By Chehneet Kaur
The TV, print, radio and digital media platforms have seen a drastic shift in numbers during the second wave of the pandemic.
According to a recent report by TAM AdEx, TV advertising volumes for retail outlets-jewellers category grew by 52 per cent in Jan-Aug’21 compared to Jan-Aug’20 whereas print ad space saw a sharp growth of 70 per cent for the same category. More than 150 jewellery advertisers advertised for more than 170+ brands on television, more than 2170 advertisers advertised 2290 plus brands on print, more than 170 brands advertised on radio and 330 plus on digital.
Lalithaa jewellery mart topped the list of leading jewellery advertisers on TV with 32 per cent share, followed by Kalyan jewellers with 10 per cent and Malabar Gold at 8 per cent. At the lowest were, Bhima Group, KD & Sons and Akshaya Gold stood at 3 per cent each. Whereas, in print, Kalyan Jewellers topped the list with 17 per cent share, followed by Joy Alukkas, Malabar Gold and Reliance Retail at 12, 11 and 3 per cent share respectively. While on radio, Joy Alukkas, GRT and Malabar headed the list with 12, 6 and 6 per cent share respectively. The digital medium saw Malabar Gold, Joy Alukkas, P C Chandra at the top with 24, 8 and 7 per cent share respectively.
Coming to program categories, the news bulletin was the most preferred and headed the list with 43 per cent share. Following this were, film songs, feature films and film based magazines at 11 per cent, 10 per cent and 7 per cent respectively. Comedy and health fitness were at the lowest with 2 per cent and 1 per cent share respectively.20-40 seconds were the most preferred ad size by the advertisers of the jewellery category with 58 per cent share. English, Hindi and Tamil were the most published languages in newspapers with 26, 20 and 13 per cent share respectively.
My Kalyan Jewellers, Pothys Swarna Mahal, Kalyan Jewellers Aishwaryam were some of the top 10 new entrants of jewellery advertisers in the market.
Radio stations from 4 Southern states accounted for 48 per cent share of radio ad volumes for the category during Jan-Aug’21. Tamil Nadu, Maharashtra, Andhra Pradesh, Gujarat acquired maximum state-wise share of jewellery advertising.
Display ads had more than 90 per cent share of total ad insertions by jewellery category during Jan-Aug’21. Among the digital platforms, mobile display topped with 48 per cent share followed by desktop display with 44 per cent share.
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