Web Portals Double Their Adspend On TV This Year; MonsterIndia Spends The Most

Internet portals have started splurging money again on advertising in TV. The portals have doubled their adspend in TV in the first half of this calendar year compared to the same period last year, according to a study by Adex India, a division of TAM Media Research that tracks advertising expenditure. Adex India hasn’t released the absolute numbers.
This time the difference is that the portals who are burning money are those who have some viable and proven business models. One of the reasons of the dotcom bust 1.0 was that the dotcoms with unviable business models burnt a lot of money on marketing and promotions.
So what kind of portals splurged big bucks in TV advertising? Recruitment portals garnered the highest 31 per cent share in overall internet portal advertising in the first half of 2006. They had a higher share of advertising on general English channels, while finance and travel tourism portals (commanding for 20 per cent of the share overall) advertised more in business and news channels.
Monsterindia.com topped advertising among recruitment portals during Jan-June 06. Poweryourtrade.com, part of CNBC TV18, was on top among finance portals in the first half of 2006. (I am sure they advertised in the inhouse media like CNBC India, CNN-IBN and IBN-7). The same will be the case with NDTVTravels.com which advertised the most among travel portals. [Via Indiantelevision.com]

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