TAM Media Research and Medianews4u’s joint initiative- South Story Decoded 2021- an extensive and elaborated report on the South Market ad volume was successfully launched on Friday.
As per the report, In 2020, 53,000+ advertisers advertised across more than 650 categories and 68,000+ brands on traditional media. On Television, 4600+ Advertisers advertised across 430+categories with 7000+ Brands. Nearly 49,000 Advertisers were active across 620+ categories with 60,000+ Brands in 2020 on the Print medium. On Radio, 3000+ Advertisers advertising across more than 330 categories with 4,000+ Brands.
Among the Television Genres, South GEC witnessed a 47% rise in advertising volumes in 2020 over 2016. Among the Television Genres, South News registered a 25% growth in advertising volumes during the same period.
South Movies, among the television genres, registered a 50% rise in advertisement volume in 2020 compared to 2016.
In 2020, the Top 10 Advertisers on Television were from the FMCG sector. In Print, 5 out of Top 10 Advertisers were from the Auto sector, and on Radio, Top 10 advertisers were a mix of Auto, Services and BFSI sector. Toilet Soaps was the most advertised category on South TV Channels in 2020.
According to the report, HUL was the top advertiser, and Lizol was the most advertised brand on South TV Channels in 2020. Cars were the top advertised category in Print and Radio in Ad Space in the year 2020. In terms of ad space in South Publications, Maruti Suzuki India topped among the advertisers in terms of Ad Space in South Publication. On South FM stations, LIC of India was the top advertiser and brand in 2020.
The report stated that the television ad volumes in the southern states increased by 28% over 2016. FM Stations in the South recorded the highest ad volumes in Y 2018 in the last 5 years.
In 2020, 3700+ advertisers were exclusively present in South TV Channels compared to other markets. In 5 years, there were 13,300+ exclusive advertisers on TV for the South Market compared to other markets. In the Print medium, some 44,000+advertisers focused exclusively on the South market compared to other markets in 2020. In 5 years, there were 1.6+ lacs, exclusive advertisers, in Print for South Market compared to other markets. There were 2400+ exclusive advertisers on South FM Stations in 2020.
During the last five years, there were 9000+ exclusive advertisers on Radio for the South Market compared to other markets.
The South Story Decoded Report further stated about the recovery from Covid Impact, and TV Ad witnessed 45% contraction during Lockdown and the Ad Volumes in the South market recovered by 2 times during Unlockdown phase.
During the Lockdown period, Print Ad Volumes we’re down by a massive 81%, and It recovered by 5 times during the Unlockdown phase.
Ad Volumes on South Radio station contracted by 84% during the lockdown, but it recovered by 5times during the Unlockdown phase.
270+ categories showed positive growth in advertising during the unlock down phase over Lockdown across the traditional mediums. 1800+ advertisers registered positive growth in advertising during the unlock down period over the Lockdown phase.
During IPL 2020, 40+ brands were associated with 3 south-based IPL Franchisees.