Lockdown hits Summer Durables’ ad volumes across mediums: TAM AdEx

Summer Durables’ ad volumes declined across mediums during the lockdown period of Mar-May’20, as per TAM AdEx report. On Radio, the category ad volume decline was by 89 per cent, while on TV the drop was by 75 per cent. 41 per cent of the Category ads on Radio were on Radio stations of Maharashtra; 76 per cent of the category ad space in Print was occupied by North Zone.

On TV, 80 per cent of the ads by advertisers of category Summer Durables preferred the News Channel genre, given the high percentage of viewership share during the COVID-19 period. Advertising of Summer Durables was promoted maximum during the Prime time band, with 26 per cent share of ad durations.

As far as digital advertising is concerned, Programmatic and Ad Network transaction methods together captured 60 per cent share of Summer Durables ad insertions during Mar-20th May’20, compared to the corresponding period in 2019.

Usha and Smphony were the Top Advertisers on TV and Radio, respectively. Ovot was the only advertiser present among Top 10 of all mediums. Symphony was common among traditional Medium.

Ad insertion for Summer Durables on Digital dropped by 95 per cent in Mar-20th May’20.

Usha, Orient Electric and Voltas were the top 3 advertisers on TV during this period, accounting for more than 45 per cent share.

On Radio, the top 3 advertisers were Symphony, Ram Air Cooler and Panasonic India, which accounted for 78 per cent share of the advertising on Radio.

Polar Industries, Summercool Home Appliances and Vansal Electricals were the top 3 advertisers on Print, while Usha, Orient Electric and Venus Home Appliances top 3 advertisers on Digital.

Top 5 advertisers added more than 93 per cent share on Print & Radio. On Digital & TV, the Top 5 advertisers added 61 per cent & 78 per cent ad volumes share, respectively, in Mar-May’20.