During Jan-Aug’21, sector ad insertions on Digital medium significantly grew by 2 Times over Jan-Aug’20 in the Retail sector. On Digital, Retail Outlets-Electronics/Durables category was on top with 22% share of sector’s ad insertions. Top 10 categories added 95% share of sector ad insertions on Digital. Top 10 advertisers had 45% share of sector ad insertions during Jan-Aug’21 with Inter IKEA Systems B.V. on top of the list adding 12% share, as per TAM AdEx report.
Display creatives dominated the sector ad insertions with 86% share followed by Video creatives during Jan-Aug’21. Desktop Display topped among Digital Platforms with 50% of sector ad insertions followed by Mobile Display with 35% share.
When comparing Jan-Aug’21 to Jan-Aug’20, there was a noticeable rise of 36% in ad space of the Retail sector. January had highest ad space share for the Retail sector in both Y 2020-21. Due to the impact of Covid-19, the months of May and June saw a significant drop in sector ad space during both years. From July onwards, ad volumes began to recover. Retail Outlets-Electronics/Durables topped among the Retail categories in Print with 1/4th of the ad space’s share. Top 10 categories added more than 90% of sector ad space during Jan-Aug’21. Reliance Retail was the top advertiser in the sector with 5% share of ad space during Jan-Aug’21. The top 10 advertisers accounted for 26% share of sector ad space.
In Print medium, more than 16.9K new brands were seen during Jan-Aug’21 over Jan-Aug’20. My Kalyan (Kalyan Jewellers) was the top new brand followed by Pothys Swarna Mahal. Hindi language publications topped with 25% share of Retail ad space closely followed by English publications. The Top 5 Publication languages together added 79% share of the sector’s ad space. General Interest publication genre dominated with 99% share of sector’s ad space in Jan-Aug’21.
South Zone topped in Retail advertising with 50% share during Jan-Aug’21. Hyderabad & Bangalore were Top 2 cities in overall India for advertising in the sector.
In the Retail sector, Sales Promotion had 70% share of ad space in Print medium. Among Sales Promotions, Multiple Promotion occupied 68% share of sector ad space followed by Discount Promotion with 27% share during Jan-Aug’21.
Among the Sales Promotion’s advertisers, Reliance Retail topped with 8% share of sector ad space followed by Future Retail with 4% share during Jan-Aug’21.
Television
Ad volumes of the Retail sector on Television surged by 55% during Jan-Aug’21 compared to the same period in previous year. February had highest ad volumes’ share for the Retail sector in both Y 2020-21. May-Jun witnessed a dip in both the years due to effects of Covid-19. From July onwards, ad volumes started to get back on track. Retail Outlets-Jewellers had 57% share of ad volumes, the highest among Retail categories. More than 80% of the ad volumes in the sector were covered by the Top 3 categories solely. The top 10 advertisers accounted for more than 50% share of ad volumes during Jan-Aug’21 with Lalithaa Jewellery Mart leading the list.
Thangamayil was the top new brand followed by Sweet Truth during Jan-Aug’21 compared to Jan-Aug’20. On TV, more than 450 new brands appeared for the Retail sector during Jan-Aug’21. News genre alone had 57% of the sector’s ad volumes followed by GEC in 2nd position. The top 3 channel genres garnered almost 90% of ad volumes share for the Retail sector during Jan-Aug’21.
News Bulletin was the most preferred program genre to promote Retail brands on Television. The top 2 program genres i.e. News Bulletin and Feature Films together added more than 50% of the sector ad volumes. On TV, Prime Time was the most preferred time-band, followed by Afternoon. Together, the Prime Time, Afternoon, and Morning time bands combined for more than 70% of sector ad volumes.
Advertisers of the Retail sector preferred 20 – 40 secs ad size on TV. 20-40 seconds and <20 seconds ads together added 90% share of sector ad volumes during Jan- Aug’21.
Radio
Ad volumes on Radio for the Retail sector grew by 62% during Jan-Aug’21 compared to Jan-Aug’20. January had highest ad volumes’ share of the Retail sector in Jan-Aug, 2020 whereas in Jan Aug, 2021, August month grabbed the top position. Due to the effects of Covid-19, the months of April-May in Y 2020 and May-Jun in Y 2021 saw a significant drop. From July onwards, ad volumes started to increase again. On Radio, Retail Outlets-Jewellers category topped with 28% of the total Retail ad volumes. Top 10 categories added more than 90% share of sector ad volumes on Radio. The top 10 advertisers added 24% share of ad volumes during Jan-Aug’21 among which Zota Healthcare led the list. On Radio, more than 700 new brands were present during Jan-Aug’21 over Jan-Aug’20. Bhayyaji Ramabhauji Rokde Jewellers was the top new brand on Radio medium followed by Jhanjaria Jewellers in 2nd position. On Radio, The Top 2 states occupied 1/3th of ad pie for the Retail sector. Gujarat state was on top with 18% share of ad volumes followed by Tamil Nadu with 15% share. Advertising for the Retail sector was preferred in Afternoon and Evening time-band on Radio, combining 70% share of ad volumes.
