Print media: ad volume per publication increased 33% in 2021 compared to 2020
Ad volume per publication in the print industry climbed 33% in 2021 compared to 2020, according to TAM AdEx data. The data also indicates that while 2017 saw the highest average ad volume per post, 2020 saw a 40% drop from 2017 due to Covid-19.
Average advertising volume per post increased by 22% in the second half of 2021 compared to 2020, showing a recovery from the period of the second wave of Covid (April-May 21). Due to the pandemic, the lowest average ad volume per post was in the second quarter, which includes the second wave period. Average ad volume per post increased 54% in the fourth quarter compared to the combined average for the first three quarters of 2021. Print ad volumes returned to pre-wave two levels during the holiday season.
According to the data, while the service sector topped the charts in 2021 with 16% ad space share, followed by education and automotive with 13% share each. The top three sectors together accounted for 42% of print ad volume in 2021. Automotive topped the list by sector in 2020.
As for advertisers, SBS Biotech tops the list, followed by Maruti Suzuki India. LIC moved up to third in 2021 from eighth in 2020. Emami, Titan, Fiitjee, and Reliance Retail moved up the rankings to enter the Top 10 Advertisers of 2021 list.
Among brands, Amazon and Fiitjee were the top names in print advertising in 2021, followed by Maruti Car Range. SBS Biotech had its four brands in the top 10. In 2021, there were a total of 16,900 brands announced in the press. Two brands in the top 10 brands were each from the automotive and education sectors.
Among categories, Retail-Jewelers saw the largest increase in ad space in 2021 versus 2020 with growth of 54%, followed by Coaching/Competitive Exam Center with growth of 50%. In terms of percentage growth, the ecomm-media/entertainment/social-media category saw the highest percentage growth of 4.3x in 2021. This was the highest percentage growth among the top 10 names .
Additionally, more than 7700 advertisers and 9900 brands advertised exclusively on paper in 2021. Tictok Skill Games and Aakash Byju’s were the top exclusive advertisers and brands respectively in 2021.
Deepavali was the top festival with 41% share of print ad space in 2021, followed by Navratri/Durga Puja and Christmas/New Year with 13% and 12% share, respectively. The top three brands with the Deepavali advertising theme were Prestige Range, Tanishq Utsaah and TVS Two Wheelers.
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