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TAM AdEx-Mirroring Y 2020 for Print Advertising

TAM AdEx-Mirroring Y 2020 for Print Advertising indicates categories with most ad share volume, Lockdown vs Unlockdown trends, leading advertisers and brands in Y 2020.

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TAM AdEx-Mirroring Y 2020 for Print Advertising

  1. 1. Mirroring Y 2020 for Print Advertising
  2. 2. Advertising Overview in Print 01 03 Contents Trends in Unlockdown Period compared to Lockdown 05 Print Ads with Festive Theme Unlockdown : Jun-Dec’20 Lockdown : Apr-May’20 02 Ad Innovations and Position of Ads 04 Sales Promotions
  3. 3. Highlights 06 07 08 09 01 02 03 04 10 05 Avg. Ad Volumes/Publications increased by 90% in 4th quarter compared to average of Q1- Q3. Ad Volumes in Print recovered to Pre- Lockdown level during the festive period where it witnessed double digit share. Auto sector topped with 18% share of Ad Space in Y 2020. Personal Care/Personal Hygiene sector was the new entrant in Top 10 sectors’ list. Cars & Two Wheelers were Top 2 categories with 8% & 7% share of Ad Space respectively maintaining their ranks during Y 2020 compared to Y 2019. Ecom-Education category saw highest increase in Ad Space with 2.8 Times rise followed by Medicated Skin Treatment with 2.4 Times rise in Y 2020 compared to Y 2019. Paytm First Games and KIA Sonet were the top exclusive advertiser and brand respectively in Y 2020 compared to Y 2019. During Unlockdown, more than 4.8 Times growth seen in Avg. Ad Volumes/Publications /Day compared to Lockdown period. Among the innovative Ad layouts, Figured Outline topped with 28% share of Ad Space followed by Seamless Jacket with 20% share during Y 2020. SBS Biotech topped among the advertisers followed by Maruti Suzuki. LIC of India and KIA Motors moved up by 8 & 51 positions to enter among the Top 10. Maruti Car Range was the top brand in Print during Y 2020 followed by Hero Two Wheelers.
  4. 4. Trend of Ad Volumes per Publications in Print Source: TAM AdEx Period : Y 2016-2020  Y 2017 witnessed almost same avg. Ad Volumes as in Y 2016 while Y 2020 saw 39% decline compared to Y 2016.  Compared to Y 2019, Ad space in Y 2020 dropped by 33%.  Avg. Ad Volumes per publications drop by only 11% in 2nd halves of Y 2020 over Y 2019 showing a recovery in Print Ad Volumes during Unlockdown period (H2, 2020). 100 100 97 91 61 Y 2016 Y 2017 Y 2018 Y 2019 Y 2020 Indexed Growth in Ad Volumes per Publications Index: Y-2016=100 Count of Publications 880+ 870+ 900+ 875+ 870+ 100 89 H2, 2019 H2, 2020 Trend: 2nd Half, 2019-20* (Per Publications) 870+ 800+ Note: Figures are based on Col*Cms for Print; excluding house ads
  5. 5. Quarterly and Monthly Trend of Avg. Ad Volumes/Publications: Y 2020 Source: TAM AdEx Period : Y 2020  Due to Covid-19, lowest Avg. Ad Volumes per Publications seen in 2nd quarter which includes the lockdown period.  Avg. Ad Volumes/Publications increased by 90% in 4th quarter compared to combined average of first 3 quarters of Y 2020.  Ad Volumes in Print recovered to Pre-Lockdown level during the festive period observing a double digit share. 10.8% 9.0% 7.4% 1.6% 2.4% 5.2% 7.0% 8.9% 9.0% 14.5% 13.7% 10.6% Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20 Lockdown Period Monthly Share of Ad Volumes : Y 2020 Note: Figures are based on Col*Cms for Print; excluding house ads 56 19 50 79 Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20 Average Ad Volumes (Col*Cms in 000’s)
  6. 6.  Auto sector topped with 18% share of Ad Space followed by Education with 14% share during Y 2020; Auto topped Y 2019 too.  Top 3 sectors together added 46% share of Ad Volumes in Print.  Personal Care/Personal Hygiene sector was the new entrant in Top 10 sectors’ list and Education, Personal Healthcare, BFSI and F&B sectors observed positive rank shift. Leading Sectors: F&B sector moved up by 3 positions and captured 7th position Source: TAM AdEx Rank Top Sectors 1 Auto 18% 2 Education 14% 3 Services 14% 4 Personal Healthcare 8% 5 Retail 7% 6 Banking/Finance/Investment 6% 7 Food & Beverages 5% 8 Personal Accessories 4% 9 Durables 4% 10 Personal Care/Personal Hygiene 4% 1 3 2 6 4 8 10 7 9 11 Others 16% Rank in Y 2019 Period : Y 2020 Note: Figures are based on Col*Cms for Print; excluding house ads
