January- March 2021 period witnessed a 9 percent increase in the print ad space compared to the same period the previous year. But, when compared to the Oct-December 2020 period, the Print ad space decreased by 13% in January- March 2021, according to the latest TAM Adex report.
As per the report, in the last 6 Months, Print ad space peaked during October 2020 due to the festive season. During the Jan-March 2021 period, the highest Ad Volumes in Print were registered in March 2021.
In Jan-Mar’21, the number of Categories, Advertisers, and Brands decreased by 1%, 13%, and 14% respectively, as compared to Jan-Mar’20.
In Jan-Mar’21, the top three sectors remained unchanged from Jan-Mar’20 in the Print medium. With a 14% share of Ad Space, the ‘Auto’ sector topped the sectors list, closely followed by the service sector. The Banking/Finance/Investment and Personal Healthcare entered in the Top 5 list of Sectors in Jan- Mar’21.
As per the report, the Top 10 Categories accounted for 39% of Ad Space in Jan-Mar’21. Two-wheelers and cars from the auto sector accounted for 12% of ad space.
Compared to Jan-Mar’20, Life Insurance, Retail Outlets-Jewellers, and Consumer Durables/Home Appliances’ were new entrants in the Top 10 list of categories during Jan-Mar’21.
Life Insurance among categories saw the highest increase in Ad Space with the growth of 30%, followed by Ecom-Education with 40% growth during Jan-Mar’21 compared to the same period the previous year.
In terms of growth percent, the Health/Accidents General Insurance category witnessed the highest growth percent among the Top 10, which was about 33 Times during Jan-Mar’21
With a 5 percent share of the ad space, ‘SBS Biotech’ emerged as the top advertiser, followed by LIC of India. In Jan-Mar’21, there were 4 new advertisers in the Top 10 list compared to Jan-Mar’20. The Top 10 advertisers accounted for 22% of overall Ad Volumes in the Print medium during Jan- Mar’21. During Jan-Mar’21, the top ten brands added an 8% share of Ad Volumes in Print Medium.
33.8 K+ exclusive advertisers and 44.4 K+ exclusive brands advertised in the print medium during Jan- Mar’21 compared to the previous year. The top 3 sectors together contributed 38% share of total Ad Volumes, with the ‘Auto’ sector topping the list.
One Mobikwik Systems and Honda Shine were the top exclusive advertiser and brand respectively during Jan-Mar’21.
The Hindi Language Publications had a 41 percent share of Ad Space, while the top five publication languages together accounted for 83% share of Ad Space. The General Interest publication genre accounted for 95% of Print Ad Volumes.
Among the four zones, the North Zone dominated print advertisements with a 34% share in Jan- Mar’21. Overall, India, New Delhi and Mumbai were the top two cities for print ads.
Sales Promotion accounted for a 30% share of Ad Space in the Print medium during Jan-Mar’21. Among Sales Promotions, Multiple Promotion occupied 52% share of ad space followed by Discount Promotion with 26% share during Jan-Mar’21.
During Jan-Mar’21, SBS Biotech led the Sales Promotion advertisers with a 7% share of ad space, followed by Hero Motocorp.