Fall in digital ads in last two quarters: TAM AdEx report

13% drop in July-September and 7% fall in April-June over Jan-March

TAM Media Research is a joint venture of Nielsen and Kantar and has been in India for the past 20 years. Photo unsplash

There has been a steady drop in ad insertions in digital in the past two quarters, states TAM’s AdEx – digital quarterly report. The July-September 2022 quarter reported a 13% drop while the April-June period saw a 7% fall over the January-March quarter 2022, media reports said.

TAM Media Research is a joint venture of Nielsen and Kantar and has been in India for the past 20 years. It is one of the two television audience measurement analysis firms in India. Besides measuring television viewership, TAM monitors advertising expenditure through its division AdEx India.

Among the leading web publishers, YouTube had a 26% share in ad insertions from July-September. Rediff.com was a distant second with a 2% share, followed by NDTV News India, and Zee News India.

According to the report, personal accessories and telecom products were the new entrants in the top 10 sectors’ list. Banking, finance, and the investment sector moved up the list.

From July to September, the services sector had a 44% share of ad insertions, followed by education (13%) and then computers (12%). The three sectors together had a nearly 70% share of ad insertions.

In the top 10 categories, eCommerce shopping moved up by one position to the top spot from July to September. Four out of 10 categories moved up the list during this period.

The top 10 categories added 47% share of digital ad insertions.

Among the leading advertisers, Amazon India maintained its top position in the July-September period and the previous quarter. Seven out of 10 advertisers moved up during this period. A total of 57,000 brands were present in digital from July to September.

The government had the biggest spike in ad insertions among the growing categories during the July-September period, followed by mobiles and smartphones. In terms of growth percentage, the corporate-durables category had the highest growth rate among the top 10—15.7 times.

Desktop display topped with a 41% share of digital ad insertions in July- September, followed by mobile display (29%).

Ad network was the most popular method for promoting ads on digital platforms, accounting for 51% of total ad insertions, followed by the programmatic method, with a 29% share.

2023 promises an interesting ride for print in India

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. While the print and packaging industries have been resilient in the past 33 months since the pandemic lockdown of 25 March 2020, the commercial printing and newspaper industries have yet to recover their pre-Covid trajectory.

The fragmented commercial printing industry faces substantial challenges as does the newspaper industry. While digital short-run printing and the signage industry seem to be recovering a bit faster, ultimately their growth will also be moderated by the progress of the overall economy. On the other hand book printing exports are doing well but they too face several supply-chain and logistics challenges.

The price of publication papers including newsprint has been high in the past year while availability is diminished by several mills shutting down their publication paper and newsprint machines in the past four years. Indian paper mills are also exporting many types of paper and have raised prices for Indian printers. To some extent, this has helped in the recovery of the digital printing industry with its on-demand short-run and low-wastage paradigm.

Ultimately digital print and other digital channels will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future. For instance, there is no alternative to a rise in textbook consumption but this segment will only reach normality in the next financial year beginning on 1 April 2023.

Thus while the new normal is a moving target and many commercial printers look to diversification, we believe that our target audiences may shift and change. Like them, we will also have to adapt with agility to keep up with their business and technical information needs.

Our 2023 media kit is ready, and it is the right time to take stock and reconnect with your potential markets and customers. Print is the glue for the growth of liberal education, new industry, and an emerging economy. We seek your participation in what promises to be an interesting ride.

– Naresh Khanna

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