Ad Tracking Study by Therefore

1. Ad Tracking Study
You Can’t Manage, If You Don’t Measure
Type-1

2. Therefore Consultancy and Services Pvt. Ltd.

3. What is Therefore all about?
• Therefore is a Techno-Marketing company with a core focus
on Offline to Online Marketing Automation
– It captures last mile information of the customer interacting with a brand
across all media platforms and in real-time
– It helps Businesses connect to their customers, measure everything about
their communication and effectively help close a deal
• The core competency of Therefore is Analytics and Reporting
systems
• Built on a Big Data platform the system is highly scalable and can be
integrated with any other technology and platforms
In a nutshell, we provide an integrated platform in order to arrive at an
informed decision

4. ABC Campaign Report
Total Leads Generated
11926

5. 1
ABC Performance: Report

6. Zone-wise Lead Distribution
15%
29%
14%
38%
4%
North South East West Central
• The West Zone at 38% (3464)
outperformed South, with South closely
following at 29% (2650)
• North and East contributed with a modest
15% (1366) and 14% (1301) Respectively
• Central though remained with a least
contribution with only 4% (390)

7. Lead vs. Insertion Distribution-PAN India
0%
5%
10%
15%
20%
25%
30%
35%
40%
North South East West Central
Leads
Insertions

8. Lead Distribution vs. Insertions across campaign
-PAN India
0
10
20
30
40
50
60
70
80
90
100
27/06/201204/07/2012
11/07/2012
18/07/201225/07/2012
01/08/2012
08/08/201215/08/2012
22/08/2012
29/08/2012
05/09/201212/09/2012
19/09/2012
0
100
200
300
400
500
600
700
800
Insertions
Leads

9. A
North Zone:
Publication led Response Analysis

10. 63%
19%
8%
6%
2%
1% 1%
Delhi Uttar Pradesh Punjab Haryana
Rajasthan Uttaranchal Chandigarh
State wise distribution of North zone
• The Major contribution in the North
zone was from Delhi with 63% (859)
while Utter Pradesh remained
modest at 19% (262)
• Chandigarh (7) and Uttaranchal (16)
remained lowest with the
contribution of almost 1% each
• Rajasthan is the second lowest at 2%
(31) while Punjab (106) and Haryana
(82) are minor contributors at 8%
and 6% respectively

11. State wise Lead vs. Insertion distribution
0%
10%
20%
30%
40%
50%
60%
70%
Delhi-NCR Uttar Pradesh
Leads
Insertion

12. Delhi-NCR (859)
41%
20%
11%
3%
3%
2%
1%
1%
1%
17%
Navbharat Times Del HT Delhi
Dainik Jagran Lucknow/New Delhi/Varanasi/Allahabad TOI Delhi
Sandhya Times HT - MUM
Anand Bazar Patrika Bangalore Mirror
Mumbai Mirror Others
• The Navbharat Times (Delhi) was the best
media vehicle generating 41% (350)of the
leads followed by HT Delhi with 20% (169)
which is almost half
• The third best performer in NCR being
Dainik Jagran gives lead close to 11% (92) of
the total leads generated in the NCR

13. Uttar Pradesh (262)
• Dainik Jagran was the most prominent
amongst all other publications with a
share of 59% (155) with the second
Hindustan Lucknow at 9% (24) with the
difference of almost 6 times. 59%
9%
5%
4%
23%
Dainik Jagran Lucknow/New Delhi/Varanasi/Allahabad
Hindustan Lucknow
Hindustan Times - Lucknow
Amar Ujala-Allah
Others
Amar Ujala -Allahabad

14. Punjab (106)
• In Punjab Hindustan T Chandigarh seems
to be the only player contributing to 61%
(65) while all the other put together at
39% (41) which is almost half
61%
39%
Hindustan T. Chandigarh Others

15. Haryana (82)
• In Haryana Dainik Jagran and Hindustan
T. Chandigarh were the major
contributors with 43% (35) and 23% (19)
almost an equal share while all the other
put together at 34% (28) which is almost
half
43%
23%
34%
Dainik Jagran Lucknow/New Delhi/Varanasi/Allahabad
Hindustan T. Chandigarh
Others

