The latest TAM AdEx report for Print offers insights on ad volumes for the medium in 2021 compared to 2020 for major categories and advertisers, during the years and more.

2. Advertising Overview in Print
01
03
Contents
Sales Promotions
02 Ad Innovations and Position of Ads
04 Ads with Festive Theme

3. Highlights
06
07
08
09
01
02
03
04
10
05
Ad space/publication surged by 33% in Y 2021
compared to Y 2020. Also Avg. Ad Volumes
per publication grew by 22% in 2nd half of Y
2021 over same period in Y 2020.
Ad Volumes in Print recovered to pre-second
wave level during the festive period.
Services sector topped with 16% share of Ad
Space followed by Education with 13% share
during Y 2021.
Two-wheelers and Cars were the top two
categories, each with a 5% share of ad space,
with their rankings swapping in Y 2021
compared to Y 2020.
Coaching/Competitive Exam Centre saw
highest increase in Ad Space with 50% growth
followed by Retail Outlets-Jewellers with 54%
growth during Y 2021 compared to Y 2020.
Tictok Skill Games and Aakash Byjus were the
top exclusive advertiser and brand
respectively in Y 2021 compared to Y 2020.
Jacket-Full Page was the most preferred Ad
Position by advertisers of Print during Y 2021.
Sales Promotion advertising covered 33%
share of Ad Space in Print during Y 2021
Deepavali was the top festival with 41% share
of Ad Space in Print in Y 2021. Top 3 brands
with Deepavali ad theme were Prestige Range,
Tanishq Utsaah and TVS Two Wheelers Range.
SBS Biotech topped among the advertisers
followed by Maruti Suzuki.
LIC of India moved to 3rd rank in Y 2021
compared to 8th in Y 2020.
Fiitjee was the top brand in Print during Y 2021
followed by Maruti Car Range.

4. Trend of Ad Volumes per Publications in Print
Source: TAM AdEx Period : Y 2017-2021
 Compared to Y 2020, Ad space per publications in Y 2021 soared by 33%.
 Y 2017 witnessed highest avg. Ad Volumes/publication, while Y 2020 saw 40% decline compared to Y 2017.
 Avg. Ad Volumes per publications grew by 22% in 2nd half of Y 2021 over Y 2020 showing a recovery in Print Ad Volumes
post second wave period (Apr-May’21).
100 96
91
60
80
Y 2017 Y 2018 Y 2019 Y 2020 Y 2021
Indexed Growth in Ad Volumes per Publications
Index: Y 2017=100
Count of
Publications
870+ 900+ 880+ 880+ 840+
100
122
H2, 2020 H2, 2021
Trend: 2nd Half, 2020-21
(Per Publications)
810+ 832+
Note: Figures are based on Col*Cms for Print; excluding house ads

5. Quarterly and Monthly Trend of Avg. Ad Volumes/Publications: Y 2021
Source: TAM AdEx Period : Y 2021
 Due to Covid-19, lowest Avg. Ad Volumes per publications seen in 2nd quarter which takes into account the second wave.
 Avg. Ad Volumes/Publications increased by 54% in 4th quarter compared to combined average of first 3 quarters of Y 2021.
 Ad Volumes in Print recovered to Pre-second wave level during the festive period.
8.6%
7.7%
9.4%
5.5%
2.9%
5.3%
7.6%
9.7%
9.0%
15.7%
9.9%
8.9%
Jan'21 Feb'21 Mar'21 Apr'21 May'21 Jun'21 Jul'21 Aug'21 Sep'21 Oct'21 Nov'21 Dec'21
Second Wave
Period
Monthly Share of Ad Volumes : Y 2021
Note: Figures are based on Col*Cms for Print; excluding house ads
64
34
65
84
Jan-Mar'21 Apr-Jun'21 Jul-Sep'21 Oct-Dec'21
Average Ad Volumes (Col*Cms in 000’s)

6.  Services sector topped with 16% share of Ad Space followed by Education with 13% share during Y 2021; Auto topped Y 2020.
 Top 3 sectors together accounted 42% share of Ad Volumes in Print.
 Total 6 sectors from Top 10 list maintained their ranking of Y 2020 in Y 2021.
Leading Sectors: Services sector moved up by 2 positions and captured top position
Source: TAM AdEx
Rank Top Sectors
1 Services 16%
2 Education 13%
3 Auto 13%
4 Personal Healthcare 9%
5 Retail 8%
6 Banking/Finance/Investment 8%
7 Personal Accessories 6%
8 Food & Beverages 5%
9 Durables 5%
10 Personal Care/Personal Hygiene 3%
3
2
1
4
5
6
8
7
9
10
Others 15%
Rank in Y 2020
Period : Y 2021
Note: Figures are based on Col*Cms for Print; excluding house ads

