The document provides an overview of advertising trends in the retail sector across various media including television, print, radio and digital in year 2020. Some key highlights include: 1. Q4 witnessed significantly higher ad volumes and space compared to Q1 of 2020 for retail sector across all media as advertising recovered post lockdown. 2. Jewelry outlets contributed the largest share of ad volumes for television while electronics saw highest share for print advertising. 3. News genre and bulletins were the most preferred on television while sales promotions dominated print advertising for retail. 4. South region saw highest share of print advertising for retail sector while key categories of jewelry, clothing and electronics led for radio.

1. TAM AdEx Overview of
Advertising by the sector:
Retail
Media:
TV, Print, Radio & Digital
Period:
Y 2020

2. 2.
3.
4.
1.
Q4 witnessed 1.6 Times Ad Volume growth
compare to 1st Quarter of Y 2020
Ad Volumes of Retail sector on Television plunged
by 35% in Y 2020 over Y 2018
Ad Space in Print witnessed double digit growth
from Oct’20 onwards.
Compare to 1st Quarter of Y 2020, Q4 witnessed
1.5 Times ad space growth.
Retail Outlets-Jewellers alone contributed 60% to
the ad volume share of Retail Sector.
NEWS Channel Genre topped preference list of
Retail players during Y 2020.
Among 4 zones, South topped for Retail advertising
with 46% share in Print during Y 2020.
Sales Promotion for ‘Retail’ sector accounted more
than 70% share of ad space in Print.
Period : Y 2020
Highlights – Part 1
Television Print

3. 7.
5.
6.
Ad Volumes for Retail Sector grew by 90% in 4th
Quarter over 1st quarter of Y 2020.
On Radio, ads for Retail outlets of Jewellers, Clothing
and Electronics ruled with more than 60% of the
total ad volume share of Retail sector
Compare to 1st Quarter of Y 2020, Q4 witnessed 1% Ad
Insertion growth.
After lockdown Nov’20 had highest share of Ad
Insertions followed by Dec’20.
Maharashtra was the top state with 19% share of
Ad Volumes followed by Gujarat with 16% share.
Advertising for Retail was preferred in Afternoon
and Evening time-band on Radio.
Period : Y 2020
Highlights – Part 2
8.
On Digital Medium, Electronics & Kids Stores were top
Retail categories with 38% & 12% respectively.
Ad Network topped with more than 60% share of
transaction method for Retail sector in Y 2020.
Radio Digital

4. TV
01

5. Ad Volumes for Retail sector on TV
100 99
65
Y 2018 Y 2019 Y 2020
Indexed Growth in Ad Volumes
Index: Y 2018=100
100
29
82
159
Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20
Indexed
Growth
in
Ad
Volumes
Quarterly Trends : Y 2020
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2018-20
 Ad Volumes of Retail sector on Television plunged by 35% in Y 2020 over Y 2018.
 Compare to 1st Quarter of Y 2020, Q4 witnessed 1.6 Times Ad Volume growth.
 Due to Covid-19, lowest Ad Volumes observed in 2nd quarter which includes the lockdown period.

6. Monthly Ad Volume Trend of Retail sector on TV
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan’20-Dec’20
 It took 4 months post Lockdown period for Retail Sector’s ad volumes to recover and reach more than
Pre-Lockdown level.
 During festive period, Ad Volumes on Television witnessed double digit growth.
9%
11%
6%
2%
3% 3%
7%
9%
6%
16%
15%
12%
Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20
Lockdown Period
Monthly Share of Ad Volumes

