Mumbai: The e-commerce sector’s ad volume share is growing on television at 20 per cent every year since 2019, as per data by Tam Media Research (TAM). E-commerce ad volumes registered the highest growth in the third quarter of 2021 outshining the festive period.
E-commerce category media/entertainment/social media contributed the highest share of total e-commerce ad volumes at 31 per cent. This was followed by e-commerce-education at 16 per cent and e-commerce-online shopping at 14 per cent.
The top three advertisers in the e-commerce category were Amazon Online India, Think & Learn, and Whitehat Education Technology. Amazon Online India was the only advertiser with double-digit share in overall eCommerce ad volumes at 11 per cent. Amazon Online India was also a new entrant among the top ten advertisers on TV (all sectors/categories) for the year 2021.
E-commerce advertisers preferred genres such as news, films and general entertainment to feature ads as they accounted for 31 per cent, 21 per cent and 20 per cent ad volumes share, respectively. Feature films and news bulletins were the preferred programmes among advertisers. A time band analysis for e-commerce sector advertising on TV showed that the primetime band saw the highest share of ad volumes at 31 per cent followed by the afternoon time band at 21 per cent.
