TV ad volume of the services industry increased by 29% in 2022 compared to 2021: TAM AdEx report
The report covers the services category advertising on radio, print and digital media too.
Mumbai: TAM Media Research’s division AdEx has released its report for the period January–October 2022, giving an overview of the services industry using TV, print, radio, and digital.
Television
The services ad volumes on television increased by 29 per cent between Jan-Oct’22 compared to Jan-Oct’21.
During Jan-Oct’22, the top 10 categories and advertisers accounted for 57 per cent and 24 per cent of total ad volume respectively. Eight out of the top 10 categories in the services sector were e-commerce categories. The top advertiser on TV in the services industry was Amazon Online India, with a seven per cent share.
More than 2,660 brands advertised during Jan-Oct’22 on television among which the top 10 brands had a 39 per cent share of ad volumes. During Jan-Oct’22, more than 1,760 exclusive brands advertised under the services sector compared to Jan-Oct’21.
On television, the news genre alone accounted for 29 per cent of the sector's ad volume, with GECs and movies coming in second place (15 per cent each). The top three channel genres grabbed nearly 60 per cent of the ad volume share for the services sector during Jan-Oct'22.
News bulletin was the most popular program genre to promote service brands on television. The top two program genres i.e. news bulletin (21 per cent) and feature films (16 per cent) together added up to 37 per cent of the sector ad volumes.
On TV, prime time was the most preferred time band (29 per cent), followed by the afternoon time slot (20 per cent). Together, the prime time, afternoon, and morning time bands combined for more than 60 per cent of ad volumes.
Advertisers of the services sector preferred 20-40 secs ad size on TV (51 per cent). 20-40 seconds and under 20 seconds’ ads together added up to 74 per cent share of sector ad volumes during Jan-Oct'22.
Digital
Ad insertions of the services sector on the digital medium saw a rise of 82 per cent in Jan-Oct’22 over Jan-Oct’21.
On digital, the e-commerce-online shopping category was on top with a 15 per cent share of the industry’s advertising. The top 10 categories added 78 per cent share of sector ad insertions on digital.
The top 10 advertisers had a 21 per cent share of ad insertions during Jan-Oct'22 with Amazon Online India on top of the list adding a nine per cent share.
Display ads had more than 75 per cent share of sector ad insertions during Jan-Oct’22.
Among the digital platforms, desktop display topped with 41 per cent share of ad insertions followed by mobile display with 32 per cent share.
When comparing Jan-Oct'22 to Jan-Oct'21, the ad space in the services industry increased by 26 per cent in the print medium.
Properties/real estate topped among the categories of the services industry in print with 30 per cent of the ad space’s share. Reliance Retail was the top advertiser in the sector with a four per cent share of ad space during Jan-Oct'22. The top 10 advertisers accounted for a 15 per cent share of ad space.
During Jan-Oct’22, in print, the top 10 brands had a 12 per cent share of ad space. During Jan-Oct’22, more than 27K exclusive brands appeared under the services sector compared to Jan-Oct’21.
The Hindi language was on top with a 36 per cent share of the ad space, followed by English (31 per cent). The top five publication languages together added 86 per cent share of the sector’s ad space. The general interest publication genre had a 96 per cent share of the sector’s ad space in Jan-Oct'22.
Among the four zones, the North zone topped in services advertising with a 32 per cent share of ad space during Jan-Oct'22. Mumbai and New Delhi were the top two cities in overall India for advertising in the sector.
67 per cent share of ad space in the services sector was with various sales promotional offers during Jan-Oct’22. Among sales promotions, discount promotions had the highest share of ad space i.e. 53 per cent followed by multiple promotions (28 per cent).
More than 4K advertisers advertised with sales promotions in the services sector. Reliance Retail had 13 per cent of the sector ad space among the ads with sales promotions during Jan-Oct’22.
Radio
On radio, advertising volumes for the services sector saw an increase of 85 per cent in Jan-Oct’22 over Jan-Oct’21.
The top 10 categories added 86 per cent of the total service ad volumes - the properties/real estate category topped with a 43 per cent share of sector ad volumes on radio. The top 10 advertisers together added up to 15 per cent share of the ad volumes during Jan-Oct’22.
The top 10 brands added 13 per cent to the overall advertising space of the services industry on radio. More than 2K brands advertised exclusively during Jan-Oct’22 over Jan-Oct’21.
On radio, the top three states occupied more than half of the ad pie for the services sector – Gujarat was on top with a 20 per cent share of ad volumes, followed by Maharashtra (18 per cent) and Rajasthan (14 per cent).
Advertising for the services industry was preferred in the morning time band and preferred least during the night. The morning (37 per cent) and afternoon (30 per cent) time slots combined to form a 67 per cent share of the sector’s ad volumes on radio.
