TAM AdEx: Travel & Tourism ads on radio saw 139% rise during Ganesh Chaturthi this year
During the period of Ganesh Chaturthi festivities, more than 250 categories, 1900 advertisers and 2200 brands invested in radio advertising.
This year, festivals are looked at as a revival of sorts with the economic slowdown. Brands are expected to increase their ad spends as festive periods get people to buy things for friends and family. In case of radio, many sectors and categories have invested heavily during Ganesh Chaturthi and Onam.
When compared to Ganesh Chaturthi in 2018, almost every sector and category saw growth in ad volumes this year. The period in consideration is from September 3 - September 23, 2018 vs August 22 - September 12, 2019. The maximum share of ad volumes were from the Building, Industrial & Land Materials/Equipment at 112%. Retail bagged the second spot with 58% rise in ad volumes on radio followed by Textile/Clothing (149%). Household products ad volumes were 43% up since last year.
In terms of categories, Travel & Tourism invested the maximum on ad volumes to 139%, followed by Electronics/Durables (96%). Life Insurance category saw a 61% rise in ad volumes. In terms of top 10 brands, Ultratech Cement took the top spot while Life Insurance Corporation (LIC) of India is the top advertiser.
During Onam, TAM data reveals that ad volumes of August 14 to 27, 2018 Vs September 1 to September 13, 2019. Interestingly, this time round there was de-growth than growth in ad volumes. Many categories from retail, auto, food & beverages, durables and others saw more than 50% dip in ad volumes compared to the same period last year.
Only Building, Industrial & Land Materials/Equipments investment share increased 2.6 times. In terms of categories, while de-growth prevailed, life insurance saw 8.8 times more share of ad volumes this year. Life Insurance Corporation (LIC) of India was the biggest advertiser, while LIC was the top brand.
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