Print registers 18% market share in AMJ '20
According to Pitch Madison Advertising Report 2020 Mid-Year Review, print has suffered an estimate de-growth of 51% in this period
Print suffered a major setback in H1 '20 due to the lockdown and sluggish economy. The second-largest medium in AdEx, print aw a drop of 80% in Q2 due to lockdown and suspension of newspaper distribution. In Q1, it suffered a 17% drop due to the slowing economy. According to Pitch Madison Advertising Report 2020 Mid-Year Review, print has suffered an estimate de-growth of 51%. In AMJ’20, TV and Digital together account for 80% market share while Print registered a mere 18% share.
" In absolute terms, in H1’20 we estimate Print AdEx to be at Rs 5237 crore, of which Rs 4020 crore came from Q1’20 itself. Q2’20 saw only a marginal AdEx of approximately Rs 1200 crore," read the report.
As a result, the Print medium which has historically always contributed a minimum of 30% to the total ad pie, has dropped its share to 25% in H1’20. Its share in Q1 ‘20 dropped marginally to 28% but in Q2 dropped dramatically to 18%. MID-YEAR REVIEW
In terms of volume or space consumed, there is a 53% decline in H1’20 and 77% decline in volume in Q2’20 itself. Categories like FMCG, Auto and Education continue to be the main cash cows and contributed almost 45% to Print AdEx in H1’20 (38% in 2019).
Education, with 16% contribution, overtook FMCG as the largest contributor to Print AdEx, dethroning FMCG which came second at 15%. Despite the setback faced by the Auto industry in the market, it ranks third in contribution to Print AdEx at 14%.
Publications across languages show a drop in space consumed, of more than 50% in H1’20. English and Hindi publications continue to contribute close to 60% of the total volume like in recent years.
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