Mumbai: TV, radio and digital witnessed recorded massive growth in ad volumes, however, print media lagged behind in the race, according to TAM AdEx Report that gives an overview of advertising sector for the year 2021.
The report further provided notable details for retail players across mediums.
Some of the key findings of TAM Adex 2021 report are as follows:
TV
In the television sector, Q4 witnessed 26 per cent ad volume growth compared to Q1 of 2021.
Ad volumes of the retail sector on television slightly dropped by nine per cent in 2021 as compared to 2019.
Retail outlets of jewellers alone contributed 54 per cent to the ad volume share of the retail sector. News channel genre topped preference list of retail players during 2021.
The top 10 advertisers accounted for more than 50 per cent shares of ad volumes in 2021 with Lalitha Jewellery Mart topping the list.
Ad volumes of the retail sector on television plunged by 39 per cent in 2021 over 2020. Lowest ad volumes observed in May 2021 and June 2021 which was during the second wave of Covid-19 pandemic.
Advertisers of retail sector preferred 20 to 40 seconds ad size on TV
Ad space of the retail sector in print fell by 44 per cent and 29 per cent in 2020 and 2021 respectively over 2019.Retail outlets of electronics and durables led the list of top 10 categories of the retail sector.
Top 10 advertisers accounted for more than 20 per cent share of ad space in 2021 with Reliance Retail leading the list.
Top 10 brands accounted for 19 per cent share of ad space in 2021 with Big Bazaar leading the list.General Interest publication genre added 99 per cent share of sector’s ad space.
Ad space in print witnessed double digit growth in January, August and October-November 2021.
As compared to Q1 of 2021, Q4 witnessed 74 per cent ad space growth.Among four zones, South topped for retail advertising with 46 per cent share in print during 2021.
Sales promotion for the retail sector accounted for more than 70 per cent share of ad space in print.
Radio
Ad volumes for the retail sector grew by 77 per cent in Q4 over Q1 of 2021.Ad volume for the retail sector on radio dropped by 37 per cent and 5 per cent in 2020 and 2021 over 2019 respectively whereas ad volumes rose by 40 per cent in 2021 compared to 2020.
October 21 registered the highest share of ad volume for the retail sector followed by 11 per cent in August 2021.
Top 10 advertisers accounted for 21 per cent share of ad volume in 2021 with Zota Healthcare leading the list.
Among the top 10 retail brands, four brands belonged to retail outlets- jewellers category. Maharashtra was the top state with 18 per cent share of ad volumes followed by Gujarat with 17 per cent share.
Advertising for retail was preferred in afternoon and evening time-bands on radio.
Digital
Ad insertions of the retail sector on digital plunged by 29 per cent in 2021 over 2019. Highest percent observed in December 2021 which had 15 per cent of total digital ad insertion shares. Compared to Q1 of 2021, Q4 witnessed more than two times ad insertion growth.
After the second wave of Covid, December 2021 had the highest share of ad Insertions followed by September 2021.On digital medium, electronics and home stores were top retail categories with 26 per cent and 17 per cent respectively.
Ad network topped with more than 70 per cent share of transaction method for retail sector in 2021. Top 10 advertisers accounted for more than 40 per cent share of ad insertions in 2021 with Infiniti retail leading.
Top 10 brands accounted for 44 per cent share of ad insertion in 2021 with Croma leading the list.
