Fiitjee top brand in Print during 2021, followed by Maruti Car Range: TAM AdEx

Compared to Y 2020, Ad space per publications in Y 2021 soared by 33%, according to TAM AdEx analysis of Print advertising in 2021. The year 2017 had witnessed highest average Ad Volumes/ publication, while Y 2020 saw 40% decline compared to Y 2017. Average Ad Volumes per publications grew by 22% in the second half of Y 2021 over Y 2020, showing a recovery in Print Ad Volumes post second wave period (Apr-May’21).

Due to Covid-19, the lowest Average Ad Volumes per publications seen in the 2nd quarter, which takes into account the second wave. Average Ad Volumes/ Publications increased by 54% in Q4, compared to combined average of the first 3 quarters of Y 2021. Ad Volumes in Print recovered to Pre-second wave level during the festive period.

The Services sector moved up by 2 positions and captured top position with 16% share of the Ad Space, followed by Education with 13% share during Y 2021; Auto topped Y 2020. The Top 3 sectors together accounted for 42% share of the Ad Volumes in Print. Total 6 sectors from Top 10 list maintained their ranking of Y 2020 in Y 2021.

Five out of Top 10 categories maintained their positions during Y 2021 compared to Y 2020. Consumer Durables/ Home Appliances was the only new entrant in the Top 10 list, Two Wheelers, Coaching/ Competitive Exam Centre and Consumer Durables/ Home Appliances moved up in ranking during Y 2021. No major rank shift in the list of Top 10 Categories. Two out of the Top 10 categories were from Auto and Education sectors each.

The Top 10 Advertisers contributed 17% share of Ad Volumes in Print. SBS Biotech topped the advertisers’ list in Print, followed by Maruti Suzuki India. Interestingly, players from the Auto sector dominated the Top 10 list. The top two advertisers – SBS Biotech and Maruti Suzuki India – maintained their positions during Y 2021. LIC moved to the 3rd rank in Y 2021 compared to the 8th rank in Y 2020. Emami, Titan, Fiitjee and Reliance Retail moved up in ranking to enter in the Top 10 advertisers’ list of Y 2021.

The Top 10 Brands contributed 7% share of Print Ad Volumes. During Y 2021, there were total 169K+ brands that advertised in Print. Fiitjee was the top brand in Print during Y 2021, followed by Maruti Car Range. SBS Biotech had its 4 brands among the Top 10 in Print. Three brands in the Top 10 list belonged to the Personal Care sector, while two brands each belonged to the Auto and Education sectors.

Over 400 Categories registered positive growth. Coaching/ Competitive Exam Centre among categories saw highest increase in Ad Space with growth of 50%, followed by Retail Outlets - Jewellers with 54% growth during Y 2021 compared to Y 2020. In terms of growth %, Ecom-Media/ Entertainment/ Social Media category witnessed highest growth % among the Top 10 at 4.3x in the Y 2021.

Over 77K advertisers and 99K+ brands exclusively advertised during Y 2021 in Print, compared to Y 2020. Tictok Skill Games and Aakash Byjus were the top exclusive advertiser and brand, respectively, in Y 2021, compared to Y 2020. Four of the Top 10 exclusive brands belonged to the Auto sector.

The Top 5 Innovative Ad Layouts together clocked nearly 80% share of the ad spaces during Y 2021. In addition to the Top 5 Innovations, there were 23 more Ad Innovations with a total share of 21%. Seamless Jacket topped with 1/4th share of the Ad Space, followed by Figure Outline with more than 1/5th share in the Print medium during Y 2021. Jacket - Full Page was the most preferred Ad Position by advertisers in Print during Y 2021. Over 6,200 brands advertised as Jacket - Full Page (Newspaper & Magazine) during Y 2021, among which Fiitjee was the top brand.

Sales Promotion advertising covered 33% share of the Ad Space in Print during Y 2021. Among Sales Promotions, Multiple Promotion was on top with 51% share of the Ad Space, followed by Discount Promotion. The Top 2 promotions solely covered more than 80% share of the Ad Volumes during year 2021.

Deepavali was the top festival with 41% share of the Ad Space in Print during Y 2021, followed by Navratri/ Durga Puja and Christmas/ New Year with 13% and 12% share, respectively. The Top 3 brands with Deepavali ad theme were Prestige Range, Tanishq Utsaah and TVS Two Wheelers Range.


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