16. Lead to Insertion Analysis of Top 5 Lead
Generators
Publication Leads
Navbharat Times-Delhi 489
Dainik Jagran
Lucknow/New
Delhi/Varanasi/Allahabad
342
Hindustan Times Delhi 261
Hindustan Times
Chandigarh
105
Hindustan Lucknow 63
Publication Lead to Insertion
Ratio
Navbharat Times-Delhi 81.5
TOI Delhi 46
Hindustan Times Delhi 37.29
Hindustan Lucknow 30.5
Hindustan Times
Chandigarh
30.17

17. Publication Leads
Hindustan Times Gurgaon 2
Hindustan Times
Lucknow
15
Amar Ujala-Allahabad 32
Sandhya Times 45
TOI Delhi 46
Publication Lead to Insertion
Ratio
Hindustan Times Gurgaon 0.29
Hindustan Times
Lucknow
2.6
Amar Ujala-Allahabad 6.4
Sandhya Times 7.5
Navbharat Times-Delhi 10
Lead to Insertion Analysis of Bottom 5 Lead
Generators

18. Lead Distribution vs. Insertions across campaign
–NBT Delhi
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
0
10
20
30
40
50
60
lead count
Insertion

19. Lead Distribution vs. Insertions across campaign
–HT Delhi
0
1
2
3
4
5
0
5
10
15
20
25
27/06/2012
30/06/2012
03/07/2012
06/07/2012
09/07/2012
12/07/2012
15/07/2012
18/07/2012
21/07/2012
24/07/2012
27/07/2012
30/07/2012
02/08/2012
05/08/2012
08/08/2012
11/08/2012
14/08/2012
17/08/2012
20/08/2012
23/08/2012
26/08/2012
29/08/2012
01/09/2012
04/09/2012
07/09/2012
10/09/2012
13/09/2012
16/09/2012
19/09/2012
lead count
Insertions

20. Lead Distribution vs. Insertions across campaign –HT
Chandigarh
0
1
2
3
4
5
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
27/06/2012
29/06/2012
01/07/2012
03/07/2012
05/07/2012
07/07/2012
09/07/2012
11/07/2012
13/07/2012
15/07/2012
17/07/2012
19/07/2012
21/07/2012
23/07/2012
25/07/2012
27/07/2012
29/07/2012
31/07/2012
02/08/2012
04/08/2012
06/08/2012
08/08/2012
10/08/2012
12/08/2012
14/08/2012
16/08/2012
18/08/2012
20/08/2012
22/08/2012
24/08/2012
26/08/2012
28/08/2012
30/08/2012
01/09/2012
03/09/2012
05/09/2012
07/09/2012
09/09/2012
11/09/2012
13/09/2012
15/09/2012
17/09/2012
19/09/2012
lead count
Insertions

21. • While Hindustan Times Delhi & Chandigarh do well, HT Gurgaon and Lucknow
display poor results.
• Navbharat Times Delhi justifies chosen number of insertions by producing
maximum leads with most leads to insertion ratio.
• TOI Delhi shows appreciable number of leads generated for a single insertion.
Observations

22. B
South Zone: (2650)
Publication led Response Analysis

23. State-wise Distribution of South Zone
• The Major contribution in the South
zone was from Karnataka with 44%
(1176) while Tamil Nadu was close
follower at 35% (926)
• With Andhra Pradesh at 16% (415)
and Kerala contributes a minimum of
5% (133) in the lead generation
44%
35%
16%
5%
Karnataka Tamil Nadu Andhra Pradesh Kerala

24. State wise Lead vs. Insertion distribution
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Karnataka Tamil Nadu Andhra Pradesh Kerala
Lead
Insertion

25. Karnataka (1176)
• The Bangalore Mirror was the best media
vehicle generating 71% (829)of the leads
followed by Prajavani-Ban with 10%
(122) which is almost 7 times the
difference The third publication Deccan
Herald-Bangalore was at 9% (111) while
all others contributed to only 7% (78)
with TOI-Bangalore at 3% (36) 71%
9%
10%
3%
7%
Bangalore Mirror Deccan Herald-Ban Prajavani-Ban
The Times Of India-Ban Others

