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TAM AdEx-Mirroring Y 2020 for Retail Sector

TAM AdEx-Mirroring Y 2020 for Retail Sector indicates retail advertising trends in four sections, TV, Print, Radio and Digital.

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TAM AdEx-Mirroring Y 2020 for Retail Sector

  1. 1. TAM AdEx Overview of Advertising by the sector: Retail Media: TV, Print, Radio & Digital Period: Y 2020
  2. 2. 2. 3. 4. 1. Q4 witnessed 1.6 Times Ad Volume growth compare to 1st Quarter of Y 2020 Ad Volumes of Retail sector on Television plunged by 35% in Y 2020 over Y 2018 Ad Space in Print witnessed double digit growth from Oct’20 onwards. Compare to 1st Quarter of Y 2020, Q4 witnessed 1.5 Times ad space growth. Retail Outlets-Jewellers alone contributed 60% to the ad volume share of Retail Sector. NEWS Channel Genre topped preference list of Retail players during Y 2020. Among 4 zones, South topped for Retail advertising with 46% share in Print during Y 2020. Sales Promotion for ‘Retail’ sector accounted more than 70% share of ad space in Print. Period : Y 2020 Highlights – Part 1 Television Print
  3. 3. 7. 5. 6. Ad Volumes for Retail Sector grew by 90% in 4th Quarter over 1st quarter of Y 2020. On Radio, ads for Retail outlets of Jewellers, Clothing and Electronics ruled with more than 60% of the total ad volume share of Retail sector Compare to 1st Quarter of Y 2020, Q4 witnessed 1% Ad Insertion growth. After lockdown Nov’20 had highest share of Ad Insertions followed by Dec’20. Maharashtra was the top state with 19% share of Ad Volumes followed by Gujarat with 16% share. Advertising for Retail was preferred in Afternoon and Evening time-band on Radio. Period : Y 2020 Highlights – Part 2 8. On Digital Medium, Electronics & Kids Stores were top Retail categories with 38% & 12% respectively. Ad Network topped with more than 60% share of transaction method for Retail sector in Y 2020. Radio Digital
  4. 4. TV 01
  5. 5. Ad Volumes for Retail sector on TV 100 99 65 Y 2018 Y 2019 Y 2020 Indexed Growth in Ad Volumes Index: Y 2018=100 100 29 82 159 Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20 Indexed Growth in Ad Volumes Quarterly Trends : Y 2020 Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2018-20  Ad Volumes of Retail sector on Television plunged by 35% in Y 2020 over Y 2018.  Compare to 1st Quarter of Y 2020, Q4 witnessed 1.6 Times Ad Volume growth.  Due to Covid-19, lowest Ad Volumes observed in 2nd quarter which includes the lockdown period.
  6. 6. Monthly Ad Volume Trend of Retail sector on TV Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan’20-Dec’20  It took 4 months post Lockdown period for Retail Sector’s ad volumes to recover and reach more than Pre-Lockdown level.  During festive period, Ad Volumes on Television witnessed double digit growth. 9% 11% 6% 2% 3% 3% 7% 9% 6% 16% 15% 12% 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
  7. 7. Top 10 Categories % Share Retail Outlets-Jewellers 60% Retail Outlets-Clothing/Textiles/Fashion 17% Retail Outlets-Electronics/Durables 12% Retail Outlets-Departmental Stores 4% Retail Outlets-Home/Interiors/Furniture 3% Retail Outlets-Medical/Pharmacy Stores 1% Retail Outlets-Others 0.5% Retail Outlets-Industrial/B2B 0.4% Retail Outlets-Juice/Bakery Shops/Ice cream 0.3% Retail Outlets-Optical 0.3% Top 10 Categories and Advertisers of Retail for TV Top 10 Advertisers % Share Lalitha Jewellery 17% The Chennai Silks Group 7% Malabar Group Of Companies 7% Reliance Retail 6% Kalyan Jewellers 5% SDJ Gold Company 4% Vasanth & Company 4% Akshaya Gold Company 4% Sathya Agencies 2% Inter IKEA Systems BV 2% Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020  Retail Outlets-Jewellers alone contributed 60% to the ad volume share of Retail Sector.  Top 10 Advertisers accounted more than 55% share of ad volumes in Y 2020 with Lalitha Jewellery topping the list.
