Compared to Y 2021, Ad space per publications in 2022 soared by 16%: TAM AdEx

Compared to Y 2021, Ad space per publications in Y 2022 soared by 16%, as per TAM AdEx’s relook at Print advertising in 2022. The report further state that Y 2022 witnessed highest growth since Y 2019, while Y 2020 witnessed highest ad space decline. Q4 witnessed the highest ad volume growth of 22% as compared to Q1. A consistent growth was seen in each quarter of Y 2022. Oct’22 marked the highest share of ad volume of 14%, while Nov’22 witnessed the lowest share of ad volume of 6%. 

Services sector topped with 16% share of the Ad Space, followed by Education with 14% share during Y 2022. The Top 3 sectors together accounted for 40% share of the Ad Volumes in Print. Four out of the Top 10 Sectors retained their rankings in Y 2022 as compared to Y 2021. 

The top 10 categories accounted for 38% of the ad share in the Y 2022. With category ‘Cars’ taking over ‘Two Wheelers’ in Y 2022, no major rank shift in the list of Top 10 Categories. Two out of the Top 10 categories were from Auto and Education sectors each. Retail Outlets - Clothing/ Textiles, the only new entrant in Top 10 list in Y 2022. 

The Top 10 Advertisers contributed 17% share of Ad Volumes in Print. SBS Biotech topped the advertisers’ list in Print, followed by Maruti Suzuki India. The Top 2 advertisers maintained their positions during Y 2022. Reliance Retail moved to 3rd rank in Y 2022 as compared to 10th in Y 2021. Patanjali Ayurved Ltd and Samsung India Electronics Ltd entered the Top 10 list in the Y 2022 as compared to Y 2021. Pharma Sector dominated the Top 10 List of Advertisers. 

Top 10 Brands contributed 5% share of Print Ad Volumes. Fiitjee and Maruti Car Range retained their 1st and 2nd ranks, respectively, in the Y 2022 as compared to Y 2021. During Y 2022, there were total 185K+ brands advertised in Print. Quantum of brands in Y 2022 increased by 10% as compared to Y 2021. Four brands in the Top 10 list belonged to the Auto sector. 

Retail Outlets - Jewellers ascended to 1st position in Y 2022 as compared to Y 2021. In terms of growth %, Readymade Garments category witnessed 2.2x in Y 2022. 400+ Categories registered positive growth. 

83K+ Advertisers and 100K+ brands exclusively advertised during Y 2022 in Print. Patanjali Wellness Ltd and LIC - IPO were the top exclusive Advertiser and Brand, respectively, in Y 2022 as compared to Y 2021. Four of the Top 10 exclusive brands belonged to the Auto sector. 

Among the Top Innovative Ad Layouts in Y 2022, French Window topped in terms of Ad Space, followed by Seamless Jacket during the Y 2022. In addition to the Top 5 Innovations, there were 30 more Ad Innovation types with a total share of 25%. The Top 5 Innovative Ad Layouts together clocked nearly 75% share of the Ad spaces during Y 2022. Ad innovation type - ‘Full Page Jacket Ad’ had highest ad volume share in Print during Y 2022. 7.5K+ brands used ‘Full Page Jacket Ad’ during Y 2022, while 15K brands used Half Page-Horizontal type of ad innovation. 

Sales Promotion advertising covered 32% share of Ad Space in Print during Y 2022. Among Sales Promotions, Multiple Promotion was on top with 52% share of Ad Space, followed by Discount Promotion. Top 2 promotions solely covered 83% share of Ad Volumes during year 2022. 

Ads with festive theme of Deepavali topped the list with 45% share of Ad Space in Print during Y 2022, followed by Navratri/ Durga Puja and Independence Day with 12% share each. The Top 3 brands with Deepavali ad theme were Jiomart.com, Tanishq Alekhya and Prestige Range. 

Marketing
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Marketing