Ad Space in Print up 51% in May’21; 9.1K+ new advertisers, 10K+ new brands: TAM AdEx

Ad Space in Print grew by 51% in May’21, compared to May’20. Ad Space in Week 2 of May’21 surged by 90%, compared to Week 2 of May’20, whereas Week 5 saw the lowest increase of 22%.

Tally of categories grew by 4%, whereas that for advertisers and brands dropped by 13% and 12%, respectively, during May’21, compared to May’20.

Coaching/ Competitive Exam Centre and Hospital/ Clinics categories have maintained their Top 2 positions in May’21 over May’20. Coaching/ Competitive Exam Centre had an 8% share, followed by Hospital/ Clinics with a share of 6%. Six out of Top 10 categories were new entrants during May’21 – Range of OTC Products, Vitamins/ Tonics/ Health Supplements, Ecom-Education, Rubs and Balms, Digestives, and Ecom-Media/ Entertainment/ Social Media. The Top 10 categories had a 41% share of Ad Space.

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Coaching/ Competitive Exam Centre among the categories saw highest increase in Ad Space with growth of 92%, followed by OTC Products, which saw 4x growth during May’21, compared to May’20. There were 220+ growing categories present in May’21, compared to May’20 in Print.

With a share of 12%, SBS Biotech was the top advertiser during both May’21 and May’20. Aakash Educational Services and Emami were a distant second with shares of 4% each. Three of the Top 10 advertisers – Emami, Mankind Pharma and Studyadda.com – were exclusive to May’21, compared to May’20. Fiitjee saw the highest positive rank shift to enter the Top 10 list during May’21 over May’20. The Top 10 advertisers added 32% share of Ad Space in Print during May’21.

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Aakash Hybrid was the top brand in Print during May’21, followed by Fiitjee. Four of the Top 10 brands – Aakash Hybrid, Itchku Range of Products, Studyadda.com and Zandu Balm Range – were exclusive to May’21, compared to May’20. Highest growth in rankings was seen for LIC during May’21. The Top 10 brands grabbed 17% share of the Ad Space in May’21, among which 5 belonged to SBS Biotech.

Over 80 new categories, 9.1K+ new advertisers and 10K+ new brands were seen in May’21 over May’20. Sauce/ Ketchup was the top new category, followed by Tooth Pastes in May’21, compared to May’20. Emami was the top new advertiser, followed by Mankind Pharma in May’21. Aakash Hybrid topped among the new brands, followed by Itchku Range of Products in May’21, compared to May’20.