Is Traditional Media Regaining Prominence This Season?

As the festive season is around the corner and cricket enthusiasts gear up for the long-awaited Cricket World Cup, a trend is emerging in the world of advertising. Traditional media, including television and print, seems to be making a resurgence in capturing consumer attention, posing a compelling challenge to the dominance of digital platforms.

Effectiveness of Traditional Media

Over the years, digital advertising has seen massive growth. However, in the third quarter of the financial year, the entry of the festive season and the forthcoming Cricket World Cup are witnessing a shift in advertisers' strategies. 

Traditional media, particularly television, is proving to be an effective channels for reaching a broader audience. 

Aastha Bhasin, Category Lead – Kurkure, PepsiCo India states, “Festive season is one of the more critical parts for PepsiCo India as a whole. This is a time we feel where the consumer is actively looking for two things. One is convenience and the other is value because this is a time when people come together, they celebrate in large gatherings, whether it's watching a match or having a Diwali party at home. Through our portfolio, distribution and revenue management, an active work stream that PepsiCo would continue to do as staying connected to consumers through TV and digital through the festive period. On traditional media, for instance, TV, we would be actively invested in this period in terms of ensuring that consumer needs are met and they stay connected to us during this period.”

Nonetheless, TV and print advertisements have a unique ability to create a lasting impact through captivating visuals and compelling narratives. Advertisers find the traditional mediums offering an unparalleled opportunity to showcase their brands in a way that resonates deeply with viewers and readers. 

Consumer Receptivity

One of the intriguing aspects of the revival is the receptivity of consumers to traditional advertisements during festive periods. Viewers and readers often anticipate and appreciate the emotionally charged advertisements that have become synonymous with the season. 

On consumers being more receptive to traditional ads during the festive season, Arvind R P, Chief Marketing Officer, McDonald's India (W&S) shares, “Back-to-back festivities and the final quarter of the year mark a significant period for many categories, including ours. Additionally, the extended cricket season, with the World Cup extending into November, presents another strategic target for businesses. In terms of communication, our campaign mix is dedicated to integrating our brand further as far as the celebrations go. These campaigns, often traditional in their approach, hold great importance for us as they resonate with the sentiments and emotions that define these festive moments. However, from a media perspective, the combination of traditional and digital platforms continues to be an effective strategy.” He further added, “Since it is the festive season, indulgence plays a big role as a consumption occasion. We have planned special product launches to cater to this indulgent occasion. Also, the festive season represents peak sales periods for our brand, so we aim to take it to the next level.” 

Impact of TV During Festive Season 

The festive season, spanning Diwali, Navratri, Durga Puja, and more, brings a sense of cheerfulness and celebration. It's a time when consumers are in a positive frame of mind, making it ideal for brands to connect with their target audience through heartwarming stories and promotions. 

Sunita Bangard, Group Head – Consumer Insights and Brand Development, Aditya Birla Group said, “At a group level, we believe that you need to invest behind brands and therefore ideally that is not a spend that we would like to cut. Having said that, we always look forward to the season, which for our retail business will start soon in third quarter and fourth quarter. Also, TV is here to stay and it is the cheapest cost per reach when you look at it as a medium.” 

Moreover, the Cricket World Cup, returning to India after a 12-year hiatus, adds another layer to this trend. Cricket is not just a sport in India; it's an emotion. Television, in particular, becomes the primary medium for watching matches, making it a hotbed for advertisements.