DCDM Research

Fashion always goes along with important celebrations and Christmas is no exception. Whether it’s the iconic Christmas sweaters adorned with reindeer and snowflakes, or the luxurious fabrics and shimmering accessories of evening wear, people always consider it crucial to dress correctly for the holiday season. During that period, clothing is not just about functionality but a celebration of creativity and connection. Couples would want to coordinate outfits for photos, families would opt for formal attire for Christmas dinner and these moments would create lasting memories.  Unsurprisingly, retailers always try to seize this opportunity to market collections that align with the season’s trends. For brands, the Christmas period is an ideal occasion to connect with consumers through advertisements that celebrate the importance of festive fashion.  Through our online ad monitoring tool, we uncovered insights into the advertising trends for the clothing and accessories sector during last December’s festive period. Brands in this category collectively invested a total of Rs 8,205,561 in ad spend, underscoring the pivotal role of fashion in the holiday season. With evolving consumer expectations and new trends, can we expect an even higher ad spend in the clothing and accessories category this year?

✨ New year, same mission! Here’s a reminder of who we are: ✨ Who are we? We're DCDM Research! For over 35 years, we've been a trusted research and consulting firm, specializing in market insights, development research, and media monitoring projects. 🌟 With a bold vision to conquer the African market, we've conducted research in 20+ African countries, often leading the way in pioneering studies. 📊📈 Our journey has been defined by innovation, growth, and an unwavering commitment to our clients. As we step into another year, we’re more inspired than ever to continue making a difference. Stay tuned for more updates as we work together to drive growth, innovation, and progress. 🚀✨

🎉✨ Happy New Year 2025 from DCDM Research! ✨🎉 As the new year begins, we wish you a year full of joy, good health, and endless success. 🌟 May 2025 bring exciting opportunities, personal growth, and happiness to you and your loved ones. 💖🌍 ⚡️Remember, we’ll be back in action on 6th January 2025 and we’ll be ready with fresh energy. 📝📊 Thank you for trusting us and being a part of our journey. Here's to an incredible year ahead! 🥂🎊 #HappyNewYear2025 #NewBeginnings #DCDMResearch #GratefulAndReady

Merry Christmas Wishes 🎄✨ 🎅🎄 Merry Christmas from DCDM Research! 🎄🎅 As we celebrate this festive season, we extend our warmest wishes to everyone. May your Christmas be filled with joy, peace, and love, and the new year bring you success and happiness. 🎁💫 We are truly grateful for your continued support and look forward to an exciting year ahead. 🎉 Best wishes from the entire team at DCDM Research!

Soon, it’s going to be the most wonderful time of the year, and also the most glamorous time! As Christmas is approaching, there’s no doubt that gold hues and sparkling stones are going to take centre stage. While there are countless gift options out there, jewellery continues to be one of the most thoughtful gifts. During that period, a ring or a necklace isn’t just a piece of jewellery; it’s a symbol of love, commitment, and the magic of the holiday season. This is why December is a crucial period for jewellery brands, as they launch their most dazzling ads to capture the hearts (and wallets) of shoppers. Through our ad monitoring tool, we analysed advertising trends in the jewellery sector during the festive season over the past three years. In December 2021, the jewellery sector experienced a significant boom in ad spend, amounting to an impressive Rs 1,051,159. However, by December 2022, the sector saw a decline and the total ad spend reduced drastically to Rs 561,805. The trend continued in December 2023, with further reductions, totalling Rs 242,394. This consistent decline raises an important question: what could be driving this trend? And, as we approach December 2024, the trajectory of jewellery advertising remains uncertain. Will jewellery brands rebound with a renewed focus on holiday ads? Or will we see a continuation of this cautious approach?

Commercials aren't just about what we see or read—they're about what we hear too. The right sound can not only linger in our memories but also influence decisions. And, in December, sound isn’t just a background element – it’s the heartbeat of holiday ads.  Through our ad monitoring tool, we’ve uncovered some fascinating trends in the audio design of radio and TV ads from last December. Interestingly, holiday sounds dominated the airwaves, with classics like the iconic "Ho Ho Ho" of Santa Claus and the timeless "Jingle Bells" tune featured in commercials. Many other ads layered their messaging with sparkling, bell-like background music that perfectly captured the magic of Christmas. One standout example came from a department store that went a step further by creating a custom Christmas song for their ad - titled "Pour sa l'année-là, mo pu fer tou mo famille plaisir—c’est là-bas même mo acheter cadeau". We don’t even need to see the decorations to know Christmas is approaching, we just have to hear it out. That’s the power of sound in December ads.

