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Vodafone Continues to Lead TV Ad Spending During First Half of 2012

July 2012 - Source: IDRAMEDIA

Vodafone Albania topped the list in TV ad spending* for the first six months of 2012. Covering 13 free-to-air TV channels and 16 DigitAlb channels, Vodafone aired a total worth 6,326,354 Euro over this period. Converted into total air time this makes approximately 364 hours and 52 minutes of advertising time. There is a significant gap with the second biggest advertiser, AMC, that follows with 4,974,531 Euro or an equivalent of 216 hours and 53 minutes of ad time.   

With all TOP Five advertisers being either mobile companies or fixed telephony providers the list can be considered as the telecommunication’s big five. Spending figures are as follows:

Top Five Spenders in TV Advertising January – June 2012

ADVERTISER

ALL

EURO

Vodafone

879,363,223

6,326,354

AMC

691,459,749

4,974,531

Eagle Mobile

446,829,301

3,214,599

ALBtelecom

308,807,577

2,221,637

Plus

280,163,495

2,015,565

The share of spending for the top five advertisers reveals a larger gap between Vodafone and Eagle Mobile – different from previous periods when the two advertisers remained closer in terms of spending. Vodafone maintains the larger share of the top five pie, with 34%, while Plus has the modest share of 11% of ad spending.

 

*We calculate spending as nominal values based on official media rate cards. They allow valid comparisons but do not reflect ‘real’ spending values by individual advertisers. The average exchange rate for the above is €=139 ALL.

 


 

Eagle Mobile: Top Spender in Print Advertising

July 2011 - Source: IDRAMEDIA

From January to June 2011 Eagle Mobile has steadily remained the top advertiser in Print media. Both in terms of spending and ad space Eagle Mobile ranks first among mobile operators: it spent nominally* 252,429 € from January to May compared to 173,539 € by AMC. Eagle Mobile also conducted the most expensive and extensive print advertising campaign: Super RiniRing with approx. 76,603 €.

AMC was the second biggest mobile advertiser in print during this period with nominal spending of 173,539 €. Plus invested less than the other three mobile operators in print advertising: only 101,189 €.

Vodafone had the widest distribution of its advertising budget in print: it advertised in 36 print outlets. However, its biggest campaign was smaller than all the major print campaigns by the other three mobile operators.

Among print outlets Shqip newspaper attracts by far the greatest amount of print ad spending. The other top four outlets are: Panorama, Gazeta Shqiptare, Shekulli and Ballkan. The print ad spending during the period January-May 2011 shows a decline during May as shown in the figure below.

 

*Spending is calculated based on official rate cards issued by print media.

 


 

TELECOMMUNICATIONS AND FOOD REMAIN TOP SECTORS IN ADVERTISING EXPENDITURE

March 2011 - source: IDRAMEDIA

During January and February 2011 the two sectors with the highest spending in advertising were Telecommunications (Mobile category) and Food. Our data reveals that these two sectors continuosly are the top ones in terms of ad expenditure as well as advertising time or number of spots aired. They are immediately followed by Banking in January and Personal Care in February. The Banking sector has dropped from being the third largest spender in January to the eighteenth position in February.

Our data discounts the cross-advertising carried out by Media / Television brands - such as Digitalb on Top Channel - in order to reflect more truthfully the real spenders in the market.

 


 

LOW ADVERTISING FROM PHARMACEUTICAL companies ON ALBANIAN TV*
July 2010 - source IDRAMEDIA
Data from IDRAMEDIA for the 2nd quarter of 2010 (April-June) indicates that pharmaceutical brands continue to rank low in the Albanian TV advertising landscape. Overall, advertising expenditures from this sector make up only a small fraction of the total ad expenditure (0.4%) while only 5 brands are present during this quarter. Eudorlin of Goldpharma leads the sector with the highest ad expenditure. This brand also boasts the highest weekend advertising presence: 75% Weekend Share and a 17% Prime Time Share. Aspirin of Bayer follows with only 5% Prime Time share and 22% Weekend Share. Other pharmaceutical brands that advertised on TV during this quarter include Linex of Sandoz, ArthroStop Rapid of Walmark and Gripostad C of STADA..
*Data is derived from 8 main TV channels: Top Channel, Klan, Vizion+, TVSH, News24, Alsat, OraNews, Koha TV
Contact IDRAMEDIA for more information on pharmaceutical advertising data.