26. Tamil Nadu (926)
• Hindu Chennai and Daily Thanthi Chennai
was the major contributors with 40% (371)
and 32% (291) respectively with Dinamalar
Coimbatore and Hindu Coimbatore
following up with 12% (111) and 7% (68)
respectively
40%
32%
12%
7%
9%
Hindu Chennai Daily Thanthi Chennai
Dinamalar Coimbatore Hindu Coimbatore
Others

27. Andhra Pradesh (415)
• In Andhra Pradesh, Eenadu generated the
most with lead contribution estimated to
be 61% (253) while Bangalore Mirror
contributes close to 5% (22) others at 34%
(140)
61%
5%
34%
Eenadu Bangalore Mirror Others

28. Kerala (133)
• Malayala Manorama-Kochi is the only
major lead generator with a share of 90%
(120) and others put together at 10% (13)
90%
10%
Malayala Manorama-Koc Others

29. Publication Leads
Bangalore Mirror 1143
Hindu Chennai 615
Daily Thanthi Chennai 476
Eenadu 467
Prajavani Bangalore 218
Publication Lead to Insertion
Ratio
Bangalore Mirror 190.5
Daily Thanthi Chennai 119
Eenadu 116.75
Hindu Chennai 76.28
TOI Bangalore 58
Lead to Insertion Analysis of Top 5 Lead
Generators

30. Publication Leads
TOI Chennai 18
TOI Bangalore 58
Hindu Coimbatore 122
Deccan Herald-Ban 145
Malayala Manorama
Kochi
181
Publication Lead to Insertion
Ratio
TOI Chennai 18
Malayala Manorama
Kochi
30.17
Hindu Coimbatore 30.5
Prajavani Bangalore 43.6
Dinamalar Coimbatore 44
Lead to Insertion Analysis of Bottom 5 Lead
Generators

31. Lead Distribution vs. Insertions across campaign –
Bangalore Mirror
0
1
2
3
4
5
0
5
10
15
20
25
30
35
40
45
50
55
60
27/06/2012
29/06/2012
01/07/2012
03/07/2012
05/07/2012
07/07/2012
09/07/2012
11/07/2012
13/07/2012
15/07/2012
17/07/2012
19/07/2012
21/07/2012
23/07/2012
25/07/2012
27/07/2012
29/07/2012
31/07/2012
02/08/2012
04/08/2012
06/08/2012
08/08/2012
10/08/2012
12/08/2012
14/08/2012
16/08/2012
18/08/2012
20/08/2012
22/08/2012
24/08/2012
26/08/2012
28/08/2012
30/08/2012
01/09/2012
03/09/2012
05/09/2012
07/09/2012
09/09/2012
11/09/2012
13/09/2012
15/09/2012
17/09/2012
19/09/2012
21/09/2012
lead count
Insertion

32. Lead Distribution vs. Insertions across campaign –
Daily Thanthi Chennai
0
1
2
3
4
5
0
5
10
15
20
25
30
35
40
45
50
55
60
65
70
75
80
85
90
95
27/06/2012
29/06/2012
01/07/2012
03/07/2012
05/07/2012
07/07/2012
09/07/2012
11/07/2012
13/07/2012
15/07/2012
17/07/2012
19/07/2012
21/07/2012
23/07/2012
25/07/2012
27/07/2012
29/07/2012
31/07/2012
02/08/2012
04/08/2012
06/08/2012
08/08/2012
10/08/2012
12/08/2012
14/08/2012
16/08/2012
18/08/2012
20/08/2012
22/08/2012
24/08/2012
26/08/2012
28/08/2012
30/08/2012
01/09/2012
03/09/2012
05/09/2012
07/09/2012
09/09/2012
11/09/2012
13/09/2012
15/09/2012
17/09/2012
19/09/2012
21/09/2012
lead count
Insertion

