TAM AdEx: Regional channels preferred over national channels by Jewellery brands

Radio advertising by jewellery brands grew by 61 per cent during Q4, 2014, compared to Q4, 2013. TV saw 47 per cent share of ad insertions, closely followed by radio with 45 per cent.

Television Audience Measurement (TAM) has released an overview of the advertising volumes on different platforms by the jewellery sector between October and December 2014.

The report focusses on advertising carried out by the sector on television, print and radio.

The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number, if any, indicate market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes.

According to the report, radio advertising by the jewellery sector grew by 61 per cent during Q4, 2014, compared to Q4, 2013. TV saw 47 per cent share of ad insertions, closely followed by radio with 45 per cent.

Regional TV channels commanded 81 per cent share of jewellery advertising.

Ad volumes for radio and print increased by 61 per cent and 9 per cent, respectively, during Q4, 2014 as compared to the same tenure in 2013.

Gujarat was on top with 18 per cent share of ad volumes on radio. P C Jewellers Flexia was on top in TV and Print, while PGP Joyeria emerged as the top new brand on radio.

Read the full report below.