In the second part of the TAM report of TAM AdEx Overview of Advertising by the sector: Retail Ad. The report highlighted several points like 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, advertising for Retail was preferred in Afternoon and Evening time-band on Radio, after lockdown Nov’20 had the highest share of Ad Insertions followed by Dec’20, Ad Network topped with more than 60% share of transaction method for Retail sector in Y 2020.
Volume for the Retail sector on Radio plunged by 37% in Y 2020 over Y 2018. Compare to the 1st Quarter of Y 2020, Q4 witnessed 90% Ad Volume growth. Due to Covid-19, the lowest Ad Volumes observed in the 2nd quarter which includes the lockdown period. The lowest Ad Volumes observed in Apr’20 and May’20 which was a lockdown period. Festive period boosted Ad Volumes for Retail sector during Oct-Nov’20.
On Radio, ads for Retail outlets of Jewellers, Clothing and Electronics ruled with more than 60% of the total ad volume share of the Retail sector. Top 10 Advertisers accounted for 21% share of ad volume in Y 2020 with Zota Healthcare leading the list.
Among the Top 10 Retail brands, 4 brands belonged to the Retail Outlets-Jewellers category. Top 10 Brands accounted for 19% share of Ad Volumes in Y 2020 with Dava India which is a division of Zota Healthcare advertiser heading the list.
The Top 3 states occupied around 50% share of Ad Volumes for the Retail sector. Maharashtra state was on top with a 19% share of Ad Volumes followed by Gujarat with a 16% share.
Advertising for the Retail sector was preferred in the Afternoon and Evening time-band on Radio. 70% share of the Retail Ad Volumes were in Afternoon and Evening time-bands in Y 2020.
Ad Insertions of Retail sector on Digital plunged by 39% in Y 2020 over Y 2018. Compare to the 1st Quarter of Y 2020, Q4 witnessed a small Ad Insertion growth. Due to Covid-19, the lowest Ad insertions observed in 2nd quarter which includes the lockdown period.
The highest percent observed in Jan’20 which had 27% of total Digital ad insertion shares. Post lockdown, Nov’20 witnessed the highest Ad Insertions share followed by Dec’20.
On Digital Medium, Electronics/Durables & Kids Stores were top Retail categories with 38% & 12% respectively. Top 10 Advertisers accounted for more than 50% share of Ad Insertions in Y 2020 with Vijay Sales leading the list.
Ad Network topped with more than 60% share of transaction method for Digital advertising of Retail sector in Y 2020. Programmatic/Ad Network and Direct transaction methods had the almost the same share of Retail Ad Insertions on Digital.
