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US ad spending slides by 15% in first half: Nielsen
MUMBAI: Hovering around the downturn spiral, the US economy saw a 15.4 per cent drop in its advertising spends during the first half of 2009 as compared to the same period a year ago.
According to the latest Nielsen study released Tuesday, the first two quarters of the year witnessed ad expenditure slide by more than $10.3 billion to a total spend of $56.9 billion. While the total spend on network TV shrunk by 7 per cent, the study states that spot TV in the top 100 designated markets fell 17.4 per cent. Spending on national newspaper was also cut down by 23 per cent while that of local newspapers dipped by 13.2 per cent. For magazines and national magazines, ad spending fell to a little over 21 per cent while the locals saw a 25.4 per cent dip. Spendings on business-to-business publications plunged 32 per cent. Internet ad spending too slipped by about 1 per cent. Interestingly, the only category to walk up the growth ladder was cable TV which saw an improved ad spending by 1.5 per cent. However, this impetus in growth came from the second quarter of the year as cable spending was down nearly 3 per cent at the end of the first quarter. Spanish-language cable spending grew 0.6 per cent. Talking about product categories, Nielsen reveals that though automotive ad spending was pushed down by 31 per cent, it remained the largest product category at $3.7 billion. Also, pharmaceutical ad spending fell 11.3 per cent while furniture stores saw a 3.6 per cent slide.
MAM
BLS International launches #VisaReady campaign to guide applicants
Initiative targets visa myths, delays and rejections with practical guidance
MUMBAI: Visa woes may soon meet their match because paperwork, it seems, is finally getting a user manual. BLS International has rolled out a new awareness drive, #VisaReadyWithBLSInternational, aimed at simplifying the often confusing visa application process and reducing delays caused by misinformation and incomplete documentation. The campaign, led across social media platforms, zeroes in on a long-standing pain point for travellers: lack of clarity around procedures, timelines and requirements. By offering step-by-step guidance, documentation checklists and clear Dos and Don’ts, the initiative attempts to turn what is typically a stressful process into a more predictable one.
At its core, the campaign also seeks to bust common myths that frequently derail applications issues that often lead to avoidable rejections or last-minute complications. The idea is to equip applicants with practical, actionable insights so they can plan better and submit stronger applications within expected timelines.
The push will not remain limited to digital channels. BLS International plans to extend the initiative across its Visa Application Centres globally, reinforcing awareness at key touchpoints where applicants engage with the process.
BLS International joint managing director Shikhar Aggarwal framed the campaign as more than a communication exercise, emphasising the company’s attempt to embed guidance and preparedness into every stage of the applicant journey.
Operating in over 70 countries and working with more than 46 client governments including embassies, consulates and diplomatic missions, the company has built a sizeable footprint in visa and consular services. With this campaign, it is now leaning into education as much as execution, signalling that in the world of visas, clarity might just be the new currency.
