Ad volumes of Services sector up 85% on Radio in Jan-Oct’22: TAM AdEx

Ad volumes of the Services sector saw the highest increase on Radio at 85% in Jan-Oct’22 over Jan-Oct’21, as per TAM AdEx’s overview of advertising by the Services sector across TV, Print, Radio and Digital during the period January to October 2022. This was followed by a growth of 82% in sector ad insertions on Digital medium in Jan-Oct’22 over Jan-Oct’21.

TV

Services sector’s ad volumes on television increased by 29% during Jan-Oct’22 compared to Jan-Oct’21. During Jan-Oct’22, the Top 10 categories and advertisers accounted for 57% and 24% of the total ad volumes, respectively. Eight out of the Top 10 categories from the Services sector were Ecommerce categories.

Amazon Online India was the top advertiser, followed by Google.

Over 2,660 brands advertised during Jan-Oct’22 on Television, among which the Top 10 brands had 39% share of the Ad Volumes. During Jan-Oct’22, 1,760+ exclusive brands advertised under the Services sector compared to Jan-Oct’21.

Print

When comparing Jan-Oct’21 to Jan-Oct’22, Ad Space in the Services sector increased by 26% in the Print medium. Properties/ Real Estates topped among the categories of Services sector in Print with 30% of the Ad Space’s share. Reliance Retail was the top advertiser in the sector with 4% share of the Ad Space during Jan-Oct’22. The Top 10 advertisers accounted for 15% share of the Print Ad Space.

During Jan-Oct’22 in Print, the Top 10 brands had 12% share of the Ad Space. During Jan-Oct’22, 27K+ exclusive brands appeared under the Services sector compared to Jan-Oct’21.

Hindi language was on top with 36% share of the Ad Space. The Top 5 Publication languages together added 86% share of the sector’s Ad Space. General Interest publication genre had 96% share of the sector’s Ad Space in Jan-Oct'22.

Radio

On Radio, Advertising Volumes for the Services sector saw a increase of 85% in Jan-Oct’22 over Jan-Oct’21. On Radio, the Top 10 category added with 86% of the total Services Ad Volumes, whereas Properties/ Real Estates category topped with 43% share of the sector Ad Volumes on Radio. The Top 10 Advertisers added 15% share of the Ad Volumes during Jan-Oct’22.

The Top 10 brands added 13% to the overall advertising space of Services sector on Radio. Over 2,000 brands advertised exclusively during Jan-Oct’22 over Jan-Oct’21.

On Radio, the Top 3 states occupied more than half of the of ad pie for the Services sector. Gujarat state was on top with 20% share of the Ad Volumes, followed by Maharashtra with 18% share.

Digital

Ad Insertions of the Services sector on the Digital medium saw a rise of 82% in Jan-Oct’22 over Jan-Oct’21. On Digital, Ecom-Online Shopping category was on top with 15% share of the sector’s advertising. The Top 10 categories added 78% share of the sector Ad Insertions on Digital. The Top 10 Advertisers had 21% share of the Ad Insertions during Jan-Oct'22, with Amazon Online India on top of the list adding 9% share.

Display Ads had more than 75% share of the sector Ad Insertions during Jan-Oct’22. Among the Digital Platforms, Desktop Display topped with 41% share of the Ad Insertions, followed by Mobile Display with 32% share.