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.
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.
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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