Our Bureau

Chennai, March 3

THE information technology sector's TV ad spends shot up 237 per cent in 2004 to Rs 117.3 crore, from Rs 34.8 crore in 2003, according to a report by AdEx India, a unit of TAM Media Research.

The laptops/notebooks category grew a massive over 2,800 per cent, even then only managing to account for 10 per cent of the sector's total TV budget. That's because it grew from a small base of less than Rs 50 lakh in 2003.

The dominant category was chips and microprocessors, with 37 per cent of IT's TV advertising pie in 2004. Not surprisingly then, Intel topped the list of companies with nearly a third of the spend. IBM was a distant second, with 9 per cent, with Microsoft, Hewlett Packard and Sun Microsystems third with 8 per cent a piece.

Corporate image-computer and software were the number 2 and 3 categories, respectively, with shares of 21 and 12 per cent.

The IT sector's TV ad budget has grown in 2004 after consecutive dips in the previous two years, says the report.

(This article was published in the Business Line print edition dated March 4, 2005)
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