Print ad volumes grew sharply by 93% in Q3’21 over Q2’21: TAM AdEx

Print Ad Volumes in Q3’21 grew sharply by 93% over Q2’21, as per TAM AdEx quarterly overview of print advertising in July-September 2021. Compared to Q1’21, Print Ad Volumes remained stable with a minor rise of 1%. In Q2’21, the Print Ad Volumes had observed a dip of 47%. On a YoY basis, compared to Q3’20, Print Ad Volumes in Q3’21 increased by 37%.

The Top 10 Sectors accounted for more than 63% share of the total Ad Volumes in Print during Jul-Sep’21. ‘Service’, which saw a growth of 2.1x and ‘Education’, which grew by 34%, were the Top 2 sectors in terms of Ad Volumes. Twenty out of the 27 sectors in Print saw positive growth during Jul-Sep’21, compared to same period in the previous year.

The Top 10 categories together contributed 40% to the overall Print Ad Volumes in Jul-Sep’21. The Top 2 Categories – Multiple Courses and Cars – remained the same in Jul-Sep’21 over the same period of pervious year. Two out of the Top 10 categories were from the ‘Education’ sector and contributed 13% to the overall Print Ad Volumes in Jul-Sep’21. ‘Hospital/ Clinics’ moved up by 2 positions to achieve 5th rank in Jul-Sep’21, compared to Jul-Sep'20. ‘Retail Outlets - Clothing/ Textiles/ Fashion’ and ‘Consumer Durables/ Home Appliances’ entered in the Top 10 list with big positive shift in their rank.

There were 360+ growing categories during Jul-Sep’21 over Jul-Sep’20. Among the Top growing categories, ‘Ecom - Food/ Grocery’ had maximum rise in Ad Volumes with 12x growth in Jul-Sep’21 over Jul-Sep’20, followed by ‘Retail Outlets - Departmental Stores’ with 4.6x growth. Four out of Top 10 growing categories were from ‘Retail’ sector.

Top 50 Advertisers accounted for 32% share of the total advertising volumes in Print. Three out of Top 10 advertisers were from Auto, Banking/ Finance/ Investment & Personal Care/ Personal Hygiene sector in Jul-Sep’21. The Top 10 advertisers together accounted 16% share of overall Print advertising. The Top 2 advertisers – SBS Biotech and Maruti Suzuki India – maintained their rank in Jul-Sep’21 compared to Jul-Sep’20. ‘Titan Company’, ‘Reliance Retail’, ‘Think & Learn’ and ‘Fiitjee’ were the new entrant in the Top 10 list of Jul-Sep’21 as compared to Jul-Sep’20.

Top 10 brands accounted for nearly 8% share of Print Ad Volumes in Jul-Sep’21. ‘LIC’ was the top brand in Jul-Sep’21, followed by ‘Maruti Car Range’. ‘Aakash Byjus’ and ‘Winzo Games’ were the new entrants in the Top 10 list of Advertisers. Two among the Top 10 brands were from ‘Auto’, ‘Education’ and ‘Personal Healthcare’ sectors. The Top 100 brands accounted nearly 29% share of Print Ad Volumes. Among Top 100 brands, 23 brands were from Auto Sector.

Over 560 categories, 18.9K+ advertisers and 46.3K+ brands were common between Jul-Sep’21 and Jul-Sep’20. ‘Multiple Courses’ was the Top common category, ‘SBS Biotech’ was the top advertiser and ‘LIC’ topped among the common brands’ in Print.

Seamless Jacket was the top Ad Innovation layout with 22% share of Print Ad Volumes in Jul-Sep’21. Figured Outline (18%) and Seamless Flap (14%) settled for the 2nd and 3rd ranks. More than 50% share was from Top 3 Ad Innovations – Seamless Jacket, Figured Outline and Seamless Flap.

‘Jacket-Full Page’ ads had 31% share of Ad Volumes, followed by ‘Full Page’ ads with 24% share during Jul-Sep’21. More than 75% share was occupied by the Top 3 ad positions – Jacket - Full Page (31%), Full Page (24%), and Half Page Horizontal (22%).

Over 2,280 brands were present with Jacket - Full Page Ads during Jul-Sep’21 (Newspaper). ‘Fiitjee’ and ‘Aakash Byjus’ were the Top 2 brands using Jacket - Full Page ads on Newspaper.

Over 3,290 Brands used Full Page Ads during Jul-Sep’21 (Newspaper + Magazine). ‘Prestige Range’, ‘Tanishq Jewellery’ and ‘Galgotias University-Ml’ were the Top 3 Brands using Full Page ads in Newspaper.