7. Top 10 Categories % Share
Retail Outlets-Jewellers 60%
Retail Outlets-Clothing/Textiles/Fashion 17%
Retail Outlets-Electronics/Durables 12%
Retail Outlets-Departmental Stores 4%
Retail Outlets-Home/Interiors/Furniture 3%
Retail Outlets-Medical/Pharmacy Stores 1%
Retail Outlets-Others 0.5%
Retail Outlets-Industrial/B2B 0.4%
Retail Outlets-Juice/Bakery Shops/Ice cream 0.3%
Retail Outlets-Optical 0.3%
Top 10 Categories and Advertisers of Retail for TV
Top 10 Advertisers % Share
Lalitha Jewellery 17%
The Chennai Silks Group 7%
Malabar Group Of Companies 7%
Reliance Retail 6%
Kalyan Jewellers 5%
SDJ Gold Company 4%
Vasanth & Company 4%
Akshaya Gold Company 4%
Sathya Agencies 2%
Inter IKEA Systems BV 2%
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020
 Retail Outlets-Jewellers alone contributed 60% to the ad volume share of Retail Sector.
 Top 10 Advertisers accounted more than 55% share of ad volumes in Y 2020 with Lalitha Jewellery
topping the list.

8. Top 10 Brands from Retail sector on TV
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020
 Among the Top 10 Retail brands, 6 belonged to category Retail Outlets-Jewellers.
 Top 10 Brands accounted more than 50% share of ad volumes in Y 2020 with Lalithaa Jewellery
topping the list.
Top 10 Brands % Share
Lalithaa Jewellery 17%
Malabar Gold And Diamonds 6%
SDJ Gold Company 4%
Kalyan Jewellers 4%
Reliance Trends 4%
Vasanth & Company 4%
Akshaya Gold Company 4%
Sree Kumaran Thangamaligai 3%
The Chennai Silks 3%
Sathya 2%

9. Top Channel Genres preferred by advertisers of Retail sector on TV
 Top 2 channel genres on TV together accounted more than 75% of ad volumes share for Retail sector
during Y 2020.
 NEWS Channel Genre topped preference list of Retail players during Y 2020.
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020
Channel Genres % Share
News 58%
GEC 19%
Music 11%
Movies 9%
Religious 1%
Others (7) 1%

10. Top 10 Program Genres preferred by advertisers of Retail sector on TV
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020
 News Bulletin genre most preferred for promoting Retail brands on Television.
 Top 2 program genres i.e. News Bulletin and Feature Films together added more than 50% to the total Ad
Volume share of Retail Sector on TV.
Program Genres % Share
News Bulletin 40%
Feature Films 13%
Film Songs 10%
Reviews/Reports 6%
Film Based Magazines 6%
Interviews/Portraits/Discussion 5%
Religious/Devotional/Astrology 4%
Drama/Soap 4%
Comedies 2%
Health/Fitness 1%

11. Time band analysis for Retail advertising on TV
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020
 Prime Time was the most preferred time-band on TV followed by Afternoon and Morning time-bands.
 Prime time, Afternoon & Morning time bands together accounted more than 70% share of Ad Volumes.
13%
17%
22%
10%
34%
4%
Early Morning
6:00 to 08:59
Morning
09:00 to 11:59
Afternoon
12:00 to 15:59
Evening
16:00 to 17:59
Prime Time
18:00 to 22:59
Night
23:00 to 05:59

12. Preference of ad size by advertisers of Retail on TV
51%
40%
8% 1%
20-40 Sec < 20 Sec 40-60 Sec > 60 Sec
 Advertisers of Retail sector preferred 20 - 40 secs ad size on TV
 20-40 seconds and <20 seconds ads together covered more than 90% shares in Y 2020.
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020

13. Print
02

14. Ad Space for Retail sector in Print
100 99
56
Y 2018 Y 2019 Y 2020
Indexed Growth in Ad Space
Index: Y 2018=100
100
15
52
156
Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20
Indexed
Growth
in
Ad
Space
Quarterly Trends : Y 2020
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Y 2018-20
 Ad Space of Retail sector in Print plunged by 44% in Y 2020 over Y 2018.
 Compare to 1st Quarter of Y 2020, Q4 witnessed 1.6 Times Ad Space growth.
 Due to Covid-19, lowest Ad Volumes observed in 2nd quarter which includes the lockdown period.

