Introduction
In the first article of the series State-wise Media Exposure in India-A Comparison, we discussed, in brief, the heterogeneous nature of media penetration across the Indian states.
We found out that TV is the most popular media in the country. The penetration of the newspaper to a greater extent dependent on the literacy rate of the state.
At a lot of places, radio compensates for the low penetration of TV. Cinema’s presence is almost non-existent in the northern and eastern parts of India.
In the next installments of the content series, we are going to start with an analysis of the top cities of India, followed by all the states. In this article, we would focus on our hometown, Bangalore.
Following is a brief summary of all the aspects covered in this article:
(a) Bangalore Demographics (Charts and Tables)
(b) Reach of Various Media in Bangalore (Charts and Tables)
(c) Top Advertising Platforms of Bangalore and Top Areas for Advertising in Bangalore
Bangalore: The Silicon Valley Of India
Bangalore, officially known as Bengaluru, is the capital of the state of Karnataka. Often hailed as “The Silicon Valley of India”, Bangalore is the 3rd most populous city in India.
It is predominately known for the Information Technology revolution that placed India at a higher rank in terms of IT exports. Apart from IT, Bangalore is a melting pot of startups and small businesses.
With more than 50% population being migrants, the population of Bangalore is a mixture of people from various classes, speaking different languages, having a diverse culture.
1. Bangalore: Demographics
(a) Population of Bangalore
| Population of Bangalore (2011 Census) | 9,621,551 |
| Population of Bangalore (2020 Estimated*) | 12,327,000 |
(b) Gender Distribution of Bangalore Population (2011 Census)
| Male Population | ~52.4% |
| 2020 Estimated Population | 6,459,348 |
| Female Population | ~47.6% |
| 2020 Estimated Population | 5,867,652 |
(c) Literacy Rate in Bangalore (2011 Census)
| Male Population | 91.01% |
| Female Population | 84.01% |
| Total Avg | 87.67% |
(d) Age-wise Distribution of Bangalore Population (2014-15 NFHS Data)
| Age Group | Percentage of Total Population |
|---|---|
| 0-14 Years | 23.5% |
| 15-29 Years | 27.5% |
| 30-45 Years | 23.6% |
| 45-60 Years | 15.9% |
| 60+ Years | 9.5% |
(e) Household-wise Population Distribution of Bangalore (Census 2011)
| No. of Members | Percentage of Total No. of Households |
|---|---|
| 1 Member | 4.5% |
| 2 Members | 13.2% |
| 3 Members | 21.3% |
| 4 Members | 29.9% |
| 5 Members | 15.6% |
(f) Income-wise Distribution of Bangalore Household Population (Statista 2015)
| Annual Household Income | Percentage of No. of Households |
|---|---|
| Less than INR 75,000 | 12% |
| INR 75,000- INR 150,000 | 16% |
| INR 150,000- INR 300,000 | 19% |
| INR 300,000- INR 500,000 | 11% |
| INR 500,000- INR 1,000,000 | 15% |
| Above INR 1,000,000 | 28% |
(g) Migration Trend in Bangalore (2011 Census)
| Percentage of population in Bangalore that is migrant | 42.12% |
| Percentage of immigrants from Karnataka | 55.85% |
| Percentage of immigrants from other states | 44.15% |
State-wise distribution of the migrant population from other states
| State | Percentage |
|---|---|
| Tamil Nadu | 32.61% |
| Andhra Pradesh | 22.48% |
| Kerala | 10.61% |
| Rajasthan | 5.17% |
| Maharashtra | 4.61% |
| Uttar Pradesh | 3.85% |
| Bihar | 3.39% |
| West Bengal | 3.01% |
| Odisha | 2.48% |
2. Reach of various media in Bangalore
(a) Television (BARC 2018)
| Number of TV Households in Bangalore | 2,905,000 |
| Number of Individuals | 10,519,000 |
Gender-wise distribution of TV viewers in Bangalore
| Female | 5,071,000 (48.2%) |
| Male | 5,449,000 (51.8%) |
Age-wise distribution of TV viewers in Bangalore
| Age-Group | No. of Viewers |
|---|---|
| 02-14 Years | 2,079,000 (19.8%) |
| 15-21 Years | 1,343,000 (12.8%) |
| 22-30 Years | 2,437,000 (23.2%) |
| 31-40 Years | 1,957,000 (18.6%) |
| 41-50 Years | 1,218,000 (11.6%) |
| 51-60 Years | 773,000 (7.3%) |
