 0 2732 4
Australia Tourism 459 0 1734 2192 4
Madhya Pradesh Tourism 471 231 837 1539 3
Carnation Holidays 1415 0 0 1415 2
Malaysia Tourism 552 7 872 1430 2
Sotc Holiday World 1029 0 0 1029 2
Cox Kings 617 18 388 1024 2
Sotc World Famous Tours 944 0 0 944 2
Sachin Travels 896 0 4 900 1
South African Tourism 128 0 745 872 1
Strawberi Holidays 798 8 0 806 1
Others 25058 702 3573 29334 48
Grand Total 45315 2220 13221 60756 100
Top advertisers in Print & TV
01000200030004000500060007000
Print, 2011
0
1000
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4000
Print, 2012
0
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TV, 2011
0
1000
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TV, 2012
Jan-Dec 2011 Jan-Oct 2012Source: AdEx INR Lakhs
Top advertisers in Radio
0
50
100
150
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250
Radio, 2011
0
200
400
600
800
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Radio, 2012
Jan-Dec 2011 Jan-Oct 2012Source: AdEx INR Lakhs
Key Take Outs – Travel & Tourism
The spends dropped by 1% from 2011 to 2012
In 2012, TV and Radio’s share have increased considerably
In 2012, till July, the print spends were consistent
Kesari Tours and Incredible India are the top 2 advertisers in 2011 with a SOE of 8% each
In 2012, Gujarat Tourism tops the chart with a SOE of 9% whereas in 2011 it was in 12th position with a 2% SOE
AIRLINES
0
5000
10000
15000
20000
25000
Y' 2011 Y' 2012
19787
15915
4341
Nov - Dec
Jan - Oct
There is a decline in the media spends from Jan – Sep 2011
to Jan – Sep 2012
79%
15%
6%Ad pie, 2011
TV
Radio
76%
16%
8%Ad pie, 2012
TV
Radio
Jan-Dec 2011
Jan-Oct 2012
Source: AdEx INR Lakhs
The spending pattern is fluctuating through out the
months in both the years
Jan-Dec 2011
Jan-Oct 2012
Source: AdEx INR Lakhs
1100
2650
3153
1225
1811
1038
1797
1403
2376
3234
2357
19831658
1544
2008
2487
1149
727
1097
2025
1894
1327
0
500
1000
1500
2000
2500
3000
3500
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Y' 2011
Y' 2012
The spends in each mediums are fluctuating heavily
Jan-Dec 2011
Jan-Oct 2012
Source: AdEx INR Lakhs
0
500
1000
1500
2000
2500
3000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
PrintY' 2011
Y' 2012
0
100
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800
900
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
TV
Y' 2011
Y' 2012
0
50
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300
350
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Radio
Y' 2011
Y' 2012
The top 15 advertisers contributed to 86% of the SOE in 2011
Advertisers Print Radio TV Total SOE %
Emirates Air Lines 5815 143 325 6283 26
Lufthansa 1373 438 0 1812 8
Air India Airlines 1662 52 57 1772 7
Spicejet Airlines 1107 118 541 1766 7
Air France 1113 50 311 1474 6
British Airways 1381 73 0 1454 6
Qatar Airways 492 130 435 1058 4
Singapore Airlines 567 65 366 999 4
Indigo Airlines 945 0 0.2 945 4
Air Asia 874 0 30 903 4
Kingfisher Airlines 408 8 248 663 3
Kingfisher Holidays 12 4 635 650 3
Cathay Pacific 273 2 175 450 2
Swissair 189 0 147 336 1
Airasia Com 268 35 0 303 1
Others 2611 325 323 3260 14
Grand Total 19090 1444 3594 24128 100
2011
Jan-Dec 2011
Source: AdEx INR Lakhs
Emirates Airlines alone is contributing to around 33% of the
SOE in 2012
2012
Jan-Oct 2012
Source: AdEx INR Lakhs
Advertisers Print Radio TV Total SOE %
Emirates Air Lines 3803 118 1211 5132 32
Air India Airlines 2584 0 59 2644 17
Lufthansa 947 287 217 1451 9
Singapore Airlines 300 124 488 912 6
British Airways 689 142 0 831 5
Spicejet Airlines 432 85 122 640 4
Indigo Airlines 546 0 0 546 3
Air Asia 400 1 3 403 3
Qatar Airways 151 15 213 378 2
Malaysia Airlines 202 67 0 269 2
Air France 224 10 0 234 1
Kingfisher Holidays 3 0 222 225 1
Jet Airways 220 0 1 221 1
Silk Air/singapore Airlines 107 48 0 155 1
Turkish Airlines 137 0 0 137 1
Others 1190 362 187 1739 11
Grand Total 11935 1258 2722 15915 100
Top advertisers in Print & TV
0
1000
2000
3000
4000
5000
6000
Print, 2011
0
1000
2000
3000
4000
Print, 2012
0
200
400
600
800
TV, 2011
0
200
400
600
800
1000
1200
TV, 2012
Jan-Dec 2011 Jan-Oct 2012Source: AdEx INR Lakhs
Top advertisers in Radio
050
100150200250300350400450
Radio, 2011
0
50
100
150
200
250
300
Radio, 2012
Jan-Dec 2011 Jan-Oct 2012Source: AdEx INR Lakhs
Key Take Outs – Airlines
Print dominates the ad pie but shown a slightly fall in 2012
TV and Radio share is increasing gradually in 2012
The spends across mediums are fluctuating heavily
Emirates Airlines is the top advertiser in both 2011 & 2012
In 2012 Air India is the second major advertiser
