The retail sector in India has witnessed a dramatic transformation in its advertising approach, with cross-media ad spends registering substantial growth over the last five years. According to the latest TAM AdEx 2024 Cross Media Advertising Recap, the retail sector not only demonstrated resilience but also accelerated investments in both traditional and digital media, reflecting a well-balanced and evolving strategy aimed at omnichannel consumer engagement.
Television: Stronghold with Strategic Shifts
Retail advertising on television remained robust with a 65% increase in ad volumes in 2024 compared to 2020, despite a 10% dip from 2023. The third quarter of 2024 recorded the highest growth at 25%, driven by festive and seasonal campaigns.
Retail Outlets – Electronics and Durables (40%) and Clothing/Textiles/Fashion (35%) remained the top categories. Brands like Vasanth & Co, Sathya Agencies, and Reliance Retail dominated airwaves, accounting for nearly 60% of total ad volumes.
News channels captured the largest share of TV advertising at 49%, followed by general entertainment channels (GECs) at 26%. Notably, prime-time slots accounted for 36% of the ad share, with most ads ranging between 20–40 seconds.
Print: Regional Focus and Promotion-Heavy Strategies
Despite a slight 5% de-growth in 2024 over 2023, Print media maintained a significant presence in the retail advertising mix, showing an overall 79% growth since 2020. Quarter four of 2024 saw a major revival, jumping 49% over Q1, indicating continued relevance during high-consumption periods.
Print ads were largely promotion-driven, with Sales Promotions accounting for 80% of ad space. Within this, multiple promotions (78%) were the most favored format.
South India led the regional distribution, commanding 50% of ad space, with cities like Hyderabad, Chennai, and Mumbai emerging as top markets. Hindi and English publications together contributed nearly 50% of ad volumes, emphasizing both national and regional targeting.
Top print advertisers included Reliance Retail, Vishal Mega Mart, and Vijay Sales, while Vishal Mega Mart, Reliance Digital, and Smart Bazaar featured prominently among the leading brands.
Radio: Regional Growth and Time-Band Targeting
Radio advertising from the retail sector recorded 2.36 times growth in 2024 over 2020, with Maharashtra (19%), Kerala (13%), and Tamil Nadu (13%) forming the key markets. The fourth quarter alone posted a 40% increase over Q1.
Retail categories such as Clothing/Textiles/Fashion (35%) and Electronics/Durables (33%) topped the charts. Advertisers such as Reliance Retail, Alishan, and Zota Healthcare dominated the space, while evening and afternoon time bands accounted for 70% of ad volumes.
Brands like Alishan, Dava India, and Reliance Digital emerged as the most advertised on the platform, reflecting radio’s sustained effectiveness in regional and mid-tier markets.
Digital: Explosive Growth and Programmatic Dominance
The star performer in the 2024 recap was Digital, where ad impressions grew by a staggering 33.6 times over 2020. Despite a 12% year-on-year dip from 2023, the medium showed strong quarterly momentum—Q2 surged 63% over Q1, followed by further gains in Q3 (29%) and Q4 (28%).
Retail Outlets – Home/Interiors/Furniture (39%) was the most advertised category, followed by Departmental Stores (18%) and Fashion (17%). Ikea Services (India) was the undisputed leader with 27% share of ad impressions, followed by Fabindia and Reliance Retail.
Programmatic advertising ruled the digital landscape, accounting for 78% of all impressions, while combined programmatic channels (direct and network) contributed a staggering 88%.
New brands like Living Spaces broke into the top 10, underscoring how dynamic and data-led the digital medium has become.
Cross-Media Takeaways: Diversification is Key
The TAM AdEx report paints a picture of a highly agile and diversified retail advertising landscape. As consumer behavior becomes increasingly hybrid, advertisers are clearly embracing a 360-degree approach to media strategy—leveraging the reach of traditional channels while tapping into the personalization and efficiency of digital.
Reliance Retail continues to be a dominant force across TV, Print, Radio, and Digital, while Ikea Services (India) has cemented its leadership in digital advertising. The steady rise of regional brands and media customization also signals the growing importance of hyperlocal and linguistic targeting.
Industry Implications
As 2025 unfolds, advertisers will need to navigate a dynamic ecosystem marked by:
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Continued digital expansion powered by AI-led targeting and programmatic buying.
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Persistent relevance of Print and TV, particularly in festive and promotional cycles.
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Strategic use of Radio for regional penetration and time-sensitive messaging.
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A stronger focus on performance-led media planning rather than just volume metrics.
The retail sector’s advertising journey, as captured by the TAM AdEx 2024 report, reflects not just growth—but smart, adaptive evolution. With data-backed decision-making and integrated media strategies, retailers are poised to drive deeper engagement and brand equity in a crowded market.