7. 1
2
3
4
5
6
7
Two Wheelers
Cars
Properties/Real Estates
Coaching/Competitive Exam Centre
Multiple Courses
Hospital/Clinics
Retail Outlets-Electronics/Durables
5%
5%
4%
4%
4%
3%
8
9
Retail Outlets-Jewellers
Consumer Durables/Home Appliances
Retail Outlets-Clothing/Textiles/Fashion
3%
2%
2%
10
5%
2
1
3
5
4
6
7
8
11
10
Rank in Y 2020
Next 40 Categories 33%
 5 out of Top 10 categories maintained their positions during Y 2021 compared to Y 2020.
 Two Wheelers, Coaching/Competitive Exam Centre and Consumer Durables/Home Appliances moved up in ranking during
Y 2021.
 No major rank shift in the list of Top 10 Categories
 2 Out of Top 10 categories were from Auto and Education sectors each.
Consumer Durables/Home Appliances, the only new entrant in Top 10 list
Source: TAM AdEx Period : Y 2021
Note: Figures are based on Col*Cms for Print; excluding house ads
Top 10 Categories [710+]

8. Top 10 Advertisers (Y 2021): [139 K+]
Rank
(Y 2020)
1 SBS Biotech 1
2 Maruti Suzuki India 2
3 LIC of India 8
4 Hero Motocorp 3
5 Emami 18
6 Honda Motorcycle & Scooter India 4
7 TVS Motor Company 7
8 Titan Company 20
9 Fiitjee 15
10 Reliance Retail 16
 SBS Biotech topped the advertisers’ list in Print followed by Maruti Suzuki India.
 Top 2 advertisers maintained their positions during Y 2021. LIC moved to 3rd rank in Y 2021 compared to 8th in Y 2020.
 Emami, Titan, Fiitjee and Reliance Retail moved up in ranking to enter in the Top 10 advertiser list of Y 2021.
Leading Advertisers: Players from Auto sector dominated the Top 10 List
Source: TAM AdEx Period : Y 2021
Note: Figures are based on Col*Cms for Print; excluding house ads
Top 10 Advertisers
contributed 17% share
of Ad Volumes in Print

9.  Fiitjee was the top brand in Print during Y 2021 followed by Maruti Car Range.
 SBS Biotech had its 4 brands among the Top 10 in Print.
 During Y 2021, there were total 169 K+ brands advertised in Print.
 2 brands each belonged to Auto and Education sectors among Top 10 brands.
Leading Brands: 3 brands in of the Top 10 belonged Personal Care sector
Source: TAM AdEx
Rank Top 10 Brands (Y 2021): [169 K+]
1 Fiitjee
2 Maruti Car Range
3 Dr Ortho Oil
4 Hero Two Wheelers (Hero Corp)
5 LIC
6 Prestige Range
7 Eye Mantra Eye Drops
8 Sachi Saheli Ayurvedic Range Of Products
9 Aakash Byjus
10 Roop Mantra Ayur Face Cream
Top 10 Brands
contributed 7% share of
Print Ad Volumes
Period : Y 2021
Note: Figures are based on Col*Cms for Print; excluding house ads

10.  Coaching/Competitive Exam Centre among categories saw highest increase in Ad Space with growth of 50% followed by
Retail Outlets-Jewellers with 54% growth during Y 2021 compared to Y 2020.
 In terms of growth %, Ecom-Media/Entertainment/Social Media category witnessed highest growth % among the Top 10
i.e. 4.3 Times in the Y 2021.
Top Growing Categories : 400+ Categories registered Positive Growth
Source: TAM AdEx
Rank
Top 10 Growing Categories (Y 2021)
(based on highest increase in Ad Volumes) Growth
1 Coaching/Competitive Exam Centre 50%
2 Retail Outlets-Jewellers 54%
3 Properties/Real Estates 30%
4 Hospital/Clinics 37%
5 Ecom-Media/Entertainment/Social Media 4.3 Times
6 Life Insurance 88%
7 Consumer Durables/Home Appliances 57%
8 Multiple Courses 23%
9 Retail Outlets-Electronics/Durables 27%
10 Branded Jewellery 2.2 Times
Period : Y 2021
Note: Figures are based on Col*Cms for Print; excluding house ads

11.  77 K+ advertisers & 99 K+ brands exclusively advertised during Y 2021 in Print compared to Y 2020.
 Tictok Skill Games and Aakash Byjus were the top exclusive^ advertiser and brand respectively in Y 2021 compared to
Y 2020.
 4 of the Top 10 exclusive brands belonged to Auto sector.
Leading exclusive^ Advertiser and Brands in Y 2021
Source: TAM AdEx
Rank Top Exclusive^ Advertisers (Y 2021): [77 K+]
1 Tictok Skill Games
2 Sanyo BPL
3 Icon Steel
4 Ozone Pharmaceuticals
5 U P Expressways Indus Dev Authority
6 Fashnear Technologies
7 MSN Laboratories
8 Good 2 Great Industries
9 Linkedin Corporation
10 Metro Brands
Rank Top Exclusive^ Brands (Y 2021): [99 K+]
1 Aakash Byjus
2 Honda Activa
3 Skoda Kushaq
4 Winzo Games
5 BPL Durable Range
6 Tanishq Utsaah
7 Volkswagen Taigun
8 Zandu Chyavanprash Jaggery
9 LIC Bima Jyoti
10 MG Astor
^ Present in Y 2021 and not in Y 2020
Period : Y 2021
Note: Figures are based on Col*Cms for Print; excluding house ads

