Ad space per publication in Print Medium surged by 33% in the year 2021 compared to 2020. Also, average ad Volumes per publication grew by 22% in the 2nd half of 2021 over the same period in Y 2020, as per TAM report.
Due to Covid-19, lowest Avg. Ad Volumes per publications seen in 2nd quarter which takes into account the second wave. The average Ad Volumes/Publications increased by 54% in the 4th quarter compared to the combined average of the first 3 quarters of 2021. Ad Volumes in Print recovered to Pre-second wave level during the festive period.
In the leading sector, the Services sector topped with 16% share of Ad Space followed by Education with 13% share during Y 2021, Automobile topped In 2020. Top 3 sectors together accounted for 42% share of Ad Volumes in Print. Total 6 sectors from the Top 10 list maintained their ranking of 2020 in 2021.
5 out of Top 10 categories maintained their positions during 2021 compared to 2020.Two Wheelers, Coaching/Competitive Exam Centre and Consumer Durables/Home Appliances moved up in ranking during 2021. No major rank shifts were seen in the list of Top 10 Categories. The 2 Out of Top 10 categories were from Auto and Education sectors each.
Among the leading advertising category, SBS Biotech topped the advertisers’ list in Print followed by Maruti Suzuki India. Top 2 advertisers maintained their positions during Y 2021. LIC moved to 3rd rank in 2021 compared to 8th in 2020. Emami, Titan, Fiitjee and Reliance Retail moved up in ranking to enter in the Top 10 advertiser list of 2021.
Among the leading brands, Fiitjee was the top brand in Print during 2021 followed by Maruti Car Range. SBS Biotech had its 4 brands among the Top 10 in Print.During 2021, there were a total 169 K+ brands advertised in Print. 2 brands each belonged to Auto and Education sectors among Top 10 brands.
400 categories registered positive growth. Coaching/Competitive Exam Centre among categories saw the highest increase in Ad Space with growth of 50% followed by Retail Outlets-Jewellers with 54% growth during 2021 compared to 2020.In terms of growth percentage , Ecom-Media/Entertainment/Social Media category witnessed highest growth % among the Top 10 i.e. 4.3 Times in 2021.
77 K+ advertisers & 99 K+ brands exclusively advertised during Y 2021 in Print compared to Y 2020.Tictok Skill Games and Aakash Byjus were the top exclusive advertiser and brand respectively in 2021 compared to2020. 4 of the Top 10 exclusive brands belonged to the Auto sector.
Among the top innovative ad layouts in 2021, Seamless Jacket topped with 1/4th share of Ad Space followed by Figure Outline with more than 1/5th share in Print medium during Y 2021.
In addition to the Top 5 Innovations there were 23 more Ad Innovations with a total share of 21%. Top 5 Innovative Ad Layouts together clocked nearly 80% share of Ad spaces during Y 2021.
Jacket-Full Page was the most preferred Ad Position by advertisers of Print during 2021. 6200+ brands advertised as Jacket-Full Page (Newspaper & Magazine) during Y 2021 among which Fiitjee was the top brand.