Mumbai: Print advertising continued its steady recovery and consolidation in 2025, with ad space per publication registering a 21% growth compared to 2021 levels and a modest 2% year-on-year increase over 2024, according to the latest report by TAM AdEx, a division of TAM Media Research.
The report highlights that while growth has moderated compared to the sharp rebound seen in 2024, the print medium remains resilient and relevant for advertisers across sectors.
Quarterly trends reveal that Q3 and Q4 of 2025 outperformed earlier months, delivering 13% higher ad space per publication compared to Q1, underlining stronger festive and year-end advertising momentum.
Auto Sector Retains Leadership
The Auto sector retained its top position in print advertising with a 16% share of total ad space, followed by Services at 15% and Education at 14%. Banking/Finance/Investment (11%) and Retail (8%) completed the top five sectors. Collectively, the top 10 sectors accounted for 85% of total print ad space during the year.
At a category level, Cars continued to dominate with a 9% share of ad space, followed by Properties/Real Estates at 6%. Notably, three of the top 10 categories were from the Education sector, while Auto, Services and Retail each contributed two categories.
Cars also emerged as one of the fastest-growing categories, registering a 26% increase in ad volumes over 2024. Branded Jewellery saw a 60% growth, while FMCG Products Range recorded the highest percentage surge among the top 10 growing categories at 3.1 times growth year-on-year.
Maruti Suzuki India Tops Advertiser Rankings
Maruti Suzuki India retained its position as the top advertiser in print for 2025, followed by Hero MotoCorp and Reliance Retail. Tata Motors and TVS Motor Company also featured prominently, underscoring the dominance of auto brands in the medium. The top 10 advertisers together contributed 13% of total ad space.
At the brand level, Maruti Car Range led the rankings, with five of the top 10 brands coming from the Auto sector. In total, over 179,000 brands advertised in print during 2025, with the top 10 brands accounting for 5% of total ad space.
The report also noted that more than 72,000 advertisers and 95,000 brands exclusively leveraged print in 2025, reflecting the medium’s continued standalone appeal. West Bengal Industrial Development Corporation and Samsung Galaxy S25 Ultra emerged as the top exclusive advertiser and brand, respectively.
Jacket-Full Page Most Preferred Ad Position
In terms of ad placements, Jacket-Full Page emerged as the most preferred format, accounting for 32% of ad space among top positions. Full Page (29%) and Half Page Horizontal (21%) formats also remained popular. More than 8,800 brands opted for the Jacket-Full Page position, with Samsung Galaxy S25 Ultra leading this format.
Innovative ad formats, including Masthead Integration and Augmented Reality Integration, gained traction, although the top five innovative layouts together contributed a modest 0.6% share of total ad space.
Sales Promotions Drive One-Third of Print Ad Space
Sales promotion advertising accounted for 33% of total print ad space in 2025. Among these, Multiple Promotions dominated with a 51% share, followed by Discount Promotions at 38%. Together, the top two promotional formats contributed 88% of sales promotion ad space.
Festive advertising remained a key driver of print volumes. Deepavali led with a commanding 41% share of festive-themed ad space, followed by Navratri/Durga Puja (17%) and Christmas/New Year (10%). Independence Day and Republic Day also contributed to seasonal advertising spikes.
Overall, the TAM AdEx findings indicate that while print growth has entered a phase of consolidation, the medium continues to deliver scale, seasonal impact, and strong sectoral participation—particularly from automotive, services, and education advertisers.
