93 percent rise in print media ads: report

Print media has seen a 93 percent increase in advertisements in the July-September quarter in comparison to the April-June period, according to a report by Moneycontrol. This comes after a sharp decline during the pandemic.

The numbers are part of a report by AdEx India, a division of TAM Media Research, a television audience measurement analysis firm which monitors over 700 newspapers and more than 180 magazines.

According to the report, the number of advertisements had dropped by 47 percent during the second wave of Covid. “Advertising spend had dropped 43 percent to Rs 10,350 crore last year from Rs 18,164 crore in 2019.” It further stated that the increase in ad volume can be attributed to the services and education sector.

In the retail sector, fashion and consumer durables were among the top 10 advertisers. Four of the top 10 advertisers were from the retail sector. Additionally, e-commerce became among the top growing categories.

The report also said that SBS Biotech and Maruti Suzuki India remained the top two advertisers. Titan Company, Reliance Retail, Think & Learn, and Fiitjee, were among the new brands to have entered the list of top 10 advertisers.

In the July- September quarter, LIC was the brand to have advertised the most, followed by Maruti. Brands within the education sector that became a part of the top 10 during this quarter include Aakash Byju’s and Winzo Games.

The report also stated that among the top 100 brands to advertise, 23 were from the auto sector, the ad volumes of which were badly impacted during the pandemic.

Print media was hit hardest in 2020, followed by television, outdoor and cinema. Now, with the advertising market showing signs of recovery, experts believe print will see a strong resurgence, according to the report by Moneycontrol.