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Amazon trumps Flipkart on television in festive season ad blitz

Industry estimates say ad duration of Amazon is more than double of Flipkart. Both players are spending big on movie channels. Amazon is focusing on regional along with GECs and movies while Flipkart is more skewed towards music and movies. Both e-tailers are likely to spend almost Rs 1,300-Rs 1,500 crore on advertising this year, of which 30% is being spent during the festive season

Ecommerce player Amazon India and Flipkart may be neck and neck when it comes to sales during the ongoing festive season but when it comes to TV advertising, Amazon is beating Flipkart hands down.

According to industry estimates, the ads duration of Amazon is more than double of Flipkart during this season. Amazon trumped Flipkart with a total duration of 135.5 hours of advertisement time across television while the latter played its ads out for 66.9 hours, according to BARC India data for Week 40 of 2019 between September 28 and October 4.

The annual festive sale of both ecommerce giants kick-started on midnight of September 29 and continued until 11:59 pm on October 4.

In terms of the number of ad insertions on television, Amazon had 36,675 against Flipkart’s 22,168 insertions.

Both players are spending big on movie channels. While Amazon is also focusing on regional along with GECs and movies, Flipkart is more skewed towards music and movies.

Both the e-tailers are likely to spend almost Rs 1300-Rs1500 crore on advertising this year, of which 30% is being spent during the festive season.

According to a leading media planner, Amazon is trying to appeal to the tier II and III towns with its push on regional TV and Hindi movie channels. Whereas, Flipkart is still not aggressive with its media push in tier II and III towns when it comes to television advertising.

During the recently concluded Great Indian Festival (of Amazon) and The Big Billion Day (of Flipkart), the former had 13,421 insertions on regional TV as against 6,428 insertions by Flipkart. On Hindi and English GECs, Amazon had 8,873 insertions vs 4,624 insertions by Flipkart. In the movie genre also, Amazon’s presence was more than double with 6,898 insertions where Flipkart had 3,179 insertions.

On Hindi and English news genres, Amazon was much ahead than its competitor with 3,371 ad insertions versus 2,057 by Flipkart.

Flipkart’s bet on music genre was much higher than Amazon where former had 3,421 insertions as compared with 1,283 by Amazon.

The media spending on Amazon and Flipkart has been on the rise in the last few years. According to Edelweiss, Amazon India spent around Rs 750-Rs 850 crore on advertising last year. Flipkart spent to the tune of around Rs 500 crore.

The shopping festivals that Amazon and Flipkart ran during the Navratri season saw a sale of Rs 19,000 crore (according to research agency estimates). Amazon, in a communication, said that it had got orders from more than 99% of Indian towns.

To increase the customer stickiness on its app, Flipkart has also launched an original video streaming service along with video games.

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