Due to the global spread of the coronavirus, advertising increased in the education sector in 2020. According to data released by AdEx India, a division of TAM Media Research, digital recorded the highest growth in advertising from the education sector, with ad insertions between January and March 2021 compared to the same period last year. Increased by 91%. Following digital, there was a television with a 23% increase in advertising volume. On the other hand, for printed matter and radio, advertising volume from the education sector decreased by 10% and 38%, respectively.
In television and digital media, Think & Learn has emerged as the top advertiser with 34% and 10% share of sector ad volume. Meanwhile, Fiitjee topped the chart with a 10% share between January and March 2021. Meanwhile, on the radio, Parul Arogya Seva Mandal secured the position of numerouno with an 8% share of ad volume.
On television, the news genre has emerged as a priority genre of advertising in the education sector. This is because it accounts for 53% of the TV sector ad volume share. This was followed by the infotainment genre with a 15% share and the general entertainment channel (GEC) with an 11% share. Children and movies lag behind with 9% and 6% shares, respectively. Together, the top two TV channel genres account for 60% of advertising in the education sector. Prime time was the highest for educational brand ads, with a 31% share of TV ad volume, and 65% of advertisers preferred ad sizes of 20-40 seconds.
Interestingly, over 280 new brands were advertised on TV between January and March 2009. Whitehat Jr. has emerged as the most advertised brand, followed by Byjus Classes.
In printed matter, Hindi newspapers make up 47% of advertising in the education sector, followed by English newspapers at 28%. Marathi newspapers ranked third with a 7% share, while Kannada and Telugu newspapers lag behind with 3%. Together, the top five publishing languages added more than 88% of the sector’s ad volume. On the other hand, the publishing genre General Interest accounted for 98% of the advertising space for printed matter, and business / finance / economy accounted for 2%.
Interestingly, promotion in the education sector accounted for only 5% of print advertising space. However, among the promotions, discount promotions accounted for 87% of the advertising space, followed by contest promotions, which accounted for 10% of the market between January and March 2009. Utkarsh Classes, on the other hand, was the largest promotional advertiser with a 54% share of ad space, followed by Vedantu Innovations, which has a 4% share of ad space.
On radio, the school category accounted for 46% of total advertising in the education sector, and the top 10 advertisers accounted for 28% of advertising between January and March 2009. Interestingly, Gujarat outperformed all states in the period January-March 2009 with a 24% share of the sector’s advertising volume on radio, followed by Uttar Pradesh with an 18% share. Unlike television, radio considered the afternoon hours to be the most preferred time for advertising in the sector, with the band occupying a 37% share, followed by the evening hours with a 31% share. The 71% share of educational advertising was in the afternoon and evening hours of January-March 2009.
Interestingly, over 200 new brands were advertised on the radio between January and March 2009, compared to the same period last year.Gambi Bihar School has emerged as the most advertised brand, followed by the Delhi World Public School (Delhi World Foundation).
When it comes to digital, the ad network transaction method has gained an 80% share of educational ad insertion. This was followed by direct and programmatic with a 7% share, and programmatic / advertising networks with a 3% share.
The education sector records a 23% increase in TV advertising between January and March 2021: TAM AdEx
https://www.financialexpress.com/brandwagon/education-sector-register-a-23-rise-in-advertisement-volumes-on-tv-during-jan-march-2021-tam-adex/2229035/ The education sector records a 23% increase in TV advertising between January and March 2021: TAM AdEx