Mumbai: The latest report from TAM AdEx, a division of TAM Media Research, highlights significant growth in print advertising for the year 2024. The report, titled “A Glimpse into Print Advertising Trends for Y 2024”, provides an in-depth analysis of advertising volumes, sectoral trends, advertiser rankings, and emerging innovations in print media.
Print Ad Space Witnesses Strong Growth
Print advertising recorded a 58% increase in ad space compared to 2020, with a marginal 1% rise over 2023. The quarterly trends showed a 9% rise in ad space per publication in Q4 2024 (Oct-Dec) compared to Q1 2024 (Jan-Mar), highlighting sustained momentum throughout the year.
Automobile Sector Leads Print Advertising
The automobile sector emerged as the top contributor, claiming 15.2% of total ad space, followed closely by the services sector at 14.9%. Education, banking & finance, and retail also made significant contributions, collectively adding to the 84% share of total ad space occupied by the top ten sectors.
Top Advertisers and Brands in 2024
Among advertisers, Maruti Suzuki India retained its position as the leading advertiser, followed by Hero MotoCorp and Honda Motorcycle & Scooter India. Meanwhile, Samsung India Electronics and Tata Motors made notable entries into the top ten advertisers’ list.
In terms of brands, Honda Activa H Smart took the top spot, with four of the top ten brands coming from the automobile sector. Other leading brands included Maruti Car Range, Dr. Ortho Oil, and Vishal Mega Mart.
Innovative Ad Placements & Formats Gain Popularity
The report highlighted the growing preference for innovative ad formats, with the Jacket-Full Page ad placement being the most popular. Over 8,400 brands leveraged this format, with Allen Career Institute emerging as a top user. Additionally, Figured Outline, French Window, and Masthead Integration were among the most widely adopted innovative ad layouts.
Sales Promotions and Festive Advertising Drive Engagement
Sales promotion ads accounted for 32% of total print ad space, with multiple promotions (48%) and discount promotions (39%) leading the way. Advertisers increasingly used festival-based advertising, with Deepavali commanding a 28% share of total ad space, followed by Navratri/Durga Puja (21%) and Christmas/New Year (15%).
Print Advertising Remains Resilient Amid Digital Shift
Despite the rapid growth of digital advertising, print media has maintained its relevance and appeal among major advertisers. The TAM AdEx report highlights that print remains a powerful platform for brand positioning, festive promotions, and sector-specific campaigns, ensuring its continued importance in India’s advertising landscape.
As brands explore multi-platform strategies, print advertising is expected to complement digital efforts, reinforcing brand credibility and regional market penetration. With steady growth and evolving ad innovations, print media is poised to maintain its stronghold in 2025 and beyond.
