Mumbai: TAM has released a report on the overview of Entertainment Zones – Amusement Parks on the mediums – TV, print, radio, and digital for the period Jan-Jun’ 22 to Jan-Jun’23.
In terms of ad volumes, advertising for the category ‘Entertainment Zones-Amusement Parks’ witnessed growth in radio, print & TV mediums during Jan-June’23. In this category, radio witnessed the highest share of ad volumes followed by print and TV with 73 per cent, 13 per cent, and one per cent growth, respectively. Whereas, digital observed degrowth in advertising shares by 54 per cent.
Talking about media-wise contribution of ad insertions, radio dominated the Entertainment Zones- Amusement Parks’ ad pie with 83 per cent share of ad insertions during Jan-June’23, followed by TV and print with 16 per cent, and one per cent shares, respectively during Jan-June’23.
As per the monthly trends based on ad insertions of this category, TV, print & radio had the highest share of ad insertions in May’23 of 44 per cent, 31 per cent, and 42 per cent, respectively. Whereas, digital witnessed the highest share of ad impressions during Apr’23 of 40 per cent.
The top 10 Advertisers in TV together added 93 per cent share of ad volumes and 45 per cent share of ad space in print during Jan-June’23. Wonder La Holidays was the only advertiser common between TV, print & radio in the Top 10 list with four per cent share of advertising on TV, eight per cent on print & six per cent on radio. LA Group retained its first position in the top 10 list of advertisers of TV during Jan-June’23 compared to Jan-June’22. In the print medium, Blue World Theme Park Kanpur entered the Top 10 list and secured first position during Jan-June’23 compared to Jan-June’22.
On radio, the top 10 advertisers together had 53 per cent share of ad volumes and digital had 92 per cent share of ad impressions during Jan-June’23. International Recreation Parks ascended to the first position on radio during Jan-June’23 compared to Jan-June’22. On digital, Pan India Paryatan ascended to the first position during Jan-June’23 compared to Jan-June’22.
Talking about the top brands from the category in each media, Wonder La The Amusement Park was the only common brand present in TV, print and radio during Jan-June’23 with four per cent share of advertising in TV, eight per cent in print, and six per cent in radio. VGP Marine Kingdom, Shankus Water Park and Resort & Wonder La The Amusement Park were the common brands between TV & print medium during Jan-June’23 – these common brands together added 19 per cent share of ad volumes on TV & 15 per cent ad space on print in Jan-June’23. On TV, Black Thunder retained its first position during Jan-June’23 compared to Jan-June’22. Blue World Theme Park Kanpur entered the list of top 10 brands and secured the first position in Jan-June’23 compared to Jan-June’22 in the print medium.
On radio, the top 10 brands together added 53 per cent share of ad volumes and 88 per cent share of ad impressions on digital in Jan-June’23. Worlds of Wonder ascended to the first position during Jan-June’23 compared to Jan-June’22 on the radio medium with 11 per cent share of ad volumes. Water Kingdom entered the top 10 list of brands and secured first position during Jan-June’23 compared to Jan-June’22 with 25 per cent share of ad impressions on the digital medium.
In the context of the top 10 program genres preferred by category advertisers on TV, the top three program genres together contributed 73 per cent share of ad volumes in Entertainment Zones - Amusement Parks category during Jan-June’23. News Bulletin retained its first position and cartoons/animations ascended to the second position during Jan-June’23 compared to Jan-June’22.
Out of the advertising promotions utilized by Entertainment Zones- Amusement Parks in print, 71 per cent of the ads were solely of brand promotion and 27 per cent of the ads were through sales promotion in Jan-June’23. Among sales promotions, 76 per cent of the ads were publicized using discount promotion and nine per cent with add on promotion during Jan-June’23.
As per the zone wise advertising share in print, the North Zone was the leading territory in the print medium with 38 per cent share of ad space in Entertainment Zones- Amusement Parks during Jan-June’23. Lucknow and Mumbai were the top two cities in pan India where the maximum ads of Entertainment Zones- Amusement Parks were published during Jan-June’23.
According to the state-wise share of Entertainment Zones- Amusement Parks advertising on radio, Maharashtra, Delhi, and Uttar Pradesh were the top three states during Jan-June’23 and together added 57 per cent share of ad volumes.
As per the transaction methods of digital advertising in Entertainment Zones- Amusement Parks, programmatic transaction method occupied 51 per cent share for advertising on digital, followed by ad network and programmatic direct with 34 per cent and nine per cent shares, respectively, in Jan-June’23.
