Computers’ ad volumes on TV grew 3.8x during Jan-Aug’21: TAM AdEx

The Computers sector registered the highest growth in ad volumes on Television, among all media, rising by 3.8x during Jan-Aug’21, compared to Jan-Aug’20, as per TAM AdEx overview of advertising by the Computers sector. Print saw the second highest growth in ad volumes by the Computers sector, with Ad Space in the Print medium growing by 72% during Jan-Aug’21,

Sector Ad Insertions on Digital medium saw a rise of 40% in Jan-Aug’21 over Jan-Aug’20, while on Radio, Ad Volumes for the Computer sector saw an increase of 32% during this period.

TV

Ad Volumes of the Computer sector on Television rose by 3.8x during Jan-Aug’21 over Jan-Aug’20. August 2021 saw a sharp surge of 2.2x in the sector’s Ad Volumes, compared to July 2021. In Y 2020, a similar pattern was found for the same months. The Software category had 63% of Ad Volumes, the highest among the Computer categories. More than 3/4th of the Ad Volumes in the sector were covered by the Top 2 categories solely. The Top 10 advertisers accounted for more than 35% share of the TV Ad Volumes during Jan-Aug’21 with Dell Computer Corporation leading the list.

More than 40 brands advertised during Jan-Aug’21 on Television, among which the Top 10 brands had 92% share of the Ad Volumes. During Jan-Aug’21, 30+ exclusive brands advertised under the Computer sector compared to Jan-Aug’20.

News genre alone had 49% of the sector’s Ad Volumes, followed by Movies in the 2nd position with a 21% share. The Top 3 channel genres grabbed 83% of the TV Ad Volumes’ share for the Computer sector during Jan-Aug’21.

With a share of 28%, News Bulletin was the most popular program genre to promote Computer brands on Television, followed by Feature Films, which had a share of 22%. The Top 2 program genres – News Bulletin and Feature Films – together added 50% of the sector Ad Volumes.

On TV, Prime Time was the most preferred time-band, followed by Night. Together, the Prime Time, Night, and Afternoon time bands combined for more than 60% of the Ad Volumes. Advertisers of the Computer sector preferred >60 seconds ad size on TV. 20-40 seconds and >60 seconds ads together added 63% share of the sector Ad Volumes during Jan-Aug’21.

Print

The Computer sector’s Ad Space in Print medium grew by 72% during Jan-Aug’21, compared to Jan-Aug’20. In Y 2021, the month of May saw a drop in print advertising, whereas from June-July onwards, the Ad Space started to rise. Almost similar trend was also seen in Y 2020 during these months. Laptops/ Notebooks topped among the categories of Computer sector in Print with 44% share of the Ad Space. The Top 10 categories added more than 99% of the sector’s Ad Space during Jan-Aug’21. Hewlett Packard India was the top advertiser in the sector with 16% share of the Print Ad Space during Jan-Aug’21. The Top 10 advertisers accounted for more than 70% share of the Print Ad Space.

Over 320 brands were present during Jan-Aug’21 in Print, among which the Top 10 brands had 37% share of the Ad Space. During Jan-Aug’21, 255+ exclusive brands appeared under Computer sector compared to Jan-Aug’20.

English language was on top with 79% share of the Ad Space. The Top 5 Publication languages together added 96% share of the sector’s Ad Space. General Interest publication genre had 63% share of sector’s Ad Space in Jan-Aug’21.

Among the 4 zones, South Zone topped in Computer advertising with 38% share of the Ad Space during Jan-Aug’21. Mumbai and New Delhi were the Top 2 cities in overall India for advertising in the sector.

19% share of Ad Space in the Computer sector was with various Promotional offers during Jan-Aug’21. Among Sales Promotions, Discount Promotion had highest share of Ad Space at 84%. More than 20 Advertisers advertised with Sales Promotions in the Computer sector. Apple Computer India had 50% of the sector Ad Space among the ads with Sales Promotions during Jan-Aug’21.