MAM

Print advertising registered 325% rise in avg ad volume per day in June: TAM AdEx

Car category emerged as the top advertiser with 8% share of ad space.

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NEW DELHI: It seems that print media will soon be back on track as print advertising registered 325 per cent rise in average ad volume per day in June 2020 when compared to April 2020, cites the recently released data by AdEx India, a division of TAM Media research.

The report highlights that the month of March and April were worst hit by the lockdown but the average ad volume per day rose by 0.47 per cent in May and by 3.2 times in June.

The report says that 75 per cent of the ads in April-June were in Hindi and English and 11 other languages accounted for a 25 per cent share of ad space of April-June. With almost similar ad language share of 5 per cent ads in Kannada, Marathi and Tamil ranked 3rd, 4th and 5th in the ad language share during the period.

Cars category topped the list with eight per cent share of ad space followed by coaching/exam centres. with six per cent share in April 2020-June 2020, as per the TAM AdEx report.

Top 10 categories covered 38 per cent ad volume share in both Apr-Jun’20. Out of this, four categories were from the education sector and together accounted for 16 per cent share. It also stated that 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.

While the automobile industry was badly hit, Maruti Suzuki was the second-biggest spender in print with a three per cent share of ad space in April -June.

Coaching institute Fiitjee witnessed 4.8x rise on print ads in
April–June. Top 10 advertisers accounted for 22 per cent in April-June 2020 compared to 16 per cent in January-March of this year.

Fiitjee topped brands in print with 2.2 per cent share of ad space followed by Maruti Car Range with two per cent share. Interestingly, Ghadi Detergent Cake/Powder moved up by 592 positions to achieve the fifth spot in April-June 2020 when compared to January-March 2020. Utkarsh Classes in a similar scenario climbed up the ladder by 244 positions and bagged the eighth-most advertised brand in Apr-Jun’20.

Household Cleaners was one of the fastest-growing categories in Apr-Jun’20 recording over 9000x growth. Household UPS and Inverter Batteries accounted for over 300x growth in Apr-Jun’20 as compared to Jan-Mar’20. Interestingly, advertisements of Home Insecticides saw a 30x rise in Apr-Jun’20.

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

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