Print ends year with marginal dip thanks to H2 ad volume recovery: Tam AdEx
As per data, jacket-full page was the preferred ad position in the print medium during 2020
Though print advertising suffered a massive setback during Covid-19 induced lockdown, the industry did look up during the subsequent unlock period. As per latest TamAdEx data, the average ad volumes per publications dropped by only 11% in the second half of 2020 as compared to the same period in 2019, showing a recovery in print ad volumes during the unlock period.
In the wake of the Covid-19 crisis, the lowest average ad volume per publication was seen in the second quarter, which includes the lockdown period.
However, the average ad volumes per publications increased by 90% in the fourth quarter compared to a combined average of the first three quarters of 2020. Turns out, the ad volumes in print recovered to pre-lockdown level during the festive period observing a double-digit share.
The auto sector topped with 18% share of ad space followed by education with 14% share during 2020 just like the previous year. The top 3 sectors together added a 46% share of ad volumes in print.
Personal care/personal hygiene sector was the new entrant in the top 10 sectors’ list. Education, personal health care, BFSI and F&B sectors observed positive rank shift and the top 2 categories maintained their positions during 2020 with 8% and 7% share of ad space respectively.
SBS Biotech topped the advertisers’ list in print followed by Maruti Suzuki India.
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