MUMBAI: Print media isn’t ready to hand over its crown just yet. Despite the digital surge, print advertising still ruled the jewellery sector in 2024, capturing 73 per cent of total ad spend, according to Excellent Publicity’s Jewellery Ad Spend Report. Released in collaboration with data from TAM Media Research, the report unpacks how jewellery brands distributed their ad budgets across print, TV, radio, and digital platforms.
Print remained the undisputed leader, with Titan Company claiming 11 per cent of print ad spend, followed by Malabar Group at 8 per cent and Kalyan Jewellers at 7 per cent. Regional publications were pivotal, with South Indian newspapers commanding 28 per cent of print investments. Eenadu topped the list, closely followed by The Times of India.
Television, another heavy hitter, accounted for 45 per cent of the total ad spend, with general entertainment channels (GECs) leading the charge. News and sports channels captured 36 per cent and nine per cent, respectively. Indian cinema stardom played a big role here, with Janhvi Kapoor and Alia Bhatt boosting Kalyan Jewellers to the top TV advertiser spot, contributing 20 per cent of TV ad spend.
Digital platforms made their presence felt, reflecting a shift in consumer behaviour. Display ads dominated with 87 per cent of digital ad volume, while video content contributed 13 per cent. Facebook led the digital pack, commanding 75 per cent of digital ad spend, followed by YouTube at 11 per cent. Notably, August Jewellery was the top digital advertiser, responsible for 34 per cent of the sector’s digital spend.
Excellent Publicity co-founder & director, Vaishal Dalal noted the evolution, "Television, radio, and print media have always been reliable mediums for the jewellery industry’s advertising. However, the technological revolution has brought about a remarkable change in people’s content-viewing habits. This behavioural change has opened up new avenues of online advertising formats for brands to connect with their audiences. The jewellery sector is no exception, embracing digital media to stay relevant and engage with its target consumers. With the endless possibilities digital offers, the future holds immense potential for growth and innovation in this space.”
The report highlighted regional nuances in advertising. South India contributed 28 per cent to the overall national ad spend, with North India leading at 30 per cent. Southern publications and Radio Mirchi emerged as key platforms for brands targeting specific demographics, especially in South India’s thriving jewellery market.
As the wedding season draws near, jewellery brands are expected to ramp up advertising across traditional and digital platforms. With a mix of celebrity endorsements, targeted regional campaigns, and innovative digital formats, the sector is poised to capitalise on increased consumer demand.
Read the full report at www.excellentpublicity.com
