According to TAM’s latest AdEx report, total ad space in print increased 5x in May 2022 compared to May 2020 and increased 3x compared to May 2021. According to the report, print ad space increased in all weeks of May 2022 compared to the same week in May 2021, with the largest increase in the first week of May 2022.
Over 120 new brand categories, 17,900 new advertisers and 21,400 new brands contributed to print advertising growth in May 2022. Coaching/competitive testing centers were the top category with a share of 5% for both in May 2022, followed by jewellery retailers in May 2022.
Top 10 categories accounted for 34% of advertising space in May 2022, and six new categories were added to the Top 10 list in May 2022. In May 2022 and May 2021, Refrigerator was the top novelty category, followed by Events (Interior/Home/Kitchen).
Additionally, the top 10 advertisers added a 17% share of print advertising space in May 2022. SBS Biotech was the top print advertiser for both May 2022 and He May 2021. The number of categories, advertisers and brands increased by 12%, 79% and 86% in May 2022 compared to May 2021.
SBS Biotech was the top advertiser in print for both the months of May 22nd and May 21st. Titan Company recorded the highest positive rank shift to enter the top 10 list, with three new advertisers entering the top list on May 21 versus May 22. Also on May 22, the top 10 advertiser added his 17% share of print inventory.
New LIC-IPO was the top brand on May 22nd, followed by AMFI (Asso Of Mutual Funds In India). Seven of the top 10 brands were exclusive on May 22nd compared to May 21st. On May 22nd, ad space share was 9% across the top 10 brands.
Print media recorded over 120 new categories, 17.9 thousand new advertisers and over 21.4 thousand new brands on May 22 compared to May 21. Here, refrigerators are the top new category, followed by the May 22nd vs. May 21st event – Interiors/Home/Kitchens. Meanwhile, on May 22nd vs. May 21st, Patanjali Ayurved emerged as the top new advertiser, followed by Ruchi Soya Industries. LIC-IPO led his May 22nd compared to his May 21st with new brands, followed by the Prestige Range.