Print Dominates Even as Digital Rises, says Jewellery Ad Spend Report

New Delhi, January 28, 2025: Print media continues to dominate the jewellery advertising landscape, accounting for an impressive 80 per cent of the total ad spend from January to December 2024, campaigns executed by Excellent Publicity and TAM Media Research have reported. Radio and Digital combined accounted for the remaining ad spending during the same period.

The report sheds light on television’s role as a key media instrument for jewellery brands, with General Entertainment Channels (GECs) accounting for 45 per cent of the total advertising expenditure. News and Sports channels followed with 36 per cent and 9 per cent, respectively. Advertising campaigns prominently featured celebrity endorsements, with brands like Kalyan Jewellers leveraging the star power of Bollywood icons such as Janhvi Kapoor and Alia Bhatt. This strategy secured Kalyan Jewellers the position of the top advertiser on television, contributing 20 per cent of the total jewellery ad spend in 2024.

While television continues to captivate a broad audience, print media remains dominant, commanding 73 per cent of the total advertising spending during 2024. Titan Company led print advertising with an 11 per cent share, followed by Malabar Group and Kalyan Jewellers at 8 per cent and 7 per cent, respectively. Regional publications, particularly in South India, accounted for 28 per cent of Print ad investments where Eenadu topped the list followed by Times of India. Compared to 2023, around 1700+ sponsors were present solely in 2024.

Digital advertising also witnessed remarkable growth, reflecting shifts in consumer behaviour. Display ads dominated with an 87 per cent share of ad volume on digital platforms, while video content accounted for 13 per cent. Facebook emerged as the top digital advertising platform, commanding 75 per cent of Digital ad spend, followed by YouTube at 11 per cent. August Jewellery was the leading digital advertiser, contributing 34 per cent of the sector’s digital spend.

Sharing his insights on the findings, Vaishal Dalal, Co-founder & Director of Excellent Publicity, said, “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. It’ll be interesting to see how jewellery brands leverage different platforms in the future to get an edge in the market.”

Regarding demographics, the report highlights South India contributing 28 per cent to the overall national ad spend, followed closely by the North zone at 30 per cent. Southern publications (like Eenadu and The Times of India), alongside Radio Mirchi, were key for brands aiming to connect with their target audiences.