Print advertising sees 13% decline in Jan-Mar’21 compared to Oct-Dec’20: TAM AdEx

In a year-on-year comparison, the Print Ad Space increased by 9% in the January-March 2021 quarter, as against January-March 2020. However, compared to the October-December 2020 quarter, the Print Ad Space decreased by 13% in January-March 2021. This was revealed by TAM AdEx in its overview of print advertising for the January-March 2021 quarter.

According to TAM AdEx, in the span of last 6 months, the Print Ad Space peaked during October 2020 due to the festive season. During Jan-Mar’21, the highest Ad Volumes in Print were registered in March 2021.

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In Jan-Mar’21, the number of Categories, Advertisers, and Brands decreased by 1%, 13%, and 14%, respectively, as compared to Jan-Mar’20.

In Jan-Mar’21, the top three sectors remained unchanged from Jan-Mar’20 in Print medium, which were Auto, Services and Education. With a 14% share of the Ad Space, the Auto sector topped the sector’s list, closely followed by the Services sector. Banking/ Finance/ Investment and Personal Healthcare entered the Top 5 list of Sectors in Jan-Mar’21. During Jan-Mar’21, the top 3 sectors together contributed 38% share of total Ad Volumes.

The Top 10 Categories accounted for 39% share of the Print Ad Space in Jan-Mar’21. The top two categories – ‘Two Wheelers’ and ‘Cars’ – were from the ‘Auto’ sector, which accounted for 12% of the Print Ad Space. Compared to Jan-Mar’20, ‘Life Insurance’, ‘Retail Outlets-Jewellers’ and ‘Consumer Durables/ Home Appliances’ were the new entrants in the Top 10 list of categories during Jan-Mar’21.

Among the categories, Life Insurance saw the highest increase in Print Ad Space with growth of 30%, followed by Ecom-Education with 40% growth during Jan-Mar’21, compared to Jan-Mar’20. In terms of growth percentage, Health/ Accidents General Insurance category witnessed the highest growth percentage among the Top 10, that is, 33x during Jan-Mar’21.

‘SBS Biotech’ was the top advertiser with a 5% share of the Print Ad Space, followed by ‘LIC of India’. In Jan-Mar’21, there were 4 new advertisers in the Top 10 list compared to Jan-Mar’20. The Top 10 advertisers accounted for 22% of the overall Ad Volumes in the Print medium during Jan-Mar’21.

During Jan-Mar’21, the Top 10 brands together added 8% share of Ad Volumes in the Print Medium.

There were 33.8K+ advertisers and 44.4K+ brands that advertised exclusively during Jan-Mar’21, compared to Jan-Mar’20. One Mobikwik Systems and Honda Shine were the top exclusive advertiser and brand, respectively, during Jan-Mar’21.

Hindi Language Publications had a 41% share of the Print Ad Space, while the Top 5 publication languages together accounted for 83% share of the Print Ad Space. The General Interest publication genre accounted for 95% of the Print Ad Volumes, while the Business/ finance/ economy genre had a 5% per cent share.

Among the four zones, the North Zone dominated print advertisements with a 34% share in Jan-Mar’21. The South Zone followed with a 29% per share, while the West and East Zones had a share of 23% and 15%, respectively.

In overall India, New Delhi and Mumbai were the top two cities for print ads.

Sales Promotion accounted for 30% share of the Ad Space in Print medium during Jan-Mar’21. Among Sales Promotions, Multiple Promotion occupied 52% share of ad space followed by Discount Promotion with 26% share during Jan-Mar’21.

During Jan-Mar’21, SBS Biotech led the Sales Promotion advertisers with a 7% share of ad space, followed by Hero Motocorp with a share of 6%.