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Retail ad volumes on televisions declined 35% in 2020: Report

Three months ended December 31 saw a 1.6 times ad volume growth compared to the first three months of 2020, data from the TAM AdEx report showed.

February 09, 2021 / 10:33 PM IST

Television advertising volumes of the retail sector plunged 35 percent in 2020 when compared with 2018, showed a report.

However, the December quarter saw a 1.6 times ad volume growth compared to the March quarter of 2020, data from the TAM AdEx report showed.

Ad volumes were at their lowest during the June quarter due to the COVID-19 pandemic-induced lockdown, Livemint reported.

According to the report, it took nearly four months for retail sector’s ad volumes to recover from the COVID-19 pandemic impact.

Who contributed the most? 


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Amnog retail outlets, jewellers contributed nearly 60 percent to the ad volume share of the retail sector. The top 10 advertisers accounted for more than 55 percent share of ad volumes in 2020 with Lalitha Jewellery topping the list.

Where and when did they like to showcase ads? 

News channels topped the list of genres preferred by retail players during 2020. The top two channel genres on TV, news and general entertainment channels (GECs) together accounted for more than 75 percent of ad volume share for the retail sector during the year, the report said.

Most advertisers also preferred primetime as a time band for their advertisements on television followed by afternoon and morning time-bands.

Ads in print for the retail sector plunged  44 percent in 2020 over 2018. When compared with to the first quarter of the year, the fourth quarter witnessed 1.6 times ad space growth.

Since then, print ad space recovered to pre-lockdown levels five months into the post-lockdown period. It was during the festive period that ad space saw double-digit growth in October.

As for radio, ad volumes for the retail sector on radio plunged by 37 percent in 2020 over 2018. Compared to the first quarter of the year, Q4 witnessed 90 percent ad volume growth.
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first published: Feb 8, 2021 05:37 pm
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