Analysis of television and digital advertising for the second half of 2016 has revealed that television advertising was massively hit by the demonetisation wave. TV spots of the e-wallet sector rose while that of the fashion e-commerce sector fell significantly. The findings were part of SilverPush’s 2016 Recap report.
Impact of Demonetisation on TV advertising
E-wallet companies significantly increased their TV advertising following demonetisation. In November alone, the e-wallet sector took up as many as 6000 TV spots – a significant jump from barely 2000-3000 TV spots in the period between July and October. This sector mainly preferred news channels.
1: E-wallet sector chart
According to the report, online fashion portals were heavily impacted by the demonetisation announcement resulting in major dip TV spots in November alone. The number of TV spots fell to below 2000 in November. The sector posted a recovery in December as reflected by the number of TV spots in December- more than 10,000 TV spots.
2: Fashion E-commerce sector
YouTube most preferred digital platform
The report also revealed that Youtube was the most favoured digital platform for advertisers in the e-wallet, travel portals, general e-commerce, apparel, automobiles, and smartphone sectors. Of the social media platforms available to brands and companies to advertise their products, Instagram and Twitter are least favoured among the sectors surveyed by SilverPush as part of its report.
Television as a medium for advertising remained a top priority for all prominent industries, the report said. Across the verticals that the report studies, the e-wallets, travel portals, fashion e-commerce, and automobile sectors focussed on grabbing spots around special events like brand sales, sporting events, film awards, premiers of TV shows, and blockbuster movies.
Choice of TV Channels
Travel portals like Trivago and Cleartrip chose to air their advertisements on movie and lifestyle channels. The general e-commerce industry relied heavily on movie and English entertainment channels. In this sector the 8 am-12 noon and 7 pm onwards time-bands were most sought after advertising time slots. Of the three major e-commerce brands, Snapdeal captured highest TV ad spots with 36.75% share. Flipkart dominated the search trends by capturing a whopping 30.09% of the searches online. About 55% of all e-wallet ads were broadcast on news channels in the months that followed demonetisation. Advertising in the smartphone sector had maximum presence on entertainment channels, and capitalised on sports events and talk shows.
In the online grocery brands sector, advertising peaked in July and December. Online grocers preferred to use English channels and BigBasket emerged as the most aggressive player with 79.7% share of TV spots. Banking & Finance industry aired maximum ads on news channels, followed by specific shows like ‘Taarak Mehta Ka Ulta Chashma’ and events like Rio Olympics 2016 and Hero Indian Super League 2016.