TAM AdEx-Mirroring Y 2020 for Retail Sector

TAM AdEx Overview of
Advertising by the sector:
Retail
Media:
TV, Print, Radio & Digital
Period:
Y 2020

2.
3.
4.
1.
Q4 witnessed 1.6 Times Ad Volume growth
compare to 1st Quarter of Y 2020
Ad Volumes of Retail sector on Television plunged
by 35% in Y 2020 over Y 2018
Ad Space in Print witnessed double digit growth
from Oct’20 onwards.
Compare to 1st Quarter of Y 2020, Q4 witnessed
1.5 Times ad space growth.
Retail Outlets-Jewellers alone contributed 60% to
the ad volume share of Retail Sector.
NEWS Channel Genre topped preference list of
Retail players during Y 2020.
Among 4 zones, South topped for Retail advertising
with 46% share in Print during Y 2020.
Sales Promotion for ‘Retail’ sector accounted more
than 70% share of ad space in Print.
Period : Y 2020
Highlights – Part 1
Television Print

7.
5.
6.
Ad Volumes for Retail Sector grew by 90% in 4th
Quarter over 1st quarter of Y 2020.
On Radio, ads for Retail outlets of Jewellers, Clothing
and Electronics ruled with more than 60% of the
total ad volume share of Retail sector
Compare to 1st Quarter of Y 2020, Q4 witnessed 1% Ad
Insertion growth.
After lockdown Nov’20 had highest share of Ad
Insertions followed by Dec’20.
Maharashtra was the top state with 19% share of
Ad Volumes followed by Gujarat with 16% share.
Advertising for Retail was preferred in Afternoon
and Evening time-band on Radio.
Period : Y 2020
Highlights – Part 2
8.
On Digital Medium, Electronics & Kids Stores were top
Retail categories with 38% & 12% respectively.
Ad Network topped with more than 60% share of
transaction method for Retail sector in Y 2020.
Radio Digital

Ad Volumes for Retail sector on TV
100 99
65
Y 2018 Y 2019 Y 2020
Indexed Growth in Ad Volumes
Index: Y 2018=100
100
29
82
159
Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20
Indexed
Growth
in
Ad
Volumes
Quarterly Trends : Y 2020
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2018-20
 Ad Volumes of Retail sector on Television plunged by 35% in Y 2020 over Y 2018.
 Compare to 1st Quarter of Y 2020, Q4 witnessed 1.6 Times Ad Volume growth.
 Due to Covid-19, lowest Ad Volumes observed in 2nd quarter which includes the lockdown period.

Monthly Ad Volume Trend of Retail sector on TV
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan’20-Dec’20
 It took 4 months post Lockdown period for Retail Sector’s ad volumes to recover and reach more than
Pre-Lockdown level.
 During festive period, Ad Volumes on Television witnessed double digit growth.
9%
11%
6%
2%
3% 3%
7%
9%
6%
16%
15%
12%
Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20
Lockdown Period
Monthly Share of Ad Volumes

Top 10 Categories % Share
Retail Outlets-Jewellers 60%
Retail Outlets-Clothing/Textiles/Fashion 17%
Retail Outlets-Electronics/Durables 12%
Retail Outlets-Departmental Stores 4%
Retail Outlets-Home/Interiors/Furniture 3%
Retail Outlets-Medical/Pharmacy Stores 1%
Retail Outlets-Others 0.5%
Retail Outlets-Industrial/B2B 0.4%
Retail Outlets-Juice/Bakery Shops/Ice cream 0.3%
Retail Outlets-Optical 0.3%
Top 10 Categories and Advertisers of Retail for TV
Top 10 Advertisers % Share
Lalitha Jewellery 17%
The Chennai Silks Group 7%
Malabar Group Of Companies 7%
Reliance Retail 6%
Kalyan Jewellers 5%
SDJ Gold Company 4%
Vasanth & Company 4%
Akshaya Gold Company 4%
Sathya Agencies 2%
Inter IKEA Systems BV 2%
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020
 Retail Outlets-Jewellers alone contributed 60% to the ad volume share of Retail Sector.
 Top 10 Advertisers accounted more than 55% share of ad volumes in Y 2020 with Lalitha Jewellery
topping the list.

