Ad space in print increased by 5% in H1 2023: TAM AdEx
According to the report, the top three sectors together accounted for more than 45 per cent share of ad space in print during January to June in 2023
TAM AdEx recently launched its report on print advertising for the H1 of 2023 (January to June).
The ad space in the first half of 2022-23 grew by 36 percent and 43 percent compared to the same period of 2021 respectively. In H1 2023, ad space increased five percent over the corresponding period in 2022.
The education sector dominated with 19 percent of the ad space share in print medium, followed by services with 16 percent and auto with 11 percent. The top three sectors together accounted for more than 45 percent share of ad space in print.
During January to June of 2023, the top 10 categories together accounted for 43 percent share of ad space in print. Five out of the top 10 categories moved up in ranking. Only retail outlets of jewellers and electronics or durables category maintained their rank in H1 of 2023. Three out of top 10 categories were from retail and education sectors each.
Maruti Suzuki India topped the advertisers’ list in print followed by SBS Biotech, Reliance Retail and LIC in the same order. Six of the top 10 advertisers from last year’s first half were still in the top 10 of this year’s H1. Ranking of MG Motors India and Allen Career Institute shot up to the top 10 list this year as compared to January to June 2022.
Aakash Byjus was the top brand in print during January to June 2023 followed by FIITJEE. During H1 of 2023, there were a total of 108000 plus brands advertised in print. Among the top 10, two brands were from the personal accessories and durables sectors and three from the education sector.
Coaching or competitive exam centres saw the highest ad space growth, which is 98 percent increase, followed by multiple courses which grew by 70 percent during January to June 2023 over January to June 2022 respectively.
In terms of growth percent, the ecom-gaming category witnessed the highest growth percent among the top 10, which is 3.21 times in H1 2023.
In terms of leading advertisers and brands in January to June this year, more than 51000 advertisers and 67000 plus brands exclusively advertised in print compared to H1 of last year. Aura Services N V and Lotus365.com were the top exclusive advertiser and brand respectively.
Sales promotion advertising covered 29 percent share of ad space in print during January to June 2023. Among sales promotions, multiple promotion was on top with 47 percent share of ad space followed by discount.
