Print advertising on the road to recovery as average ad volumes per day rose 325% in June 2020: TAM AdEx

By: |
Published: July 23, 2020 11:05 AM

SBS Biotech emerged as the biggest spender with 6% share

As per the AdEx data, cars category emerged as the most advertised category with 8% share of ad space.As per the AdEx data, cars category emerged as the most advertised category with 8% share of ad space.

After witnessing a hit in distribution due to the pandemic, print industry seems to be slowly bouncing back as print advertising registered a 325% rise in average ad volume per day in June 2020 when compared to April 2020, according to the data released by AdEx India, a division of TAM Media Research. As per the AdEx data, cars category emerged as the most advertised category with 8% share of ad space, meanwhile, SBS Biotech led the print advertising with 6% share in April 2020 – Jun 2020.

Top 10 categories accounted for 38% ad volume share in both Apr-Jun’20. Out of this, four categories were from the education sector and together accounted for 16% share. Interestingly, multiple courses claimed the second position in Apr-Jun’20, from thirteenth it occupied in Jan-Mar’20. Similarly, ecom-education moved up by 20 positions to perch on the ninth position in Apr-Jun’20 compared to Jan-Mar’20.

As for advertisers, despite the slowdown in the automobile industry, Maruti Suzuki India maintained its position as the second biggest spender in print with 3% share of ad space in Apr’20-Jun’20. Perched on the third position, Fiitjee witnessed 4.8x rise on print ads in Apr’20-Jun’20 as compared to Jan’20-Mar’20 where it stood at 98th rank. Top 10 advertisers accounted for 22% in Apr-Jun’20 compared to 16% in Jan-Mar’20. Out of this, three advertisers each from the auto and education sector together accounted for 6% and 5% share, respectively.

Fiitjee emerged as the most advertised brand in print with 2.2% share of ad space followed by Maruti Car Range with 2% share as well. Interestingly, Ghadi Detergent Cake/Powder moved up by 592 positions to claim the fifth spot in Apr-Jun’20 when compared to Jan-Mar’20. Similarly, Utkarsh Classes climbed up the ladder by 244 positions to emerge as the eighth most advertised brand in Apr-Jun’20.

Unsurprisingly, with covid scare at large, Household Cleaners emerged as the fastest growing category in Apr-Jun’20 recording over 9000x growth. Similarly, Household UPS and Inverter Batteries accounted for over 300x growth in Apr-Jun’20 as compared to Jan-Mar’20. Meanwhile, advertisements of Home Insecticides saw a 30x rise in Apr-Jun’20.

As for innovative ad layouts, 71% of advertisers preferred figured outline while 16% opted for teasers. Meanwhile, L spared layouts claimed 7% share of the ad space with masthead integration taking 5%. As per the data, 12 categories used the Innovative Ad Layouts in Print during Apr-Jun’20.

Brands from 220 Categories preferred using Sales Promotion theme for advertising. However, brands promotion claimed 71% share of the pie followed by Sales Promotion with 18% share of ad volumes. Out of this, among various Sales Promotions used in print, Discount Promotion grabbed almost 32% share followed by Multiple Promotion with 29% share. The top three Sales Promotions solely covered 75% of the ad space.

Read Also: Television advertising back on track as ad volume rose 46% in June: TAM AdEx

Follow us on Twitter, Instagram, LinkedIn, and  Facebook

Get live Stock Prices from BSE, NSE, US Market and latest NAV, portfolio of Mutual Funds, calculate your tax by Income Tax Calculator, know market’s Top Gainers, Top Losers & Best Equity Funds. Like us on Facebook and follow us on Twitter.

BrandWagon is now on Telegram. Click here to join our channel and stay updated with the latest brand news and updates.

Next Stories
1Why OTT platforms present a plethora of untapped potential for advertisers
2Independence Day 2020: How brands are celebrating Independence Day in the times of covid
3ZEE5 rolls out beta version of short video platform HiPi