Print Media Leads Jewelry Advertising in 2024 Despite Digital Growth
- Despite the digital revolution, traditional print remains the dominant force in jewelry advertising, with nearly three-quarters of all industry marketing budgets directed to newspapers and magazines.
- General Entertainment Channels leads TV advertising for jewelry brands, securing almost half of all television marketing investments.
- Social media marketing, particularly through Facebook which commands 75% of digital jewelry advertising spend, demonstrates the industry's growing adaptation to online consumer engagement.
A comprehensive report by Excellent Publicity reveals that traditional print media maintained its stronghold in jewelry advertising during 2024, commanding 73% of total ad spending, while digital platforms showed promising growth.
The study, analyzing over 150,000 campaigns, found television emerging as a crucial advertising medium, with General Entertainment Channels (GECs) securing 45% of TV ad expenditure, followed by news channels at 36%.
Kalyan Jewellers emerged as the top television advertiser, contributing 20% of the sector's total spend, leveraging celebrity endorsements from Bollywood stars.
In the print segment, Titan Company led with an 11% share, followed by Malabar Group and Kalyan Jewellers at 8% and 7% respectively.
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Regional publications, particularly in South India, played a significant role, accounting for 28% of print investments.
"Television, radio, and print media have always been reliable mediums for the jewelry industry's advertising," noted Vaishal Dalal, Co-founder & Director of Excellent Publicity. "However, the technological revolution has brought about a remarkable change in people's content-viewing habits."
Digital platforms showed impressive growth, with Facebook dominating at 75% of digital ad spend, followed by YouTube at 11%. Display ads accounted for 87% of digital advertising volume.
Edited By Annette George
Disclaimer: Data sourced from Excellent Publicity's campaign executions and TAM Media Research Pvt. Ltd. While efforts have been made to ensure accuracy, absolute precision cannot be guaranteed.
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