  7. 7. 1 2 3 4 5 6 7 Cars Two Wheelers Properties/Real Estates Multiple Courses Coaching/Competitive Exam Centre Hospital/Clinics Retail Outlets-Electronics/Durables 7% 5% 4% 4% 3% 3% 8 9 Range of OTC Products Retail Outlets-Jewellers Retail Outlets-Clothing/Textiles/Fashion 3% 3% 2% 10 8% 1 2 4 6 5 3 7 13 8 9 Rank in Y 2019 Next 40 Categories 31%  Top 2 categories maintained their positions during Y 2020 with 8% & 7% share of Ad Space respectively.  Properties/Real Estates and Multiple Courses moved up by 1 and 2 positions respectively in Y 2020.  No major rank shift in the list of Top 10 Categories  2 Out of Top 10 categories were from Auto and Education sectors each. Leading Categories : Range of OTC Products, the only new entrant in Top 10 list Source: TAM AdEx Period : Y 2020 Note: Figures are based on Col*Cms for Print; excluding house ads Top 10 Categories [710+]
  8. 8. Top 10 Advertisers (Y 2020): [142 K+] Rank (Y 2019) 1. SBS Biotech 1 2. Maruti Suzuki India 2 3. Hero Motocorp 3 4. Honda Motorcycle & Scooter India 4 5. Hindustan Unilever 10 6. Bajaj Auto 6 7. TVS Motor Company 7 8. LIC of India 16 9. Hyundai Motor India 8 10. KIA Motors Corporation 61  SBS Biotech topped the advertisers’ list in Print followed by Maruti Suzuki India.  Top 4 advertisers maintained their positions during Y 2020. HUL moved to 5th rank in Y 2020 compared to 10th in Y 2019.  LIC of India and KIA Motors Corporation moved up by 8 & 51 positions to enter in the Top 10 advertiser list of Y 2020. Leading Advertisers: Players from Auto sector dominated the Top 10 List Source: TAM AdEx Period : Y 2020 Note: Figures are based on Col*Cms for Print; excluding house ads Top 10 Advertisers contributed 17% share of Ad Volumes in Print
  9. 9.  Maruti Car Range was the top brand in Print during Y 2020 followed by Hero Two Wheelers.  Hero Motocorp had its 2 brands among the Top 10 in Print.  During Y 2020, there were total 172 K+ brands advertised in Print.  6 of the Top 10 brands belonged to Auto sector. Leading Brands: 6 brands in of the Top 10 belonged Auto sector Source: TAM AdEx Rank Top 10 Brands (Y 2020): [172 K+] 1 Maruti Car Range 2 Hero Two Wheelers (Hero Corp) 3 Dr Ortho Oil 4 Hero Motorcycles 5 Fiitjee 6 TVS Two Wheelers Range 7 Renault Cars 8 Eye Mantra Eye Drops 9 Jolly Tulsi 51 Drops 10 KIA Sonet Top 10 Brands contributed 7% share of Print Ad Volumes Period : Y 2020 Note: Figures are based on Col*Cms for Print; excluding house ads
  10. 10.  Ecom-Education among categories saw highest increase in Ad Space with growth of 2.8 Times followed by Medicated Skin Treatment with 2.4 Times growth during Y 2020 compared to Y 2019.  In terms of growth %, Hand Sanitizers category witnessed highest growth % among the Top 10 i.e. 105 Times in the Y 2020. Top Growing Categories : 200+ Categories registered Positive Growth Source: TAM AdEx Rank Top 10 Growing Categories (Y 2020) (based on highest increase in Ad Volumes) Growth 1 Ecom-Education 2.8 Times 2 Medicated Skin Treatment 2.4 Times 3 Range of OTC Products 13% 4 Milk Beverages 3 Times 5 Eye Care 80% 6 Ecom-Wallets 4 Times 7 Corporate/Brand Image 19% 8 Range of Washing Materials 76% 9 Milk 64% 10 Hand Sanitizers 105 Times Period : Y 2020 Note: Figures are based on Col*Cms for Print; excluding house ads
  11. 11.  73 K+ advertisers & 93 K+ brands exclusively advertised during Y 2020 in Print compared to Y 2019.  Paytm First Games and KIA Sonet were the top exclusive^ advertiser and brand respectively in Y 2020 compared to Y 2019.  7 of the Top 10 exclusive brands belonged to Auto sector. Leading exclusive^ Advertiser and Brands in Y 2020 Source: TAM AdEx Rank Top Exclusive^ Advertisers (Y 2020): [73 K+] 1 Paytm First Games 2 Prajna Insuretech 3 Vedantu Innovations 4 Electrolux Kelvinator 5 Gland Pharma 6 Sony Pictures Networks India 7 Life Insurance Council 8 Square Panda Education 9 Aforeserve Technologies 10 British Biologicals Rank Top Exclusive^ Brands (Y 2020): [93 K+] 1 KIA Sonet 2 Bajaj Pulsar 125 3 Honda Activa 6G 4 Honda Hornet 2.0 5 KIA Carnival 6 Bajaj Platina Comfortec 7 Dr Juneja Tulsi Mantra Tulsi Drops 8 Bajaj Pulsar 125 Split Seat 9 Close Up Ever Fresh Plus 10 Jiomart.com ^ Present in Y 2020 and not in Y 2019 Period : Y 2020 Note: Figures are based on Col*Cms for Print; excluding house ads