Commercials aren't just about what we see or read—they're about what we hear too. The right sound can not only linger in our memories but also influence decisions. And, in December, sound isn’t just a background element – it’s the heartbeat of holiday ads. Through our ad monitoring tool, we’ve uncovered some fascinating trends in the audio design of radio and TV ads from last December. Interestingly, holiday sounds dominated the airwaves, with classics like the iconic "Ho Ho Ho" of Santa Claus and the timeless "Jingle Bells" tune featured in commercials. Many other ads layered their messaging with sparkling, bell-like background music that perfectly captured the magic of Christmas. One standout example came from a department store that went a step further by creating a custom Christmas song for their ad - titled "Pour sa l'année-là, mo pu fer tou mo famille plaisir—c’est là-bas même mo acheter cadeau". We don’t even need to see the decorations to know Christmas is approaching, we just have to hear it out. That’s the power of sound in December ads.

Ever heard of colour psychology? It’s the theory that colours aren’t just pleasing to look at – but they can also influence how we think, feel and behave. Think about it: there’s a reason why spas always lean towards soft greens and calming blues, and why fast-food chains prefer bold reds and yellows. In other words, if used correctly, colour psychology can be a powerful tool in the world of advertising. In fact, part of what makes December ads so effective is the use of iconic Christmas colours. And, this trend can also be observed in Mauritius. Through our ad monitoring tool, we’ve analysed ads featured in the press during last December and we’ve found that red, blue, green, gold and white were stars of the show. These colours were consistently used across a wide range of industries, including household appliances, supermarkets, trading companies, insurance, optics, and even a spice brand. These hues are most associated with Christmas and when brands embrace these colours during December, their aim is to connect with the audience on a more emotional level and evoke holiday feelings. Interestingly, red is everywhere during Christmas. But, what do you think it represents? We’re curious—what’s your guess?

December is a month of magic; there’s excitement in the air; there’s the holiday madness; the hot yet exciting weather; shops dolled up, lights glowing and Christmas music playing everywhere. There are so many things that define the ‘magical time of the year’ and yet we can’t ignore how the commercial side of Christmas has also become a staple of the festive period. For example, December commercials, no matter how long or short, typically have that ‘traditional feel’ that can make people smile and feel nostalgic. Our ad monitoring tool reveals that compared to other times of the year, Christmas symbols like Christmas trees, gifts, decorations and Santa Claus are often used in December commercials. We can also observe that December ads are heartwarming, hopeful and emotional, a reminder of the festive spirit. This season is a pivotal time as brands try to tap into the festive season to dazzle the public. Think about it, how much of what you bought during last holiday rush have you actually used? Did you buy more than what you actually needed? Well, December ads have a way of enchanting us all. In fact, this will be the focus of our upcoming posts—so stay tuned for more!

What is Media Monitoring? Media monitoring is a strategic tool that allows businesses to track and analyze media coverage across various channels, including news, radio,tv, and advertisements. By staying on top of media mentions, businesses can gain valuable insights into their brand’s reputation, industry trends, and competitive landscape. 🌍 Media monitoring includes: - Tracking Brand Mentions: See how your brand is being discussed across different media platforms. - Analysing Trends: Understand industry trends and emerging topics that could impact your business. - Evaluating Campaigns: Measure the effectiveness of your advertising and PR efforts. - Gaining Competitive Insights: Monitor competitors and adjust your strategies accordingly. At DCDM Research, we provide comprehensive media monitoring services, including ad monitoring, news monitoring, media audits, and audience analysis, to help you stay ahead of the curve. For more information, contact us at caroline.raynal@dcdmresearch.com📧 #MediaMonitoring #BusinessSuccess #DCDMResearch #AdMonitoring #NewsMonitoring #MediaAudit #AudienceAnalysis