MAM
Madison revises ad forecast following dip in TV AdEx
MUMBAI: The Pitch Madison Advertising Outlook Report 2019 has revised its forecast for ADEX 2019 downwards, mainly due to a drop in TV Adex in Quarter1, 2019. According to the Original Report, released in February 2019 Adex was forecast to grow by 16. 4 per cent, but the agency has revised it downwards now to 13.4 per cent. By medium, the revised forecast stands as follows:
|
Original |
Revised  |
|||
|
Medium |
Original Growth Forecast 2019 (%) |
Original Share of Media (%) |
Revised Growth Forecast 2019 (%) |
Revised Share of Media (%) |
|
Television |
18.0 |
39.0 |
11.2 |
38.0 |
|
|
5.0 |
29.0 |
5.0 |
30.0 |
|
Digital |
33.4 |
22.0 |
33.4 |
23.0 |
|
Radio |
12.0 |
3.0 |
12.0 |
3.5 |
|
Outdoor |
11.4 |
5.0 |
5.0 |
5.0 |
|
Cinema |
30.0 |
1.5 |
30.0 |
1.5 |
|
TOTAL |
16.4 |
100.0 |
13.4 |
100.0 |
Whilst there is no change in the growth forecast for digital, radio and cinema, there is a downward revision for television and outdoor, which has led to an overall downward forecast of Adex for 2019.
The major reason for the drop in television Adex is the drop faced in the first quarter (January – March 2019), because of the NTO order, which caused chaos in the television market and led BARC to issue an advisory, not to use Ratings because of major changes in availability of channels.
Another major reason that resulted in the drop in television Adex was the ill-fated decision of major networks to remove their free-to-air (FTA) channels from DD Free Dish. This led to a loss of 275 GRPs per week in the Hindi GEC + movies market. New FTA channels that emerged could not make up the viewership enjoyed by the established FTA channels like Zee Anmol, Star Utsav, Star Bharat, Sony Pal, Colors Rishtey, etc. A few new FTA channels did emerge like Dangal, Enter 10, etc. but these could not make up the GRP loss.
As a result, for the first time in many years the first quarter of 2019 saw a de-growth of -5 per cent in television Adex. In quarter 2, TV Adex recovered on the back of Parliamentary Elections, IPL and World Cup. We expect quarter 3 also to be reasonably strong on the back of the festive season, but we expect a softening in quarter 4.
The Pitch Madison Advertising Outlook Revised Forecast by Media is as follows:
Rs in Crores
|
Medium |
Original Forecast 2019 |
Revised Forecast 2019 |
|
Television |
27649 |
26050 |
|
|
20429 |
20429 |
|
Digital |
15612 |
15612 |
|
Radio |
2401 |
2401 |
|
Outdoor |
3750 |
3533 |
|
Cinema |
1047 |
1047 |
|
TOTAL |
70888 |
69073 |
Madison World chairman Sam Balsara says, “It appears that the Consumer is looking for reasons to not spend or delay his spending. At a time like this Advertisers should not lose faith in Advertising, and use it aggressively but effectively to protect their Share.”
MAM
Ameya Velankar steps down as Uber’s head of marketing for India & South Asia
Veteran marketer exits after more than seven years with the ride-hailing giant.
MUMBAI: After more than seven years of steering Uber through the bumpy roads of India’s mobility market, Ameya Velankar has decided to change lanes. Ameya Velankar has stepped down as Head of Marketing for India and South Asia, marking the end of a significant chapter at the ride-hailing company. He had been with Uber since 2019, taking on multiple roles in product and category marketing before rising to lead the marketing function for the region in 2021.
During his tenure, Velankar played a key role in strengthening Uber’s positioning in one of its most competitive and dynamic markets. He helped drive localised marketing strategies and scale adoption across key offerings such as Auto, Moto, Rentals and Intercity, tailoring global platforms to Indian consumer needs.
Prior to joining Uber, Velankar built his marketing expertise at leading consumer companies including SC Johnson and Marico, where he handled category and product leadership roles. His career began at RPG Enterprises.
Details of his next professional move have not been disclosed.
In a fast-evolving mobility landscape where brands constantly battle for attention, Ameya Velankar helped Uber stay relevant and resonant with millions of Indian users. As he moves on from the driver’s seat of marketing, the company will now look for fresh ideas to keep its wheels turning smoothly.
