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Our Bureau

Cedit card advertising in print rose by 27 per cent and television by 6 per cent.

Chennai , Nov. 9

CREDIT card companies have significantly increased their adspends on television and print in the July-September period, after a moderate growth between January and June 2004.

A report by AdEx India, a division of TAM Media Research, says credit card advertising in print and television rose 27 per cent and 6 per cent, respectively, in the first half of the calendar year 2004 over the comparable period last year.

But an interim report for the first nine months suggests that credit card advertising in print has risen from Rs 13 crore last year to Rs 19 crore - a growth of over 46 per cent - while the increase in television spends has been more pronounced, from Rs 9 crore to Rs 17 crore - an increase of over 88 per cent.

If the past is an indicator of what is ahead, the final quarter of the year (October-December) should see significantly higher spends than the previous ones.

On an average, the festive season contributes one-third of the yearly ad spends, according to industry estimates. The whole ad pie for last year was worth Rs 9,052 crore, the last quarter alone accounting for Rs 2,757 crore.

The report for the first half of the year shows Visa way ahead of the rest in television advertising, accounting for over 80 per cent of the monies spent. ABN Amro comes a distant second with a share of over 7 per cent.

Mastercard has less than 1 per cent of the share in the first half. This figure could improve a bit in the fourth quarter, with the company having launched its `Priceless' campaign recently.

The break-up in print advertising is more even, although Visa still tops with a 23 per cent share. HSBC is second with 20 per cent.

More Stories on : Advertising | Credit Cards & Debit Cards

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