Education ad volumes on Digital see 91% growth in Jan-Mar 2021: TAM AdEx

The Education sector, more specifically Online Education has been seeing tremendous traction during the pandemic period last year as well as in the first three months of 2021. As per TAM AdEx’s overview of advertising by the Education sector across media for the January-March 2021 period, 91% growth was observed in ad insertions on Digital medium during Jan-Mar’21, compared to Jan-Mar’20.

Meanwhile, Ad Volumes of the Education sector on Television grew by 23% during Jan-Mar’21, compared to same period in previous year. On Radio, Schools ruled with 46% of the total ad volumes share, while Coaching/ Competitive Exam Centre led the list of Top 10 Categories of the Education sector.

Television

Ad Volumes of the Education sector on Television grew by 23% during Jan-Mar’21, compared to same period in previous year. Ecom-Education and Multiple Courses together contributed 79% to the ad volume share of Education sector. The Top 10 advertisers accounted for 75% share of ad volumes during Jan-Mar’21, from which Think & Learn topped the list.

There were more than 280 new brands observed during Jan-Mar’21 over Jan-Mar’20. Whitehat Jr. was the top new brand, followed by Byjus Classes.

The Top 2 channel genres on TV – News (53% share) and Infotainment (15% share) – together accounted for more than 60% of the ad volumes share for the Education sector during Jan-Mar’21. The News genre topped the list of Education sector’s channel genres during Jan-Mar’21.

With a share of 36%, News Bulletin was the most preferred program genre to promote Education’s brands on Television. The Top 2 program genres, that is, News Bulletin and Reviews/ Reports together added 46% of the total ad volume share of the Education sector on TV.

Prime Time was the most preferred time-band on TV, followed by the Afternoon time-band. Prime Time, Afternoon & Morning time bands together accounted for 70% share of ad volumes.

Advertisers of Education sector preferred 20-40 second ad size on TV. 20-40 seconds and <20 seconds ads together covered 90% share of Ad Volumes during Jan-Mar’21.

Digital

Ad insertions of Education sector on Digital medium witnessed a 91% growth during Jan-Mar’21, compared to Jan-Mar’20.

On Digital medium, Ecom-Education category was on top with 50% of the sector’s advertising share. The Top 10 Advertisers accounted for 48% share of ad insertions during Jan-Mar’21, with Think & Learn leading the list with 11% share.

Ad Network topped with 80% share of the Education sector’s ad insertions for Digital advertising during Jan-Mar’21, followed by Direct method in second place.

Print

Indexed growth in Print ad space declined by 10% during Jan-Mar’21, compared to Jan-Mar’20.

Coaching/ Competitive Exam Centre led the list of Top 10 Categories of Education sector. Fiitjee was the top advertiser with 10% share of overall sector ad space during Jan-Mar’21. The Top 10 advertisers had 28% share.

In Print medium, more than 6,800 new brands were seen during Jan-Mar’21. Aakash IIT-JEE was the top new brand, followed by Square Panda Early Learning Programme.

Hindi language was on top with 47% share of ad space and the top 5 Publication languages together added 88% share of the sector’s ad space. General Interest publication genre added 98% share of sector’s ad space.

Among the 4 zones, North Zone topped for Education advertising with 41% share in Print during Jan-Mar’21. Kolkata and Lucknow were the Top 2 cities in overall India for the sector advertising in Print.

Sales Promotion for the Education sector accounted for only 5% of ad space in the Print medium. Among Sales Promotions, Discount Promotion occupied 87% share of the ad space, followed by Contest Promotion with 10% share during Jan-Mar’21.

Among the Sales Promotion’s advertisers, Utkarsh Classes topped with 54% share of ad space, followed at a distant second place by Vedantu Innovations with 4% share during Jan-Mar’21.

Radio

Meanwhile, a significant degrowth seen on Radio medium during Jan-Mar’21, compared to Jan-Mar’20. On Radio, Schools ruled with 46% of the total ad volumes’ share of Education sector. The Top 10 Advertisers added 28% share of ad volumes during Jan-Mar’21, from which Parul Arogya Seva Mandal was leading the list.

There were more than 200 new brands observed during Jan-Mar’21, over Jan-Mar’20. Gyan Vihar School was the top new brand on Radio medium.

The Top 4 states occupied more than half of the ad pie for the Education sector. Gujarat state was on top with 24% share of ad volumes, followed by Uttar Pradesh with 18% share, and Madhya Pradesh and Maharashtra with 11% share each.

Advertising for the Education sector was preferred in the Afternoon and Evening time-bands on Radio, with 71% share of the Education ad volumes being in the Afternoon and Evening time-bands during Jan-Mar’21.

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