Retail advertising sees 1.6 times Ad Volume growth in Q4 of 2020: TAM AdEx

Retail advertising in Q4 of 2020 witnessed 1.6 times Ad Volume growth compared to the first 1st quarter of 2020.

Television

However, Ad Volumes of Retail sector on Television plunged by 35% in 2020 over 2018. Due to COVID-19, lowest Ad Volumes were observed in the second quarter, which includes the lockdown period. It took 4 months post the Lockdown period for Retail Sector’s ad volumes to recover and reach more than Pre-Lockdown level on TV. During the festive period, Ad Volumes on Television witnessed double digit growth.

Retail Outlets - Jewellers alone contributed 60% to the ad volume share of Retail Sector. Top 10 Advertisers accounted more than 55% share of ad volumes in 2020 with Lalitha Jewellery topping the list. Among the Top 10 Retail brands, 6 belonged to category Retail Outlets - Jewellers. Top 10 Brands accounted more than 50% share of ad volumes in Y 2020 with Lalitha Jewellery topping the list.

News channels Genre topped the preference list of Retail players during 2020. Top 2 channel genres on TV together accounted more than 75% of ad volumes share for the Retail sector during 2020. News Bulletin genre was the most preferred for promoting Retail brands on Television. Top 2 program genres, that is, News Bulletin and Feature Films together added more than 50% to the total Ad Volume share of the Retail Sector on TV.

Advertisers of Retail sector preferred 20-40 second ad size on TV. 20-40 seconds and <20 seconds ads together covered more than 90% shares in 2020.

Print

Ad Space of Retail sector in Print plunged by 44% in 2020 over 2018. Due to COVID-19, lowest Ad Volumes were observed in Q2, which includes the lockdown period. However, Print Ad Space recovered to pre-Lockdown levels within just 5 months of the post-Lockdown period. Compared to Q1 of 2020, Q4 witnessed 1.6x Ad Space growth. Ad Space in Print witnessed double digit growth from October 2020 onwards till the entire festive period. Top 5 Publication Languages accounted for 81% share of the sector’s Ad space. General Interest publication genre added 99% share of the sector’s Ad Volume.

Retail Outlets - Electronics/ Durables led the list of Top 10 Categories of Retail Sector. The Top 10 Advertisers accounted more than 15% share of Ad Space in 2020, with Reliance Retail leading the list. Top 10 Brands accounted for 15% share of the ad space in 2020, with Lalitha Jewellery leading the list.

Among the four zones, South topped for Retail advertising with 46% share in Print during 2020. Hyderabad and Bangalore were the top 2 cities in the South Zone as well as in overall India.

Sales Promotion for the ‘Retail’ sector accounted more than 70% of Ad Space in Print medium. Among Sales Promotions, Multiple Promotion occupied 69% share of the pie, followed by Discount Promotion with 25% share in 2020.

Radio

Ad Volume for the Retail sector on Radio plunged by 37% in 2020 over 2018. Due to COVID-19, lowest Ad Volumes were observed in Q2, which includes the lockdown period. Lowest Ad Volumes were observed in April and May 2020, which was a lockdown period.

However, compared to Q1 of 2020, Ad Volumes for the Retail Sector on Radio grew by 90% in Q4. The festive period boosted Ad Volumes for the Retail sector during October-November 2020.

On Radio, ads for Retail outlets of Jewellers, Clothing and Electronics ruled with more than 60% of the total ad volume share of Retail sector. Top 10 Advertisers accounted for 21% share of ad volumes in 2020, with Zota Healthcare leading the list.

Among the Top 10 Retail brands, 4 brands belonged to Retail Outlets - Jewellers category. Top 10 Brands accounted for 19% share of Ad Volumes in 2020, with Dava India, a division of Zota Healthcare advertiser, heading the list.

Maharashtra was the top state with 19% share of Ad Volumes followed by Gujarat with 16% share. The Top 3 states occupied around 50% share of Ad Volumes for the Retail sector.

Advertising for Retail was preferred in Afternoon and Evening time-band on Radio. Compared to Q1 of 2020, Q4 witnessed 1% Ad Insertion growth. After lockdown, November 2020 had the highest share of Ad Insertions, followed by December 2020.

Digital

Ad Insertions of the Retail sector on Digital plunged by 39% in 2020 over 2018. As in the case of other media platforms, due to COVID-19, lowest Ad insertions were observed in Q2 of 2020, which includes the lockdown period. Highest percent was observed in January 2020, which had 27% of the total Digital ad insertion shares. Compared to Q1 of 2020, Q4 witnessed a small Ad Insertion growth. Post the lockdown, November 2020 witnessed the highest Ad Insertions share, followed by December 2020.

On Digital Medium, Electronics/ Durables and Kids Stores were the top Retail categories with 38% and 12%, respectively. The Top 10 Brands accounted for 52% share of Ad Insertions in 2020, with Vijay Sales leading the list with more than 1/5th of the total ad insertions of Retail sector on Digital Medium.

Ad Network topped with more than 60% share of transaction method for Digital advertising of Retail sector in 2020. Programmatic/ Ad Network and Direct Transaction methods had almost the same share of Retail Ad Insertions on Digital.

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