Ecom-Gaming Print ad volumes up 9.2x in Jan-Aug’21: TAM AdEx

Ad volumes of the Ecom-Gaming category saw the sharpest growth of 9.2x in the Print medium during Jan-Aug’21, compared to Jan-Aug’20, with Tictok Skill Games and Paytm First Games being the Top 2 advertisers, as per TAM AdEx’s overview of this category across TV, Print, Radio and Digital. Category advertising on Radio was up 2.3x, while Digital ad insertions saw a growth of 2.1x during Jan-Aug’21.

Television

Ad Volumes of the Ecom-Gaming category on Television rose by 2% during Jan-Aug’21, compared to same period in Y 2020. The Top 10 advertisers accounted for 95% share of the category Ad Volumes during Jan-Aug’21, with Galactus Funware Technology leading the list with a share of 36%. Tictok Skill Games followed with a share of 28%. MPL and Winzo Games were the Top 2 brands during Jan-Aug’21 with 36% and 28% share of Ad Volumes, respectively. The Top 5 brands had more than 80% share of the TV Ad Volumes.

Winzo Games was the top new brand, followed by Howzat during Jan-Aug’21, compared to Jan-Aug’20. More than 20 new brands appeared for Ecom-Gaming category during Jan-Aug’21.

The News genre alone accounted for 33% share of the category’s Ad Volumes, followed by Movies in the 2nd position with a share of 29%. The Top 3 channel genres grabbed 76% of the Ad Volumes for Ecom-Gaming category during Jan-Aug’21. Feature Films was the most preferred program genre to promote Ecom-Gaming on Television. The Top 3 program genres – Feature Films (30% share), News Bulletin (23% share) and Film Songs (8% share) – together added more than 55% of the category Ad Volumes.

On TV, Prime Time was the most preferred time-band, followed by Afternoon. Prime Time, Afternoon, and Morning time bands together added more than 65% share of the Ad Volumes. 20-40 seconds was the most preferred ad length by Ecom-Gaming advertisers on Television. <20 seconds and 20-40 seconds ad size together added almost 100% share of category Ad Volumes during Jan-Aug’21.

Print

In Print medium, Ad Space of the Ecom-Gaming category grew sharply by 9.2x during Jan-Aug’21 over Jan-Aug’20. Tictok Skill Games (77% share) and Paytm First Games (15% share) were the Top 2 advertisers of the Ecom-Gaming category, which together contributed more than 90% share of Ad Space in Jan-Aug’21. Winzo Games was the top brand with 77% share of the Ad Space, followed by Paytm First Games with a share of 15%. The Top 10 advertisers and brands had almost 100% share of Print advertising.

More than 10 new brands advertised in Print during Jan-Aug’21, compared to Jan-Aug’20 in the Ecom-Gaming category. Winzo Games was the top new brand followed by Mobile Premier League (MPL), Kalyangame.com, Rain Maker, India Today Gaming-Esports Premier League, Sportsbet.Io, Namma11, Mymaster 11, EPWA and Hippopappa.Com.

During Jan-Aug’21, Hindi language topped with 67% share of Ecom-Gaming’s Ad Space, followed by Marathi with 13% share. The Top 5 Publication languages together added 98% share of the category Ad Space. General Interest publication genre had almost 100% share of the Ad Space.

North Zone topped in Ecom-Gaming with 50% share of the Ad Space during Jan-Aug’21, followed by West Zone with a share of 29%. Aurangabad and Nagpur were the Top 2 cities in overall India as well as in West Zone for the advertising of Ecom-Gaming category in Print.

Sales Promotion had 80% share of Ecom-Gaming’s Ad Space during Jan-Aug’21. Among Sales Promotions, Multiple Promotion occupied 45% share of the Ad Space, followed by Contest Promotion with 28% share. Among the advertisers using Sales Promotions, Tictok Skill Games topped with 82% share of the Ad Space, followed by Paytm First Games with 18% share during Jan-Aug’21.

Radio

When comparing Jan-Aug’21 to Jan-Aug’20, a sharp 2.3x growth in Ecom-Gaming category’s Ad Volumes was observed on Radio medium. Among the advertisers, Tictok Skill Games topped with 31% of the Ad Volumes’ share in Jan-Aug’21. Winzo Games was the top brand with 31% share of the Ad Volumes, followed by Rummycircle.Com with 28% share. During Jan-Aug’21, the Top 10 advertisers and brands accounted for almost 100% share of the Ad Volumes.

On Radio, 10+ new brands registered under the Ecom-Gaming category in Jan-Aug’21 over Jan-Aug’20. Winzo Games was the top new brand on Radio medium, followed by Ludo King, Lottoland, Paytm First Games, Playerzpot, 11wickets.Com, Milliontree, Skilled Housie, Stick Pool Club, and Koodo.

West Bengal and Maharashtra had almost the same share of Ad Volumes during Jan-Aug’21 on Radio, that is, 22%. The Top 3 states occupied 60% of the ad pie for Ecom-Gaming.

Advertising on Radio was preferred in the Evening time-band, followed by Morning & Afternoon. 78% share of Ecom-Gaming’s Ad Volumes together was contributed by Evening & Morning time-bands during Jan-Aug’21.