Radio ad volumes for the retail sector increased by 62% in January-August 2021 compared to January-August 2020: TAM AdEx

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On the digital medium, sector ad insertions increased significantly by more than twice between January and August 21 compared to the same period last year.

TV retail sector ad volumes jumped 55% between January and August 2021 compared to the same period a year earlier, according to data released by AdEx India, a division of TAM Media Research. February saw the highest ad volume share for the retail sector in the two years 2020-21. When it comes to printing, advertising growth of 36% was observed in January-August 21 compared to January 20.

On television, retail outlets – jewelers accounted for 57% of ad volumes, the highest among retail categories. Over 80% of the sector’s ad volumes were covered only by the first three categories (jewelry, electronics / durable goods and clothing / textiles / fashion). The top 10 advertisers accounted for over 50% of ad volumes between January and August 21, with Lalithaa Jewelery Mart at the top of the list. Thangamayil was the first new brand followed by Sweet Truth in Jan-Aug’21 compared to Jan-Aug’20. On television, more than 450 new brands appeared for the retail sector between January and August 21. In addition, the news genre alone accounted for 57% of the sector’s advertising volumes, followed by GEC in second position and the newsletter was the most preferred kind of program. Prime time was the most preferred time slot, followed by afternoon.

When it comes to print, the report indicates that retail outlets – electronics / durable goods lead the print retail categories with a quarter of the share of advertising space. The top 10 categories added more than 90% of the industry’s advertising space between January and August 21. Reliance Retail was the industry’s leading advertiser with a 5% share of the advertising space between January and August 21. The 10 Top advertisers accounted for 26% of the industry’s share of advertising space. More than 16,900 new brands were seen between January-Aug’21 and January-Aug’20. My Kalyan (Kalyan Jewelers) was the first new brand followed by Pothys Swarna Mahal. Hindi-language publications exceeded 25% of the share of retail advertising space, followed closely by English-language publications. In the retail sector, sales promotion accounted for 70% of advertising space in print media.

Interestingly, radio ad volumes for the retail sector increased by 62% during Jan-Aug’21 compared to Jan-Aug’20. January had the highest ad volume share in the retail sector in January-August 2020 while in January-August 2021 August took the top spot. On radio, the point of sale-jewelry category exceeded 28% of total retail ad volumes. The top 10 categories added more than 90% share of radio sector ad volumes. On the radio, more than 700 new brands were present from Jan-Aug’21 to Jan-Aug’20. Bhayyaji Ramabhauji Rokde Jewelers was the first new brand on radio, followed by Jhanjaria Jewelers in second. Advertising for the retail sector was preferred in the afternoon and evening radio time slots, combining a 70% share of advertising volumes.

On digital media, sector ad insertions increased significantly more than twice between January and August 21 compared to the same period last year. In digital, the point of sale-electronics / durable goods category led the way with a 22% share of advertising insertions in the sector. The top 10 categories added 95% sectorial ad insertions share on digital and the top 10 advertisers had 45% sectoral ad insertions share between January and August 21, with Inter IKEA Systems BV topped the list adding 12% departure. Display creations dominated the advertising insertions of the sector with an 86% share, followed by video creations between January and August 21.

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