Ad Volumes of Computer sector on Television rose by 3.8 times during Jan-Aug’21 over Jan-Aug’20.Aug’21 saw a sharp surge of 2.2 times in the sector Ad Volumes compared to Jul’21. In Y 2020, a similar pattern was found for the same months, as per TAM report.
Software category had 63% of Ad Volumes, highest among the computer categories. More than3/4th of the Ad Volumes in the sector were covered by the Top 2 categories solely. The top 10 advertisers accounted for more than 35% share of Ad Volumes during Jan-Aug’21 with DellComputer Corporation leading the list.
40+ brands advertised during Jan-Aug’21 on Television among which the Top 10 brands had 92% share of Ad Volumes. During Jan-Aug’21, 30+ exclusive brands advertised under Computer sector compared to Jan-Aug’20.
News genre alone had 49% of the sector’s Ad Volumes followed by Movies on 2nd position. The top 3 channel genres grabbed 83% of Ad Volumes’ share for Computer sector during Jan-Aug’21. News Bulletin, the most popular program genre to promote Computer brands on Television. The top 2 program genres i.e. News Bulletin and Feature Films together added 50% of the sector Ad Volumes.
On TV, Prime Time was the most preferred time-band, followed by Night. Together, the Prime Time, Night, and Afternoon time bands combined for more than 60% of Ad Volumes. Advertisers of Computer sector preferred > 60 secs ad size on TV.20-40 seconds and >60 seconds ads together added 63% share of sector Ad Volumes during Jan-Aug’21.
Computer sector’s Ad Space in Print medium grew by 72% during Jan-Aug’21 compared to Jan-Aug’20. May 2021 saw a drop in the Advertising whereas from Jun-Jul onwards, the Ad Space started to rise. Almost similar trend also seen in Y 2020 during these months.
Laptops/Notebooks topped among the categories of Computer sector in Print with more than 40%of the Ad Space’s share. Top 10 categories added more than 99% of sector Ad Space during Jan-Aug’21.Hewlett Packard India was the top advertiser in the sector with 16% share of Ad Space during Jan-Aug’21. Top 10 advertisers accounted for more than 70% share of Ad Space.
320+ brands present during Jan-Aug’21 in Print among which the Top 10 brands had 37% share of Ad Space. During Jan-Aug’21, 255+ exclusive brands appeared under the Computer sector compared to Jan-Aug’20.
English language was on top with 79% share of Ad Space. The Top 5 Publication languages together added 96% share of sector’s Ad Space. General Interest publication genre had 63% share of sector’s Ad Space in Jan-Aug’21. Among 4 zones, South Zone topped in Computer advertising with 38% share of Ad Space during Jan-Aug’21. Mumbai & New Delhi were Top 2 cities in overall India for advertising in the sector.
19% share of Ad Space in the Computer sector was with various Promotional offers during Jan-Aug’21. Among the Sales Promotions, Discount Promotion had highest share of Ad Space i.e. 84%.
20+ Advertisers advertised with Sales Promotions in Computer sector. Apple Computer India had 50% of the sector Ad Space among the ads with Sales Promotionsduring Jan-Aug’21.
Radio
On Radio, Advertising Volumes for Computer sector saw an increase of 32% in Jan-Aug’21 over Jan-Aug’20. Looking at the monthly trend in Y 2021, March month saw a jump in the share of Ad Volumes with a growth of 75% compared to Feb’21 for the sector.
On Radio, Software category topped with 53% of the total Computer Ad Volumes. Top 2 categories added more than 75% share of sector Ad Volumes on Radio. Top 10 Advertisers added 66% share of Ad Volumes during Jan-Aug’21 among which BrotherInternational India led the list.
The Top 10 brands added 87% to the overall advertising space of Computer sector on Radio. 45+ brands advertised exclusively during Jan-Aug’21 over Jan-Aug’20.On Radio, The Top 2 states occupied more than 1/3th of ad pie for the computer sector. Maharashtra state was on top with 19% share of Ad Volumes followed by Delhi with 16% share.
Advertising for the Computer sector was preferred in Evening and Morning time-band, combining 66%share of sector Ad Volumes on Radio.
Digital
Ad Insertions of Computer sector on Digital medium saw a rise of 40% in Jan-Aug’21 over Jan-Aug’20. June 2021 had highest share of Ad Insertions for the Computer sector i.e. 16%. Aprilobserved a rise of 42% compared to March.
On Digital, Software category was on top with 50% share of sector’s advertising. Top 10 categories added 98% share of sector Ad Insertions on Digital. Top 10 Advertisers had 51% share of Ad Insertions during Jan-Aug’21 with Grammarly Inc on top of the list adding 23% share.
Display Ads had more than 80% share of sector Ad Insertions during Jan-Aug’21. Among the Digital Platforms, Desktop Display topped with 59% share of Ad Insertions followed by Mobile Display with 23% share.
