The Hindu Business Line : Fast food outlets up TV spends by 22 per cent

FAST food outlets increased TV ad spends by 22 per cent to Rs 33.3 crore in 2004 while decreasing their relatively smaller print budget by 30 per cent.

A report by AdEx India, a division of TAM Media Research, pegged the print spends at Rs 4.2 crore, Rs 1.8 crore less than the 2003 figure.

McDonald's dominated TV advertising with a 47 per cent share followed by Tricon Restaurants with its Pizza Hut brand (32 per cent). Domino's Pizza was third with 16 per cent.

In print too McDonald's led with a 28 per cent share, closely followed by Tricon (23 per cent).

With nine per cent, Pizza Corner occupied the third slot.

The report also said that the fast food outlets have been active on TV during summer and on print during winter.

TV spends have doubled between 2000 and 2003 whereas print has seen an up-and-down trend since 2001.

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