E-comm sector’s print ad volumes up 46% in 2021, ahead of Digital: TAM AdEx
At 46%, E-commerce sector’s print ad volumes were slightly higher than Digital Ad insertions, which stood at 43% in Y 2021, as per TAM AdEx data. Radio ad volume for the E-commerce sector increased by 16% in Y 2021, compared to Y 2020, even as this sector’s ad volume on television has continuously increased by more than 20% each year since Y 2019.
Since Y 2019, the E-commerce sector’s ad volume on television has continuously increased by more than 20% each year. Outshining the festive period, Q3 of Y 2021 witnessed the largest ad volume growth for the sector. In the second half of the Y 2021, four months saw double digit growth.
In Y 2021, the E-commerce sector’s ad volume increased by 48% over Y 2019, and by 78% over Y 2020 in the Print medium. Quarterly trend shows the exponential ad volume growth in Y 2021 for the E-commerce Sector. After drop in Jan-Jun’21, Ad Space for the E-commerce sector in Jul’21-Aug’21 and Oct’21 & Dec’21 had double digit Ad Space. At 18%, October’21 reported the highest share of advertising ad space.
Radio ad volume for the E-commerce sector increased by 16% in Y 2021, compared to Y 2020. The Fourth quarter witnessed a sharp growth compared to other quarters of Y 2021. Lowest ad volumes for the E-commerce sector on Radio was observed during May-Jun’21 (during the Covid Second Wave).
Three E-commerce categories – Ecom-Wallets, Ecom-Financial Services and Ecom-Pharma/ Healthcare – witnessed more than 6x ad volume growth in the fourth quarter on Radio in Y 2021, compared to the average figure for the first three quarters.