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Tag: TAM Adex report

  • If the pandemic does not cause any more disturbance, print will reach the 2019 level much before 2025, writes Indrani Sen

    The Push & Pull of Print

     

    By Indrani Sen

     

    Indrani SenPrint media in India was the worst affected by the coronavirus pandemic last year. As per the FICCI EY Report on M&E industry 2021, the revenue of print shrunk by 41% from INR 206 billion in 2019 to INR 122 billion in 2020.  The report estimated that while TV will recover its 2019 level of revenue by 2022 and the combined revenue of traditional media will recover the 2019 level by 2023, it will take print at least till 2025, if not more to recover the 2019 level of revenue.

     

    I commented on print media in an earlier article in www.mxmindia.com “However, the industry seemed to be recovering well during the first quarter of 2021 as TAM AdEx data for Jan-Mar 21 showed that 1350 new brands advertised on print during that period.  When compared with Jan-Mar 20, the quarter also showed 9% increase in ad space mostly from Hindi and other language newspapers. Similarly, April-May 2021 recorded better results compared to April-May 2020.”

     

    Now, it appears from the latest TAM AdEx report that the print media has begun the first month of the July-September quarter with an upward swing. At the end of July 2021, ad space per publication on an average has grown by 35% when compared to July, 2020. Multiple educational courses, cars, hospitals/ clinics, two wheelers and real estate have topped the list of categories who advertised in print media during last month. Media planners are hopeful that the next months of August and September will see further increase in print advertising with many regional festivals, Onam, Independence Day, Raksha Bandhan and Ganesh Chaturthi dotting the calendar.  The dhamaka of 15% discount has already begun in newspapers, the tempo will surely build up further before August 15, 2021, the 75th Independence Day. This year, Onam in Kerala begins on August 12 and ends on August 23, overlapping Independence Day and Raksha Bandhan on August 22. Ganesh Chaturthi will be celebrated next month on September 10. Together these festivals will be the precursors of the main festive season of Dussehra (Durga Puja) and Diwali.

     

    Why print media still works in India, particularly during festivals? It is convenient to execute sales and other promotional campaigns in newspapers at short notice. The entry cost or the cost of creating static creative content for print media is less expensive than creating video creative content for TV, OTT and other digital formats. The local advertisers with comparatively small budgets rely on print media for advertising throughout the year. By definition all traditional media are push media delivering content to the users with little interactions between the media and the users. Pull media by definition is the opposite of push media where the users seek out information from media. During festive season, print media plays a dual role of both pull and push media as brands step up their advertising activity and consumers seek out information on various offers and discounts available in different stores and retail outlets. This interplay of push and pull of the print media will definitely continue for the next two or three years enabling the print media to recover its lost revenues.

     

    In the last month, we saw many full-page and jacket advertisements in newspapers, a trend which is likely to continue well into the main festival season. Ads placed below the mastheads as well as some other formats which were considered as innovations when first introduced by newspapers, have now become part of the regular options like half page, quarter page, etc. offered by regularly by newspapers. As per market reports the deal sizes in the print media has started going up, demand for inventory for advertising space in newspapers is also on the rise. It can be safely assumed that if the pandemic does not cause any other disturbance, print media will recover a substantial portion of their lost revenue during 2021 and will reach the 2019 level much before 2025.

     

     

  • The report predicts that the IPL buzz volume of the digital track will grow from 37 mn in 2019 to 60 mn+ in 2020, writes Indrani Sen

    IPL 13 Rules. And how!

     

    By Indrani Sen

     

    Ever since IPL 13 began on September 19, 2020 with a massive 20 crore viewers on Star India Network and Disney + Hotstar, the tournament has been delivering high ratings on TV and OTT platforms.

     

    On the digital media front, IPL 13 is generating huge tractions over and above its coverage through Star India’s OTT platform Disney  + Hotstar. On October 30, 2020 Wavemaker published a press release on their mid-season report of “IPL Mesh 2020” covering matches from September 19 to October 24. Mesh is Wavemaker’s Realtime Data Intelligence tool which has integrated data from “multiple consumer touchpoints across Digital ecosystem ranging from Social Listening, Google Searches, Website visits, BARC, Video analytics in partnership with VIDOOLY, Interaction data points collected from Facebook, Twitter, Instagram and YouTube” to arrive at the observations and predictions shared in the report.

     

    The press release by Wavemaker contains a few charts and whets the appetite for the total report. The report predicts that the IPL buzz volume of the digital track will grow from 37 Mn in 2019 to 60 Mn + in 2020. During the first 36 days of the tournament, CSK was the driving force behind the interactions on social media. Now that CSK has failed to secure a place in the playoff matches, it will be interesting to watch if the buzz volume of the track gets affected. Similarly, it would be interesting to see who takes the place of M S Dhoni as wicketkeeper in the Leading Player Index Leader Board.

     

    In the Leaderboard ranking of most loved ads, Dream 11, Oppo and Tata Motors took the first three positions in desending order. IPL 13 has also seen a never before engagement in gamification of Cricket Fantasy League with the top five Fantasy League in September 2020 generating 30 million google searches and 90 Million web traffic. Based on historical data, the report claims that there will be huge surge both in TVP and social buzz during the next two weeks which will counter the drop in the social media buzz over during the last few weeks as shown in the chart above.

     

    While the Wavemaker’s report reconfirms the accelerated growth of the digital media intractions in India, in traditional TV media also IPL 13 continues to deliver high ratings to the satisfaction of the advertisers who have invested their advertising rupee in cricket. A fortnight back on October 15, TAM released “IPL 13 Advertising Report 1” based on their ADEX data covering the period from September 19 to October 10 (25 natches).  The report has shown an 8% growth registered in average ad volumes from IPL 12 to IPL 13 during the same time span/ number of matches. 5 out of the top 10 categories have been from E-commerce with 35% share of IPL 13 advertising volume and Oppo India’s commercial made it to the top position quite fast during IPL 13 compared to 2nd position in IPL 12.

     

    The most interesting fact which has emerged from this Advertising Report is the participation of new categories and brands in IPL 13. According to the TAM Adex report 30+ new categories and 150+ new brands advertised during IPL 13 compared to IPL 12. It remains to be seen how the advertising frenzy builds up further during the last two weeks of IPL 13, strategically scheduled during the pre-Diwali season in this pandemic hit year.