| 61+ Years | 713,000 (6.8%) |
NCCS-wise distribution of TV viewers in Bangalore
| NCCS | No. of Viewers |
|---|---|
| A | 3,487,000 (33.1%) |
| B | 3,252,000 (30.9%) |
| ABC | 9,581,000 (91.1%) |
| CDE | 3,781,000 (35.9%) |
Language-wise distribution of TV viewership in Bangalore
| Language | Share of viewership |
|---|---|
| Kannada | 74% |
| Tamil | 16% |
| Telugu | 7% |
| Hindi | 3% |
(b) Radio (IRS 2019)
Share of various radio stations in Bangalore:
| Radio Stations | Language | Share of Listenership |
|---|---|---|
| Big FM 92.7 | Kannada | 26.7% |
| Radio Mirchi 98.3 | Kannada | 20.7% |
| Radio City 91.1 | Kannada | 15.8% |
| Red FM 93.5 | Hindi | 14.5% |
| Radio Fever 104 | Hindi | 12.5% |
| Radio One 94.3 | English | 10.9% |
| Radio Indigo 91.9 | English | 9.8% |
| Mirchi 95 | Hindi | 9.8% |
(c) Cinema
| Total number of cinema hall seats in Bangalore | 1,57,247 |
| Seat share of Single Screen | 74% |
| Seat share of Multiplex Screens | 26% |
Popular Cinema Chains in Bangalore
| Chain | Number of screens | Prominent Halls |
|---|---|---|
| PVR | 75 | PVR Forum Mall, PVR Orion Mall, PVR Phoenix Marketcity, PVR Central Spirit Mall, PVR VR Mall |
| INOX | 39 | INOX Mantri Square Mall, INOX LIDO Mall, INOX Garuda Mall, INOX Forum Neighbourhood Mall, INOX Central Mall |
| Cinepolis | 32 | Cinepolis Orion East Mall, Cinepolis Royal Meenakshi Mall, Fun Cinemas Sigma Mall, Cinepolis ETA Namma Mall, Cinepolis Forum Shantiniketan |
Weekly Estimated Reach of Cinemas
| Avg no. of shows per day | 4 |
| Avg Occupancy Rate | 40% |
| Reach Per Week | 1,761,000 |
(d) Newspaper
Top 10 newspaper (by circulation) in Bangalore
| Newspaper | Language | Daily Circulation |
|---|---|---|
| The Times of India | English | 535501 |
| Prajavani | Kannada | 271591 |
| Vijay Karnataka | Kannada | 265214 |
| Deccan Herald | English | 203619 |
| The Financial Times | English | 198213 |
| Vijayavani | Kannada | 166736 |
| Bangalore Mirror | English | 158230 |
| Kannada Prabha | Kannada | 96995 |
| Udayavani | Kannada | 83190 |
| Salar | Urdu | 76120 |
(e) Digital
Number of Internet Users in Bangalore: 6.1 Million ~50%
Age-group wise distribution of Internet users (Estimated using Facebook Insights)
| Age Group | Percentage |
|---|---|
| 13-20 Years | 13% |
| 21-30 Years | 47% |
| 31-40 Years | 26% |
| 41-50 Years | 9% |
| 50-60 Years | 3% |
| 60+ Years | 2% |
(f) Outdoor & Transit
| Average vehicle speed in Bangalore | 18.7 KMPH |
| Average number of hours people in Bangalore spend commuting | 2 hours per day |
| Peak Traffic Time in the morning in Bangalore | 9 am |
| Peak Traffic Time in the afternoon in Bangalore | 6 pm |
Based on the data above, we know that an average Bangalorean travels about 35 km per day.
Number of people who commute using vehicles (private & public)daily and can be reached out through outdoor and transit advertising
* Daily Usage Factor takes into consideration that not everyone uses private vehicles on a daily basis due to high traffic and fuel costs
* Avg no of riders refers to avg no of riders on the vehicle
* For public transport, we have avg daily commuters data
3. Bangalore: Top Advertising Media In Demand
Following are lists of top 5 media under each vertical that have received the highest traffic over the past few years from advertisers located in Bangalore:
(a) Television Advertising
In terms of television, about 3/4th of the population watches Kannada content followed by Tamil content. The same trend is reflected in the top 5 TV advertising media in Bangalore:
| TV Channel | Genre | Language |
|---|---|---|
| TV9 Kannada | News & Current Affairs | Kannada |
| Colors Kannada | General Entertainment | Kannada |
| Udaya TV | General Entertainment | Kannada |
| Udaya Movies | Movies | Kannada |
| Sun TV | General Entertainment | Tamil |
(b) Newspaper Advertising
While Kannada is the language of choice when it comes to television advertising, for newspapers, it’s mostly English when it comes to popular advertising media in Bangalore.
