The South India market contributed a total of ₹20, 000 crore of advertising money to the overall advertising expenditure (adex) in 2018 said LV Krishnan, chief executive, TAM Media Research on the sidelines of the unveiling Southside Story 2019 market study.
The overall advertising spend stood at ₹65, 000 crore in the country last year and one third of the overall ad spends came from the Southern market. The overall adex in the South grew by 18% including both traditional and digital media while the national adex grew between 10% and 14% in 2018.
The Southside Story is the first edition of the market study by TAM AdEx and Medianews4U.com for the South markets of India. The study dives into the past five years of rich TAM AdEx data and highlights the advertising realities of the South markets. It covers Andhra Pradesh/Telangana, Karnataka, Kerala and Tamil Nadu markets.
According to the findings, the advertising potential in Southern markets has seen an upward trend over the last few years. There is a sharp rise in the media outlets with over 190 TV Channels, 300 publications and 30 radio stations present across all states in South.
The number of TV Channels has increased by 45% (from 137 in 2014 to 199 in 2018). Last year, over 66,000 advertisers/ 86,000 brands advertised across 690 categories in TV, print and radio.
The top ten sectors on television, print and radio contributes more than 80% of the overall advertising share of South market. The sectors that were common across all the three mediums were services (radio), personal accessories (television) and auto (print) for the last five years.
The year 2018 was dominated by television and followed by Radio FM in the share of advertising. The advertising pie (in terms of ad insertions) had 79% share of television and 16% share of radio. In terms of ad insertions, print ranked last with a 4% share. The trend of the past five years show that television has dominated the share of ad insertions ranging from 70% to 79%, which also led to the shrinking of the pie for radio and print.
Talking about key trends in the South market, Krishnan said that retail and hyperlocal advertising is becoming stronger because there are so many local brands in the South market.
“Meanwhile, national advertisers have started tweaking their advertising and increasing spends in this market. For instance, Dabur has named its red tooth powder ‘Sivappu Pal Podi’ in Tamil market which helped the brand immensely. Brands are moving away from using single media (television or print) to multimedia strategy leveraging the combination of television, print and digital," he added.