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Our Bureau

Petronet tops the list of advertisers that took the IPO route to divestment. It had a 14 per cent share, higher than the biggies ONGC, Gail and IPCL, which occupied the next three slots.

Chennai , May 7

The Government's decision to sell its stake in oil companies has created a flood of ads for the newspaper industry. During the first quarter of 2004, petroleum, oil and gas companies drove IPO advertising, which as a category occupied the 11th spot among top print advertisers during the period.

An analysis by TAM Media Research's AdEx India shows that the share of IPO advertising stood at 1.7 per cent, "which is pretty high," it says. The 1.7 per cent share translated to actual spends of nearly Rs 24 crore. Since 2002, when AdEx started monitoring public issues in the press, it has never seen such high volumes, says an official of the unit.

Apart from the category of corporate/brand image, which with a share of 12.1 per cent and spends of over Rs 170 crore occupied the number one slot, others had individual shares below 4.4 per cent, and thus not vastly higher than the IPO-issue segment.

Petronet tops the list of advertisers that took the IPO route to divestment. It had a 14 per cent share, higher than the biggies ONGC, Gail and IPCL, which occupied the next three slots. TAM's analysis also mentions that such companies had run corporate campaigns parallel to the IPO advertising to generate more faith in them. Corporate campaigns by ONGC, Gail and Petronet accounted for over 18 per cent of that category. By adding the value of this 18 per cent, which works out to around Rs 30 crore, to IPO-issue advertising, the segment would, in essence, rank fifth, says TAM.

According to the figures, it would seem that the companies are betting on a mix of IPO and corporate advertising. In effect, it could mean that the companies wouldn't have run corporate or brand campaigns had it not been for the IPOs. Moreover, "We at AdEx have seen that, traditionally, advertisers from the petroleum, oil and gas sectors such as ONGC and Gail, among others, are not high spenders on the print medium," says the AdEx official.

More Stories on : Advertising | Disinvestment | IPOs

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