Grameenphone And Robi Increased Advertising Spending In Q2’211 min read

Grameenphone and Robi the top two telecom operators in Bangladesh have increased their advertising in the period April-June of 2021. Grameenphone increased its advertising expense by 19.7% YoY whereas Robi increased by 901.8% YoY in Q2’21. Both companies have been investing heavily in advertising to promote bundle packages and data-related services.

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Grameenphone’s advertisement expenses increased by Tk 51.2 million in Q2’21 and Tk 69.3 million in H1’21. Advertisement expense as a percentage of total sales remained stable compared to the same period last year with 0.9%. The investment into advertisement seemed to have a positive impact as the revenue of the company increased by 8.5% YoY to Tk 35,763 million in Q2’21 compared to Tk 33,069 million in Q2’20. Data revenue also increased by 3.6% YoY driven by the acquisition of 2.8 million more internet subscribers. Internet consumption per user has increased by 39.7% YoY. MB per subscriber was 3,609 MB in Q2’21 which was 2,583 MB in Q2’20.

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Robi’s advertisement expenses increased by Tk 438.6 million in Q2’21 and Tk 250.2 million in H1’21. Advertisement expense as a percentage to sales increased from 0.3% in Q2’20 to 2.4% in Q2’21. The increase in spending had a positive impact on the revenue as it grew by 15.2% YoY. Revenue of the company in Q2’21 was Tk 20,309 million compared to Tk 17,627 million in Q2’20. Data revenue also grew by 23.1% YoY due to growth in internet subscribers and growth in internet consumption per user. The internet subscribers have increased by 16.5% YoY from 32.2 million to 37.5 million subscribers.

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