Ad insertions of Retail sector on Digital up 50% in 2022: TAM AdEx

Ad Insertions of Retail sector on Digital increased by 3.8x in Y 2022 over Y 2020. When compared to Y 2021, Y 2022 witnessed growth of almost 50%, as per TAM AdEx report on Retail Sector advertising in 2022 across Television, Print, Radio and Digital. Ad Volume for the Retail sector on Radio in Y 2021 and Y 2022 increased by 40% and 2.3x, respectively, over Y 2020. More than 60% rise was seen in sector ad volumes during Y 2022 when compared to Y 2021.

Television

In Y 2022, Ad Volumes of the Retail sector on Television saw a growth of 62% over Y 2020, However, this growth dipped to 16% when compared to Y 2021. Compared to 1 of Y 2022, Q4 witnessed 48% Ad Volume growth. Q2 of Y 2022 witnessed the highest ad volumes, which was 73% higher as compared to Q1 of 2022. The lowest Ad Volumes were observed in Feb’22 and Nov’22. Oct’22 registered the highest share of ad volumes for Retail at 15%.

Retail Outlets - Jewellers alone contributed 53% to the ad volume share of the Retail sector. The Top 10 Advertisers accounted for 54% share of the ad volumes in Y 2022, with Lalithaa Jewellery Mart leading the list.

Bhima Jewellers and Joy Alukkas Jewellery were the new entrants in the list of Top 10 Brands in the Y 2022. The Top 10 brands accounted for 46% share of ad volumes in Y 2022, with Lalithaa Jewellery leading the list.

The Top 2 channel genres on TV – News and GECs – together accounted for 76% of the ad volumes’ share for the Retail sector during Y 2022. The News channel genre topped the preference list of Retail players during Y 2022.

Print

Ad Space of the Retail sector in Print increased by 29% and 61% in Y 2021 and Y 2022, respectively, compared to Y 2020. The growth was 24% in Y 2022 when compared to Y 2021. In Y 2022, Q4’22 witnessed highest ad space with growth of 2x compared to Q1’22. Oct’22 witnessed the highest share of ad space, that is, 25%, followed by Aug’22 with 11% share.

Retail Outlets - Jewellers was leading the list of Top 10 Categories of Retail Sector in Y 2022. The Top 10 Advertisers accounted for 27% share of the Ad Space in Y 2022, with Reliance Retail retaining its 1st position in the list.

The Top 10 Brands accounted for 20% share of the ad space in Y 2022, with Vishal Mega-Mart leading the list, followed by Reliance Digital and Bajaj Electronics.

Radio

Ad Volume for the Retail sector on Radio in Y 2021 and Y 2022 increased by 40% and 2.3x, respectively, over Y 2020. More than 60% rise seen in sector ad volumes during Y 2022 when compared to Y 2021. The Retail sector experienced a rising trend in quarterly advertising volumes, with Q4 of 2022 having the highest share of advertising volume at 2.1x that of Q1.

Oct’22 registered the highest share of ad volumes, that is, 19%, followed by 10% in Dec’22. The lowest share of Ad Volume was observed in Jan’22 with 4%.

On Radio, Retail ads for Jewellers, Clothing & Electronics ruled with 67% of the total ad volume share of the sector. The Top 10 Advertisers accounted for 23% share of the ad volumes in Y 2022, with Reliance Retail leading the list.

The Top 10 brands accounted for 20% share of the Radio Ad Volumes in Y 2022, with Dava India (a division of Zota Healthcare) leading the list, followed by Alishan and Reliance Digital.

Digital

Ad Insertions of the Retail sector on Digital increased by 3.8x in Y 2022 over Y 2020. When compared to Y 2021, Y 2022 witnessed growth of almost 50%. The lowest ad insertion in Y 2022 was observed in Q3’22. The highest share of ad insertions was observed in Jan’22 with 11% share, while Nov’22 had the lowest share (6%).

On Digital Medium, Electronics/ Durables and Home/ Interiors/ Furniture were the top Retail categories with 23% share of the ad insertions each. The Top 10 Advertisers accounted for 44% share of the Ad Insertions in Y 2022, with Infiniti Retail leading the list.

In the year 2022, Croma topped the list of the Top 10 brands that collectively made up 43% of the sector Ad Insertions.

Ad Network transaction method secured 1st position with 62% share of the Digital advertising of Retail sector in Y 2022. Programmatic and Programmatic/ Ad Network transaction methods had 22% and 8% share of Retail Ad Insertions on Digital, respectively.