  12. 12. Source: TAM AdEx Period : Y 2020 Note: Figures are based on Col*Cms for Print; excluding house ads Ad Innovations in Print Innovative ads are way of promoting products by the help of ideas and ad layouts which are unique and get attention by audience. It can be done through changes in the product design, launching the product in unique place, promoting through unconventional method etc. Figure Outline Teaser French Window Seamless Jacket Bookmark
  13. 13. 10% 20% 28% 7% 6%  Figured Outline topped with 28% share of Ad Space followed by Seamless Jacket with 20% share in Print medium during Y 2020.  In addition to the Top 5 Innovations there were 23 more Ad Innovations with a total share of 29%.  Top 5 Innovative Ad Layouts together added more than 70% share of Ad Volumes during Y 2020. Top Innovative Ad Layouts in Y 2020 Source: TAM AdEx Period : Y 2020 Note: Figures are based on Col*Cms for Print; excluding house ads 1. Figured Outline 2. Seamless Jacket 3. Box Car 4. Masthead Integration 5. Tab Top 5 Innovative Ad Layouts 6-10 Innovative Ad Layouts 11-28 Innovative Ad Layouts 71% 21% 08%
  14. 14. Position of Ads Source: TAM AdEx Period : Y 2020 Note: Figures are based on Col*Cms for Print; excluding house ads Advertising placement on Newspaper or Magazine, like Full Page ads, Half Page-horizontal, Jacket, Solus, Half page-Vertical etc. Bookmark Island Solus Half Page Horizontal (NP)
  15. 15.  Jacket-Full Page was the most preferred Ad Position by advertisers of Print during Y 2020.  5100+ brands advertised as Jacket-Full Page (Newspaper & Magazine) during Y 2020 among which Fiitjee was the top brand. Top Ad Positions in Y 2020 Source: TAM AdEx Period : Y 2020 Note: Figures are based on Col*Cms for Print; excluding house ads Jacket-full Page Full Page (np) Half Page-Horizontal (np) Solus Strip-Horizontal Top 5 Ad Positions 27% 03% 10% 23% 27%
  16. 16. Source: TAM AdEx Period : Y 2020 Note: Figures are based on Col*Cms for Print; excluding house ads Ads with incentive offer themes in Print medium by Advertisers to increase the sale of their brands are called Sales Promotion Ads. This section gives an overview of Sales Promotions ads during Y 2020 in Print Medium. TAM AdEx’s segregation of sales promotions ads: Add On Promotion: The ‘gift with purchase’ is a very common promotional technique in which the customer gets something in addition to the main purchase. Brand Promotion: All the ads with which no promotions are attached and are pure branding of product is called Brand Promotion. Contest Promotion: This offer gives the consumer a change to win a large prize through luck. It usually involves a lucky draw or a scratch card based on which the winners are decided. Discount Promotion: It offers either (1) a discount to the normal selling price of a product, or (2) more of the product at the normal price. Exchange Promotion: It refers to offering exchange of old product for a new product at a price less than the original price of the product. Multiple Promotions: These are promotion offers which include more than one of the four types of promotion offers defined above, in a single promotion offer Sales Promotions in Print
  17. 17.  Sales Promotion advertising covered 34% share of Ad Space in Print during Y 2020.  Among Sales Promotions, Multiple Promotion was on top with 51% share of Ad Space followed by Discount Promotion.  Top 2 promotions solely covered more than 80% share of Ad Volumes during year 2020. Ads with Sales Promotions: Y 2020 Source: TAM AdEx Period : Y 2020 Note: Figures are based on Col*Cms for Print; excluding house ads 63% 34% 3% Brand Promotion Sales Promotions Others 1. Multiple Promotion 51% 2. Discount Promotion 30% 3. Volume Promotion 6% 4. Add On Promotion 6% 5. Contest Promotion 3% Others (4) 4%
  18. 18. DEEPAVALI CHRISTMAS & NEW YEAR NAVRATRI & DURGA PUJA INDEPENDENCE DAY REPUBLIC DAY  Deepavali was the top festival with 41% share of Ad Space in Print during Y 2020 followed by Chritsmas/New Year and Navratri/Durga Puja with 12% & 9% share respectively.  Top 3 brands with Deepavali ad theme were Amazon.in, Hero Two Wheelers (Hero Corp.) and Hero Motorcycles. Top 5 Festivals in Y 2020 (Based on Ads with Festive Theme) Source: TAM AdEx Period : Y 2020 Note: Figures are based on Col*Cms for Print; excluding house ads 5% 5% 9% 12% 41% 1. 2. 3. 4. 5.
