Real Estate, Educational Institutions, Jewellery Brands & Outlets – Key OOH Spenders

Key takeaways from a report shared by Time Outdoor Monitoring covering 2014 suggest that traditional media formats were the most used in the outdoor media plans. The firm’s pan-India analysis across 40 cities shows that the OOH industry’s Share of Voice (SOV) was estimated at Rs 7096.22 crore, 5.91% higher than the industry’s SOV in the year 2013, which was estimated at Rs.6676.98 crore. The estimated spends were based on the market rate and not the actual negotiated rate. The study also did not include spends on transit media and kiosks.

The data and analysis suggests that the Real Estate category commanded the highest SOV of 31% (about Rs 1,089.43 crore), followed by educational institutions category (14.5%; about Rs.513.47 crore) and Jewellery/Jewellery Shops Category (12.2%; about Rs 434.25 crore).
Share of Space

The Real Estate category dominated with space acquisition of about 4,52,12,676 sq. ft (32%) of the total space acquired by the top ten categories. The Educational Institution and Jewellery/Jewellery Shops Categories were the next highest in the ranking. The Educational Institution Category acquired space of about 1,85,82,426 sq. ft (13%) and the Jewellery/Jewellery Shops Category acquired about 1,59,94,628 sq. ft (11%).