Mumbai: TV advertising volumes for retail outlets – jewellers grew by 52 per cent in January-August 2021 over the same period in the previous year, according to data shared by TAM Media Research. More than 150 advertisers and 170 brands were visible on TV.

The news genre with 63 per cent share of ad volumes was the most preferred genre by jewellers followed by GEC (16 per cent). The primetime, afternoon and morning time bands combined accounted for more than 70 per cent of category ad volumes.

The top ten advertisers included Lalithaa Jewellery Mart, Kalyan Jewellers, Malabar Group of Companies, Thangamayil Jewellery, The Chennai Silks Group, G R Thanga Maligai Jewellery, SDJ Gold Company, Akshaya Gold Company, K D & Sons and Bhima Group. Altogether, they contributed to 75 per cent share of category ad volumes on TV. There were more than 80 new brands that advertised during this period over last year.

The news bulletin programme genre was most preferred by jewellers to showcase their ads. Film songs and feature films were also popular programme genres with 11 per cent and 10 per cent share of category ad volumes, respectively. 20-40 seconder ads and <20-seconder ads were the most preferred lengths with 58 per cent and 30 per cent share of the category ad volumes, respectively.