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Time of India
31-07-2025
- Business
- Time of India
Agri-sector prioritises print ads, digital shows steady growth in 2024: Report
The agriculture and farming sector continues to heavily invest in traditional advertising , with print media dominating ad spending in 2024. A new report from Excellent Publicity, an Indian ad-tech agency, has revealed that print accounted for 66 per cent of total ad expenditure. While traditional media remains strong, digital advertising is also seeing steady growth, increasing by 18 per cent in 2024. Print remains king, North zone leads Print media's significant 66 per cent share of total ad spend in 2024 marks a considerable increase from the previous year. This reflects its continued reach into rural and semi-urban India. The North Zone led print advertising, contributing 35.7 per cent of total print ad spends, followed by the South Zone at 30.8 per cent. Regional newspapers like Dainik Bhaskar and Eenadu were key players, with Dainik Bhaskar strong in the North and East, and Eenadu in the South. Indian Farmers Fertiliser Cooperative (IFFCO) maintained its lead among print advertisers, holding a substantial 65.6 per cent share of print ad spends. Emerging players like Veda Seed Science and Basant Agro Tech also made their mark. The report also highlighted that 99.4 per cent of print ads were in color, with 74.3 per cent occupying premium front-page slots, emphasizing the visual impact desired by advertisers. Television ad spend shifts While television advertising saw a 53 per cent decline in ad spends in 2024 compared to 2022, the insecticide brand category gained traction, rising to the top spot with a 16.2 per cent share. News channels were the preferred choice for TV ads, making up 80.4 per cent of total ad spends, followed by General Entertainment Channels (GECs). Prime Time (6:00 PM to 11:00 PM) remained the most popular time slot. Notably, actor Ajay Devgn was the most visible celebrity in the sector, with celebrity-endorsed ads accounting for nearly 12 per cent of total TV ad durations. ITV Network also made significant inroads among TV advertisers. Radio sees growth, West zone dominates Radio advertising experienced a 38 per cent rise in ad spends in 2023 compared to 2022. Tirth Agro Technology led the way, capturing 30 per cent of total radio ad spends in 2024 and an impressive 71.7 per cent share during January to March 2025. The West Zone was the largest contributor to radio ad spends, accounting for 59.1 per cent, with My FM emerging as the most preferred radio network. Radio continues to be relevant due to its regional penetration and cost-efficiency, particularly among rural and tier-two audiences. Digital on the rise, Facebook leads Digital advertising showed an 18 per cent growth in 2024 over 2022, with Jain Irrigation System leading digital spends. captured the largest share of digital ad spends at 60.6 per cent, followed by at 28 per cent. Display ads were the dominant format, making up 95.4 per cent of total digital ad volumes. While video ads had a smaller share at 4.6 per cent, they indicate a growing interest in this format. The digital space saw over 190 exclusive advertisers in 2024, highlighting the increasing adoption of digital-first strategies within the agriculture sector. Strategic ad placements aligned with agri-cycles Advertising activity across the sector showed clear peaks aligned with agricultural cycles. On TV, advertising peaked between May and November, reflecting sowing and harvesting periods. Print advertising saw its peak from October to December, while radio advertising was highest from January to March. Digital advertising peaked from June to August. This strategic timing ensures that advertising efforts align with key agricultural activities and seasonal buying patterns. Vaishal Dalal, co-founder and director of Excellent Publicity, commented on the findings, "The agriculture and farming sector continues to show a strong preference for traditional mediums, particularly print, which offers unparalleled reach in rural and semi-urban India. However, we are seeing growing digital adoption, especially for precision targeting and building direct engagement with the new-age farming community. The integration of digital with traditional advertising will likely shape the sector's future media strategies."
Time of India
06-06-2025
- Business
- Time of India
Travel And Tourism Industry: Travel & Tourism Industry Sees 28% Surge in Advertising Spending in 2024, ET TravelWorld
Advt Advt Join the community of 2M+ industry professionals Subscribe to our newsletter to get latest insights & analysis. Enter Email Download ETTravelWorld App Get Realtime updates Save your favourite articles India's travel and tourism industry recorded a 28 per cent year-on-year increase in advertising spend in 2024, according to a new report released by ad-tech agency Excellent Publicity . Based on analysis of over 30,000 campaigns and TAM Media Research data, the study highlights the continued dominance of digital channels, which accounted for 78 per cent of total travel ad platforms like YouTube and Instagram absorbed more than 62 per cent of digital spends, with growing reliance on influencer-led content and short-form videos. Formats such as Reels and YouTube Shorts saw strong growth, with travel creators promoting 'hidden gems' and 'weekend getaways' registering the highest conversion rates.A notable trend was the regional shift in ad impact, with 35 per cent of digital impressions emerging from tier-II and tier-III cities. Brands like Goibibo, Yatra, and RedBus leveraged vernacular messaging and festival-led campaigns to expand reach. This regional demand reflects changing consumer aspirations and the spread of budget travel options Despite digital dominance, traditional media remained strategically relevant. Television retained a 12 per cent share, especially for family-oriented campaigns, while print media was used for city-specific promotions and seasonal content, holding a 3 per cent share. Out-of-home advertising (6 per cent ) targeted high-footfall areas like airports and metros, and radio (1 per cent ) was used selectively during holiday peaks were observed during summer and festive seasons, particularly April to June and October to December. Adventure, wellness, and destination weddings were key themes, with Rishikesh, Ladakh, Udaipur , and Bali seeing campaign EaseMyTrip, Thomas Cook, and other leading brands made up over a third of the total digital spend. Campaigns included AR-led planning tools, influencer-led destination features, and loyalty programme promotions. Experiential travel and emotional storytelling—often centred around post-pandemic nostalgia—also saw increased Dalal, Co-founder and Director of Excellent Publicity, said, 'The travel and tourism industry's evolving media mix reflects a strategic blend of traditional and digital platforms. While television and print remain key to building aspirational value and reaching broader audiences, the growing adoption of digital tools highlights the sector's shift toward personalised and real-time engagement.'
Time of India
22-05-2025
- Business
- Time of India
Print advertising sees resurgence in lifestyle and apparels, driven by new entrants: Report
HighlightsPrint advertising in the lifestyle and apparels sector has seen a remarkable 21 percent increase in ad spends for 2024, driven by the entry of over 1,860 new advertisers. Digital advertising continues to dominate with an average share of 51 percent in 2024, with Nykaa e-Retail leading at 22 percent of ad spends in the sector. Television advertising in the lifestyle and apparels category has experienced a dramatic decline of 65 percent in ad spends in the fourth quarter of 2024 compared to the same period in 2023. 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.
