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Tag: Radio ADEX

  • TV, radio, digital record surge in ad volumes; print lags behind: TAM report

    TV, radio, digital record surge in ad volumes; print lags behind: TAM report

    Mumbai: TV, radio and digital witnessed recorded massive growth in ad volumes, however, print media lagged behind in the race, according to TAM AdEx Report that gives an overview of advertising sector for the year 2021.

    The report further provided notable details for retail players across mediums.

    Some of the key findings of TAM Adex 2021 report are as follows:

    TV

    In the television sector, Q4 witnessed 26 per cent ad volume growth compared to Q1 of 2021.

    Ad volumes of the retail sector on television slightly dropped by nine per cent in 2021 as compared to 2019.

    Retail outlets of jewellers alone contributed 54 per cent to the ad volume share of the retail sector. News channel genre topped preference list of retail players during 2021.

    The top 10 advertisers accounted for more than 50 per cent shares of ad volumes in 2021 with Lalitha Jewellery Mart topping the list.

    Ad volumes of the retail sector on television plunged by 39 per cent in 2021 over 2020. Lowest ad volumes observed in May 2021 and June 2021 which was during the second wave of Covid-19 pandemic.

    Advertisers of retail sector preferred 20 to 40 seconds ad size on TV

    Print

    Ad space of the retail sector in print fell by 44 per cent and 29 per cent in 2020 and 2021 respectively over 2019.Retail outlets of electronics and durables led the list of top 10 categories of the retail sector.

    Top 10 advertisers accounted for more than 20 per cent share of ad space in 2021 with Reliance Retail leading the list.

    Top 10 brands accounted for 19 per cent share of ad space in 2021 with Big Bazaar leading the list.General Interest publication genre added 99 per cent share of sector’s ad space.

    Ad space in print witnessed double digit growth in January, August and October-November 2021.

    As compared to Q1 of 2021, Q4 witnessed 74 per cent ad space growth.Among four zones, South topped for retail advertising with 46 per cent share in print during 2021.

    Sales promotion for the retail sector accounted for more than 70 per cent share of ad space in print.

    Radio

    Ad volumes for the retail sector grew by 77 per cent in Q4 over Q1 of 2021.Ad volume for the retail sector on radio dropped by 37 per cent and 5 per cent in 2020 and 2021 over 2019 respectively whereas ad volumes rose by 40 per cent in 2021 compared to 2020.

    October 21 registered the highest share of ad volume for the retail sector followed by 11 per cent in August 2021.

    Top 10 advertisers accounted for 21 per cent share of ad volume in 2021 with Zota Healthcare leading the list.

    Among the top 10 retail brands, four brands belonged to retail outlets- jewellers category. Maharashtra was the top state with 18 per cent share of ad volumes followed by Gujarat with 17 per cent share.

    Advertising for retail was preferred in afternoon and evening time-bands on radio.

    Digital

    Ad insertions of the retail sector on digital plunged by 29 per cent in 2021 over 2019. Highest percent observed in December 2021 which had 15 per cent of total digital ad insertion shares. Compared to Q1 of 2021, Q4 witnessed more than two times ad insertion growth.

    After the second wave of Covid, December 2021 had the highest share of ad Insertions followed by September 2021.On digital medium, electronics and home stores were top retail categories with 26 per cent and 17 per cent respectively.

    Ad network topped with more than 70 per cent share of transaction method for retail sector in 2021. Top 10 advertisers accounted for more than 40 per cent share of ad insertions in 2021 with Infiniti retail leading.

    Top 10 brands accounted for 44 per cent share of ad insertion in 2021 with Croma leading the list.

  • Radio ads to get a boost as RAM expands footprint

    Radio ads to get a boost as RAM expands footprint

    MUMBAI: Radio Audience Measurement (RAM), launched by TAM Media Research in 2007 for the radio Industry, has expanded its footprint across nine additional Indian cities – Ahmedabad, Chennai, Hyderabad, Indore, Jaipur, Kanpur, Lucknow, Nagpur and Pune.


    RAM has also released its first set of findings in these cities based on respondent data collected during May-August 2011.


    In the last four years, RAM operated out of the four metros – Bangalore, Delhi, Kolkata and Mumbai.


    TAM CEO LV Krishnan said, “Our commitment to take RAM beyond the four metros has fructified. This time, the RAM roll out is much wider and deeper. These nine cities will throw light to advertisers the interaction radio is bringing to their consumers and also help broadcasters fine tune their basket of programming to these audiences. This will help propel higher commercial viability for the Industry at large. As always, we will work very closely with the ndustry to help them understand the dynamics of this very high potential communication and brand building medium from these markets as well. Like in four RAM metros earlier, we believe that in these nine metros too, RAM’s entry will boost the radio advertising investments.”
     
    RAM said that the study based on new cities offers some “very interesting trends” about radio listenership or consumption behaviour.


    Some highlights are:


    The universe size of the newly added nine markets is an impressive 50 per cent of the existing four RAM markets.


    Southern markets observe higher FM penetration as compared to northern markets.


    On an average, there is 95 per cent FM universe has been reached in a week across all the markets.


    Chennai and Jaipur observe 100 per cent weekly reach.


    Time spent listening among the nine new markets is comparatively more than the existing four metro markets.


    Markets like Nagpur and Jaipur observe 28.29 (hh:mm) and 24.05 (hh:mm) time spent on a weekly basis.


    While majority of the newly added nine markets observe heavy in home listening, OOH (out-of-home) listening in existing four metros market is higher compared to new markets.


    Indore and Lucknow observe least OOH listening among the new RAM markets.


    Majority of the new markets have heavy composition from male audiences whereas existing Mumbai and Kolkata market witness substantial composition from female audiences.


    Listenership in northern cities like Delhi and Jaipur are skewed towards higher SECs. Markets like Nagpur and Kanpur are skewed towards lower SECs.


    Morning time band observes highest listenership contribution across the day.


    Indore market observes highest listenership contribution from mid morning time band.


    Listenership contribution on Saturday and Sunday are higher for the new markets whereas in the existing markets Saturday observes least contribution.


    Radio ADEX data reflects a very positive change that RAM has brought about in the radio advertising scenario ever since its launch in 2007.


    “If one looks at 4 metros advertising numbers for the period of January-June 2011 and compare it with the same period in the year of RAM launch in 2007, ad duration volume grew by 87 per cent, new advertisers entered which resulted in an increase of 42 per cent in the advertiser base; and the number of brands participating in radio advertising grew by 45 per cent,” RAM said.