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Volume of festive ads around Holi dropped 11% from 2016 to 2017: TAM Media

05-April-2017
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Volume of festive ads around Holi dropped 11% from 2016 to 2017: TAM Media

Advertising in Print around the festival of Holi for the periods March 9–24, 2016, and February 26–March 13, 2017, saw major trends according to data shared by TAM Media Research. The analysis included only display ads, which were monitored. House ads (in Print) were excluded.

Ad Volume Growth of Festive Ads (Holi) - Y 2016 vs. Y 2017

Comparing the two periods, 15 days prior to Holi, there has been 11 per cent drop in Festive Ads from 2016 to 2017.

Moreover, Holi-themed ads had 7 per cent share in Print advertising during February 26–March 13, 2017.

Top 10 Categories, Advertisers and Brands - Holi Festive Ads

Among the categories advertising with Festive Ads, Cars/Jeeps was the topmost category during February 26–March 13, 2017. Three advertisers, Maruti Suzuki India, Renault India, and Hyundai Motors India were from the top category of Cars/Jeeps. Vimal Pan Masala was the top brand during this period.

Rank shift for Top 10 Categories and Advertisers

Among the categories, six categories were common among the top 10 list of 2016 and 2017. The 'FMCG Products Range' observed huge positive rank shift in 2017 when compared to 2016. From rank 134 in 2016, it went up to rank 5 in 2017.

Among advertisers, there were three common advertisers in 2016 and 2017 viz. Maruti Suzuki India, GCMMF (Amul), and Hyundai Motor India.

Share of Advertising Promotion in Festive Ads around Holi

Brand promotion dominated advertising with 65 per cent share of Ad Volumes in Print. Among Sales Promotions, Multiple Promotion was on top with 63 per cent share of Ad Volumes in Print.

Top States, Cities and Publication Languages

In 2017, Uttar Pradesh had 19 per cent share of Holi Festive Ads followed by Maharashtra with 9 per cent share. Only one state from South India made it to the top 10 list. Additionally, 61 per cent share of Ad Volumes on Festive Ads around Holi was from Hindi publications.

Sample Creatives

These were some of the creatives that were seen in the period.

Note: The analysis is based on advertising done in Print medium with Holi as a theme of the Ad. It includes various promotions done by advertisers around Holi in Print media.

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