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S-Group Insights: Diwali drives jewellery advertising; ad spends on TV rise to 55.6% in 3 years

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S-Group Insights: Diwali drives jewellery advertising; ad spends on TV rise to 55.6% in 3 years and Strategy Group, the Analytical Arm of TAM Media Research, jointly bring  you a weekly column 'S-Group Insights' on Advertising Trends of different Product Categories. This column will be published every Tuesday and aims to aid advertisers, and media agencies understand changes in Media Consumption patterns leading to Scientific Advertising Investments. In the current column, we take a look at Jewellery as an industry category.

Across the past 3 years, Jewellery has an advertising share of 55.6% on TV, 84.9% on Radio and 44.8% on Print making it the most important category for analysis.

On Print, the category has seen 24% growth in 2012 and 18% & 11% decline in 2013 & 2014, respectively. While on TV, the category has seen 16% & 2% growth in 2012 & 2013 respectively, while it has declined by 14% in 2014.

On TV, the Category shows a growth in quarter 2 and 4, whereas on Print the category shows growth in the 4th quarter.

About 38% of the jewellery advertisers have advertised using the festival Diwali every year since the last three years. The Diwali promotions contribute to about 12% of the promotions per year. The number of jewellery advertisers using Print for promotions have been declining since 2013 as have the number of advertisers promoting using Diwali festival but the ad volumes for Diwali-centered  promotions have been on a rise with Jacket form of innovation being the most commonly used type of innovation.

Taking last 3 years into account, Kalyan Jewellers as an advertiser contribute to around 6% of the overall Print advertising volume. Most of the players are region specific when it comes to print advertising. For example, Jos Alukkas & Sons is south focused; Swarg Jewellers majorly focuses its print advertising in the West Zone, whereas Anjali Jewellers & Senco Jewellers concentrate on the East Zone.

In Radio, Kolkata Radio stations have been the most heavily used stations for promotions with Anjali Jewellers advertising the most.

In the months of October & November, about 50% of TV advertising for this category comes from the top 6 players, i.e., Jos Alukkas & sons, Josco Jewellers, Malabar Group of Companies, Khazana Jewellers, Senco Jewellers and G.R. Thanga Maligai Jewellery. Just like print, TV also experiences region specific advertising. For instance, Josco Jewellers used about 9 south regional channels which constitute a share of 100% of their total ad inventory. Kalyan Jewellers on the other hand, had minimal promotions on TV (about 0.14%) during this period.

Judging on how things have progressed over the past couple of months in the Jewellery category, it will be interesting to see which mix of promotions advertisers opt.

Source: TAM Media Research, analysis conducted by S group, an analytical arm of TAM Media Research

Data Sources: TAM AdEx

Period: Jan 2012 to Nov 2015

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.