The Hindu Business Line : Lifestyle categories biggest advertiser in print, TV media

WITH consumers becoming more aware of brands and manufacturers focusing on niche segments, the last few years have seen a rapid growth in the range of lifestyle products and in their advertising.

But the various categories tend to take different paths to advertising on television and in print: while footwear and lifestyle products (comprising designer apparel, accessories, shoes and sports gear and leather products) advertise heavily on TV, lifestyle products and branded jewellery are the biggest advertisers on print, according to a recent analysis by TAM Media Research, using data from AdEx India.

While lifestyle products were the biggest of the premium advertisers on TV in 2001-02, their ad spends have since dropped, and are now the lowest. Footwear, meanwhile, has increased its spend, and was the biggest lifestyle advertiser in 2002-03, spending nearly twice as much as the other categories like branded jewellery, entertainment zones, watches and perfumes and deodorants, according to TAM Media Research.

Generally, mass consumption brands are advertised on mass channels and regional channels, while niche brands are advertised more on niche channels. "Niche channels such as HBO, Star Movies and CNBC don't just deliver specialist audiences, they also offer a more premium image in the look and feel of the content on the channel," said Mr Atul Phadnis, Vice-President, TAM Media Research. "In fact, niche channels have actually been adding more brands than mass channels have."

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