Ad space publication in print witnessed a substantial 58% surge in 2024 compared to 2020, with a marginal 1% increase over the previous year, according to the latest TAM AdEx report.
The report, ‘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 for the year 2024.
The automobile sector led print advertising with a 15.2% share of total ad space followed by services with a 14.9% share in 2024. Cars & two-wheelers dominated the automobile sector, securing 8% and 6% of ad space, respectively.
Honda Activa H Smart claimed the top brand position in print, with over 181K brands actively advertising in 2024. Among the top 10 growing categories, two-wheelers had the highest growth at 29.8%.
Together, the top 10 advertisers added 14% share of ad space, with Maruti Suzuki India leading the list in 2024.
Indexed ad space per publication recorded a 9% rise in Q4-2024 (October-December) compared to Q1-2024 (January-March). More than 78K advertisers and 104K brands exclusively leveraged print advertising in 2024
Full-page jackets were the most preferred ad position by advertisers on print during the year 2024. Sales promotion ads accounted for 32% of total ad space in Print during Y 2024.
Deepavali remained the most significant festival for print advertising, contributing 28% of total ad space in 2024.
In the print medium, ad space per publication increased by 57% and 58%, respectively, in the years 2023 and 2024 over 2020. If 2024 is compared with 2023, a growth of 1% in ad space/per publication was reflected. In quarterly trends, Q4 of 2024 witnessed growth of 9% compared to Q1 of 2024.
During 2024, the top two sectors – personal accessories & durables – retained their respective positions compared to 2023. The top 10 sectors collectively added 84% share of ad space on print medium
Out of the top 10 categories, three belonged to the education sector and two each from the auto, services and retail sectors during 2024. Together, the top 10 categories had a collective share of 44%.
Maruti Suzuki India ascended to the first position in 2024 compared to 2023 in the print medium. Both Samsung India Electronics, TVS Motor Company and Tata Motors entered the top advertisers list and secured sixth, eighth, and ninth positions in 2024 over 2023.