Top 10 Brands from Retail sector on TV
 Among the Top 10 Retail brands, 6 belonged to category Retail Outlets-Jewellers.
 Top 10 Brands accounted more than 50% share of ad volumes in Y 2020 with Lalithaa Jewellery
topping the list.
Top 10 Brands % Share
Lalithaa Jewellery 17%
Malabar Gold And Diamonds 6%
SDJ Gold Company 4%
Kalyan Jewellers 4%
Reliance Trends 4%
Akshaya Gold Company 4%
Sree Kumaran Thangamaligai 3%
The Chennai Silks 3%
Sathya 2%

Top Channel Genres preferred by advertisers of Retail sector on TV
 Top 2 channel genres on TV together accounted more than 75% of ad volumes share for Retail sector
during Y 2020.
 NEWS Channel Genre topped preference list of Retail players during Y 2020.
Channel Genres % Share
News 58%
GEC 19%
Music 11%
Movies 9%
Religious 1%
Others (7) 1%

Top 10 Program Genres preferred by advertisers of Retail sector on TV
 News Bulletin genre most preferred for promoting Retail brands on Television.
 Top 2 program genres i.e. News Bulletin and Feature Films together added more than 50% to the total Ad
Volume share of Retail Sector on TV.
Program Genres % Share
News Bulletin 40%
Feature Films 13%
Film Songs 10%
Reviews/Reports 6%
Film Based Magazines 6%
Interviews/Portraits/Discussion 5%
Religious/Devotional/Astrology 4%
Drama/Soap 4%
Comedies 2%
Health/Fitness 1%

Time band analysis for Retail advertising on TV
 Prime Time was the most preferred time-band on TV followed by Afternoon and Morning time-bands.
 Prime time, Afternoon & Morning time bands together accounted more than 70% share of Ad Volumes.
13%
17%
22%
10%
34%
4%
Early Morning
6:00 to 08:59
Morning
09:00 to 11:59
Afternoon
12:00 to 15:59
Evening
16:00 to 17:59
Prime Time
18:00 to 22:59
Night
23:00 to 05:59

Preference of ad size by advertisers of Retail on TV
51%
40%
8% 1%
20-40 Sec < 20 Sec 40-60 Sec > 60 Sec
 Advertisers of Retail sector preferred 20 - 40 secs ad size on TV
 20-40 seconds and <20 seconds ads together covered more than 90% shares in Y 2020.

Ad Space for Retail sector in Print
100 99
56
Y 2018 Y 2019 Y 2020
Indexed Growth in Ad Space
Index: Y 2018=100
100
15
52
156
Indexed
Growth
in
Ad
Space
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Y 2018-20
 Ad Space of Retail sector in Print plunged by 44% in Y 2020 over Y 2018.
 Compare to 1st Quarter of Y 2020, Q4 witnessed 1.6 Times Ad Space growth.

Monthly Ad Space Trend of Retail sector in Print
Period : Jan’20-Dec’20
 Print Ad Space recovered to Pre-Lockdown level just within 5 months of post Lockdown period.
 Ad Space in Print witnessed double digit growth from Oct’20 onwards till entire festive period.
16%
9%
6%
1% 1%
3%
3%
8%
5%
17%
22%
9%
Lockdown Period
Monthly Share of Ad Space
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads

Top 10 Categories and Advertisers of Retail for Print
Retail Outlets-Others 1%
Retail Outlets-Sweet/Namkin Shops 1%
Retail Outlets-Food 1%
Retail Outlets-Juice/Bakery Shops/Ice cream 0.5%
Reliance Retail 4%
Lalitha Jewellery 3%
Electronics Mart India 2%
Pai International 2%
Future Retail 2%
Poorvika Mobiles 1%
Vishal Mega Mart 1%
Adishwar India 1%
Period : Y 2020
 Retail Outlets-Electronics/Durables leads the list of Top 10 Categories of Retail Sector.
 Top 10 Advertisers accounted more than 15% share of Ad Space in Y 2020 with Reliance Retail leading the
list.