  8. 8. Top 10 Brands from Retail sector on TV Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020  Among the Top 10 Retail brands, 6 belonged to category Retail Outlets-Jewellers.  Top 10 Brands accounted more than 50% share of ad volumes in Y 2020 with Lalithaa Jewellery topping the list. Top 10 Brands % Share Lalithaa Jewellery 17% Malabar Gold And Diamonds 6% SDJ Gold Company 4% Kalyan Jewellers 4% Reliance Trends 4% Vasanth & Company 4% Akshaya Gold Company 4% Sree Kumaran Thangamaligai 3% The Chennai Silks 3% Sathya 2%
  9. 9. Top Channel Genres preferred by advertisers of Retail sector on TV  Top 2 channel genres on TV together accounted more than 75% of ad volumes share for Retail sector during Y 2020.  NEWS Channel Genre topped preference list of Retail players during Y 2020. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020 Channel Genres % Share News 58% GEC 19% Music 11% Movies 9% Religious 1% Others (7) 1%
  10. 10. Top 10 Program Genres preferred by advertisers of Retail sector on TV Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020  News Bulletin genre most preferred for promoting Retail brands on Television.  Top 2 program genres i.e. News Bulletin and Feature Films together added more than 50% to the total Ad Volume share of Retail Sector on TV. Program Genres % Share News Bulletin 40% Feature Films 13% Film Songs 10% Reviews/Reports 6% Film Based Magazines 6% Interviews/Portraits/Discussion 5% Religious/Devotional/Astrology 4% Drama/Soap 4% Comedies 2% Health/Fitness 1%
  11. 11. Time band analysis for Retail advertising on TV Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020  Prime Time was the most preferred time-band on TV followed by Afternoon and Morning time-bands.  Prime time, Afternoon & Morning time bands together accounted more than 70% share of Ad Volumes. 13% 17% 22% 10% 34% 4% Early Morning 6:00 to 08:59 Morning 09:00 to 11:59 Afternoon 12:00 to 15:59 Evening 16:00 to 17:59 Prime Time 18:00 to 22:59 Night 23:00 to 05:59
  12. 12. Preference of ad size by advertisers of Retail on TV 51% 40% 8% 1% 20-40 Sec < 20 Sec 40-60 Sec > 60 Sec  Advertisers of Retail sector preferred 20 - 40 secs ad size on TV  20-40 seconds and <20 seconds ads together covered more than 90% shares in Y 2020. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020
  13. 13. Print 02
  14. 14. Ad Space for Retail sector in Print 100 99 56 Y 2018 Y 2019 Y 2020 Indexed Growth in Ad Space Index: Y 2018=100 100 15 52 156 Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20 Indexed Growth in Ad Space Quarterly Trends : Y 2020 Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Y 2018-20  Ad Space of Retail sector in Print plunged by 44% in Y 2020 over Y 2018.  Compare to 1st Quarter of Y 2020, Q4 witnessed 1.6 Times Ad Space growth.  Due to Covid-19, lowest Ad Volumes observed in 2nd quarter which includes the lockdown period.
  15. 15. Monthly Ad Space Trend of Retail sector in Print Period : Jan’20-Dec’20  Print Ad Space recovered to Pre-Lockdown level just within 5 months of post Lockdown period.  Ad Space in Print witnessed double digit growth from Oct’20 onwards till entire festive period. 16% 9% 6% 1% 1% 3% 3% 8% 5% 17% 22% 9% 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 Space Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads
  16. 16. Top 10 Categories and Advertisers of Retail for Print Top 10 Categories % Share Retail Outlets-Electronics/Durables 25% Retail Outlets-Jewellers 20% Retail Outlets-Clothing/Textiles/Fashion 14% Retail Outlets-Departmental Stores 8% Retail Outlets-Home/Interiors/Furniture 4% Retail Outlets-Others 1% Retail Outlets-Sweet/Namkin Shops 1% Retail Outlets-Food 1% Retail Outlets-Medical/Pharmacy Stores 1% Retail Outlets-Juice/Bakery Shops/Ice cream 0.5% Top 10 Advertisers % Share Reliance Retail 4% Lalitha Jewellery 3% Malabar Group Of Companies 2% Electronics Mart India 2% Pai International 2% Vasanth & Company 2% Future Retail 2% Poorvika Mobiles 1% Vishal Mega Mart 1% Adishwar India 1% Period : Y 2020  Retail Outlets-Electronics/Durables leads the list of Top 10 Categories of Retail Sector.  Top 10 Advertisers accounted more than 15% share of Ad Space in Y 2020 with Reliance Retail leading the list. Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads
  17. 17. Top 10 Brands from Retail sector in Print Period : Y 2020  Top 10 Brands accounted 15% share of ad space in Y 2020 with Lalithaa Jewellery leading the list. Top 10 Brands % Share Lalithaa Jewellery 3% Reliance Digital/My Jio Store 2% Bajaj Electronics 2% Vasanth & Company 2% Pai International 1% Malabar Gold And Diamonds 1% Poorvika Mobile World 1% Big Bazaar 1% Vishal Mega-Mart 1% Adishwar Electro World 1% Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads
  18. 18. Newspaper: Publication Language and Genre for Retail sector in Print Publication Genre % Share General Interest 99% Business/finance/economy 1% Focus on Advertising on General Interest Newspapers by advertisers Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Y 2020  Top 5 Publication Languages accounted 81% share of sector’s Ad space.  General Interest publication genre added 99% share of sector’s Ad Volume. Publication Language % Share Hindi 29% English 22% Tamil 11% Telugu 11% Kannada 8% Others 19%
  19. 19. Zone % Share South Zone 46% North Zone 23% West Zone 19% East Zone 12% Top 2 Cities - East Zone Kolkata Ranchi Top 2 Cities - West Zone Nagpur Mumbai Top 2 Cities - North Zone Chandigarh New Delhi Zone wise Advertising share of Retail sector in Print Top 2 Cities - South Zone Hyderabad Bangalore Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Y 2020  Among 4 zones, South topped for Retail advertising with 46% share in Print during Y 2020.  Hyderabad & Bangalore were top 2 cities in South Zone as well as in overall India.