33. Lead Distribution vs. Insertions across campaign –
Eenadu
0
1
2
3
4
5
0
10
20
30
40
50
60
70
lead count
Insertions

34. Lead Distribution vs. Insertions across campaign –
Hindu Chennai
0
1
2
3
4
5
6
7
8
9
10
0
15
30
45
60
75
90
105
27/06/2012
30/06/2012
03/07/2012
06/07/2012
09/07/2012
12/07/2012
15/07/2012
18/07/2012
21/07/2012
24/07/2012
27/07/2012
30/07/2012
02/08/2012
05/08/2012
08/08/2012
11/08/2012
14/08/2012
17/08/2012
20/08/2012
23/08/2012
26/08/2012
29/08/2012
01/09/2012
04/09/2012
07/09/2012
10/09/2012
13/09/2012
16/09/2012
19/09/2012
22/09/2012
lead count
Insertions

35. • New entrant Bangalore Mirror sweeps the top spot in South zone as well
across India.
• While Hindu Chennai produces more leads than Daily Thanthi owing to
higher number of insertions, Thanthi is way ahead in terms of leads to
insertion ratio.
• TOI-Bangalore is at the bottom owing to trend of high number of leads
generated across the region for every publication; on a stand alone basis, it
produces acceptable level of response for a single insertion.
Observations

36. C
East Zone: (1301)
Publication led Response Analysis

37. State-wise distribution of East zone
• The Major contribution in the east
zone was from West Bengal with 46%
(595) with Bihar and Orissa to follow
at 28% (373) and 22% (282)
respectively Jharkhand contribution
was only 4% (51)
46%
28%
22%
4%
West Bengal Bihar Orissa Jharkhand

38. State wise Lead vs. Insertion distribution
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
West Bengal Bihar Orissa Jharkhand
Lead
Insertion

39. West Bengal (595)
• Anand Bazar Patrika had a major share of
54% (320) with ABP South Bengal followed
at 26% (153) again showing difference of
nearly half. ABP North Bengal generated 9%
(57)
54%
26%
9%
2%
2%
7%
Anand Bazar Patrika ABP-South Bengal ABP-North Bengal
HT Kolkata TOI(Mum-Kol-Hyd) Others

40. Bihar(373)
• In Bihar there were two main players
Hindustan and Dainik Jagran contributing to
44% (165) and 42% (158)respectively, while
HT generated only 8% (28)
44%
42%
8%
1%
5%
Hindustan Patna/Ranchi Prabhat Khabar Patna
HT Patna Dainik Jagran Patna

41. Orissa (282)
• In Orissa again there were two main players
Dharitri Bhubaneshwar and Samajav
Cuttack with 39% (110) and 38% (106)
respectively while Samajav could contribute
to only 10% (29)
39%
38%
10%
13%
Dharitri bhubaneshwar Samajav cuttack
Samaj Bhubaneshwar Others

42. Jharkhand (51)
• Jharkhand also followed the sane trend
with two main players contributing to the
leads generated with Hindustan
contributing to 30% (15) and HT to 29%
(15) HT Patna giving 10% (5)
30%
29%
10%
31%
Hindustan Patna/Ranchi HT Ranchi HT Patna Others

43. Publication Leads
ABP(Total) 744
Hindustan Patna 272
Prabhat Khabar Patna 270
Dharitri Bhubaneswar 143
Samaja Cuttak 130
Publication Lead to Insertion
Ratio
ABP(Total) 124
Hindustan Patna 54.4
Prabhat Khabar Patna 54
Dharitri Bhubaneswar 35.75
Samaja Cuttak 32.5
Lead to Insertion Analysis of Top 5 Lead
Generators

44. Publication Leads
Hindustan Times Kolkata 13
Hindustan Times Ranchi 21
Samaja Bhubaneshwar 40
Hindustan Times Patna 45
Publication Lead to Insertion
Ratio
Hindustan Times Kolkata 1.86
Hindustan Times Ranchi 3
Hindustan Times Patna 5.63
Samaja Bhubaneshwar 10
Lead to Insertion Analysis of Bottom 5 Lead
Generators

