Print dominates jewellery ads with 73% share in 2024

Excellent Publicity, an ad tech agency in India, has unveiled its latest report analyzing the jewellery sector’s advertising trends in 2024. Drawing from 1,50,000+ media campaigns executed by the agency and data provided by TAM Media Research, the report highlights key insights into how jewellery brands are leveraging various media platforms to connect with audiences.

Key Findings
• Print Media Leads the Pack: Print continues to dominate the advertising landscape for jewellery, commanding 73% of the total ad spend in 2024. Titan Company emerged as the top advertiser in print with an 11% share, followed by Malabar Group (8%) and Kalyan Jewellers (7%). Regional publications, especially in South India, accounted for 28% of print ad spend, with Eenadu leading, followed by The Times of India.

• Television’s Enduring Influence: Television accounted for 45% of the total jewellery ad spend on General Entertainment Channels (GECs), followed by News channels (36%) and Sports channels (9%). Celebrity endorsements played a pivotal role, with Bollywood stars like Janhvi Kapoor and Alia Bhatt helping Kalyan Jewellers secure 20% of TV ad expenditure, making it the top television advertiser in 2024.

• Digital Media Gains Ground: While traditional platforms remain strong, digital advertising saw remarkable growth, reflecting shifting consumer behavior. Display ads dominated digital ad volumes at 87%, with video content contributing 13%. Facebook led digital ad spending with a commanding 75% share, followed by YouTube at 11%. August Jewellery topped digital advertising, contributing 34% of the sector's digital spend.
Demographic Insights

• South India accounted for 28% of the overall national ad spend, closely following the North zone at 30%.

• Southern publications and platforms like Eenadu, The Times of India, and Radio Mirchi were instrumental in helping brands connect with regional audiences.

Vaishal Dalal, Co-founder & Director of Excellent Publicity, emphasized the evolving dynamics of advertising in the jewellery sector: "Television, radio, and print media have always been the go-to platforms for jewellery brands. However, the technological revolution and changing content-consumption habits have opened new opportunities in digital advertising. The jewellery sector is adapting quickly to this trend, leveraging online platforms to stay relevant and connect with consumers. As digital continues to grow, it offers immense potential for innovation and targeted engagement."

As the wedding season approaches, jewellery brands are expected to ramp up their advertising efforts across both traditional and digital platforms to effectively capture consumer attention. This strategic blend of media will remain crucial in engaging audiences and driving sales in the competitive jewellery market.
To read the full report, visit www.excellentpublicity.com