: Expert Speak: Festive Season 2022 AdSpends & Trends #IndiaNEWS #Experts Speak Festive season 2022 emerges as a positive one, especially as consumer demand increases. Experts see television taking

Expert Speak: Festive Season 2022 AdSpends & Trends #IndiaNEWS #Experts Speak
Festive season 2022 emerges as a positive one, especially as consumer demand increases. Experts see television taking a lead in AdSpends with digital coming in as a very close second.

With the past couple of years going through a rough patch, this year marketers and agencies are looking forward to rolling out campaigns that capture the overall sentiment of the festivities. Talking about the festive season 2022 AdSpends & trends, experts foresee a positive movement.

Festive Season 2022 AdSpends Sentiments & More

The festive season holds a special place in the Indian market, for consumers, brands, and agencies alike. After 2 years of a major setback, this year the sentiment around festive marketing is a lot more optimistic. Spending habit in each category is on the rise from household items to personal care leading to an increase in visiting stores for discoverability and shopping.

Ashish Bhasin, RD&X Network

Ashish Bhasin, Co-Founder and Chairman RD&X Network says, “This festive season is extremely important for us as an industry because this period is what will decide whether the year was a good one or not. The early signs of the season appear to be good. In India, almost 40-45% of the annual spends happens between Ganpati & New Year as we are a very festival-driven country. �?

Bhasin explains that this includes both national-level celebrations like Diwali and state level like Durga Puja as well. This period is an extremely crucial part of the year for marketers, and so far the initial signs have been good and there is optimism.

Mithun Cotha, GREY Group

Mithun Cotha, Senior Vice President – Data, Listening and Insights, GREY Group India anticipates that this year, the ad spend is expected to grow by 15-20%. He adds saying, “With Consumer Confidence moving from 57. 7 pts last year to 77. 3 pts during Aug 22’, and with macros like GDP, NIFTY is indicating a strong consumer sentiment during the upcoming festive season are supporting the projected increase in ad spends. �?

The Sports Aspect

Rammohan Sundaram, DDB Mudra Group

With IPL and Asia Cup, agencies and brands sports spending this year is on the rise as well. Rammohan Sundaram, Country Head & Managing Partner – Integrated Media, DDB Mudra Group commented, “There is a lot of action in sports in the latter half of the year and it began with the Asia cup and will go all the way till the T20 World Cup. While there is pressure on some of the impact buys where we are seeing slides in yields for channels, and pricing is moving towards effective rates than cost per rating points, it is impacting fiction-driven shows on a lot of channels, which we hope will be compensated with non-fiction buys.