New Delhi’s advertising landscape is changing, especially in the Lifestyle and Apparel sector. A recent report from Excellent Publicity highlights this transformation, using data from TAM Media Research Pvt Ltd.
Print advertising is still significant, with Reliance Retail holding a 17% market share. The South Zone dominates, making up 37% of print ad spending. Most print ads focus on promotions, with discounts and multiple promotions accounting for about 43% and 42% of the total, respectively. These ads often run during weekends and coincide with big events like the IPL and ICC tournaments.
On television, Myntra Designs and Reliance Retail are leading the way. General Entertainment Channels attract 51% of ad spending, while News channels get 25%. Prime Time shows the highest volume of ads, particularly on weekends, with 38% of the total ad time featuring celebrity endorsements. Kiara Advani is notably popular in these spots.
Radio advertising is also influenced by major events. Alishan, Reliance Retail, and The Chennai Skills Group are key players, with Radio Mirchi being the most favored station. The South Zone again leads, with 51% of ad spending, and over 200 new advertisers joined the radio platform this year compared to last.
Interestingly, digital advertising has experienced a significant drop, with spending down 71% from 2022. Still, digital platforms account for 51% of total ad spending. Nykaa e-Retail is a leader in this space, holding a 22% share. Facebook takes the lion’s share of digital ads, representing 88%, followed by YouTube at 6% and X (formerly Twitter) at 3%. Despite the decline, display ads dominate the digital world, making up more than 90% of the content, while video ads only represent 7%. Digital placements remain steady throughout the week but spike during major sports events.
In 2024, there’s a noticeable shift in media spending habits. Print and radio spending rose by 21% and 12%, while TV and digital ad spends dropped significantly, by 59% and 71%. Interestingly, the top 10 advertisers in TV and digital platforms account for approximately 80% and 70% of total advertising, respectively.
The landscape remains competitive, with new entrants like Lifestyle International and Maangalya Shopping Mall coming into the mix. The report shows that brands in the lifestyle and apparel sector must balance traditional and digital advertising to effectively connect with consumers during key events like IPL and ICC tournaments.
In summary, while digital and TV ads once reigned supreme, a notable shift is occurring toward print and radio. Understanding these trends can help brands strategize better for the evolving market.
For further insights on advertising trends in India, you can refer to TAM Media Research.
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