Real Estates’ ad volumes grew by 18% on Television in Jan-May’21 over the same period in Y2020, states TAM AdEx report on advertising of Properties/Real Estates sector.
Top 10 advertisers accounted for more than 50% share of category ad volumes during Jan-May’21 with Baashyaam Constructions leading in the list.
Crown Residences (Baashyaam) topped among the brands during Jan-May’21 with a 17% share of ad volumes. The top 10 brands had 50% share of ad volumes.
Crown Residences (Baashyaam) was the top new brand followed by Upagna Homes during Jan-May’21 compared to Jan-May’20.
More than 240 new brands appeared for the Properties/Real Estates category during Jan- May’21.
News genre was on top with 69% of the category’s ad volumes followed by GEC on 2nd position. The Top 3 channel genres grabbed 95% of ad volumes for Properties/Real Estates category during Jan- May’21.
News Bulletin, the most preferred program genre to promote Properties/Real Estates on Television. The Top 2 program genres i.e. News Bulletin and Religious/Devotional/Astrology together 60% of the category ad volumes.
On TV, Prime Time was the most preferred time-band, followed by Afternoon & Morning.
Together, the Prime Time, Afternoon, and Morning time bands combined for more than 70% of ad volumes.
Advertisers of the Properties/Real Estates category preferred 20-40 secs ad size the most.
20-40 seconds and <20 seconds ads together added 87% share of category ad volumes during Jan-May’21.
On Print Medium, the Ad space for Properties/Real Estates during Jan-May’21 grew by 42% compared to Jan-May’20.
Top 10 advertisers and brands added 14% and 13% share of Print Ad Space respectively.
Baashyaam Constructions topped among the advertisers of Properties/Real Estates followed by Casagrand Builder. Crown Residences (Baashyaam) was the top brand with 3% share followed by DS Max with 2% share of ad space.
More than 3690+ new brands were seen during Jan-May’21 compared to Jan-May’20. Crown Residences (Baashyaam) was the top new brand followed by Chaithanya Samarth.
During Jan-May ’21, the English language topped with 40% share of Properties/Real Estates ad space followed by Hindi with 32% share.
The Top 3 Publication languages together added more than 80% share of category ad space. The General Interest publication genre ruled with a 97% share of ad space.
South Zone topped in Properties/Real Estates with a 33% share of ad space during Jan-May’21, followed by North Zone. Bangalore & New Delhi were Top 2 cities in overall India for advertising in Print.
Sales Promotion had 24% of Properties/Real Estates’ ad space during Jan-May’21. Among Sales Promotions, Discount Promotion occupied 67% share of ad space followed by Multiple Promotion with 16% share.
Digital
On the Digital medium, ad insertions increased by 93% during Jan-May’21 compared to the same period in Y2020.
Sumadhura Constructions and Lodha Group were the top 2 advertisers of the Properties/Real Estates category with an 8% and 4% share of ad insertions during Jan-May’21 respectively.
Sumadhura Acropolis was the top brand with a 4% share of ad insertions during Jan-May’21. The top 10 brands had more than 25% share of ad insertions in the category.
Ad Network transaction method topped with 87% share of Properties/Real Estates’ ad insertions on Digital during Jan-May ’21 followed by Programmatic/Ad Network with 4% share.
Radio
A significant rise in Properties/Real Estates ad volume was observed on Radio medium during Jan-Mar’21 compared to Jan-Mar’20.
During Jan-May’21, the Top 10 advertisers and brands had 28% and 23% share of ad volumes respectively. Among the advertisers, Baashyaam Constructions topped with 4% of the ad volumes’ share in Jan- May’21. Crown Residences (Baashyaam) was the top brand with a 4% share followed by Jayanti Nagari IV with an almost similar share.
400+ new brands were registered in Jan-May’21 over Jan-May’20 on the Radio for Properties/Real Estate category. Crown Residences (Baashyaam) was the top new brand on Radio medium followed by Edgewaters (Lilleria Group).
Maharashtra state was on top with a 21% share of ad volumes followed by Gujarat with 15% share. The Top 3 states occupied more than half of the ad pie for the Properties/Real Estates.
Advertising on Radio was preferred in the Evening time-band followed by Afternoon & Morning.
68% share of Properties/Real Estates’ ad volumes was in the Evening & Afternoon time-bands during Jan-May’21.
