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Time of India
27-06-2025
- Business
- Time of India
Unlock the South: Navigating India's dynamic regional ad markets
South India is no longer just a growth market; it's a driving force in Indian advertising. With an estimated INR 7,500 crore contribution to India's total TV advertising expenditure (AdEx) in 2024, this region is a critical battleground for both national and regional brands. The era of generic campaigns is fading, underscoring a strategic imperative for brands to adopt deeply localized approaches to truly connect with consumers and maximize returns in this powerful segment. Among the four southern states, Tamil Nadu leads with an estimated INR 2,900–3,100 crore in TV AdEx, according to the Madison Advertising Report 2025, underscoring its significant television penetration and brand activity. Following Tamil Nadu, Telugu-speaking markets (Andhra Pradesh & Telangana) contributed INR 1,500–1,700 crore, Karnataka brought in INR 1,400–1,600 crore, while Kerala added INR 900–1,100 crore to the overall adex pie. This substantial collective contribution underscores the need for granular market understanding rather than a generic 'South India' approach. The media landscape in South India is also distinctly regionalised. While national and English content is consumed, it is regional content that truly drives growth. The Madison advertising report 2025 indicates that regional channels grew 9-12 percent in 2024, now accounting for 30 percent of TV AdEx. This highlights the continued strength of regional TV in specific markets, particularly in the South. "Andhra Pradesh and Tamil Nadu exhibit high TV penetration, where mass CPG brands might achieve sufficient reach with minimal digital investment," observes Niti Kumar, COO, Starcom. However, she adds, "markets with electricity challenges might require a stronger digital layer to complement TV reach." A unique aspect of Southern markets is the enduring popularity of certain programs and the pervasive passion for movies, which "must be integrated into media plans, unlike in the North where alternative connection methods exist." This necessitates media plans encompassing "not just general entertainment channels (GEC) and movies, but also local news and music channels specific to each state and language." Menaka Menon, president & managing partner, DDB Mudra highlights the distinct media choices available in each Southern market. "Each of the South markets has one or two lead players across both TV and print," she states. For television, channels like Sun TV, Maa TV, Zee Kannada, and Asianet dominate across four regions. In print, publications such as Thanthi, Eenadu, Vijay Karnataka, and Malayala Manorama hold significant sway. These established players, with their legacy and audience trust, tend to lead the pricing benchmarking. The Southern advertising market presents a unique equilibrium between regional and national brands. While national advertisers often dominate overall adex, local and regional brands hold a strong presence, particularly in print and digital, which allow for greater localisation. "Regional brands command 55-60 percent of total advertising inventory across media channels," reveals Upali Nag, chief strategy officer, Wavemaker India, while "National brands command 40-45 percent of inventory, but command approximately 60 percent of revenue due to premium positioning, targeting etc." She notes a growing trend of national brands creating "region-specific campaigns rather than adapting national campaigns," and regional brands expanding beyond traditional media with "significant YoY growth in digital spending." Kumar points out that the leading players vary by state and medium. "Kerala sees strong local retail advertisers like jewelry brands. In contrast, Tamil Nadu and Andhra Pradesh are crucial markets for national CPG brands, particularly in categories like oral care and food & beverages." Experts shared the cost of advertising also reflects this regional focus, with regional channels generally being more affordable than national ones due to their smaller, language-specific reach. 'The states behave differently, and the situation changes from market to market. TN & Kerala are high on local player contribution, while AP and Karnataka are comparatively lower,' concluded Menon.
Yahoo
31-05-2025
- Entertainment
- Yahoo
Rihanna's father, Ronald Fenty, reportedly dead at 70
Fenty, who battled an unnamed brief illness, reportedly passed away in Los Angeles. Ronald Fenty, Rihanna's father, has passed away at age 70. The news was first reported by Starcom Network, a Barbados-based outlet, and later confirmed by People magazine. According to Starcom, Fenty died in Los Angeles following a brief illness. Details surrounding his official cause of death and the exact date have not yet been disclosed. Sources close to the family told Starcom that Fenty's loved ones were by his side around the time of his passing. Photos published by TMZ show Rihanna's younger brother, Rajad Fenty, arriving at Cedars-Sinai Medical Center in Los Angeles on May 28, with reports that Rihanna was also present in the vehicle. Representatives for the singer have not commented publicly on the matter as of Saturday, May 31. Born Robyn Rihanna Fenty in 1988, Rihanna is the daughter of Ronald Fenty and Monica Braithwaite. The Grammy-winning artist and beauty mogul is currently pregnant with her third child with rapper A$AP Rocky. The couple is already parents to sons RZA, 2, and Riot, 1. Alongside Rihanna and Rajad, Ronald Fenty was also the father to Rorrey Fenty and three children from previous relationships—Samantha, Kandy, and Jamie. While Rihanna's rise to global stardom has often been linked to her Caribbean roots and family legacy, her relationship with her father has been notably complex. In 2009, after the singer was assaulted by then-boyfriend Chris Brown, Fenty spoke to the media about the incident without Rihanna's permission—an action she later addressed in an interview with Vogue, calling it 'really strange.' 'You grow up with your father, you know him, you are a part of him, for goodness' sakes,' she said at the time, per Billboard. 'And then he does something so bizarre that I can't begin to wrap my mind around it.' Despite tensions, Rihanna shared in a 2012 interview with Oprah that she and her father had taken steps to rebuild their relationship. However, strains resurfaced in 2019 when she filed a lawsuit accusing Fenty of using her name and brand without authorization. According to the complaint, he launched a company named Fenty Entertainment and misrepresented himself as her manager to secure business deals. Rihanna later dropped the lawsuit in 2021, just weeks before it was set to go to trial. Ronald Fenty's passing comes during a transformative time for the Fenty mogul as she prepares to welcome her third child into the world. The star has yet to publicly comment on her father's reported passing. More must-reads: Key moments from the third week of Sean 'Diddy' Combs' sex trafficking trial Zion Williamson sued by a woman alleging the Pelicans star committed sexual violence against her Actor Tray Chaney shares experience after son is injured and house is leveled in tornado: 'PLEASE CHERISH LIFE'