15. Monthly Ad Space Trend of Retail sector in Print
Period : Jan’20-Dec’20
 Print Ad Space recovered to Pre-Lockdown level just within 5 months of post Lockdown period.
 Ad Space in Print witnessed double digit growth from Oct’20 onwards till entire festive period.
16%
9%
6%
1% 1%
3%
3%
8%
5%
17%
22%
9%
Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20
Lockdown Period
Monthly Share of Ad Space
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads

16. Top 10 Categories and Advertisers of Retail for Print
Top 10 Categories % Share
Retail Outlets-Electronics/Durables 25%
Retail Outlets-Jewellers 20%
Retail Outlets-Clothing/Textiles/Fashion 14%
Retail Outlets-Departmental Stores 8%
Retail Outlets-Home/Interiors/Furniture 4%
Retail Outlets-Others 1%
Retail Outlets-Sweet/Namkin Shops 1%
Retail Outlets-Food 1%
Retail Outlets-Medical/Pharmacy Stores 1%
Retail Outlets-Juice/Bakery Shops/Ice cream 0.5%
Top 10 Advertisers % Share
Reliance Retail 4%
Lalitha Jewellery 3%
Malabar Group Of Companies 2%
Electronics Mart India 2%
Pai International 2%
Vasanth & Company 2%
Future Retail 2%
Poorvika Mobiles 1%
Vishal Mega Mart 1%
Adishwar India 1%
Period : Y 2020
 Retail Outlets-Electronics/Durables leads the list of Top 10 Categories of Retail Sector.
 Top 10 Advertisers accounted more than 15% share of Ad Space in Y 2020 with Reliance Retail leading the
list.
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads

17. Top 10 Brands from Retail sector in Print
Period : Y 2020
 Top 10 Brands accounted 15% share of ad space in Y 2020 with Lalithaa Jewellery leading the list.
Top 10 Brands % Share
Lalithaa Jewellery 3%
Reliance Digital/My Jio Store 2%
Bajaj Electronics 2%
Vasanth & Company 2%
Pai International 1%
Malabar Gold And Diamonds 1%
Poorvika Mobile World 1%
Big Bazaar 1%
Vishal Mega-Mart 1%
Adishwar Electro World 1%
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads

18. Newspaper: Publication Language and Genre for Retail sector in Print
Publication Genre % Share
General Interest 99%
Business/finance/economy 1%
Focus on Advertising on General Interest Newspapers by
advertisers
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Y 2020
 Top 5 Publication Languages accounted 81% share of sector’s Ad space.
 General Interest publication genre added 99% share of sector’s Ad Volume.
Publication Language % Share
Hindi 29%
English 22%
Tamil 11%
Telugu 11%
Kannada 8%
Others 19%

19. Zone % Share
South Zone 46%
North Zone 23%
West Zone 19%
East Zone 12%
Top 2 Cities - East Zone
Kolkata
Ranchi
Top 2 Cities - West Zone
Nagpur
Mumbai
Top 2 Cities - North Zone
Chandigarh
New Delhi
Zone wise Advertising share of Retail sector in Print
Top 2 Cities - South Zone
Hyderabad
Bangalore
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Y 2020
 Among 4 zones, South topped for Retail advertising with 46% share in Print during Y 2020.
 Hyderabad & Bangalore were top 2 cities in South Zone as well as in overall India.

20. 27%
72%
1%
Brand Promotion Sales Promotion Others
69%
25%
3%
1%
2%
Multiple Promotion Discount Promotion
Add On Promotion Exchange Promotion
Others (4)
Sales Promo
Advertising Promotions of Retail sector in Print
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Y 2020
 Sales Promotion for ‘Retail’ sector accounted more than 70% of Ad Space in Print medium.
 Among Sales Promotions, Multiple Promotion occupied 69% share of the pie followed by Discount
Promotion with 25% share in Y 2020.

