Due to the time spent in favour of Digital, the brand custodians have continued to use TV as their dominant medium spending 60% to 90% of their media budgets on TV. And therefore, TV continued to occupy the numero uno position in ADEX with market share ranging from 37% to 42% in the last 10 years.
“It dramatically increased its share from 5% in 2019 to 18% in 2021 and further increased it to 20% last year and is now firmly seated as the second most important category in TV ADEX. In 2022, for the first time we saw signs of stress in Linear TV and its share has come down from a high of 42% in 2020 and 38% in 2021 to a new low of 34%. In the face of growing Digital spends, TV has now been relegated to number 2 position in the Indian ADEX sweepstakes. Education, including EdTech, dramatically reduced its TV spends by 24%. EdTech accounts for most of this decrease and because of this Education is now relegated to 4th position with a 4% share.Telecom, which had one time used TV as their battlefield, has further dropped spends in 2022 and its share has come down from 12% in 2016 to 4% in 2021 and 3% last year.In terms of genre, Hindi GEC continues to lead the pack with respect to TV ADEX, but significantly last year more and more Advertisers used more of second line GEC, indicating that efficiency is top of their mind.Sports clearly is becoming as large as Hindi GEC and despite very high CPRPs is finding favour with more and more Advertisers. The number of Advertisers on Sport increased from around 370 in 2021 to around 470 in 2022.” the report says.
“Most of the best advertising agencies are online advertising companies as they use online, digital mode with creativity, they are often referred to as creative ad agencies which are perceived indoors by online mode and outdoors by offline mode.
Some marketing and advertising companies are the most creative brand agency which helps in advertising agency ads. The advertising firm forms the agency website for the company ads, which sometimes reach the top agencies. Outdoor advertising companies have a better chance of doing better and reaching the top-tier advertising companies which are the best advertising companies. Specific top brand agencies are known to be the best brand agencies. Online advertising agencies are the best agencies to be utilized for online advertising which are claimed to be the best ad agencies. Marketing and advertising agencies go hand in hand with media advertising agencies like ooh ad which is a global advertising agency with an agency website.” says Mr. Sanjeev Gupta.
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