Total print ad volumes for Sales Promotions doubled in Oct 2019: TAM AdEx

As per the TAM AdEx Report on Sales Promotion Advertising in Print – 2019, the total ad volume for sales promotion in August to September was 25% which doubled in Oct 2019

e4m by exchange4media Staff
Published: Dec 13, 2019 8:38 AM  | 3 min read

Festive months encourage advertisers to do more ads with sales promotions compared to other months which benefits all the companies across categories. The Print industry in India has seen double growth in October 2019 in the total ad volumes for sales promotion to 50% as compared to August-September period as per the recent report by TAM AdEx- a division of TAM Media Research, gives an overview of Sales Promotion ads during 2019 in Print across India.

The study shows that the months of February, May, June, and July had a low frequency of sales promotional ads.

As per the report, 37% of the advertising volumes in Print were focused on Sales Promotions in 2019. The sales promotion activity in Print media has increased over the period of five years i.e. 2015 -19. In 2019, sales promotion registered a 7% rise compared to 2015. Whereas, brand promotion i.e. ads with promotion has dropped by 7% over a period of five years. Other types of promotions like an advertorial, franchisees/dealers wanted, corporate social responsibility remained stable over the year with a 3% share of overall advertising in the Print medium.

On the one hand, where newspapers saw a steady growth in sales promotion, magazines’ shares remained similar in the last five years. In newspapers, 7% of growth was observed in sales promotion ads during 2019 as compared to 2015.

The report also states that the South zone has a maximum share of ad volumes for sales promotion while the rest had an average of 35% for sales promotion. In fact, Telangana had the highest share of sales promotion ads in Print media; 45% among all states in India in the year 2019.

On the advertisers front, the sales promotion activity was 60% for the Top 10 Categories in 2019 which includes two-wheelers, cars, retail outlets-electronics/durables, and others. Advertisers from more than 500 categories utilised sales promotion activity in 2019. In 2018-19, four out of the top 10 categories were from the retail sector and the top three categories together contributed more than 1/4th of the share of sales promotion activity in 2018-19. Television as a category entered in the top 10 list of 2019, whereas it was on 13th position during 2018.

Meanwhile, the top ten advertisers accounted for a 24% share of overall sales promotion ads in print. Hero MotoCorp Ltd maintained its top positions in 2019 and 2018 while SBS Biotech and Titan Company hopped fifth positions to rank third and tenth position in 2019 compared to the eight and fifteenth positions in 2018. Also, seven out of the top ten advertisers were from the auto sector accounting for 18% share of total sales promotion ads. Three advertisers including Hero MotoCorp, TVS Motor, and Hyundai Motor maintained their ranking in 2019 compared as compared to 2018.

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