  19. 19. Source: TAM AdEx Period : Y 2020 Note: Figures are based on Col*Cms for Print; excluding house ads The world has changed due to the pandemic. Advertising industry also witnessed slow down during the Lockdown Period. Since the Unlock , Businesses are also trying their best to catch up with changed market scenario. During the Unlockdown period, Advertising in Print also saw significant improvement. In this section, we have showcased the advertising scenario in Unlockdown compared to Lockdown period in Print medium. Trends during Unlockdown Unlockdown Period saw 4.8 Times rise in Average Ad Volumes/Publications/Day compared to Lockdown Period
  20. 20.  During Unlockdown, more than 4.8 Times growth seen in Avg. Ad Volumes/Publications/Day compared to Lockdown period.  Count of Categories, Advertisers & Brands grew by 36%, 4 Times & 4.5 Times respectively during Unlockdown compared to Lockdown period. 5 Times growth in average Ad Space during Unlockdown period Source: TAM AdEx Unlockdown : Jun-Dec’20 Pre Lockdown : Jan-Mar’20 Lockdown : Apr-May’20 L.D. L.D. +4.8Times -79% Pre 499+ 681+ LD ULD 23+ 94+ LD ULD 25+ 112+ LD ULD Count of Categories Count of Advertisers (in ‘000) Count of Brands (in ‘000) *Average Ad Volumes/Publications/Day Tally of Categories, Advertisers and Brands - Lockdown & Unlockdown 590 + Vol_CC* U.L.D. L.D: Lockdown U.L.D: Unlockdown Note: Figures are based on Col*Cms for Print; excluding house ads Y 2 0 2 0
  21. 21.  In the Unlockdown period, Cars among the categories and SBS Biotech among the advertisers saw highest increase in Ad Space with growth of 16 Times and 7.7 Times respectively compared to Lockdown period.  In terms of growth %, Two Wheelers category and KIA Motors Corporation advertiser witnessed highest growth % among the Top 10 i.e. 225 Times and 1,665 Times respectively in the Unlockdown period. 400+ Categories and 4000+ Advertisers witnessed positive growth during Unlockdown Source: TAM AdEx Unlockdown : Jun-Dec’20 Lockdown : Apr-May’20 Rank Top 10 Categories: Unlockdown (based on highest increase in Ad Space) Growth 1 Cars 16 Times 2 Two Wheelers 225 Times 3 Properties/Real Estates 12 Times 4 Multiple Courses 4.7 Times 5 Retail Outlets-Electronics/Durables 19 Times 6 Retail Outlets-Jewellers 11 Times 7 Range of OTC Products 9.4 Times 8 Consumer Durables/Home Appliances 40 Times 9 Coaching/Competitive Exam Centre 92% 10 Ret Cars 17 Times Rank Top 10 Advertisers: Unlockdown (based on highest increase in Ad Space) Growth 1 SBS Biotech 7.7 Times 2 Maruti Suzuki India 12 Times 3 Hero Motocorp 184 Times 4 Hindustan Unilever 13 Times 5 Bajaj Auto 600 Times 6 TVS Motor Company 171 Times 7 Honda Motorcycle & Scooter India 280 Times 8 KIA Motors Corporation 1665 Times 9 LIC of India 66 Times 10 Amazon Online India 30 Times Note: Figures are based on Col*Cms for Print; excluding house ads
  22. 22. For any queries write to: taminsights@tamindia.com Website Link: www.tamindia.com

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