| Newspaper Name | Language |
|---|---|
| Times of India Bangalore | English |
| Bangalore Mirror | English |
| Vijayavani Bangalore | Kannada |
| Deccan Herald | English |
| Salar | Urdu |
(c) Digital Advertising
Video advertising is quite popular among advertisers located in Bangalore and so are news apps.
| App/Platform | Description | Top Ad Type |
|---|---|---|
| Hotstar | Most popular long-format video OTT platform of India | Video advertising |
| Inshorts | Short-format news platform | Banner advertising |
| IPL Advertising on Hotstar | Video advertising during IPL live steaming on Hotstar | Video advertising |
| TikTok | Short-format video platform | Video advertising |
| Daily Hunt | News platform offered in multiple vernacular language | Banner advertising |
(d) Radio Advertising
Radio in Bangalore has a balanced mix of radio stations catering to all three popular languages in Bangalore- Kannada, English, and Hindi. Following are the top five radio channels in Bangalore preferred by advertisers:
| Radio Channel | Language |
|---|---|
| Red FM Bangalore | Hindi |
| Radio Indigo Bangalore | English |
| Radio Mirchi Bangalore | Kannada |
| Big FM Bangalore | Kannada |
| Radio One Bangalore | English |
(e) Magazine Advertising
Following are the top five magazines in Bangalore preferred by advertisers:
| Magazine Name | Category | Language |
|---|---|---|
| Hello 6e | Inflight Magazine | English |
| Silicon India | IT, Computer & Animation | English |
| CIO Review | IT, Computer & Animation | English |
| India Today | News & Current Affairs | English |
| Vogue | Fashion, Lifestyle & Jewellery | English |
(f) Cinema Advertising
Even though Bangalore is known for its multiplex culture, there are several popular single-screen movie halls as well that are popular among the advertisers. Following are the top 5 cinema halls in Bangalore for advertising:
| Cinema Hall | Location |
|---|---|
| PVR Forum Mall | Koramangala |
| PVR Elements Mall | Nagavara |
| PVR Phoenix Mall | Whitefield |
| PVR Orion Mall | Rajajinagar |
| SPI GT World Mall | Magadi Road |
(g) Nontraditional Advertising
Bangalore being the Silicon Valley of India, Tech Parks form the commercial centers of the city. Hence, when it comes to advertising, advertising in tech parks forms the most popular advertising media in Bangalore.
| Advertising Platform | Platform Type |
|---|---|
| RMZ Ecospace | IT Park Advertising |
| AC Bus Advertising in Bangalore | Transit Advertising |
| Auto Advertising in Bangalore | Transit Advertising |
| Non AC Bus Advertising in Bangalore | Transit Advertising |
| Cab Branding in Bangalore | Transit Advertising |
(h) Outdoor Advertising
After hoarding advertising in Bangalore facing a ban, outdoor advertising in Bangalore has been limited to advertising on bus shelters, skywalks or hoarding advertising in areas beyond the scope of BBMP. Following are the top 5 outdoor advertising spots preferred by Bangalore advertisers:
| Digital Screens in Shivajinagar |
| Skywalk in Marathahalli |
| Bus Shelter in Nagavara |
| Bus Shelter in Bellandur |
| Bus Shelter in Brookefield |
4. Most Popular Areas of Bangalore For Advertising
Bangalore (Urban) is spread across 2000 sq km of area. Few of the areas in Bangalore, mostly situated in the central part like Malleshwaram, CV Raman Nagar, Shivajinagar are old, well-planned, are mostly inhabited by established brands, standalone retail stores, individual bungalows and startups operating out of residential properties and a large number of senior citizens living there. While the outer areas like Bommanahalli, Begur, Mahadevapura are newly developed areas with most of the IT Parks located there, having huge malls and gated communities with a large number of the young crowd. Hence, based on the target audience, brands need to understand the various areas of Bangalore and focus on certain localities through local advertising properties. Following is a list of all the prominent areas of Bangalore with a list of popular places within the area.
(a) Bellandur
Bellandur is a suburb in Bangalore, located in the southern-eastern part of the city, adjacent to HSR Layout, Sarjapur Road and Bellandur Lake. It’s a recently developed area, mainly popular for it’s IT parks, high-rise apartment complexes, and hospitals.
