The Hindu Business Line : `Advertising by realtors takes a quantum jump'

Realtors advertised 180 per cent more on television and 72 per cent more in print during the January-September period of the current year compared to the same period last year, according to a recent study by AdEx (a division of TAM Media Research).

The increase in print medium has been registered on volume (column centimetre) basis, while that in the television medium has been calculated on the basis of secondages.

"A lot of new players has come in the sector and they need to advertise for visibility and to establish credibility. Many real estate players have also broken the whole advertising exercise into many segments — pre-launches (of the property), product advertisement and corporate advertisement, that has also led to growth in advertising," said Mr Sunit Sachar, Head-Publicity, Parsvnath Developers Ltd.

The study also mentions that real estate advertising is skewed towards North-India based newspapers with 41 per cent share, while the South and West-based newspapers accounted for 29 per cent and 25 per cent share, respectively.

Share of real estate's advertisements in newspapers and magazines stood at a ratio of 98:2. Interestingly, in magazines, "apart from general interest genre, a high share of advertising in women's magazines" was witnessed during the period.

On the television front, a high 42 per cent share of real estate advertising was on Hindi news channels. Business channels had an 18 per cent share, according to the study.

From January to December, the peak in number of real estate ads was witnessed during the July-September period in 2005.

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