Mumbai: The Q1 and Q2 2023 comparison of marketing medium strengths in the South zone reveals a continued focus on digital channels, as businesses in the region prioritize targeting and measurement capabilities for their marketing efforts. TRA's Marketing Decision Index (MDI) Q2 2023 is a quarterly benchmark report, the second in its series, and a global first that provides leading indicators through primary research conducted with 757 Marketing Decision Makers (MDMs) across 16 Indian cities between January and March 2023.

Digital Advertising, Digital Search, and Social Media remain the strongest marketing mediums in the South zone, with strengths of 73.08, 73.43, and 70.52, respectively. Despite a decline from Q1, these platforms continue to outperform traditional advertising mediums in the region.

Radio Advertising strength saw a significant increase in the South zone, rising from 34.33 in Q1 to 59.82 in Q2. This growth aligns with the trend observed in other zones, highlighting the resurgence of Radio Advertising as a cost-effective and region-specific marketing medium.

National TV Advertising and Public Relations strengths declined in the South zone, dropping from 57.98 to 50.13 and 63.45 to 49.68, respectively. These decreases suggest a shift in focus as businesses in the region allocate resources to digital channels and Radio Advertising, shifting focus from conventional advertising mediums.