Mumbai: Despite the growing dominance of digital platforms, print media has witnessed a 3% increase in ad space during January to September 2024 compared to the same period last year, according to the latest report by TAM AdEx. The surge highlights the enduring relevance of print advertising in India, driven by sectors like Education, Auto, and Services.
The report reveals that the Education sector claimed the largest share of print ad space, contributing 17% to the total advertising volume. The sector has remained a top spender, with educational institutions and e-learning platforms increasingly leveraging print to reach diverse audiences across regions.
Meanwhile, the Auto sector retained its strong presence in print media, with Cars maintaining the top category position at 7% share of total ad space. Interestingly, Two Wheelers saw the highest growth, climbing to the third spot with a 49% increase in ad space. This spike indicates a rising demand for personal mobility solutions post-pandemic, particularly in semi-urban and rural areas.
Among advertisers, Maruti Suzuki India and SBS Biotech emerged as the top two contributors to print ads, while Honda Shine 100 was the most advertised brand during the period.
The report also notes a significant shift in sales promotion advertising, which accounted for 29% of total ad space. Discount promotions led the way with 43% of promotional ads, followed by Multiple Promotions at 42%.
The Telecom Products sector showed notable improvement, jumping seven spots to enter the top 10 sectors in 2024. This rise reflects the growing demand for connectivity solutions amid increasing digital penetration across the country.
The print advertising market also saw participation from over 115,000 advertisers and 143,000 brands, indicating a highly competitive landscape.
Industry experts believe that print media’s resilience lies in its ability to deliver trust and reach, particularly in regional and local markets. “Despite the digital boom, print continues to be a preferred medium for many brands, especially those targeting niche and regional audiences. The credibility and longevity of print ads make them an effective tool for brand-building,” said a senior media analyst.
With categories like Two Wheelers, Corporate-Financial Institutes, and E-commerce registering significant growth, the report suggests that print advertising is evolving alongside digital media, proving to be a key component in the advertising strategies of both legacy and emerging brands.
As brands continue to leverage print media for sales promotions and brand visibility, the print advertising sector remains resilient, indicating that traditional media still holds value in a rapidly digitizing world.
