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Our Bureau

Educational institutions spent Rs 209 crore to emerge as the top category in print.

Chennai , Jan. 4

FOR the first time in years, the growth rate of the print medium's ad pie has surpassed that of television. This is despite the FMCG sector slashing print budgets by over 13 per cent to Rs 275 crore this year while increasing its TV spends marginally.

Print as a whole has grown 14.7 per cent to Rs 5,450 crore in 2004, higher than TV's 13 per cent growth to Rs 4,860 crore, which has helped the former arrest a slide which saw it lose share to the electronic media over the years.

In 2001-02, print grew at 4 per cent, nearly a third of what TV achieved during that period. In 2002-03, TV just about managed to beat print, whose ad pie rose by 8 per cent.

The total ad pie for 2004 has been estimated at Rs 12,000 crore by TAM Media Research's division AdEx India, which has compiled the numbers.

The figure is over Rs 1,500 crore more than what the industry achieved last year.

According to AdEx, the print medium's success story has been enabled by a string of advertisers that are not known to favour TV.

These include educational institutions, independent retailers, coaching centres, display retail shops, among others.

These advertisers seem to have made a big difference to the overall print pie. For example, educational institutions spent Rs 209 crore to emerge as the top category in print. Display retail shops as a category moved up 104 places over the year to become the eleventh top spender on print.

Shampoos, toilet soaps and washing powders emerged as first, second and fourth biggest spenders on TV.

The FMCG sector's spends on TV increased just over 7 per cent to Rs 2,673 crore though its ad share on TV reduced from 58 per cent a year earlier to 55 per cent now. The sector's share on print fell 2 per cent to 9 per cent.

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