Print advertising sees resurgence in lifestyle and apparels, driven by new entrants: Report
In a revealing turn for the advertising landscape, a new report from
Excellent Publicity
, an Indian ad tech agency, indicates a significant rebound for
print advertising
within the lifestyle and apparels sector for 2024. The analysis, based on executed campaigns and data from
TAM Media Research
, indicates a significant rebound for print advertising, alongside continued digital growth and a notable decline in
television ad spends
.
Print's Unexpected Growth Spurt
Contrary to broader trends, print advertising in the lifestyle and apparels category saw a 21 per cent increase in ad spends in 2024 compared to the previous year. This growth was largely fueled by the influx of over 1,860 new advertisers entering the print space. Reliance Retail led print advertising with a 17 per cent share, and publications in the South Zone accounted for 37 per cent of overall print ad spends. The focus for print ads largely revolved around sales promotions, with "Discount Promotion" at 43 per cent and "Multiple Promotion" at 42 per cent. Weekend placements during major events like the IPL and ICC tournaments were common.
Digital Maintains Lead, Television Declines
Despite print's resurgence,
Digital advertising
maintained the highest share of ad spends, averaging 51 per cent in 2024. Nykaa e-Retail emerged as the leading digital advertiser, securing a 22 per cent share of ad spends in the lifestyle and apparels sector. Facebook proved to be the dominant digital publishing platform, accounting for a significant 88 per cent of total digital ad spends in the category, followed by YouTube (six per cent) and X (three per cent). Display ads were the primary format, making up over 90 per cent of digital placements.
In contrast, television ad spends in the lifestyle and apparels category experienced a sharp decline of 65 per cent in Q4 2024 compared to Q4 2023. While Myntra Designs and Reliance Retail remained top TV advertisers, the overall expenditure on this medium fell significantly. GEC channels captured 51 per cent of TV ad spends, with Prime Time attracting the highest ad volume. Celebrity endorsements were prominent on TV, constituting 38 per cent of total ad duration, with Kiara Advani being the most featured celebrity.
Radio's Steady Growth
Radio also saw positive movement, with ad spends growing by 12 per cent in 2024 compared to 2022. Alishan, Reliance Retail, and The Chennai Skills Group were among the top advertisers on radio, with Radio Mirchi being the preferred station. Similar to print and digital, radio advertising peaked during IPL and ICC events, with higher placements on weekends.
Vaishal Dalal, co-founder and director of Excellent Publicity, highlighted the sector's strategic use of both traditional and digital media. "While TV, print, and radio remain important for mass reach, digital platforms like Facebook and YouTube are increasingly favored for consumer engagement," Dalal noted.
The report suggests that brands are actively diversifying their media strategies to reach consumers across various touchpoints, adapting to evolving consumption habits.
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