21. Radio
03

22. Ad Volumes for Retail sector on Radio
100
93
63
Y 2018 Y 2019 Y 2020
Indexed Growth in Ad Volumes
Index: Y 2018=100
100
17
74
190
Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20
Indexed
Growth
in
Ad
Volumes
Quarterly Trends : Y 2020
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Y 2018-20
 Ad Volume for Retail sector on Radio plunged by 37% in Y 2020 over Y 2018.
 Compare to 1st Quarter of Y 2020, Q4 witnessed 90% Ad Volume growth.
 Due to Covid-19, lowest Ad Volumes observed in 2nd quarter which includes the lockdown period.

23. Monthly Ad Volume Trend of Retail sector on Radio
Period : Jan’20-Dec’20
 Lowest Ad Volumes observed in Apr’20 and May’20 which was a lockdown period.
 Festive period boosted Ad Volumes for Retail sector during Oct-Nov’20.
12%
8%
6%
0.5% 1%
4%
6%
7%
6%
17%
20%
13%
Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20
Lockdown Period
Monthly Share of Ad Volumes
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads

24. Top 10 Categories and Advertisers of Retail for Radio
Top 10 Categories % Share
Retail Outlets-Jewellers 25%
Retail Outlets-Clothing/Textiles/Fashion 19%
Retail Outlets-Electronics/Durables 18%
Retail Outlets-Departmental Stores 5%
Retail Outlets-Home/Interiors/Furniture 5%
Retail Outlets-Medical/Pharmacy Stores 5%
Retail Outlets-Juice/Bakery Shops/Ice cream 3%
Retail Outlets-Food 2%
Retail Outlets-Others 2%
Retail Outlets-Sweet/Namkin Shops 1%
Top 10 Advertisers % Share
Zota Healthcare 4%
Alishan 3%
Great Eastern Trading Company 3%
Reliance Retail 2%
Anand Jewels (India) 2%
Malabar Group Of Companies 2%
Chandana Bros 2%
The Chennai Silks Group 2%
TBZ (Tribhovandas Bhimji Zav) 1%
Mio Amore 1%
Period : Y 2020
 On Radio, ads for Retail outlets of Jewellers, Clothing and Electronics ruled with more than 60% of the
total ad volume share of Retail sector.
 Top 10 Advertisers accounted 21% share of ad volume in Y 2020 with Zota Healthcare leading the list.
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads

25. Top 10 Brands from Retail sector on Radio
Period : Y 2020
 Among the Top 10 Retail brands, 4 brands belonged to Retail Outlets-Jewellers category.
 Top 10 Brands accounted 19% share of Ad Volumes in Y 2020 with Dava India which is a division
of Zota Healthcare advertiser heading the list.
Top 10 Brands % Share
Dava India 4%
Alishan 3%
Great Eastern Trading 3%
Anand Jewels India 2%
Malabar Gold And Diamonds 1%
TBZ (Tribhovandas Bhimji Zaveri) 1%
Mio Amore 1%
Joy Alukkas Jewellery 1%
Phone Wale 1%
Karan Kothari Jewellers 1%
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads

26. 19%
16%
13%
12%
11%
7%
6%
5%
5%
4% 2%
Maharashtra Gujarat Tamil Nadu Madhya Pradesh
Andhra Pradesh Kerala West Bengal Uttar Pradesh
Karnataka Rajasthan Delhi
State-wise share of Retail advertising on Radio
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Y 2020
 The Top 3 states occupied around 50% share of Ad Volumes for the Retail sector.
 Maharashtra state was on top with 19% share of Ad Volumes followed by Gujarat with 16% share.

