Social Advertising in India

  Moreover, government organisations as well as NGOs have increased ad spends by about 30 per cent over the last five years owing to the growing economy and literacy levels that have also boosted their work volume.   According to the AdEx report, early 2007 saw non-metro city newspapers garnering 56 per cent of the overall social ads, while mini-metro newspapers followed close behind with 11 per cent share.   Metro city newspapers had only 3 per cent share in social sector advertising during the first half of 2007. This is because most social sector activities are region-specific, say advertising agencies.   Approximately 40 per cent of the ad volumes in print in the early half of 2007 were accounted for by the Government of India, Ministry of Health and Family Welfare, Government of Assam, NACO and Government of Delhi.   Out of the approximately 400 social sector organisations that advertised in print throughout 2007, more than 90 per cent of ad volumes were garnered by government organisations. Comparatively, 2006 saw central and state governments garnering 93 per cent share in social advertisements in print.   While the Centre topped the print advertising chart in 2007, followed by the Ministry of Health and Family Welfare, the latter had topped social advertisements in print last year.   The top new organisations in social sector advertising in 2007 include the Government of Tamil Nadu, Cancer Aid and Research Foundation, Laadli Mumbais Girl Child, Government of Uttarakhand, PneumoADIP, Ministry of Social Justice and Empowerment, Ministry of New Renewable Energy, ICONGO, SIAM, and Suvarna Gramodaya.

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