Print ad volumes dropped 8% in 2019: TAM AdEx

TAM AdEx’s Advertising Snapshot on Print provides a comparison of ad volumes in 2018 and 2019; industry heads share insights

e4m by Sonam Saini
Updated: Jan 31, 2020 10:10 AM

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In 2019, ad volumes in print witnessed a decline of 8 per cent as compared to the previous year. In 2018, though, the drop was 1 per cent from the previous year. Moreover, the number of publications was down to 884 in 2019 from 906 in the previous year. These findings are according to TAM AdEx’s Advertising Snapshot on Print medium.

The report showcases the advertising trends in Print during 2019. The study also gives a brief understanding about advertising volumes over the last five years and monthly trends for the last year.

It further states that from 2015 to 2019 the decline in print ad volumes was 7 per cent. Also, the number of publications was much lower at 865 in 2015.

The year 2019, according to industry players, was not a great year in terms of revenues mostly due to the economic slowdown in the country and Print is no exception here.

Varghese Chandy, VP-Marketing and Ad Sales, Malayala Manorama, says: “This is a reflection of the macro-economic condition in the country where almost all categories are showing a decline. For instance, the auto industry alone saw a decline of 20 per cent. There is a decline in demand in both rural and urban areas. Newspaper business is also primarily dependent on advertisements. We are hoping that we will have a different story in 2020.”

On a similar note, Anant Nath, Director, Delhi Press, attributed this degrowth to the economic condition of the country. “I can’t say about the industry but in our figures it seems very much in line. We have seen a 7% drop in value but we are not sure if we have the same drop in value or not. The economic slowdown is the big reason behind this decline which is also affecting everyone and shift to digital is another reason.”

The report also showcases the monthly trends based on ad space. This shows cars/jeeps and two-wheeler categories occupied the top position from January 2019 to March 2019, whereas the education sector ruled in terms of advertising from April 2019 to July 2019. During the festive season, the two-wheeler category saw the maximum number of ads in October 2019.

Anita Nayyar, CEO, India and SouthEast Asia, Havas Media Group said, “There are many reasons but the biggest is that the economy is not doing very well and hence there is a negative sentiment and everybody is in a slow mode. Sectors like automobiles, which are very print heavy, has impacted the spends a lot. While there have been launches in the automobile industry last year, the utilisation of print has not been optimal unlike other years. Overall, I think the medium that got impacted the most was print. But I don’t think in regional print the impact was that big. The ad volume might have seen a drop of 8 per cent but in terms of value the industry has not de-grown this much.”

The report also shows that the top 10 sectors accounted for 83 per cent of the total ad volume in print. Auto sector ranked first both in 2019 and 2018 with a share of 16 per cent last year, followed by service sector and education. Meanwhile, the top 10 categories together contributed 39 per cent to the overall print ad volumes in the year 2019. Cars/Jeeps and two-wheelers were the leading categories with a nearly equal share of 6 per cent in ad volumes. Also, among the top 10 sectors, ad volumes of the Retail Outlets/Jewellers category increased by 15 per cent in 2019, compared to 2018.

While top 50 advertisers have accounted for 28 per cent share of the total advertising volumes in print, the top 10 advertisers covered a 13 per cent share. SBS Biotech jumped to the top in 2019 from the eighth position in 2018. Its ad volumes also rose by 57 per cent in print during 2019. Hero Two Wheelers was the top brand in 2019 in terms of print.

The report also reveals that 200+ (000’s) brands preferred advertising in newspapers, whereas 10+ (000’s) brands were seen in magazines. The ratio of newspaper and magazine advertising in print is 99:1, as per the study.

“Magazines are primarily a niche space and newspapers cater to the masses. Hence, all products that advertise in Newspapers need not be there in Magazines,” Chandy explained.

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