Real Estate advertising on Digital up 93% in Jan-May’21: TAM AdEx
Properties/ Real Estate advertising gained the highest traction on Digital, with this category witnessing 93% growth in Digital ad insertions during Jan-May’21 over Jan-May’20, as per TAM AdEx data. This was followed by Radio, where the category ad volumes rose by 50% during Jan-May’21, and Print, where ad space for Properties/Real Estates grew by 42%. Properties/ Real Estate ad volumes were lowest on Television, which saw a growth of 18%.
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Television
Ad volumes of Properties/ Real Estates category on Television grew by 18% during Jan-May’21, compared to the same period in Y2020. The Top 10 advertisers accounted for more than 50% share of category ad volumes during Jan-May’21, with Baashyaam Constructions leading in the list with a share of 17%. Crown Residences (Baashyaam) topped among the brands during Jan-May’21 with 17% share of the ad volumes. The Top 10 brands had 50% share of the ad volumes.
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Crown Residences (Baashyaam) also topped among the new brands on Television, followed by Upagna Homes during Jan-May’21, compared to Jan-May’20. More than 240+ new brands appeared for Properties/ Real Estates category during Jan-May’21.
News genre was on top with 69% of the category’s ad volumes, followed by GEC in the 2nd position with a share of 19%. The Top 3 channel genres grabbed 95% of the ad volumes for Properties/ Real Estates category during Jan-May’21. With a share of 51%, News Bulletin was the most preferred program genre to promote Properties/ Real Estates on Television. The Top 2 program genres – News Bulletin (51% share) and Religious/ Devotional/ Astrology (9% share) together accounted for 60% of the category ad volumes.
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On TV, Prime Time was the most preferred time-band, followed by the Afternoon and Morning time-bands. Together, the Prime Time, Afternoon, and Morning time bands combined for more than 70% share of the ad volumes. Advertisers of Properties/ Real Estates category preferred 20-40 seconds ad size the most. 20-40 seconds and <20 seconds ads together added 87% share of category ad volumes during Jan-May’21.
Digital
On the Digital medium, ad insertions increased by 93% during Jan-May’21, compared to the same period in Y2020. Sumadhura Constructions and Lodha Group were the top 2 advertisers of Properties/ Real Estates category with 8% and 4% share of ad insertions, respectively, during Jan-May’21. Sumadhura Acropolis was the top brand with 4% share of ad insertions during Jan-May’21. The Top 10 brands had more than 25% share of the ad insertions in the category.
Ad Network transaction method topped with 87% share of Properties/ Real Estates’ ad insertions on Digital during Jan-May’21, followed by Programmatic/ Ad Network with 4% share.
Print ad space for Properties/ Real Estates during Jan-May’21 grew by 42%, compared to Jan-May’20. The Top 10 advertisers and brands added 14% and 13% share of Print Ad Space, respectively. Baashyaam Constructions topped among the advertisers of Properties/ Real Estates, followed by Casagrand Builder. Crown Residences (Baashyaam) was the top brand with 3% share, followed by DS Max with 2% share of the ad space.
More than 3,690+ new brands seen during Jan-May’21, compared to Jan-May’20. Crown Residences (Baashyaam) was the top new brand, followed by Chaithanya Samarth.
During Jan-May’21, English language topped with 40% share of Properties/ Real Estates ad space, followed by Hindi with 32% share. The Top 3 Publication languages together added more than 80% share of category ad space. General Interest publication genre ruled with 97% share of ad space.
South Zone topped in Properties/ Real Estates, with 33% share of the ad space during Jan-May’21, followed by North Zone with a share of 30%. Bangalore and New Delhi were the Top 2 cities in overall India for advertising in Print.
Sales Promotion had 24% share of the Properties/ Real Estates’ ad space during Jan-May’21. Among Sales Promotions, Discount Promotion occupied 67% share of the ad space, followed by Multiple Promotion with a 16% share. Among the advertisers using Sales Promotion, Casagrand Builder topped with 8% share of the ad space, followed by Baashyaam Constructions during Jan-May’21.
Radio
A significant rise in Properties/ Real Estates ad volume was observed on Radio medium during Jan-Mar’21, compared to Jan-Mar’20. During Jan-May’21, the Top 10 advertisers and brands had 28% and 23% share of ad volumes, respectively. Among the advertisers, Baashyaam Constructions topped with 4% of the ad volumes’ share in Jan-May’21. Crown Residences (Baashyaam) was the top brand with 4% share, followed by Jayanti Nagari IV with almost similar share.
Over 400 new brands were registered in Jan-May’21, over Jan-May’20 on Radio for Properties/ Real Estate category. Crown Residences (Baashyaam) was the top new brand on Radio medium, followed by Edgewaters (Lilleria Group).
Maharashtra state was on top with 21% share of ad volumes, followed by Gujarat with 15% share. The Top 3 states occupied more than half of the ad pie for the Properties/ Real Estates category.
Advertising on Radio was preferred in the Evening time-band, followed by Afternoon and Morning time-bands. 68% share of Properties/ Real Estates’ ad volumes was in the Evening and Afternoon time-bands during Jan-May’21.
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