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News genre most preferred for TV ads by jewellery retail outlets in Jan-Aug’21: TAM AdEx

With 63% share of the TV Ad Volumes, News genre was the most preferred genre by the advertisers of Retail Outlets – Jewellers, followed by GEC in Jan-Aug’21, compared to Jan-Aug’20, as per TAM AdEx overview of this category across TV, Print, Digital and Radio. Print Ad Space for Retail Outlets – Jewellers category, too, saw a sharp growth of 70% in Jan-Aug’21. Growth of Radio ad volumes was up 2x in this period, while that of Digital ad insertions jumped by over 2.8x. 

Television

TV Advertising Volumes for Retail Outlets – Jewellers category grew by 52% in Jan-Aug’21 compared to Jan-Aug’20. More than 150 advertisers advertised for 170+ brands under the category Retail Outlets – Jewellers on Television. ‘Lalithaa Jewellery Mart’ was the top advertiser with 32% share of Ad Volumes, followed by ‘Kalyan Jewellers’. The Top 10 Advertisers and Brands had more than 75% share of Television Ad Volumes.

More than 80+ new brands were advertised in Jan-Aug’21 compared to Jan-Aug’20, among which ‘Thangamayil’ was on top.

News genre with 63% share of Ad Volumes was the most preferred genre by the advertisers of Retail Outlets – Jewellers followed by GEC. Among the Program genres on Television, News Bulletin was the most preferred program genre with 43% share of Ad Volumes by Retail Outlets – Jewellers category. The top 5 genres together had more than 75% share of Ad Volumes for Retail Outlets – Jewellers category.

Prime Time was the most preferred Time Band for promoting brands by Retail Outlets – Jewellers category followed by Afternoon. Together, the Prime Time, Afternoon, and Morning time bands shared for more than 70% of Ad Volumes for Retail Outlets – Jewellers category. 20-40 seconders were most preferred by the advertisers of Retail Outlets – Jewellers Category. 20-40 seconds and <20 seconds ads together added 88% share of Category’s Ad Volumes during Jan-Aug’21.

Print

Print Ad Space for Retail Outlets – Jewellers category saw a sharp growth of 70% in Jan-Aug’21 compared to Jan-Aug’20. There were 2,170+ Advertisers registered in Print Medium who advertised for 2,290+ brands under the category Retail Outlets – Jewellers. Top 10 Advertisers and Brands had 58% and 52% share of Ad Volumes, respectively, during the period of Jan-Aug’21.

During Jan-Aug’21, 1,200+ new brands were advertised in Print medium compared to Jan-Aug’20. ‘My Kalyan (Kalyan Jewellers)’ was the top advertised new brand in Jan-Aug’21.

English Language publications were on top with 26% share of the print Ad Space. The Top 5 Publication languages together added 78% share of the category’s Ad Space. Three Southern Languages – Tamil, Telugu and Malayalam – together comprised of 33% share among the Top 5 Publication Language. Publications from South Zone had half of the Ad Space share from Retail Outlets – Jewellers category players. Publications from Chandigarh and Kolkata led the list of cities at All India level for Retail Outlets – Jewellers category.

59% share of Print Ad Space for Retail Outlets – Jewellers category was with promotional offers during Jan-Aug’21. Among Sales Promotions, Discount Promotion occupied 53% share of the Ad Space, followed by Multiple Promotion with 39% share during Jan-Aug’21. Among the advertisers using promotional offers, ‘Joy Alukkas Group’ topped with 18% share of the Ad Space, followed by ‘Kalyan Jewellers’ with 13% share.

Radio

Ad Volumes for Retail Outlets – Jewellers category on Radio grew by 120% in Jan-Aug’21 over Jan-Aug’20. More than 170 Advertisers and Brands advertised on Radio under the Category Retail Outlets – Jewellers. ‘Joy Alukkas Group’ led the list of Advertisers with 18% share and Top 10 Advertisers and Brands contributed 54% of the share. During Jan-Aug’21, 90+ new brands were advertised on Radio compared to Jan-Aug’20. ‘Bhayyaji Ramabhauji Rokde Jewellers’ was the top advertised new brand in Jan-Aug’21 on Radio under the category Retail Outlets – Jewellers.

On Radio, The Top 5 states occupied nearly 70% of Ad Volume pie for the Category. Radio stations from 4 Southern states accounted for 48% share of Radio Ad Volumes for the category during Jan-Aug’21.

Radio advertising for Retail Outlets – Jewellers category preferred in Afternoon and Evening time band, combining 69% share of Ad Volumes on Radio.

Digital

On Digital medium Ad Insertions for Retail Outlets – Jewellers category grew by 175% in Jan-Aug’21 over Jan-Aug’20. More than 330 Advertisers and Brands advertised on Digital medium under the category Retail Outlets – Jewellers. ‘Malabar Group Of Companies’ led the list of Advertisers with 24% share and Top 10 Advertisers and Brands contributed more than 65% share of Digital Ad Insertions.

Display Ads had more than 90% share of total Ad Insertions by the category during Jan-Aug’21. Among the Digital Platforms, Mobile Display topped with 48% share followed by Desktop Display with 44% share.

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