12. Source: TAM AdEx Period : Y 2021
Note: Figures are based on Col*Cms for Print; excluding house ads
Ad Innovations in Print
Innovative ads are way of
promoting products by the
help of ideas and ad layouts
which are unique and get
audience’s attention.
It can be through changes in
the product design,
launching the product in
unique position, or
promoting through
unconventional method etc.
Figure Outline
Teaser French Window
Seamless Jacket
Bookmark

13. 14%
21%
25%
12%
7%
 Seamless Jacket topped with 1/4th share of Ad Space followed by Figure Outline with more than 1/5th share in Print
medium during Y 2021.
 In addition to the Top 5 Innovations there were 23 more Ad Innovations with a total share of 21%.
 Top 5 Innovative Ad Layouts together clocked nearly 80% share of Ad spaces during Y 2021.
Top Innovative Ad Layouts in Y 2021
Source: TAM AdEx Period : Y 2021
Note: Figures are based on Col*Cms for Print; excluding house ads
1. Seamless Jacket
2. Figured Outline
3. French Window
4. Tab
5. Seamless Flap
Top 5 Innovative Ad
Layouts
6-10 Innovative Ad
Layouts
11-28
Innovative
Ad Layouts
79%
16%
5%

14. Position of Ads
Source: TAM AdEx Period : Y 2021
Note: Figures are based on Col*Cms for Print; excluding house ads
Advertising placement on Newspaper or Magazine, like Full Page ads, Half
Page-horizontal, Jacket, Solus, Half page-Vertical etc.
Bookmark
Island Solus
Half Page
Horizontal (NP)

15.  Jacket-Full Page was the most preferred Ad Position by advertisers of Print during Y 2021.
 6200+ brands advertised as Jacket-Full Page (Newspaper & Magazine) during Y 2021 among which Fiitjee was the top brand.
Top Ad Positions in Y 2021
Source: TAM AdEx Period : Y 2021
Note: Figures are based on Col*Cms for Print; excluding house ads
Jacket-full Page
Full Page (np)
Half Page-Horizontal (np)
Solus
Strip-Horizontal
Top 5
Ad Positions
30%
03%
10%
22%
26%

16. Source: TAM AdEx Period : Y 2021
Note: Figures are based on Col*Cms for Print; excluding house ads
Ads with incentive offer themes in Print medium by Advertisers to increase the sale of their brands are
considered as Sales Promotion Ads.
This section gives an overview of Sales Promotions ads during Y 2021 in Print Medium.
TAM AdEx’s segregation of sales promotions ads:
Add On Promotion: The ‘gift with purchase’ is a very common promotional technique in which the
customer gets something in addition to the main purchase.
Brand Promotion: All the ads with which no promotions are attached and are pure branding of product
is called Brand Promotion.
Contest Promotion: This offer gives the consumer a change to win a large prize through luck. It usually
involves a lucky draw or a scratch card based on which the winners are decided.
Discount Promotion: It offers either (1) a discount to the normal selling price of a product, or (2) more
of the product at the normal price.
Exchange Promotion: It refers to offering exchange of old product for a new product at a price less than
the original price of the product.
Multiple Promotions: These are promotion offers which include more than one of the four types of
promotion offers defined above, in a single promotion offer
Sales Promotions in Print

17.  Sales Promotion advertising covered 33% share of Ad Space in Print during Y 2021.
 Among Sales Promotions, Multiple Promotion was on top with 51% share of Ad Space followed by Discount Promotion.
 Top 2 promotions solely covered more than 80% share of Ad Volumes during year 2021.
Ads with Sales Promotions: Y 2021
Source: TAM AdEx Period : Y 2021
Note: Figures are based on Col*Cms for Print; excluding house ads
64% 33%
3%
Brand
Promotion
Sales
Promotions
Others
1. Multiple Promotion 51%
2. Discount Promotion 30%
3. Add On Promotion 7%
4. Volume Promotion 6%
5. Contest Promotion 2%
Others (4) 4%

18. DEEPAVALI
NAVRATRI &
DURGA PUJA
CHRISTMAS
& NEW YEAR
INDEPENDENCE
DAY
REPUBLIC DAY
 Deepavali was the top festival with 41% share of Ad Space in Print during Y 2021 followed by Navratri/Durga Puja and
Christmas/New Year with 13% & 12% share respectively.
 Top 3 brands with Deepavali ad theme were Prestige Range, Tanishq Utsaah and TVS Two Wheelers Range.
Top 5 Festivals in Y 2021 (Based on Ads with Festive Theme)
Source: TAM AdEx Period : Y 2021
Note: Figures are based on Col*Cms for Print; excluding house ads
6%
10%
12%
13%
41%
1.
2.
3.
4.
5.

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