As per the TAM Adex overview of half-yearly advertising in print, a 40 percent rise was observed in advertising volumes of Print during H1’21 compared to H1’20. H1’20 advertising in the Print medium was dropped by 49 percent over H1’19. Compared to Wave I, advertising in Print had a lower impact than Covid Wave II. An average of 4.7 times growth was observed during Apr ’21 over Apr ’20.
The top 10 sectors accounted for more than 80 percent share of total ad volumes in Print during Jan-Jun’21. ‘Services’ and ‘Auto’ were the Top 2 sectors in terms of Ad Volumes with 14 percent share each in Jan-Jun’21. 4 out of Top 10 sectors in Print maintained their ranks in Jan-Jun’21 compared to Jan-Jun’20. Ranks of ‘Services’, ‘Banking/Finance/Investment’ and ‘Personal Accessories’ sectors moved up by one position in Jan-Jun’21 compared to Jan-Jun’20. ‘Banking/Finance/Investment’ was 3rd in terms of % growth (i.e. 73%). 21 out of the 28 sectors in Print saw Positive growth during Jan-Jun’21as compared with the same period in the previous year.
The top 10 categories together contributed 36 percent to the overall print ad volumes in Jan-Jun’21. The top 2 categories retained their ranks in Jan-Jun’ 21 over the same period of the previous year. The properties/real estates’ category was in 3rd position with a 4.3 percent share. Out of the top 10 classes, two were from the ‘education’ sector and contributed 6 percent to the overall print ad volumes in Jan-Jun ’21, and 3 maintained their ranks in Jan-Jun’21 compared to Jan-Jun ’20.
‘Coaching/Competitive Exam Centre’ was in the 4th position with 4% share followed by ‘Hospital/ Clinics’ on 5th. Life Insurance moved up by nine positions to achieve 8th rank in Jan-Jun’21 compared to Jan-Jan’20. The top 50 advertisers accounted for a 36 percent share of total advertising volumes in Print.
The Top 10 advertisers together accounted for a 20% share of overall Print advertising. ‘SBS Biotech’ was the top advertiser in both Jan-Jun’21 and Jan-Jun’20. ‘LIC of India’ moved to 2nd position in Jan-Jun’21 compared to 8th in Jan-Jun’20. ‘Maruti Suzuki India’ was in 3rd position followed by ‘Emami’ and ‘Hero Motocorp’. ‘Emami’, ‘Hindustan Unilever’, ‘TVS Motor’, ‘Fiitjee’ and ‘GCMMF(Amul)’ entered in the Top 10 list of Jan-Jun’21 compared to Jan-Jun’20.
‘Dr. Ortho Oil’ was the top brand in Jan-Jun’21, followed by ‘Maruti Car Range’. ‘Fiitjee’ was in 3rd position, followed by ‘Hero Two Wheelers (HeroMotoCorp)’. ‘LIC’, ‘Roop Mantra Ayur Face Cream’, ‘Eye Mantra Eye Drops’, ‘Pet Saffa Range’ and ‘Sachi Saheli Ayurvedic Range of Products’ were the New Entrants in the Top 10 list of brands in Jan-Jun’21 compared to Jan-Jun’20. 5 among the Top 10 brands were from ‘Personal Healthcare’ & 2 belonged to ‘Auto’ sector. The Top 100 brands accounted for nearly 28% share of Print Ad Volumes.
More than 620 categories, 29,600 advertisers, and 31,000 brands were common between Jan-Jun ’21 and Jan-Jun’20. ‘Cars’ was the top common category, ‘SBS Biotech’ was the top advertiser, and ‘Dr Ortho Oil’ topped among the common brands’ in Print.
Among the Top growing categories, ‘Life Insurance’ had a maximum rise in Ad Volumes with 2.8 times growth in Jan-Jun’21 over Jan-Jun’20 followed by ‘Properties/Real Estates’ with 46% growth.
Regarding growth percentage, the ‘Cellular Phones-Smart Phones’ category witnessed the highest growth % among the Top 10, i.e. 3.1 Times in the Jan-Jun’21. 2 out of Top 5 growing categories viz, Retail Outlets-Jewellers and Retail Outlets-Electronics/Durables were from ‘Retail’ sector.
Ad Innovation in Print
Seamless Jacket was the top ad innovation layout with a 29 percent share of print ad volumes in Jan-Jun’21. Figured Outline (23 percent) and French Window (15 percent) settled for the 2nd and 3rd rank. In addition to the top 10 Innovations, 14 more ad innovations were contributing 13 percent share. More than 65 percent share was from leading three ad innovations.
Ad Positions in print
‘Jacket-Full Page’ ads had a 27 percent share of ad volumes, followed by ‘Full Page ads’ with 25 percent share during Jan-Jun ’21. More than 2730 brands were present in the Newspaper with Jacket- Full page ads. ‘Fiitjee’ and ‘LIC Jeevan Arogya’ were the top 2 brands using Jacket-Full Page ads on Newspaper. More than 5930 brands used full-page ads during Jan-June’21. Prestige Range’, ‘Aakash Hybrid’ and ‘Honda Activa’ were the top 3 Brands using Full Page ads in Newspapers. In contrast, in Magazine, ‘Sivaraj Siddha Vaithiyasalai’ and ‘Suncare Range of Products’ were the top 2 brands using full-page ads.
Among the various Sales Promotions used in Print, ‘Multiple Promotion’ grabbed 49% share, followed by ‘Discount Promotion’ with 26% share. Top 3 Sales Promotions solely covered more than 80% of the Sales Promotion Pie. 8200+ advertisers utilized various Sales Promotions in more than 4000 categories.
Top 5 State occupied 50% share of Print Ad Volumes. ‘Maharashtra’ topped the states followed by ‘Uttar Pradesh’. ‘Mumbai’ & ‘Delhi’ were the Top 2 cities at all India levels in Print advertising.
The trend of ad volumes during Covid Wave I and Wave II over Mar-May’19 (Pre Covid)
Ninety-three percent rise was observed in advertising volumes of Print during Wave II compared to Wave I. The Ad volumes in Wave I dropped by 70 percent compared to the pre-covid period. In Wave II, active categories, advertisers, and brands were up by 2 percent,2 percent, and 4 percent, respectively, compared to Wave I. More than 610 categories, 40,300 advertisers, and 46,700 brands were present in Print during Wave II.
4 out of the top 5 categories were common across all three periods. i.e. ‘cars’, ‘two wheelers’, ‘coaching/competitive exam centre’ and ‘hospital/clinics’.top 50 categories contributed more than 70 percent share of print ad volumes during all three periods.
More than 8520 advertisers advertised consistently in 545 categories during all three periods, i.e. Pre Covid, Wave I & Wave II. Out of the top 10 categories, three were from the retail sector, whereas 5 out of the top 10 advertisers were from the auto sector. Top 10 exclusive advertisers & brands in the Wave II period contributed 12 percent and 39 percent share of overall ad volumes during Wave II.