27. 28%
37%
33%
3%
Time band analysis for Retail advertising on Radio
Morning
6:00 to 10:59
Afternoon
11:00 to 16:59
Evening
17:00 to 21:59
Night
22:00 to 05:59
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Y 2020
 Advertising for Retail sector was preferred in Afternoon and Evening time-band on Radio.
 70% share of the Retail Ad Volumes were in Afternoon and Evening time-bands in Y 2020.

28. Digital
04

29. Ad Insertions for Retail sector on Digital
100
119
61
Y 2018 Y 2019 Y 2020
Indexed Growth in Ad Insertions
Index: Y 2018=100
100
16
54
101
Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20
Indexed
Growth
in
Ad
Insertions
Quarterly Trends : Y 2020
Note: Figures are based on Insertions for Digital; Period : Y 2018-20
 Ad Insertions of Retail sector on Digital plunged by 39% in Y 2020 over Y 2018.
 Compare to 1st Quarter of Y 2020, Q4 witnessed a small Ad Insertion growth.
 Due to Covid-19, lowest Ad insertions observed in 2nd quarter which includes the lockdown period.

30. Monthly Ad Insertion Trend of Retail sector on Digital
Period : Jan’20-Dec’20
 Highest percent observed in Jan’20 which had 27% of total Digital ad insertion shares.
 Post lockdown, Nov’20 witnessed the highest Ad Insertions share followed by Dec’20.
27%
6%
4%
1%
2% 3%
4%
10%
6%
10%
14%
13%
Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20
Lockdown Period
Monthly Share of Ad Insertions
Note: Figures are based on Insertions for Digital;

31. Top 10 Categories and Advertisers of Retail for Digital
Top 10 Categories % Share
Retail Outlets-Electronics/Durables 38%
Retail Outlets-Kids Stores 12%
Retail Outlets-Clothing/Textiles/Fashion 11%
Retail Outlets-Home/Interiors/Furniture 10%
Retail Outlets-Jewellers 8%
Retail Outlets-Departmental Stores 5%
Retail Outlets-Fitness/Sports 2%
Retail Outlets-Others 2%
Retail Outlets-Automobiles 1%
Retail Outlets-Medical/Pharmacy Stores 1%
Top 10 Advertisers % Share
Vijay Sales 21%
Brainbees Solution 12%
Inter IKEA Systems Bv 6%
Reliance Retail 5%
Infiniti Retail 3%
Lifestyle International 2%
Mouser Electronics 2%
Decathlon Sports India 1%
Walmart India 1%
H&M Hennes & Maurtiz India 1%
Period : Y 2020
 On Digital Medium, Electronics/Durables & Kids Stores were top Retail categories with 38% & 12%
respectively.
 Top 10 Advertisers accounted more than 50% share of Ad Insertions in Y 2020 with Vijay Sales leading the
list.
Note: Figures are based on Insertions for Digital;

32. Top 10 Brands from Retail sector on Digital
Period : Y 2020
 Top 10 Brands accounted 52% share of Ad Insertion in Y 2020 with Vijay Sales leading the list with more
than 1/5th of the total ad insertions of Retail sector on Digital Medium.
Top 10 Brands % Share
Vijay Sales 21%
Firstcry.Com 12%
IKEA 6%
Croma 3%
Reliance Digital 3%
Maxfashion.Com 2%
Mouser Electronics 2%
Decathlon Sports 1%
Walmart 1%
H&M Hennes & Maurtiz 1%
Note: Figures are based on Insertions for Digital;

33. 61%
13%
9%
9%
8%
Ad Network Programmatic
Programmatic/Ad Network Direct
Others (2)
Ad Network was the top transaction method for Digital advertising
Transaction Methods of Digital Advertising in Retail sector
Period : Y 2020
Note: Figures are based on Insertions for Digital;
 Ad Network topped with more than 60% share of transaction method for Digital advertising of Retail sector
in Y 2020.
 Programmatic/Ad Network and Direct transaction methods had almost same share of Retail Ad Insertions
on Digital.

34. Website Link: www.tamindia.com For any queries write to: taminsights@tamindia.com