Mumbai : TAM India has released its report on Advertising in the Retail Sector in 2022. According to report, 62 per cent ad volume growth for retail on television in 2022 over 2020 compared to the first quarter of 2022, Q3 and Q4 witnessed 48 per cent and 73 per cent increase in ad volumes.
Five out of the top ten categories constitute jewellery brands. News (55 per cent) was the most popular channel genre in 2022, followed by GEC (21 per cent).
Television ad volumes had the highest share during October 22, whereas February and November 2022 saw the lowest advertising in 2022.
Top ten advertisers accounted for 54 per cent share of ad volumes in 2022 with Lalithaa Jewellery Mart leading the list. Top ten brands accounted for 46 per cent share of ad volumes in 2022 with Lalithaa Jewellery topping the list.
Top two channel genres on TV together accounted for 76 per cent of ad volumes share for the Retail sector during 2022.
Prime Time highest advertising on TV followed by the afternoon and morning time-bands. Prime Time, Afternoon & Morning time bands together accounted for 74 per cent share of ad volumes
Advertisers in the Retail industry preferred 20 to 40 second TV commercials. 20-40 seconds and less than 20 seconds ads together covered 94 per cent of shares in 2022.
As compared to 2020, both 2021 & 2022 witnessed a hike of 29 per cent and 61 per cent in ad volumes respectively. As compared to first quarter of 2022, Q3 and Q4 witnessed 28 per cent and 16 per cent ad space decline. Out of the top ten categories, top ten brands accounted for 20 per cent share of ad space in 2022 with Vishal Mega-Mart leading the list.
Top ten brands accounted for 20 per cent share of ad space in 2022 with Vishal Mega-Mart leading the list. Out of the Top ten Categories, seven of them belonged to food & beverages
Radio
In 2022, Retail ad volumes increased by 51 per cent on Radio over 2020 compared to first quarter of 2022, Q4 witnessed an incline of 2 per cent ad volume growth.
The lowest ad volume was observed in the first quarter. Top ten brands accounted for 20 per cent share of ad volumes in 2022 with Dava India (a division of Zota Healthcare) leading the list.
Digital
50 per cent ad insertions’ gain for Retail ads on Radio in 2021 over 2020 Compared to 2020, 2021 saw 3.8 times rise in ad volumes. Compared to Q1, Q4 witnessed the lowest share of ad volumes.
On digital, the share of Retail ad insertions was the lowest in November 2022. The initial five months of 2022 witnessed double-digit share of ad insertions on digital with April 2022 observing the highest share of ad volumes.
The top ten categories mainly constitute -Electronics/Durables, Home/Interiors/Furniture, Clothing/Textiles/Fashion, Ret Cars, Jewellery brands in 2022 on Digital.
Top ten advertisers accounted for 44 per cent share of ad insertions in 2022 with Infiniti Retail retaining its first position.
Top ten brands accounted for 43 per cent share of ad insertions in 2022 with Croma leading the list.
Ad Network (62 per cent) was the top transaction method for digital advertising of the Retail sector in 2022. Programmatic and ad network transaction methods together captured 30 per cent share of Retail ad insertions on digital.
