Radio tops ad volumes share in Ent - Amusement Parks in H1'23: TAM

Advertising for Entertainment Zones - Amusement Parks witnessed growth in Radio, Print and TV mediums during Jan-June’23, as per an overview of the category by TAM Media for the January-June, 2023 period.

In Entertainment - Amusement Park category, Radio witnessed the highest share of ad volumes, followed by Print and TV with 73%, 13% and 1% growth, respectively. Whereas, Digital observed degrowth in advertising shares by 54%.

Radio dominated the Entertainment Zones - Amusement Parks’ ad pie with 83% share of the ad insertions during Jan-June’23, followed by TV and Print with 16% and 1% shares, respectively, during Jan-June’23.

As per Monthly Trends based on Ad Insertions of the category, TV, Print and Radio had the highest share of ad insertions in May’23 of 44%, 31% and 42%, respectively. Whereas, Digital witnessed the highest share of ad impressions during Apr’23 of 40%.

The top 10 Advertisers in TV together added 93% share of the ad volumes and 45% share of the ad space in Print during Jan-June’23. Wonder La Holidays was the only Advertiser common between TV, Print and Radio in the Top 10 list with 4% share of advertising on TV, 8% on Print and 6% on Radio. LA Group retained its 1st position in the top 10 list of advertisers of TV during Jan-June’23 compared to Jan-June’22. On Print Medium, Blue World Theme Park Kanpur entered the Top 10 list and secured 1st position during Jan-June’23 compared to Jan-June’22.

On Radio, the top 10 advertisers together had 53% share of the ad volumes, while Digital had 92% share of the ad impressions during Jan-June’23. International Recreation Parks ascended to the 1st position on Radio during Jan-June’23 compared to Jan-June’22. On Digital, Pan India Paryatan ascended to the 1st position during Jan-June’23 compared to Jan-June’22.

Wonder La The Amusement Park was the only common brand present in TV, Print and Radio during Jan-June’23 with 4% share of advertising in TV, 8% in Print and 6% in Radio. VGP Marine Kingdom, Shankus Water Park and Resort, and Wonder La The Amusement Park were the common brands between TV and Print medium during Jan-June’23. Above mentioned common brands together added 19% share of the ad volumes on TV and 15% ad space on Print in Jan-June’23. On TV, Black Thunder retained its 1st position during Jan-June’23 compared to Jan-June’22. Blue World Theme Park Kanpur entered the list of top 10 brands and secured 1st position in Jan-June’23 compared to Jan-June’22 on Print Medium.

On Radio, the Top 10 brands together added 53% share of the ad volumes and 88% share of the ad impressions on Digital in Jan-June’23. Worlds of Wonder ascended to the 1st position during Jan-June’23 compared to Jan-June’22 on the Radio Medium with 11% share of the ad volumes. Water Kingdom entered the Top 10 list of brands and secured 1st position during Jan-June’23 compared to Jan-June’22 with 25% share of the ad impressions on the Digital medium.

Top 3 Program Genres together contributed 73% share of the ad volumes in Entertainment Zones - Amusement Parks category during Jan-June’23. News Bulletin retained its 1st position and Cartoons/ Animations ascended to the 2nd position during Jan-June’23 compared to Jan-June’22.

As far as advertising promotions utilised by this category in Print is concerned, 71% of the ads were solely of Brand Promotion, while 27% of the ads were through Sales Promotion in Jan-June’23. Among Sales Promotions, 76% of the ads were publicised using Discount Promotion and 9% with Add-On Promotion during Jan-June’23.

In zone wise advertising share, North Zone was the leading territory in Print Medium with 38% share of the ad space in Entertainment Zones - Amusement Parks during Jan-June’23. Lucknow and Mumbai were the top 2 cities in Pan India, where maximum ads of Entertainment Zones - Amusement Parks were published during Jan-June’23.

As far as state-wise share is concerned, Maharashtra, Delhi and Uttar Pradesh were the top 3 states during Jan-June’23 and together added 57% share of the ad volumes.

Programmatic transaction method occupied 51% share for advertising on Digital, followed by Ad Network and Programmatic Direct with 34% and 9% shares, respectively, in Jan-June’23.