Top 10 Brands from Retail sector in Print
Period : Y 2020
 Top 10 Brands accounted 15% share of ad space in Y 2020 with Lalithaa Jewellery leading the list.
Lalithaa Jewellery 3%
Reliance Digital/My Jio Store 2%
Bajaj Electronics 2%
Pai International 1%
Poorvika Mobile World 1%
Big Bazaar 1%
Vishal Mega-Mart 1%
Adishwar Electro World 1%

Newspaper: Publication Language and Genre for Retail sector in Print
Publication Genre % Share
General Interest 99%
Business/finance/economy 1%
Focus on Advertising on General Interest Newspapers by
advertisers
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Y 2020
 Top 5 Publication Languages accounted 81% share of sector’s Ad space.
 General Interest publication genre added 99% share of sector’s Ad Volume.
Publication Language % Share
Hindi 29%
English 22%
Tamil 11%
Telugu 11%
Kannada 8%
Others 19%

Zone % Share
South Zone 46%
North Zone 23%
West Zone 19%
East Zone 12%
Top 2 Cities - East Zone
Kolkata
Ranchi
Top 2 Cities - West Zone
Nagpur
Mumbai
Top 2 Cities - North Zone
Chandigarh
New Delhi
Zone wise Advertising share of Retail sector in Print
Top 2 Cities - South Zone
Hyderabad
Bangalore
 Among 4 zones, South topped for Retail advertising with 46% share in Print during Y 2020.
 Hyderabad & Bangalore were top 2 cities in South Zone as well as in overall India.

27%
72%
1%
Brand Promotion Sales Promotion Others
69%
25%
3%
1%
2%
Multiple Promotion Discount Promotion
Add On Promotion Exchange Promotion
Others (4)
Sales Promo
Advertising Promotions of Retail sector in Print
 Sales Promotion for ‘Retail’ sector accounted more than 70% of Ad Space in Print medium.
 Among Sales Promotions, Multiple Promotion occupied 69% share of the pie followed by Discount
Promotion with 25% share in Y 2020.

Ad Volumes for Retail sector on Radio
100
93
63
Y 2018 Y 2019 Y 2020
Indexed Growth in Ad Volumes
Index: Y 2018=100
100
17
74
190
Indexed
Growth
in
Ad
Volumes
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Y 2018-20
 Ad Volume for Retail sector on Radio plunged by 37% in Y 2020 over Y 2018.
 Compare to 1st Quarter of Y 2020, Q4 witnessed 90% Ad Volume growth.

Monthly Ad Volume Trend of Retail sector on Radio
 Lowest Ad Volumes observed in Apr’20 and May’20 which was a lockdown period.
 Festive period boosted Ad Volumes for Retail sector during Oct-Nov’20.
12%
8%
6%
0.5% 1%
4%
6%
7%
6%
17%
20%
13%
Lockdown Period
Monthly Share of Ad Volumes
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads

Top 10 Categories and Advertisers of Retail for Radio
Retail Outlets-Juice/Bakery Shops/Ice cream 3%
Retail Outlets-Food 2%
Retail Outlets-Sweet/Namkin Shops 1%
Zota Healthcare 4%
Alishan 3%
Great Eastern Trading Company 3%
Reliance Retail 2%
Anand Jewels (India) 2%
Chandana Bros 2%
The Chennai Silks Group 2%
TBZ (Tribhovandas Bhimji Zav) 1%
Mio Amore 1%
Period : Y 2020
 On Radio, ads for Retail outlets of Jewellers, Clothing and Electronics ruled with more than 60% of the
total ad volume share of Retail sector.
 Top 10 Advertisers accounted 21% share of ad volume in Y 2020 with Zota Healthcare leading the list.

