Ad space in Print during Q1 2019 dropped 16% compared to 2018: TAM AdEx
The Auto sector continues to be among the top advertisers on Print
The recently released IRS Q1 2019 report made it clear that print is growing constantly with 1.8 crore people joining the readership since the last report was out. But as per TAM AdEx data, ad space in print during Q1 2019 dropped 16% compared to the first quarter of 2018. The total advertising in Print for the first quarter of 2019 was nearly 57000 CCMs.
During Q1 2019, 71,000+ advertisers advertised for 85,000+ brands across 650+ categories in Print. But there has been a decrease in the number of categories, advertisers and brands in the first quarter this year vis-à-vis 2018. From January-March 2018, there were 678 categories, 74,693 advertisers and 90,009 brands. This year, the categories went down to 657, advertisers to 71,265 and brands to 85,611.
In the first quarter of 2018, two-wheelers, cars, and properties/real estate ranked the highest and together contributed 17% share of overall advertising. This year too, the top two ranks went to the auto sector with Cars taking a lead with 7% share followed by two-wheelers at 5% and Hospital/Clinics at 5%. The contribution together stays at 17% as was seen last year. The top advertisers this year were Maruti Suzuki India, Honda Motorcycle and Scooter India, Mahindra & Mahindra. Together they contributed 4% which is a significant drop compared to the first quarter of 2018 when the top 3 advertisers contributed 7% share.
The top 3 advertisers last year were Honda Motorcycle and Scooter India, Maruti Suzuki India and Hero Motocorp. The Top 3 sectors remained the same with ranks of Services and Auto sector getting swapped. The other sector was Education. New brands who advertised on Print in Q1 2019 were Bajaj Pulsar Neon Edition, Mahindra XUV 300, Hyundai Santro, MX Player, and TVS Radeon and in that order. As for the top 5 festivals in the first quarter of this year, Christmas and New Year ranks the highest followed by Republic Day, Makar Sankranti/Pongal/Lodhi, Holi, and Gudi Padwa/Ugadi/Bihu.
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