45. Lead Distribution vs. Insertions across campaign –
Hindustan Patna
0
1
2
3
4
5
0
5
10
15
20
25
30
35
27/06/2012
29/06/2012
01/07/2012
03/07/2012
05/07/2012
07/07/2012
09/07/2012
11/07/2012
13/07/2012
15/07/2012
17/07/2012
19/07/2012
21/07/2012
23/07/2012
25/07/2012
27/07/2012
29/07/2012
31/07/2012
02/08/2012
04/08/2012
06/08/2012
08/08/2012
10/08/2012
12/08/2012
14/08/2012
16/08/2012
18/08/2012
20/08/2012
22/08/2012
24/08/2012
26/08/2012
28/08/2012
30/08/2012
01/09/2012
03/09/2012
05/09/2012
07/09/2012
09/09/2012
lead count
Insertion

46. Lead Distribution vs. Insertions across campaign –
Prabhat Khabar Patna
0
1
2
3
4
5
0
5
10
15
20
25
30
35
40
45
50
27/06/2012
29/06/2012
01/07/2012
03/07/2012
05/07/2012
07/07/2012
09/07/2012
11/07/2012
13/07/2012
15/07/2012
17/07/2012
19/07/2012
21/07/2012
23/07/2012
25/07/2012
27/07/2012
29/07/2012
31/07/2012
02/08/2012
04/08/2012
06/08/2012
08/08/2012
10/08/2012
12/08/2012
14/08/2012
16/08/2012
18/08/2012
20/08/2012
22/08/2012
24/08/2012
26/08/2012
28/08/2012
30/08/2012
01/09/2012
03/09/2012
05/09/2012
07/09/2012
09/09/2012
lead count
Insertions

47. Lead Distribution vs. Insertions across campaign –
Dharitri Bhubaneshwar
0
1
2
3
4
5
0
5
10
15
20
25
30
10/07/2012
12/07/2012
14/07/2012
16/07/2012
18/07/2012
20/07/2012
22/07/2012
24/07/2012
26/07/2012
28/07/2012
30/07/2012
01/08/2012
03/08/2012
05/08/2012
07/08/2012
09/08/2012
11/08/2012
13/08/2012
15/08/2012
17/08/2012
19/08/2012
21/08/2012
23/08/2012
25/08/2012
27/08/2012
29/08/2012
31/08/2012
02/09/2012
04/09/2012
06/09/2012
08/09/2012
10/09/2012
12/09/2012
14/09/2012
lead count
Insertions

48. Lead Distribution vs. Insertions across campaign –
Samaja Cuttak
0
1
2
3
4
5
0
5
10
15
20
25
30
10/07/2012
12/07/2012
14/07/2012
16/07/2012
18/07/2012
20/07/2012
22/07/2012
24/07/2012
26/07/2012
28/07/2012
30/07/2012
01/08/2012
03/08/2012
05/08/2012
07/08/2012
09/08/2012
11/08/2012
13/08/2012
15/08/2012
17/08/2012
19/08/2012
21/08/2012
23/08/2012
25/08/2012
27/08/2012
29/08/2012
31/08/2012
02/09/2012
04/09/2012
06/09/2012
08/09/2012
10/09/2012
12/09/2012
14/09/2012
lead count
Insertions

49. • Regional language based publications clearly outperform
English competitors in East.
– This phenomenon can be observed as editions of Hindustan perform
better than editions of HT in East.
– While ABP is still the most formidable performer in East, it looses
foothold at PAN India level as leads to insertion ratio reduces to almost
half compared to previous Monsoon campaign.
Observations

50. D
West Zone:
Publication led Response Analysis

51. State wise distribution of West zone
• Maharashtra Dominated Gujarat with
a big margined generating 85%
(2948) to 15% (508) respectively
85%
15%
Maharashtra Gujarat

52. State wise Lead vs. Insertion distribution
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Maharashtra Gujarat
Lead
Insertion

53. Maharashtra (2948)
• The Maharashtra showed a clutter with
distinguish player with Daily Sakal top at
17% (528) followed by HT Mumbai,
Mumbai Mirror and Hitvada Nagpur at 15%
(446), 12% (353) and 9% (273) respectively
17%
15%
12%
9%6%
4%
4%
4%
3%
3%
3%
2% 2%
1%
1%
1% 1% 1% 13%
Daily Sakal HT - MUM Mumbai Mirror
Hitvada Nagpur Maharashtra Times Pune Maharastra Times Mum
Lokmat Nagpur Pune Mirror Lokmat-Pun
Navbharat Times MUM Daily Sakal-Nas DNA
Lokmat Samachar-NAG Lokmat Nashik Maharastra Times-Nag
TOI(Mum-Kol-Hyd) Maharashtra Times Nashik Maharashtra Times Aur
Others

