E-Com Real Estates ad volumes on Radio drop by 93% in Jan-May’21: TAM AdEx

Ad space for E-Com Real Estates in print during Jan-May’21 rose by more than 2.5x compared to Jan-May’20, as per TAM AdEx data. Meanwhile, Digital ad insertions rose by 6% during this period over Jan-May’20. On the other hand, E-Com Real Estates ad volumes on Radio dramatically dropped by 93% in Jan-May’21, while E-Com Real Estates ad volumes remained unchanged on Television.

Digital

On the Digital medium, ad insertions for the E-Com Real Estates category increased by 6% during Jan-May’21, compared to same period in Y2020.

Nobroker Technologies Solutions and Property Share Online Platform were the top 2 advertisers of the E-Com Real Estates category with 34% and 31% share of ad insertions in Jan-May’21, respectively. Nobroker.com was the top brand with 34% share of category ad insertions during Jan-May’21. Top 10 advertisers and brands had more than 95% share of ad insertions in the category.

Ad Network transaction method dominated the category with 93% share of ad insertions on Digital during Jan-May’21, followed by Programmatic/ Ad Network with 3% share.

Print

Ad space for E-Com Real Estates during Jan-May’21 grew by more than 2.5x, compared to Jan-May’20. Info Edge India topped among the advertisers, followed by Kagaay Technosolv, both covering 63% of the category ad space in Jan-May’21. 99acres.com was the top brand with 39% share, followed by Kagaay App with 24% share of ad space. Top 10 advertisers and brands grabbed almost all ad space of the category.

5 new brands were seen during Jan-May’21, compared to Jan-May’20. 99acres.com was the top new brand, followed by Kagaay App, One Call Deal, Anashwar.com and Click4flats.com.

During Jan-May’21, English language publications topped with 61% share of E-Com Real Estates ad space, followed by Kannada publications with 18% share. Top 3 Publication languages together contributed 96% share of the category ad space. General Interest publication genre had 58% share of the ad space, followed by Business/ Finance/ Economy with remaining 42% share.

West Zone topped in E-Com Real Estates with 44% share of ad space during Jan-May’21, followed by South Zone with 33% share. New Delhi and Bangalore were the Top 2 cities in overall India for advertising in Print.

Discount Promotion was the only Sales Promotion utilised by E-Com Real Estates advertisers with 34% of ad space during Jan-May’21. Only Kagaay Technosolv and Zeromileproperty.com used Discount Promotion in the category with 71% and 29% share of the Sales Promotion ad space, respectively, during Jan-May’21.

Television

Ad volumes of the E-Com Real Estates category on Television remained almost same during Jan-May’21, compared to same period in Y2020. In Jan-May’21, Locon Solutions and its brand Housing.com topped among the advertisers and brands, respectively, with 53% share of the category ad volumes. Top 10 advertisers and brands had nearly 100% share of ad volumes.

99acres.com was the top new brand, followed by Kagaay App during Jan-May’21, compared to Jan-May’20. Eight new brands appeared for E-Com Real Estates category during Jan-May’21.

With a share of 40%, News Bulletin was the most preferred program genre to promote E-Com Real Estates ads on Television. This was followed by Feature Films with a share of 15%. The Top 2 program genres – News Bulletin and Feature Films – together covered 55% of the category ad volumes.

On TV, Prime Time was the most preferred time-band, followed by Afternoon and Morning time-bands. Together, the Prime Time, Afternoon and Morning time-bands combined for more than 70% of the ad volumes. Advertisers of the E-Com Real Estates category preferred 20-40 second ads with 59% share of the category ad volumes, followed by <20 second ads with remaining 41% share.

Radio

On the other hand, E-Com Real Estates ad volumes dramatically dropped by 93% on Radio medium during Jan-May’21, compared to Jan-May’20. Homelist topped in the list of both advertisers and brands with 57% of the category ad volumes in Jan-May’21. The Mathrubhumi Printing & Publishing Company and its brand Findhome.com were 2nd in the list of advertisers and brands, respectively, with 43% share. On Radio, Homelist was the only new brand in the E-Com Real Estate category in Jan-May’21 over Jan-May’20.

On Radio, only Madhya Pradesh and Kerala saw advertising in the category with 57% and 43% share of the ad volumes, respectively.

Advertising on Radio was preferred in the Evening time-band, followed by the Afternoon and Morning time-bands. 73% of the E-Com Real Estate ad volumes were in the Evening and Afternoon time-bands during Jan-May’21.