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July 4, 2011

40% Spends On Print Media by Indian Government

While English dominates the Indian web, both in terms of availability of content and usage, one would have expected Hindi, or regional languages to dominate Government spending on print advertising. Much to our surprise, according to annual data published for 2009-10 by the Directorate of Advertising and Visual Publicity (DAVP), the official advertising agency of the Indian Government, English sees over 40% of the total Advertising Spend; English and Hindi together make up for 73% of the Total Advertising Spend

According to MediaNama , among the Major Highlights of Indian Government Media spends are

  1. English sees over 40% of the Total Ad Spend and English and Hindi together make up for 73% of the Total Ad Spend
  2. 96% of the ad spends are made for Daily advertising.
  3. The languages that follow English and Hindi are Bengali, Marathi, Gujrati, Urdu, and most interestingly, Oriya. 3 of these languages are native to states where the UPA has not formed a government.
  4. English publications Ad spend analysis
    • Times of India receives 24% of the total ad spend.
    • 21% of the English ad spend goes to Govt. in house weekly publication named Employment Weekly
  5. Hindi publications Ad spend analysis
    • Hindi sees a generous spread of the ad spend with over 2363 publications receiving DAVP’s ad spend.
    • The biggest ad spend gainer for Hindi is Dainik Jagran with 11% share of the ad spend.
  6. Bengali ad spend analysis
    • Anand Bazar Patrika gets a whopping 44% share of the ad spend in Bengali.
    • Bartaman comes in next with 13% of the ad spend share
  7. Marathi ad spend analysis
    • Sakal and Lokmat see similar pattern receiving the advertising spend from DAVP at 18%
The next part of DAVP spend analysis will throw some light on the top publications in the country that receive DAVP’s advertising spend.