54. Gujarat (508)
• In Gujarat Divya Bhaskar Ahmedabad key
contributor at 69% (351) and Divya
Bhaskar Vadodara second largest at 15%
(74) with Ahmedabad Mirror at 7% (38)
69%
15%
7%
9%
Divya Bhaskar- Ahemedabad Divya Bhaskar-Vad
Ahmedabad Mirror Others

55. Publication Leads
Hindustan Times Mumbai 718
Daily Sakal 605
Divya Bhaskar-
Ahmedabad
561
Mumbai Mirror 551
Maharashtra Times
Mumbai
199
Publication Lead to Insertion
Ratio
Hindustan Times Mumbai 102.57
Daily Sakal 100.83
Divya Bhaskar-
Ahmedabad
93.5
Mumbai Mirror 91.83
Maharashtra Times Pune 41.67
Lead to Insertion Analysis of Top 5 Lead
Generators

56. Publication Leads
Sakaal Times Pune 7
Lokmat Times Nagpur 12
Maharashtra Times
Aurangabad
22
Maharashtra Times
Nashik
39
Ahmedabad Mirror 52
Publication Lead to Insertion
Ratio
Sakaal Times Pune 1.17
Maharashtra Times
Aurangabad
3.67
Lokmat Times Nagpur 4
Maharashtra Times
Nashik
6.5
Ahmedabad Mirror 8.67
Lead to Insertion Analysis of Bottom 5 Lead
Generators

57. Lead Distribution vs. Insertions across campaign –HT
Mumbai
0
1
2
3
4
5
0
5
10
15
20
25
27/06/2012
30/06/2012
03/07/2012
06/07/2012
09/07/2012
12/07/2012
15/07/2012
18/07/2012
21/07/2012
24/07/2012
27/07/2012
30/07/2012
02/08/2012
05/08/2012
08/08/2012
11/08/2012
14/08/2012
17/08/2012
20/08/2012
23/08/2012
26/08/2012
29/08/2012
01/09/2012
04/09/2012
07/09/2012
10/09/2012
13/09/2012
16/09/2012
19/09/2012
22/09/2012
lead count
Insertion

58. Lead Distribution vs. Insertions across campaign –
Divya Bhaskar Ahm
0
1
2
3
4
5
0
10
20
30
40
50
60
27/06/2012
29/06/2012
01/07/2012
03/07/2012
05/07/2012
07/07/2012
09/07/2012
11/07/2012
13/07/2012
15/07/2012
17/07/2012
19/07/2012
21/07/2012
23/07/2012
25/07/2012
27/07/2012
29/07/2012
31/07/2012
02/08/2012
04/08/2012
06/08/2012
08/08/2012
10/08/2012
12/08/2012
14/08/2012
16/08/2012
18/08/2012
20/08/2012
22/08/2012
24/08/2012
26/08/2012
28/08/2012
30/08/2012
01/09/2012
03/09/2012
05/09/2012
07/09/2012
09/09/2012
11/09/2012
13/09/2012
15/09/2012
17/09/2012
19/09/2012
21/09/2012
lead count
Insertions

59. Lead Distribution vs. Insertions across campaign –
Mumbai Mirror
0
1
2
3
4
5
0
5
10
15
20
25
30
35
40
45
27/06/2012
29/06/2012
01/07/2012
03/07/2012
05/07/2012
07/07/2012
09/07/2012
11/07/2012
13/07/2012
15/07/2012
17/07/2012
19/07/2012
21/07/2012
23/07/2012
25/07/2012
27/07/2012
29/07/2012
31/07/2012
02/08/2012
04/08/2012
06/08/2012
08/08/2012
10/08/2012
12/08/2012
14/08/2012
16/08/2012
18/08/2012
20/08/2012
22/08/2012
24/08/2012
26/08/2012
28/08/2012
30/08/2012
01/09/2012
03/09/2012
05/09/2012
07/09/2012
09/09/2012
11/09/2012
13/09/2012
15/09/2012
lead count
Insertions

