TAM data highlights that due to COVID-19, ad volumes of Retail sector observed a fall in 2020 Q2, which includes the lockdown period.
TAM AdEx-Mirroring Y 2020 for Retail Sector indicates retail advertising trends in four sections, TV, Print, Radio and Digital.
Ad Volumes of Retail sector on Television plunged by 35% in Y 2020 over Y 2018. Because of the COVID-19 pandemic, lowest ad volumes were observed in the 2nd quarter which includes the lockdown period. It took 4 months post lockdown for Retail sector’s ad volumes to recover and reach more than the pre-lockdown level.
On TV, Retail Outlets-Jewellers alone contributed 60% to the ad volume share of Retail Sector. Among the Top 10 Retail brands, 6 belonged to category Retail Outlets-Jewellers.
Ad Space of Retail sector in Print plunged by 44% in Y 2020 over Y 2018. It witnessed a double-digit growth from Oct’20 onwards till the entire festive period. Among the top 10 categories, Retail Outlets-Electronics/Durables lead the list with 25% share of ad space.
On Radio, ad volume for retail sector fell by 37% in Y 2020 as compared to Y 2018. The lowest ad volumes were observed in April and May, which was the lockdown period.
Ad insertions of Retail sector on Digital plunged by 39% in Y 2020 over Y 2018. When compared to 1st Quarter of Y 2020, Q4 witnessed a small Ad insertion growth. On Digital Medium, Electronics/Durables & Kids Stores were top Retail categories with 38% & 12% respectively.
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