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Mathrubhumi launches a campaign based on real media scene in Kerala

Shreoshree Chakrabarty December 18, 2020
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The media market realities which are not usually unearthed by clients and media agencies in Kerala, unless they probe further have been brought to the forefront by the formidable media group, Mathrubhumi in the form of a new campaign.

Making the inclusion of Mathrubhumi daily in any print campaign for Kerala a must, this fact-based campaign talks about 6 realities:

  • Solus Readers– Mathrubhumi readers who do not read the nearest competitor are 38 Lakhs
  • Solus ReadersMathrubhumi readers who do not read any other Malayalam newspaper come to 34 Lakhs
  • Affluent Readers92 % of MB readers owns a Television,23 % own a laptop/ 68 % own a Two- Wheeler/ 24% are graduates & Above/ 79% belong to NCCS AB, 53 % are in 20-49 yrs Age Group/ 22% belong to NCCS A Male, 25 plus Age Group.
  • Growth in CirculationAper latest ABC report, while all other dailies showed a decline, only Malayalam daily registered a growth
  • More Reach at a lesser costWhen communicating to NCCS A, Males aged 25-44, Two insertions in the nearest competitor will cost 10.2 lakhs and delivers a reach of 57.9 %. But if one insertion gets shifted to Mathrubhumi, the cost will not only become 9.1 lakhs and reach goes up to 66.8 % also.  (cost based on card rates for 100 cm colour ad)
  • Truly Integrated SolutionsA thriving social media ecosystem, a multimedia house with a credible TV news channel ( Mathrubhumi News), No 1 Radio station ( Club FM), a youth channel ( Kappa TV), 11 specialised periodicals and Digital (mathrubhumi.com), all run under a single leadership with no isolated structures, allowing Mathrubhumi to offer truly desegregated and unmatched communication solutions touching 78 % of Kerala’s population.

M V Shreyams Kumar, Managing Director, Mathrubhumi Group said “Kerala is predominantly a print market. No advertiser looking at covering Kerala can just do that with one newspaper.  We felt this campaign will be in the interest of media planners and clients whose focus will largely become a bottom line in the new normal and therefore this will also help them take a re-look at the media selection process, which currently is perhaps happening based on the top line readership numbers.  The campaign is already opening doors for us for interesting client conversations

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