 

EAGLE MOBILE RETAINS TOP ADVERTISER POSITION IN APRIL 2010
7 May 2010 - source: IDRAMEDIA
Total advertising time for 8 main Albanian TV channels (*) during April 2010 rose by 7% compared to the previous month. In terms of spending, advertisers spent in total 8% more than during March 2010 in the same TV channels. Eagle Mobile still ranked as top advertiser both in terms of advertising air time and expenditure.

Eagle Mobile aired a total of 42.9 hours of advertising during April compared to 39.2 hours by Vodafone which ranks second. The ad time calculated does not include DigitAlb channels, SuperSport and SuperSonic – when considering these channels Vodafone ranks as top advertiser both in terms of air time and expenditure.

DigitAlb comes third with 29.8 hours of advertising followed by AMC with 20.6 hours. A total of 243 brands advertised in these 8 TV channels compared to 222 brands during March. The top ten list of advertisers – in terms of spending during April 2010 – is listed below.

1
Eagle Mobile  
6
Procter & Gamble (P&G)
2
Vodafone  
7
Top Shop
3
DigitAlb  
8
BKT
4
AMC  
9
Edisud Grup
5
Tring  
10
Trebeshina

(*) 8 TV channels : Top Channel, Klan, Vizion+, TVSH, News24, Alsat, OraNews, Koha.

 


 

TV ADVERTISING DURING DECEMBER 2009
5 January 2010 - source: IDRAMEDIA
During the month of December the total advertising time, in the 6 major TV channels in Albania, rose by 23% compared to the month of November from approx. 337 hours to 416 hours. About 300 brands aired advertising spots during December. The top advertised brand based on aired time, continues to be Eagle Mobile with approximately 38 hours of advertising.

Vodafone follows with about 29 hours of advertising while Digitalb has climbed in the third place. AMC has moved from third place in November to fourth place in December with about 22 hours of advertising. National Commercial Bank and Molfix have made it among the top 10 advertised brands during this month. The ranking of top 10 advertising brands based on aired time is the following:

1
Eagle Mobile  
6
EHW
2
Vodafone  
7
Tring
3
DigitAlb  
8
BKT
4
AMC  
9
AlbTelecom
5
Dormeo  
10
Molfix

 

 


 

EAGLE MOBILE RANKS AS TOP ADVERTISER FOR NOVEMBER 2009
15 December 2009 - source: IDRAMEDIA

Eagle Mobile advertised more than any other company in Albania during November 2009. It occupied a total of 33.9 hours of TV advertising and was closely followed by Vodafone with 33 hours of ad time. Expressed as percentage share time Eagle Mobile had 10.1% of all advertising time in 6 major TV channels. Vodafone ad time was 9.8%.

The three mobile operators - Eagle Mobile, Vodafone and AMC - were the biggest advertisers during November 2009 together occupying 26.1% of all TV advertising time. The telecommunications sector as a whole makes up the largest portion of advertising time on Albanian TV channels. The following list shows the top 10 advertisers for November 2009:

1
Eagle Mobile  
6
Coca Cola
2
Vodafone  
7
EHW
3
AMC  
8
Tring
4
DigitAlb  
9
AlbTelecom
5
Dormeo  
 

POLITICAL ADVERTISING

IDRAMEDIA monitored ads aired on Albanian TV channels during the 2009 general election campaign. Click here to see data and video records of these ads.