Reviving Print Advertising: How New Brands in Lifestyle and Apparel are Transforming the Market – ET BrandEquity Report

In a surprising twist for the advertising world, recent data from Excellent Publicity shows that print advertising in the lifestyle and apparel sector is bouncing back in 2024. This growth stands out amid the general decline in other media.

Interestingly, print ad spending rose by 21% compared to last year, largely thanks to over 1,860 new advertisers jumping on board. Reliance Retail takes the lead in print, with a 17% market share. The South Zone accounts for a significant 37% of total print ad spending. Promotions are key here, with "Discount Promotion" making up 43% and "Multiple Promotion" at 42%. Advertisements often center around major events like the IPL and ICC tournaments, capitalizing on peak shopping times.

While print is reviving, digital advertising continues to reign supreme. It made up an average of 51% of ad spending in 2024. Nykaa e-Retail stands out as the leading digital advertiser, grabbing 22% of spending in this sector. Facebook remains the top digital platform, capturing 88% of the digital ad market, followed by YouTube at 6% and X (formerly Twitter) at 3%. Most digital ads are display formats, making up over 90% of placements.

On the other hand, television advertising has taken a steep downturn. Ad spending in this area plummeted by 65% in the last quarter of 2024 compared to the same time in 2023. Despite this decline, top advertisers like Myntra and Reliance Retail are still present. GEC channels take the lion’s share of TV ad spending at 51%, particularly during prime time. Celebrity endorsements are prominent, with Kiara Advani leading the pack, representing 38% of total TV ad duration.

Radio is also showing some positive trends, with a 12% increase in ad spending compared to 2022. Major advertisers in this space include Alishan and Reliance Retail, with Radio Mirchi being a favorite platform. Just like print and digital, radio ads peak during weekends and significant events.

Vaishal Dalal, co-founder of Excellent Publicity, shared insights on these trends: "While TV, print, and radio still play vital roles, digital platforms like Facebook and YouTube are growing for consumer engagement." Brands are diversifying their advertising strategies, adapting to their audience’s changing habits.

This evolving landscape showcases advertisers’ efforts to reach consumers through various channels, highlighting the shift in how people consume media today versus the past. As digital habits change, so too must the strategies advertisers employ.

For more in-depth insights and statistics, you can check out reliable sources like Nielsen or various reports from eMarketer.

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print advertising, Lifestyle & Apparels sector, digital advertising, advertising trends 2024, television ad spends, radio advertising growth, new advertisers in print, Reliance Retail advertising, TAM Media Research, excellent publicity