TAM Media Research and Medianews4u have launched South Story Decoded 2021-the handbook that exclusively slices and dices the advertising volumes of South Regional Markets of Tamilnadu, Karnataka, Kerala and Andhra – Telangana.
As per the report, advertising shares were dominated by Television medium. In terms of ad insertions, the advertising pie of Television had 87 percent share and Radio had 10 percent share, while Print medium had only 3 percent share.
The report also stated that the ad insertions increased continuously since 2017. Compared to 2016, ad insertions on Television increased by 35 percent in 2020. On the contrary, Radio and Print ad insertions decreased since 2017.
Advertising volumes on Television dominated overall traditional media advertising in Southern markets with a 28 percent rise in ad volumes during 2020 compared to 2016. On TV, the average number of categories, advertisers and brands over the last 5 years was 445,5,330 and 8,260, respectively.
Due to the pandemic, ad volumes in 2020 decreased compared to 2019. Among the channel genres in Southern markets, advertising volumes in the Movies genre increased by 50 per cent followed by the GEC genre with an increase of 47 percent during 2020 compared to 2016.
Television ad volumes in the All India market grew by 28 percent in 2020 compared to 2016. The year 2018 recorded the highest rise of 30 percent compared to 2016. The ad volumes on Television rose by 2 percent in 2020.