Following are some of the prominent landmarks in the area:
IT Parks
- RMZ Ecospace
- Global Technology Park
- Cessna Business Park
- Embassy Tech Village
- Pritech Park SEZ
Malls
- Bangalore Central (Soul Space Spirit)
Apartments
- Adarsh Palm Retreat
Top 5 media options for advertising in Bellandur are:
- Advertising in RMZ Ecospace
- Advertising in Global Technology Park
- Advertising in PVR Cinemas, Soul Space Spirit Mall
- Advertising on bus-shelter, Bellandur
- In-store branding in Hamleys Bellandur
(b) BTM Layout
BTM Layout derives its name from the 3 areas located in close proximity- Bannerghatta, Tavarekere and Madiwala. Located in Southern Bangalore, BTM Layout is popular for its cafes, boutiques, and music venues.
Top 5 media options for advertising in BTM Layout are:
- Bus shelter advertising in BTM Layout
- CCD advertising in BTM Layout
- In-store advertising in Reliance Smart in BTM Layout
- Cinema advertising in Sandhya Theatre
- Petrol pump advertising in BPCL petrol pump
(c) Indiranagar
Indiranagar is one of the most expensive areas in Bangalore. Located in the eastern part of Bangalore, it is one of the newest localities of Bangalore. It is surrounded by other prominent areas like Ulsoor, Domlur, Byappanahalli, and Vimanapura.
Top 5 media options for advertising in Indiranagar are:
- Metro station advertising in Indiranagar metro station
- Newspaper pamphlet insertion advertising in Indiranagar
- Bus shelter advertising in Indiranagar
- Swiggy pamphlet distribution in Indiranagar
- In-store advertising in Spencer Indiranagar
(d) Jayanagar
Jayanagar is one of the major commercial hubs of Bangalore. Being located in close proximity to other popular areas like Basavanagudi, JP Nagar, Wilson Garden, Banashankari 2nd stage, Gurappanapalya, Suddaguntepalya, and BTM Layout, it is one of the most crowded areas of Bangalore. It is also very close to Lalbagh Botanical Garden.
Top 5 media options for advertising in Jayanagar are:
- Metro station advertising in Jayanagar
- Newspaper pamphlet insertion in Jayanagar
- In-store advertising in Reliance Fresh in Jayanagar
- Bus shelter advertising in Jayanagar
- Skywalk advertising in Jayanagar
(e) JP Nagar
JP Nagar or Jayaprakash Narayan Nagara is a posh residential area. It is located close to premium residential areas like Jayanagar, Banashankari, Bannerghatta Road, and BTM Layout.
Following are some of the prominent landmarks in the area:
IT Park
- Kalyani Magnum
Mall
- Vega City Mall
Apartment
- May Flower Brigade Millenium
- Esteem Park
Top 5 media options for advertising in JP Nagar are:
- Bus shelter advertising in JP Nagar
- Hotel advertising in Treebo Crystal Castle
- CCD Advertising in JP Nagar 1st Phase
- Digital Screen advertising in JP Nagar
- Petrol Pump advertising in HPCL at JP Nagar
(f) Koramangala
Koramangala is one of the most popular well-established localities of Bangalore. It is a major commercial hub of the city and is a major crowd-puller due to some of the finest shopping areas and eateries. In terms of residential value, Koramangala has a mix of luxury apartments and posh bungalows.
Following are some of the prominent landmarks in the area:
IT Park
- Embassy Golf Links Business Park
Mall
- Forum Mall
Apartment
- Esteem Royale
- Prestige St Johns Wood
Top 5 media options for advertising in Koramangala are:
- Hotel advertising in Treebo Edha Suites
- In-store branding in SPAR, Salarpuria Tech Point
- Bus shelter advertising in Koramangala
- Advertising in CCD in Koramangala
- Petrol Pump advertising in Ejipura
(g) Mahadevapura
Mahadevapura is one of the fastest developing areas in Bangalore. A suburb well-connected with Outer Ring Road, Whitefield Road, and Krishnarajapuram Railway Station, Mahadevapura houses some of the finest malls, schools and IT Parks of Bangalore.