60. Lead Distribution vs. Insertions across campaign –MH
Times Pune
0
1
2
3
4
5
0
5
10
15
20
25
30
35
27/06/2012
29/06/2012
01/07/2012
03/07/2012
05/07/2012
07/07/2012
09/07/2012
11/07/2012
13/07/2012
15/07/2012
17/07/2012
19/07/2012
21/07/2012
23/07/2012
25/07/2012
27/07/2012
29/07/2012
31/07/2012
02/08/2012
04/08/2012
06/08/2012
08/08/2012
10/08/2012
12/08/2012
14/08/2012
16/08/2012
18/08/2012
20/08/2012
22/08/2012
24/08/2012
26/08/2012
28/08/2012
30/08/2012
01/09/2012
03/09/2012
05/09/2012
07/09/2012
09/09/2012
11/09/2012
13/09/2012
15/09/2012
17/09/2012
lead count
Insertions

61. • Divya Bhaskar clearly outperforms Ahmedabad Mirror in Gujarat.
• While HT Mumbai and Daily Sakal perform really well, Sakal Times Pune,
Lokmat Times Nagpur and Maharashtra Times Aurangabad are the worst
performers in Maharashtra.
Observations

62. E
Central Zone: (390)

63. State-wise Distribution of Central zone
• Of the two states in the central, Madhya
Pradesh generates highest leads,
estimated to be 92% of the total leads
generated
92%
8%
Madhya Pradesh Chhattisgarh

64. State wise Lead vs. Insertion distribution
0%
20%
40%
60%
80%
100%
Madhya Pradesh Chhattisgarh
Lead
Insertion

65. Madhya Pradesh(359)
• Dainik Bhaskar Indore shared almost half of
the pie with 46% (165) while second
follower Dainik Bhaskar Bhopal at 27 % (98)
almost half. Nai Dunia at 11% (40) which
was again half of Dainik Bhaskar Bhopal 46%
27%
11%
16%
Dainik Bhaskar Indore Dainik Bhaskar Bhopal
Nai Dunia-Ind Others

66. Chhattisgarh (31)
• In Chhattisgarh Anand Bazar Patrika had
almost half of the share with 52% (16)
while ABP North Bengal and ABP South
Bengal contributing to 6% (2) and 3% (1)
respectively. And other contributed to 39%
(12)
52%
6%
3%
39%
Anand Bazar Patrika ABP-North Bengal
ABP-South Bengal Others

67. Publication Leads
Dainik Bhaskar Indore 227
Dainik Bhaskar Bhopal 152
Nai Dunia Indore 57
Nav Dunia Bhopal 9
Hindustan Times Bhopal 9
Publication Lead to Insertion
Ratio
Dainik Bhaskar Indore 37.83
Dainik Bhaskar Bhopal 25.33
Nai Dunia Indore 14.25
Nav Dunia Bhopal 2.25
Hindustan Times Bhopal 1.29
Lead to Insertion Analysis of Top 5 Lead
Generators

68. • Dominance of regional publications can be observed in
Central zone.
– Editions of Dainik Bhaskar outperform HT editions in terms of total
leads generated as well as lead to insertion ratio.
Observations

69. Comparative Analysis of
Zones Vis-a-Vis Publications
2

70. Top 10 Lead Generating States
32%
13%10%
6%
6%
5%
4%
4% 3%3%
Maharashtra
Karnataka
TamilNadu
West Bengal
Gujarat
Andhra Pradesh
Madhya Pradesh
Bihar
Orissa

71. Top 10 Lead Generating Publications
10%
6%
6%
5%5%
5%
5%
4%
4%
4%
Bangalore Mirror
ABP(Total)
HT Mumbai
Hindu chennai
Daily Sakal
Divya Bhaskar- Ahm
Mumbai Mirror
Navbharat Times-Delhi
Daily Thanthi Chennai
Eenadu

72. Thank You