Top 10 Brands from Retail sector on Radio
Period : Y 2020
 Among the Top 10 Retail brands, 4 brands belonged to Retail Outlets-Jewellers category.
 Top 10 Brands accounted 19% share of Ad Volumes in Y 2020 with Dava India which is a division
of Zota Healthcare advertiser heading the list.
Dava India 4%
Alishan 3%
Great Eastern Trading 3%
Anand Jewels India 2%
TBZ (Tribhovandas Bhimji Zaveri) 1%
Mio Amore 1%
Joy Alukkas Jewellery 1%
Phone Wale 1%
Karan Kothari Jewellers 1%

19%
16%
13%
12%
11%
7%
6%
5%
5%
4% 2%
Maharashtra Gujarat Tamil Nadu Madhya Pradesh
Andhra Pradesh Kerala West Bengal Uttar Pradesh
Karnataka Rajasthan Delhi
State-wise share of Retail advertising on Radio
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Y 2020
 The Top 3 states occupied around 50% share of Ad Volumes for the Retail sector.
 Maharashtra state was on top with 19% share of Ad Volumes followed by Gujarat with 16% share.

28%
37%
33%
3%
Time band analysis for Retail advertising on Radio
Morning
6:00 to 10:59
Afternoon
11:00 to 16:59
Evening
17:00 to 21:59
Night
22:00 to 05:59
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Y 2020
 Advertising for Retail sector was preferred in Afternoon and Evening time-band on Radio.
 70% share of the Retail Ad Volumes were in Afternoon and Evening time-bands in Y 2020.

Ad Insertions for Retail sector on Digital
100
119
61
Y 2018 Y 2019 Y 2020
Indexed Growth in Ad Insertions
Index: Y 2018=100
100
16
54
101
Indexed
Growth
in
Ad
Insertions
Note: Figures are based on Insertions for Digital; Period : Y 2018-20
 Ad Insertions of Retail sector on Digital plunged by 39% in Y 2020 over Y 2018.
 Compare to 1st Quarter of Y 2020, Q4 witnessed a small Ad Insertion growth.
 Due to Covid-19, lowest Ad insertions observed in 2nd quarter which includes the lockdown period.

Monthly Ad Insertion Trend of Retail sector on Digital
 Highest percent observed in Jan’20 which had 27% of total Digital ad insertion shares.
 Post lockdown, Nov’20 witnessed the highest Ad Insertions share followed by Dec’20.
27%
6%
4%
1%
2% 3%
4%
10%
6%
10%
14%
13%
Lockdown Period
Monthly Share of Ad Insertions
Note: Figures are based on Insertions for Digital;

Top 10 Categories and Advertisers of Retail for Digital
Retail Outlets-Kids Stores 12%
Retail Outlets-Fitness/Sports 2%
Retail Outlets-Automobiles 1%
Vijay Sales 21%
Brainbees Solution 12%
Inter IKEA Systems Bv 6%
Reliance Retail 5%
Infiniti Retail 3%
Lifestyle International 2%
Mouser Electronics 2%
Decathlon Sports India 1%
Walmart India 1%
H&M Hennes & Maurtiz India 1%
Period : Y 2020
 On Digital Medium, Electronics/Durables & Kids Stores were top Retail categories with 38% & 12%
respectively.
 Top 10 Advertisers accounted more than 50% share of Ad Insertions in Y 2020 with Vijay Sales leading the
list.

Top 10 Brands from Retail sector on Digital
Period : Y 2020
 Top 10 Brands accounted 52% share of Ad Insertion in Y 2020 with Vijay Sales leading the list with more
than 1/5th of the total ad insertions of Retail sector on Digital Medium.
Vijay Sales 21%
Firstcry.Com 12%
IKEA 6%
Croma 3%
Reliance Digital 3%
Maxfashion.Com 2%
Mouser Electronics 2%
Decathlon Sports 1%
Walmart 1%
H&M Hennes & Maurtiz 1%

61%
13%
9%
9%
8%
Ad Network Programmatic
Programmatic/Ad Network Direct
Others (2)
Ad Network was the top transaction method for Digital advertising
Transaction Methods of Digital Advertising in Retail sector
Period : Y 2020
 Ad Network topped with more than 60% share of transaction method for Digital advertising of Retail sector
in Y 2020.
 Programmatic/Ad Network and Direct transaction methods had almost same share of Retail Ad Insertions
on Digital.

Website Link: www.tamindia.com For any queries write to: taminsights@tamindia.com

TAM AdEx-Mirroring Y 2020 for Retail Sector

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TAM AdEx-Mirroring Y 2020 for Retail Sector