Following are some of the prominent landmarks in the area:
IT Park
- ITPL
- Nalapad Brigade Centre
- Brigade Metropolis Summit
Mall
- Phoenix Marketcity
- VR Mall
Apartment
- SMR Vinay Endeavour
- Trifecta Starlight Apartments
Top 5 media options for advertising in Mahadevapura are:
- Advertising in ITPL
- Bus shelter advertising in Hoodi
- Apartment Advertising
- Advertising on PVR, Phoenix Marketcity
- Advertising on PVR VR Mall
(h) Malleswaram
Malleswaram is one of the oldest localities of Bangalore. Located near the Sankey Tank, Malleswaram is known as the residence of several noted personalities of Bangalore. Malleswaram is located near to other popular areas like Yeshwantpur, Rajajinagar, Sadashivnagar, Sheshadripuram and the Kempegowda Bus Terminus.
Following are some of the prominent landmarks in the area:
Mall:
- Mantri Square Mall
Top 5 media options for advertising in Malleshwaram are:
- Bus shelter advertising in Malleshwaram
- Newspaper pamphlet insertion in Malleshwaram
- Digital screen advertising at Malleshwaram Railway Station
- Advertising in CCD in Malleshwaram
- Petrol pump advertising in BPCL in Malleshwaram
(i) Marathahalli
Marathahalli is a popular locality in Eastern Bangalore. It is a popular bus station for long-distance buses from Bangalore.
Top 5 media options for advertising in Marathahalli are:
- Apartment advertising in Amara Courtyard
- Cinema advertising in Innovative Multiplex
- Advertising on Skywalk in Marathahalli
- Newspaper insertion advertising in Marathahalli
- Bus shelter advertising in Marathahalli
(j) MG Road Area
MG Road is one of the busiest roads of Bangalore and has major commercial establishments like shops, restaurants, offices and bank HQs on both the side. It is connected to other commercial areas like Brigade Road, Shivajinagar, etc.
Following are some of the prominent landmarks in the area:
Mall
- Garuda Mall
- UB City Mall
- Lido Mall
- 1MG Mall
Apartment
- Esteem Royale
Top 5 media options for advertising in MG Road area are:
- Mall advertising in Garuda Mall
- Metro station advertising at MG Road Metro Station
- Cinema advertising in INOX Garuda Mall
- Digital screen advertising in Shivajinagar
- Advertising on skywalk in Gandhi Nagar
(k) Rajajinagar
Rajajinagar is located on the western side of Bangalore. It is a major residential and commercial hub for Western Bangalore. It is located in close proximity to Basaveshwaranagar, Malleshwaram, Mahalakshmipuram, Mahalakshmi Layout, and Vijayanagar.
Following are some of the prominent landmarks in the area:
IT Park
- World Trade Centre
Mall
- Orion Mall
Top media options for advertising in Rajajinagar are:
- Metro station advertising in Rajajinagar metro station
- Newspaper inserts advertising in Rajajinagar
- Bus shelter advertising in Rajajinagar
- CCD advertising in Rajajinagar
(l) Shanthinagar
Shanthinagar is a popular locality of Bangalore, mostly known for its a bus station from where all the government-run buses to Tamil Nadu, Andhra Pradesh and Telangana originate. Shantinagar is also a local transport hub with direct connectivity to major commercial areas of Bangalore- Majestic, Shivajinagar, Koramangala, Hosur Road, Sarjapur Road, Bannerghatta Road, Jayanagar, Banashankari, and Mysuru Road
Top 5 media options for advertising in Shanthinagar are:
- IT Park advertising in Divyasree Chambers
- Digital Screen advertising in Shanthinagar
- Vending Machine advertising in HDFC Richmond Road
- Bus shelter advertising in Neelasandra
- Office space advertising in CoWrks Residency Road
(m) Whitefield
Whitefield, formerly a neighborhood of Bangalore, mostly inhabited by the Anglo-Indian community has grown into a full-fledged suburb of Bangalore after the IT boom. Lying adjacent to Mahadevapura, these areas together form a hotbed of offices, commercial complexes, and residential areas.
Following are some of the prominent landmarks in the area:
IT Park
- Prestige Shantiniketan
- RMZ NXT
- First Technology Place
Mall
- Forum Shantiniketan
- Forum Neighbourhood Mall
- Inorbit Mall
Apartment
- MJR Pearl
- Trifecta Esplanade
- Sandeep Vihar
- Sumadhura Sikharam
Top 5 media options for advertising in Whitefield are:
- Advertising in Whitefield Railway Station
- Bus shelter advertising in Kadugodi
- Advertising in Cinepolis in Forum Shantiniketan
- Advertising in IT Park- Prestige Shantiniketan
- Apartment advertising in MJR Pearl
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