Digital most preferred medium for Hospitals & Clinics ads in Jan-Aug’21: TAM AdEx

With the tremendous demand for medical treatment during the COVID-19 crisis, advertising by Hospitals/ Clinics has increased manifold in the pandemic times. As per TAM AdEx’s overview of Hospital/ Clinics advertising across TV, Print, Radio and Digital for the period Jan-Aug’21 (till August 24, 2021), Digital was the most preferred medium for advertising by this category, witnessing a growth of 2.5x. This was followed by Radio, where the category advertising grew by 72%.

Digital

Hospital/ Clinics advertising on Digital grew by 2.5x during Jan-24th Aug’21, compared to Jan-24th Aug’20. GHV Advanced Care was the top advertiser of the Hospital/ Clinics category, with a share of 17% and its brand Pristyn Care topped among the brands during Jan-24th Aug’21.

The Top 10 advertisers and brands added 54% and 53% share of the Digital Ad Insertions, respectively.

Display creatives bagged more than half of the Hospital/ Clinics Ad Insertions at 56%, followed by Video Creatives, which had a 44% share, during Jan-24th Aug’21.

Desktop Video topped among Digital Platforms with 28% of the category Ad Insertions, closely followed by Mobile Display and Desktop Display with 27% share each.

Radio

Hospital/ Clinics advertising on Radio grew by 72% during Jan-24th Aug’21, compared to Jan-24th Aug’20. Apollo Hospitals Enterprise was the top advertiser of the Hospital/ Clinics category, while Sudha Women & Fertility Hospital topped among the brands during Jan-24th Aug’21. The Top 10 advertisers and brands added 26% and 22% share of the Radio Ad Volumes, respectively.

Birth Right Hospital was the top new brand, followed by Anil Neerukonda Hospital during Jan-24th Aug’21, compared to Jan-24th Aug’20. Over 480 new brands appeared for Hospital/ Clinics category during Jan-24th Aug'21.

On Radio, Gujarat saw the highest advertising in the category with 26% share of the Ad Volumes, followed by Maharashtra with 14% share and Andhra Pradesh with 13% share.

Category advertising on Radio was preferred in the Afternoon time-band, closely followed by the Evening time-band. Almost 70% of Hospital/ Clinics Ad Volumes were in the Afternoon & Evening time-bands during Jan-24th Aug’21.

Television

Hospital/ Clinics Ad Volumes on TV saw a rise of 11% during Jan-24th Aug’21 over the same period in Y 2020. Indira Infertility & Test Tube Baby Centre was the top advertiser of the Hospital/ Clinics category and its brand Indira IVF topped among the brands during Jan-24th Aug’21. The Top 10 advertisers and brands both added 49% share of the TV Ad Volumes. Owaisi Hospital & Research Centre was the top new brand, followed by Vayro Research & Skin Care Clinic during Jan-24th Aug’21, compared to Jan-24th Aug’20. Over 350 new brands appeared for the Hospital/ Clinics category during Jan-24th Aug’21.

With a share of 70%, News genre dominated the category’s ad volumes, followed by GEC with 10% share. The Top 3 channel genres grabbed 89% of the Ad Volumes for Hospital/ Clinics category during Jan-24th Aug’21. With almost half of the Ad Volumes (49%), News Bulletin was the most preferred program genre to promote Hospital/ Clinics ads on Television. The Top 2 program genres – News Bulletin and Feature Films – together covered 60% of the category Ad Volumes.

Prime Time was the most preferred time-band for Hospital/ Clinics ads, followed by Afternoon & Morning time-bands. Together, the Prime Time, Afternoon and Morning time-bands combined accounted for almost 70% of the Ad Volumes.

Advertisers of Hospital/ Clinics category preferred 20-40 second ads with 57% share of Ad Volumes, followed by >40 second ads with 25% share.

Print

Category Ad Space in Print grew by 17% during Jan-24th Aug’21, compared to Jan-24th Aug’20. Indira Infertility & Test Tube Baby Centre was the top advertiser of the Hospital/ Clinics category and its brand Indira IVF topped among the brands during Jan-24th Aug’21. The Top 10 advertisers and brands added 17% and 16% share of the Ad Space, respectively. Neelkanth IVF (Neelkanth Fertility) was the top new brand, followed by Speciality Diagnostic Laboratries during Jan-24th Aug’21, compared to Jan-24th Aug’20. Over 7,000 new brands appeared for the Hospital/ Clinics category during Jan-24th Aug’21.

During Jan-24th Aug’21, Hindi language publications topped with 55% share of the Hospital/ Clinics Ad Space, followed by English publications with 11% share.  The Top 3 Publication languages together contributed 73% share of the category Ad Space. General Interest publication genre dominated with 98% share of Ad Space.

North Zone topped in Hospital/ Clinics with 42% share of Ad Space during Jan-24th Aug’21, followed by South Zone with 24% share. Bareilly and Varanasi were the Top 2 cities in overall India for the category advertising in Print.

In Hospital/ Clinics category, Sales Promotion had 9% share of the Ad Space in the Print medium. Among Sales Promotions, Discount Promotion occupied 91% share of the Ad Space, followed by Add-on Promotion with 6% share during Jan-24th Aug’21. Among the Sales Promotion’s advertisers, Jerath Path Labs & Allergy Testing Centre topped with 15% share of category Ad Space, followed by Aanjan Path Labs with 9% share during Jan-24th Aug’21.