Has Online Advertising Undermined Television Advertising in Rural India?

Vanaj Menon Vadakepat


Purpose: A plethora of reviews has commented on marketers’ growing attraction towards online advertising. The recent upsurge in research, prophesying an enduring shift to digital marketing, envisages the diminishing role of television advertisements. The atypical consumer behaviour of Malayali communities in India inspired authors to explore their perceptions on advertising media. Hence, this study aims to explore the popularity of online advertisements among the Malayali viewers. This paper also attempt to ascertain whether the rise of online advertising had an adverse impact on viewers’ perception on television advertisements.

Design/methodology/approach: Sample comprised 300 consumers randomly selected from four districts of Kerala. A pre-tested questionnaire administered the primary survey. Respondents’ preference for advertising media and the reasons to choose their favourite media were analysed. Global ranking benchmarked the findings. The sentiment analysis done to compare and validate respondents’ opinion online and television advertising reveals impact of online advertising on the popularity of television advertisements.

Findings: Despite the fast diffusion of internet in the State, respondents retained their passion for regional, Malayalam advertisements. Hitherto, they preferred to enjoy viewing television commercial advertisings in local language.

Practical Implication: This study sheds light on the fact that it is too early to consider digital media as the dominant paradigm vehicle to penetrate, at least the glocal markets.

Originality: When marketers compete to reach audience effectively at low cost, it is equally important for them to value customers’ preferences too. This original research work done with primary survey addressed marketers’ concern.


Keywords: Television, Online Advertisement, Media, Consumer perception.




Título: "A publicidade on-line prejudicou a publicidade televisiva na Índia rural?"


Objetivos: uma infinidade de comentários comentou a crescente atração dos profissionais de marketing pela publicidade on-line. O recente aumento na pesquisa, profetizando uma mudança duradoura no marketing digital, prevê o papel cada vez menor dos anúncios de televisão. O comportamento atípico do consumidor das comunidades malaios na Índia inspirou os autores a explorar suas percepções da mídia publicitária. Portanto, este estudo tem como objetivo explorar a popularidade de anúncios on-line entre os espectadores malaios. Este artigo também tenta verificar se o aumento da publicidade on-line teve um impacto adverso na percepção dos telespectadores pelos telespectadores.

Projeto/metodologia/abordagem: a amostra compreendeu 300 consumidores selecionados aleatoriamente em quatro distritos de Kerala. Um questionário pré-testado administrou a pesquisa primária. A preferência dos entrevistados por mídia de publicidade e os motivos para escolher sua mídia favorita foram analisados. O ranking global comparou as conclusões. A análise de sentimentos feita para comparar e validar a opinião dos entrevistados on-line e a publicidade na televisão revela o impacto da publicidade on-line na popularidade dos anúncios na televisão.

Resultados: Apesar da rápida difusão da internet no Estado, os entrevistados mantiveram sua paixão por anúncios regionais malaios. Até então, eles preferiam assistir a anúncios comerciais de televisão no idioma local.

Implicação: Este estudo lança luz sobre o fato de que é muito cedo para considerar a mídia digital como o veículo paradigmático dominante a penetrar, pelo menos nos mercados locais.

Originalidade: quando os profissionais de marketing competem para alcançar o público-alvo de forma eficaz a baixo custo, é igualmente importante que eles também valorizem as preferências dos clientes. Este trabalho de pesquisa original realizado com a pesquisa primária abordou a preocupação dos profissionais de marketing.


Palavras-chave: Televisão, Publicidade on-line, Mídia, Percepção do consumidor.


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