  20. 20. 27% 72% 1% Brand Promotion Sales Promotion Others 69% 25% 3% 1% 2% Multiple Promotion Discount Promotion Add On Promotion Exchange Promotion Others (4) Sales Promo Advertising Promotions of Retail sector in Print Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Y 2020  Sales Promotion for ‘Retail’ sector accounted more than 70% of Ad Space in Print medium.  Among Sales Promotions, Multiple Promotion occupied 69% share of the pie followed by Discount Promotion with 25% share in Y 2020.
  21. 21. Radio 03
  22. 22. Ad Volumes for Retail sector on Radio 100 93 63 Y 2018 Y 2019 Y 2020 Indexed Growth in Ad Volumes Index: Y 2018=100 100 17 74 190 Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20 Indexed Growth in Ad Volumes Quarterly Trends : Y 2020 Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Y 2018-20  Ad Volume for Retail sector on Radio plunged by 37% in Y 2020 over Y 2018.  Compare to 1st Quarter of Y 2020, Q4 witnessed 90% Ad Volume growth.  Due to Covid-19, lowest Ad Volumes observed in 2nd quarter which includes the lockdown period.
  23. 23. Monthly Ad Volume Trend of Retail sector on Radio Period : Jan’20-Dec’20  Lowest Ad Volumes observed in Apr’20 and May’20 which was a lockdown period.  Festive period boosted Ad Volumes for Retail sector during Oct-Nov’20. 12% 8% 6% 0.5% 1% 4% 6% 7% 6% 17% 20% 13% 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 Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads
  24. 24. Top 10 Categories and Advertisers of Retail for Radio Top 10 Categories % Share Retail Outlets-Jewellers 25% Retail Outlets-Clothing/Textiles/Fashion 19% Retail Outlets-Electronics/Durables 18% Retail Outlets-Departmental Stores 5% Retail Outlets-Home/Interiors/Furniture 5% Retail Outlets-Medical/Pharmacy Stores 5% Retail Outlets-Juice/Bakery Shops/Ice cream 3% Retail Outlets-Food 2% Retail Outlets-Others 2% Retail Outlets-Sweet/Namkin Shops 1% Top 10 Advertisers % Share Zota Healthcare 4% Alishan 3% Great Eastern Trading Company 3% Reliance Retail 2% Anand Jewels (India) 2% Malabar Group Of Companies 2% Chandana Bros 2% The Chennai Silks Group 2% TBZ (Tribhovandas Bhimji Zav) 1% Mio Amore 1% Period : Y 2020  On Radio, ads for Retail outlets of Jewellers, Clothing and Electronics ruled with more than 60% of the total ad volume share of Retail sector.  Top 10 Advertisers accounted 21% share of ad volume in Y 2020 with Zota Healthcare leading the list. Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads
  25. 25. Top 10 Brands from Retail sector on Radio Period : Y 2020  Among the Top 10 Retail brands, 4 brands belonged to Retail Outlets-Jewellers category.  Top 10 Brands accounted 19% share of Ad Volumes in Y 2020 with Dava India which is a division of Zota Healthcare advertiser heading the list. Top 10 Brands % Share Dava India 4% Alishan 3% Great Eastern Trading 3% Anand Jewels India 2% Malabar Gold And Diamonds 1% TBZ (Tribhovandas Bhimji Zaveri) 1% Mio Amore 1% Joy Alukkas Jewellery 1% Phone Wale 1% Karan Kothari Jewellers 1% Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads
  26. 26. 19% 16% 13% 12% 11% 7% 6% 5% 5% 4% 2% Maharashtra Gujarat Tamil Nadu Madhya Pradesh Andhra Pradesh Kerala West Bengal Uttar Pradesh Karnataka Rajasthan Delhi State-wise share of Retail advertising on Radio Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Y 2020  The Top 3 states occupied around 50% share of Ad Volumes for the Retail sector.  Maharashtra state was on top with 19% share of Ad Volumes followed by Gujarat with 16% share.
