Print ad volumes up 40% in H1’21; Cars emerge as top common category: TAM AdEx

Print ad volumes saw a 40% rise during H1’21, compared to H1’20. Advertising in Print medium had dropped by 49% over H1’19. Print ads saw 4.7x growth during Apr’21 over Apr’20. Compared to COVID-19 Wave I, advertising in Print had a lower impact during Wave II. Over 620 categories, 29.6K+ advertisers and 31K+ brands were common between Jan-Jun’21 and Jan-Jun’20. ‘Cars’ was the Top common category, ‘SBS Biotech’ was the top advertiser and ‘Dr Ortho Oil’ topped among the common brands in Print.

The Top 10 Sectors accounted for more than 80% share of the total Ad Volumes in Print during Jan-Jun’21. Four out of Top 10 sectors in Print maintained their ranks in Jan-Jun’21, compared to Jan-Jun’20. Ranks of ‘Services’, ‘Banking/ Finance/ Investment’ and ‘Personal Accessories’ sectors moved up by one position in Jan-Jun’21, compared to Jan-Jun’20.

‘Services’ and ‘Auto’ were the Top 2 sectors in terms of Ad Volumes with 14% share each in Jan-Jun’21. Among the Top 10 sectors, highest % growth of 80% was recorded in ‘Personal Healthcare’ and ‘Durables’ sectors during Jan-Jun’21 over the Jan-Jun’20 period. ‘Banking/ Finance/ Investment’ was 3rd in terms of % growth (73%). 21 out of the 28 sectors in Print saw positive growth during Jan-Jun’21, as compared with same period in the previous year.

The Top 10 categories together contributed 36% to the overall Print Ad Volumes in Jan-Jun’21. Top 2 Categories retained their ranks in Jan-Jun’21 over the same period of the previous year. ‘Properties/ Real Estates’ category was in the 3rd position with 4.3% share. Two out of the Top 10 categories were from the ‘Education’ sector and contributed 6% to the overall Print Ad Volumes in Jan-Jun’21. Three out of the Top 10 categories maintained their ranks in Jan-Jun’21, compared to Jan-Jun’20. ‘Coaching/ Competitive Exam Centre’ was in the 4th position with 4% share, followed by ‘Hospital/ Clinics’ in the 5^th position.

The Top 50 Advertisers accounted for 36% share of the total advertising volumes in Print. The Top 10 advertisers together accounted for 20% share of the overall Print advertising. Four out of the Top 10 advertisers were from Auto sector in Jan-Jun’21.

‘SBS Biotech’ was the top advertiser in both Jan-Jun’21 and Jan-Jun’20. ‘LIC of India’ moved to the 2nd position in Jan-Jun’21 from the 8th position in Jan-Jun’20. ‘Maruti Suzuki India’ was in the 3rd position, followed by ‘Emami’ and ‘Hero Motocorp’. ‘Emami’, ‘Hindustan Unilever’, ‘TVS Motor’, ‘Fiitjee’ and ‘GCMMF (Amul)’ entered the Top 10 list of Jan-Jun’21, as compared to Jan-Jun’20.

The Top 100 brands accounted for nearly 28% share of the Print Ad Volumes. Five among the Top 10 brands were from ‘Personal Healthcare’, while two belonged to the ‘Auto’ sector. ‘Dr Ortho Oil’ was the top brand in Jan-Jun’21, followed by ‘Maruti Car Range’. ‘Fiitjee’ was in the 3rd position, followed by ‘Hero Two Wheelers (Hero MotoCorp)’. ‘LIC’, ‘Roop Mantra Ayur Face Cream’, ‘Eye Mantra Eye Drops’, ‘Pet Saffa Range’ and ‘Sachi Saheli Ayurvedic Range of Products’ were the new entrants in the Top 10 list of brands in Jan-Jun’21, compared to Jan-Jun’20.

There were 380+ Growing Categories during Jan-Jun’21 over Jan-Jun’20. Among the Top growing categories, ‘Life Insurance’ had the maximum rise in Ad Volumes with 2.8x growth in Jan-Jun’21 over Jan-Jun’20, followed by ‘Properties/ Real Estates’ with 46% growth. In terms of growth %, the ‘Cellular Phones-Smart Phones’ category witnessed highest growth % among the Top 10, that is, 3.1x in the Jan-Jun’21 period.

Two out of the Top 5 growing categories, viz., Retail Outlets-Jewellers and Retail Outlets-Electronics/ Durables were from the ‘Retail' sector.