TAM AdEx released the Cross Media Report for Services sector on TV, Print, Radio and Digital during Jan-Oct’22.
TV
Services sector’s ad volumes on television increased by 29pc during Jan-Oct’22 compared to Jan-Oct’21.
The top 10 categories and advertisers accounted for 57pc and 24pc of total ad volume respectively during Jan-Oct’22. Eight out of the top 10 categories from Services sectors were Ecommerce categories.
2,660+ brands advertised during Jan-Oct’22 on Television among which the Top 10 brands had 39pc share of Ad Volumes. 1,760+ exclusive brands advertised under Services sector compared to Jan-Oct’21.
The News genre alone accounted for 29pc of the sector’s ad volume followed by GEC in second position. Top three channel genres grabbed nearly 60pc of Ad Volumes’ share during Jan-Oct’22.
News Bulletin was the most popular program genre to promote Services brands on Television. Top two program genres, News Bulletin and Feature Films together added 37pc of the sector Ad Volumes.
On TV, Prime Time was the most preferred time-band, followed by Afternoon. Prime Time, Afternoon, and Morning time bands together combined for more than 60pc of Ad Volumes.
Advertisers of Services sector preferred 20-40 secs ad size on TV. 20-40 seconds and <20 seconds ads together added 74pc share of sector Ad Volumes during Jan-Oct’22.
When comparing Jan-Oct’21 to Jan-Oct’22, the Ad Space in the Services sector increased by 26pc in Print medium.
Properties/Real Estates topped among the categories of Services sector in Print with 30pc share of the Ad Space during Jan-Oct’22. Reliance Retail was the top advertiser in the sector with 4pc share of Ad Space. Top 10 advertisers accounted for 15pc share of Ad Space.
Top 10 brands had 12pc share of Ad Space in Print during Jan-Oct’22. 27K+ exclusive brands appeared under Services sector compared to Jan-Oct’21.
The Top 5 Publication languages together added 86pc share of sector’s Ad Space. Hindi language was on top with 36pc share of Ad Space. General Interest publication genre had 96pc share of sector’s Ad Space in Jan-Oct’22.
Among 4 zones, North Zone topped in Services advertising with 32pc share of Ad Space during Jan-Oct’22. Mumbai & New Delhi were Top 2 cities in overall India for advertising in the sector.
67pc share of Ad Space in the Services sector was with various sales promotional offers during Jan-Oct’22. Among the Sales Promotions, Discount Promotion topped with 53pc share of Ad Space followed by Multiple Promotion.
4K+ Advertisers advertised with Sales Promotions in Services sector. Reliance Retail had 13pc of the sector Ad Space among the ads with Sales Promotions during Jan-Oct’22.
RADIO
On Radio, Advertising Volumes for Services sector saw a increase of 85pc in Jan-Oct’22 over Jan-Oct’21.
Top 10 category added 86pc of the total Services Ad Volumes, Properties/Real Estates category topped with 43pc share of sector Ad Volumes on Radio. Top 10 Advertisers added 15pc share of Ad Volumes during Jan-Oct’22.
The Top 10 brands added 13pc to the overall advertising space of Services sector on Radio. 2K+ brands advertised exclusively during Jan-Oct’22 over Jan-Oct’21.
On Radio, the Top 3 states occupied more than half of the of ad pie for the Services sector. Gujarat state was on top with 20pc share of Ad Volumes followed by Maharashtra with 18pc share.
Advertising for Services sector was preferred in Morning time-band and least during Night. Morning and Afternoon combines to 67pc share of sector’s Ad Volumes on Radio.
DIGITAL
Ad Insertions of Services sector on Digital medium saw a rise of 82pc in Jan-Oct’22 over Jan-Oct’21.
On Digital, Ecom-Online Shopping category was on top with 15pc share of sector’s advertising. Top 10 categories added 78pc share of sector’s Ad Insertions on Digital. Top 10 Advertisers had 21pc share of Ad Insertions during Jan-Oct’22 with Amazon Online India on top of the list adding 9pc share.
Display Ads had more than 75pc share of sector Ad Insertions during Jan-Oct’22. Among the Digital Platforms, Desktop Display topped with 41pc share of Ad Insertions followed by Mobile Display with 32pc share.