  27. 27. 28% 37% 33% 3% Time band analysis for Retail advertising on Radio Morning 6:00 to 10:59 Afternoon 11:00 to 16:59 Evening 17:00 to 21:59 Night 22:00 to 05:59 Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Y 2020  Advertising for Retail sector was preferred in Afternoon and Evening time-band on Radio.  70% share of the Retail Ad Volumes were in Afternoon and Evening time-bands in Y 2020.
  28. 28. Digital 04
  29. 29. Ad Insertions for Retail sector on Digital 100 119 61 Y 2018 Y 2019 Y 2020 Indexed Growth in Ad Insertions Index: Y 2018=100 100 16 54 101 Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20 Indexed Growth in Ad Insertions Quarterly Trends : Y 2020 Note: Figures are based on Insertions for Digital; Period : Y 2018-20  Ad Insertions of Retail sector on Digital plunged by 39% in Y 2020 over Y 2018.  Compare to 1st Quarter of Y 2020, Q4 witnessed a small Ad Insertion growth.  Due to Covid-19, lowest Ad insertions observed in 2nd quarter which includes the lockdown period.
  30. 30. Monthly Ad Insertion Trend of Retail sector on Digital Period : Jan’20-Dec’20  Highest percent observed in Jan’20 which had 27% of total Digital ad insertion shares.  Post lockdown, Nov’20 witnessed the highest Ad Insertions share followed by Dec’20. 27% 6% 4% 1% 2% 3% 4% 10% 6% 10% 14% 13% 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 Insertions Note: Figures are based on Insertions for Digital;
  31. 31. Top 10 Categories and Advertisers of Retail for Digital Top 10 Categories % Share Retail Outlets-Electronics/Durables 38% Retail Outlets-Kids Stores 12% Retail Outlets-Clothing/Textiles/Fashion 11% Retail Outlets-Home/Interiors/Furniture 10% Retail Outlets-Jewellers 8% Retail Outlets-Departmental Stores 5% Retail Outlets-Fitness/Sports 2% Retail Outlets-Others 2% Retail Outlets-Automobiles 1% Retail Outlets-Medical/Pharmacy Stores 1% Top 10 Advertisers % Share Vijay Sales 21% Brainbees Solution 12% Inter IKEA Systems Bv 6% Reliance Retail 5% Infiniti Retail 3% Lifestyle International 2% Mouser Electronics 2% Decathlon Sports India 1% Walmart India 1% H&M Hennes & Maurtiz India 1% Period : Y 2020  On Digital Medium, Electronics/Durables & Kids Stores were top Retail categories with 38% & 12% respectively.  Top 10 Advertisers accounted more than 50% share of Ad Insertions in Y 2020 with Vijay Sales leading the list. Note: Figures are based on Insertions for Digital;
  32. 32. Top 10 Brands from Retail sector on Digital Period : Y 2020  Top 10 Brands accounted 52% share of Ad Insertion in Y 2020 with Vijay Sales leading the list with more than 1/5th of the total ad insertions of Retail sector on Digital Medium. Top 10 Brands % Share Vijay Sales 21% Firstcry.Com 12% IKEA 6% Croma 3% Reliance Digital 3% Maxfashion.Com 2% Mouser Electronics 2% Decathlon Sports 1% Walmart 1% H&M Hennes & Maurtiz 1% Note: Figures are based on Insertions for Digital;
  33. 33. 61% 13% 9% 9% 8% Ad Network Programmatic Programmatic/Ad Network Direct Others (2) Ad Network was the top transaction method for Digital advertising Transaction Methods of Digital Advertising in Retail sector Period : Y 2020 Note: Figures are based on Insertions for Digital;  Ad Network topped with more than 60% share of transaction method for Digital advertising of Retail sector in Y 2020.  Programmatic/Ad Network and Direct transaction methods had almost same share of Retail Ad Insertions on Digital.
  34. 34. Website Link: www.tamindia.com For any queries write to: taminsights@tamindia.com

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