TAM shared its report on Advertising by the Sector of Education. The report highlighted, Ad Volumes’ Trend for Education Sector on TV, print, radio and digital, Time band analysis for Education advertising on TV, Top 10 Categories and Advertisers of Education in Print, State-wise share of Education advertising on Radio, Transaction Methods of Digital Advertising in Education Sector and many more.
Ad Volumes of Education sector on Television grew by 23% during Jan-Mar’21* compared to same period in the previous year.
Ecom-Education and Multiple Courses together contributed 79% to the ad volume share of the Education sector. Top 10 advertisers accounted for 75% share of ad volumes during Jan-Mar’21* from which Think & Learn topped the list.
There were more than 280 new brands observed during Jan-Mar’21* over Jan-Mar’20*. where Whitehat Jr. was the top new brand followed by Byjus Classes.
Prime Time was the most preferred time-band on TV followed by the Afternoon time band. Prime Time, Afternoon & Morning time bands together accounted for 70% share of ad volumes.
Indexed growth in ad space declined by 10% during Jan-Mar’21* compared to Jan-Mar’20*.
In Top 10 Categories and Advertisers of Education in Print, Coaching/Competitive Exam Centre leads the list of Top 10 Categories of Education sector. Fiitjee was the top advertiser with 10% share of overall sector ad space during Jan-Mar’21*. Whereas, Top 10 advertisers had 28% share.
In Newspaper: Publication Language & Genre for Education Sector in Print, Hindi language was on top with 47% share of ad space and top 5 Publication languages together added 88% share of sector’s ad space. General Interest publication genre added 98% share of sector’s ad space.
Among 4 zones, North Zone topped for Education advertising with 41% share in Print during Jan-Mar’21*. Kolkata & Lucknow were Top 2 cities in overall India for the sector advertising in Print.
Sales Promotion for Education sector accounted only 5% of ad space in Print medium. Among Sales Promotions, Discount Promotion occupied 87% share of ad space followed by Contest Promotion with 10% share during Jan-Mar’21*.
A significant degrowth seen on Radio medium during Jan-Mar’21* compared to Jan-Mar’20*.
In Top 10 Categories and Advertisers of Education for Radio, Schools ruled with 46% of the total ad volumes’ share of Education sector. Whereas, Top 10 Advertisers added 28% share of ad volumes during Jan-Mar’21* from which Parul Arogya Seva Mandal was leading the list.
The Top 3 states which were Gujarat, Uttar Pradesh and Madhya Pradesh occupied more than half of ad pie for the Education sector. Gujarat state was on top with 24% share of ad volumes followed by Uttar Pradesh with 18% share.
91% growth observed in ad insertions of Education sector on Digital medium during Jan-Mar’21* compared to Jan-Mar’20*.
In Top 10 Categories and Advertisers of Education for Digital, Ecom-Education category was on top with 50% of sector’s advertising share. Top 10 Advertisers accounted 48% share of ad insertions during Jan-Mar’21* with Think & Learn leading the list.
Ad Network topped with 80% share of Education sector’s ad insertions for Digital advertising during Jan-Mar’21* followed by Direct method on 2nd place.