Recently TAM shared its report on Advertising by the sector: Retail. The report was divided into two parts, the 1st part highlighted Ad Volumes of Retail sector on Television plunged by 35% in Y 2020 over Y 2018, NEWS Channel Genre topped preference list of Retail players during Y 2020, Compare to 1st Quarter of Y 2020, Q4 witnessed 1.5 Times ad space growth, Sales Promotion for ‘Retail’ sector accounted more than 70% share of ad space in Print, and many more.
Ad Volumes of Retail sector on Television plunged by 35% in Y 2020 over Y 2018. Compare to 1st Quarter of Y 2020, Q4 witnessed 1.6 Times Ad Volume growth. Due to Covid-19, lowest Ad Volumes observed in 2nd quarter which includes the lockdown period. It took 4 months post Lockdown period for Retail Sector’s ad volumes to recover and reach more than Pre-Lockdown level.
Retail Outlets-Jewellers alone contributed 60% to the ad volume share of Retail Sector. Also, Top 10 Advertisers accounted more than 55% share of ad volumes in Y 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 Lalithaa Jewellery topping the list. In Top Channel Genres, Top 2 channel genres on TV together accounted more than 75% of ad volumes share for Retail sector during Y 2020. Whereas, NEWS Channel Genre topped preference list of Retail players during Y 2020.
Prime Time was the most preferred time-band on TV followed by Afternoon and Morning time-bands. Prime time, Afternoon & Morning time bands together accounted more than 70% share of Ad Volumes.
Ad Space of Retail sector in Print plunged by 44% in Y 2020 over Y 2018. Compare to 1st Quarter of Y 2020, Q4 witnessed 1.6 Times Ad Space growth. Due to Covid-19, lowest Ad Volumes observed in 2nd quarter which includes the lockdown period.
Print Ad Space recovered to Pre-Lockdown level just within 5 months of post Lockdown period. Ad Space in Print witnessed double digit growth from Oct’20 onwards till entire festive period.
Retail Outlets-Electronics/Durables leads the list of Top 10 Categories of Retail Sector. Top 10 Advertisers accounted more than 15% share of Ad Space in Y 2020 with Reliance Retail leading the list.
Top 5 Publication Languages accounted 81% share of sector’s Ad space. General Interest publication genre added 99% share of sector’s Ad Volume.
Among 4 zones, South topped for Retail advertising with 46% share in Print during Y 2020. Hyderabad & Bangalore were top 2 cities in South Zone as well as in overall India.
Sales Promotion for ‘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 Y 2020.
