Average Ad Volumes per publications up by 90% in Q4 of 2020: TAM AdEx

Average Ad Volumes per publications increased by 90% in the 4th quarter of 2020, compared to the average of Q1, Q2 and Q3. Average Ad Volumes per publications dropped by only 11% in the 2nd halves of 2020 over 2019, showing a recovery in Print Ad Volumes during the Unlockdown period (H2, 2020). However, compared to 2019, ad space in 2020 dropped by 33%.

Ad Volumes in Print recovered to the pre-Lockdown level during the festive period, where it witnessed double digit share. During Unlockdown, more than 4.8 times growth seen in average Ad Volumes per publications per day, compared to the Lockdown period.

The Auto sector topped with 16% share of Ad Space in 2020, followed by Education with 14%. Personal Care/ Personal Hygiene sector was the new entrant in Top 10 sectors’ list. Education, Personal Healthcare, BFSI and F&B sectors observed positive rank shifts, with the F&B sector moving up by 3 positions and ranking 7th among sectors. The Top 3 sectors together added 46% share of Ad Volumes in Print.

Cars and Two-Wheelers were the Top 2 categories with 8% and 7% share of Ad Space, respectively, maintaining their ranks during 2020 compared to 2019. Properties/ Real Estates and Multiple Courses moved up by 1 and 2 positions, respectively, in 2020. No major rank shift was seen in the list of Top 10 Categories. Two out of the Top 10 categories were from the Auto and Education sectors each.

Players from the Auto sector dominated the Top 10 List. Maruti Car Range was the top brand in Print during 2020, followed by Hero Two-Wheelers. Hero Motocorp had its two brands among the Top 10 in Print. During 2020, there were total 172K+ brands advertised in Print. Six of the Top 10 brands belonged to Auto sector.

SBS Biotech topped among the advertisers, followed by Maruti Suzuki. LIC of India and KIA Motors moved up by 8 and 51 positions, respectively, to enter among the Top 10. The Top 4 advertisers maintained their positions during 2020. HUL moved to the 5th rank in 2020, compared to the 10th rank in 2019.

Ecom-Education category saw the highest increase in Ad Space with 2.8x rise, followed by Medicated Skin Treatment with 2.4x rise in 2020 compared to 2019. In terms of growth percentage, Hand Sanitizers category witnessed the highest growth percentage among the Top 10, that is, 105x in 2020. Over 200 Categories registered Positive Growth.

Paytm First Games and KIA Sonet were the top exclusive advertiser and brand, respectively, in 2020 compared to 2019. Seven out of the Top 10 exclusive brands belonged to the Auto sector. 73K+ advertisers and 93K+ brands exclusively advertised during 2020 in Print, compared to 2019.

Innovative ads are way of promoting products by the help of ideas and ad layouts which are unique and get attention by audience. It can be done through changes in the product design, launching the product in unique place, promoting through unconventional method, etc. Among the innovative Ad layouts, Figured Outline topped with 28% share of the Ad Space, followed by Seamless Jacket with 20% share during 2020. In addition to the Top 5 Innovations, there were 23 more Ad Innovations with a total share of 29%. Top 5 Innovative Ad Layouts together added more than 70% share of Ad Volumes during 2020. Jacket-Full Page was the most preferred Ad Position by advertisers of Print during 2020. Over 5,100 brands advertised as Jacket-Full Page (Newspaper & Magazine) during 2020, among which FIITJEE was the top brand.

Sales Promotion advertising covered 34% share of the Ad Space in Print during 2020. Among Sales Promotions, Multiple Promotion was on top with 51% share of the Ad Space, followed by Discount Promotion. Top 2 promotions solely covered more than 80% share of Ad Volumes during 2020.

As far as festive advertising was concerned, Deepavali was the top festival with 41% share of the Ad Space in Print during 2020, followed by Chritsmas/ New Year and Navratri/ Durga Puja with 12% and 9% share, respectively. The Top 3 brands with Deepavali ad theme were Amazon.in, Hero Two-Wheelers (Hero Corp) and Hero Motorcycles.

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